Regional Tourism Promotion Partnership "Katsugite" Implemented for the First Time in Shibuya, "SCG DAYs 2026" Held in Shibuya Center Gai

Taiheiyo Shoji Co., Ltd. (Location: Shibuya-ku, Tokyo; hereinafter, "the Company") announces its cooperation in coordinating performers and booth exhibitors for the regional collaboration event "SCG DAYs 2026 (SCRAMBLE GATE : SHIBUYA CENTER-GAI; hereinafter, "this Event")" held in Shibuya Center-Gai on March 1, 2026 (Sunday), as the first implementation case of its regional tourism promotion partnership service "Katsugite."

This Event was organized by the Shibuya Center-Gai Regional Collaboration Event Executive Committee (Shibuya Center Shopping Street Promotion Association and Udagawacho Neighborhood Association). It combined traditional performing arts from various regions across Japan with a store visit rally, lottery, product exhibition, and more, held as an "urban showcase" where visitors could experience regional charm from within Shibuya.

About 'Katsugite': Mission and Role

The regional tourism promotion partnership 'Katsugite' is a service that consistently supports regional charm dissemination, experience design, and visitor referral, starting from Shibuya. Utilizing the on-site connections and operational capabilities cultivated in Shibuya Center-Gai, it connects the interest of visitors, including inbound tourists, to the regions. It handles everything from planning to implementation in a one-stop manner, contributing to the expansion of tourism consumption. For this Event, assuming the planning and operation by the organizers, our company participated in a cooperative capacity.

This Event, as Katsugite's first implementation case, delivered regional traditional culture as an "experience" in the streets of Shibuya and created opportunities to engage with regional charms through a flow design linked to circulation (store visit rally). Our company (Katsugite) cooperated in this initiative, supporting the development of experience design and communication aspects to make it easy for visitors to participate.

Background of Event Support and Collaboration

While regional revitalization is a challenge in various parts of Japan due to population decline and an aging society, there is also the issue that the appeal of local culture, experiences, and specialty products often fails to reach young people in urban areas and inbound tourists. In the tourism sector, initiatives such as the Japan Tourism Agency's "Promotion of Inbound Tourism to Local Regions" are being strengthened to correct the concentration in urban areas and encourage visits and circulation to regional areas.

Furthermore, the consumption behavior of inbound tourists is shifting from "mono koto" (consumption focused on goods) centered on shopping to "koto koto" (consumption focused on experiences) such as experiences, learning, and interaction. In this trend, designing the charm of a region not just as "information" but as an "experience," and preparing a flow that leads to actual visits, directly contributes to the success of regional tourism.

'Katsugite' is a regional tourism promotion partnership service that consistently supports the dissemination of regional charms as "experiences" and the referral of visitors, starting from Shibuya, a place where people from both Japan and abroad gather. This Event, as its first implementation, translated regional charms into a form that could be "seen, touched, and experienced" in Shibuya Center-Gai, supporting the creation of connections between urban visitors and the regions.

Main Contents of the Day

1. Traditional Performing Arts Performance (Shibuya Center-Gai Special Venue)

Additionally, Shibuya-specific cultural presentations were also held, such as Japanese dance by a dance class in Shibuya Center-Gai, the -shibuya tsumugi- Kimono Fashion Show, and a Kabuki performance by Kabuki actor Mr. Hashigo Nakamura.

2. Store Visit Rally (February 1st - March 1st) and Lottery (March 1st)

3. Regional Product Exhibition

[Event Outline]

• Name: SCG DAYs 2026 (SCRAMBLE GATE : SHIBUYA CENTER-GAI)

• Date: March 1, 2026 (Sunday) 11:00 AM - 6:00 PM

• Venue: Special Venue within Shibuya Center-Gai (Udagawacho, Shibuya-ku)

• Contents: Traditional performing arts performance / Lottery / Regional product exhibition

• Organizer: Shibuya Center-Gai Regional Collaboration Event Executive Committee (Shibuya Center Shopping Street Promotion Association & Udagawacho Neighborhood Association)

• Sponsors: Shibuya City, Shibuya City Tourism Association, Tokyo Chamber of Commerce and Industry Shibuya Branch

• Our Company's Involvement: Cooperation (not the organizer)

Overview of 'Katsugite' Service

Shibuya-originated System for Referring Inbound Tourists to Local Regions

'Katsugite' is a regional tourism promotion partnership service that connects the interest of inbound tourists to local regions, starting from Shibuya, and supports their referral. It designs a flow in Shibuya of "Learn → Experience → Be Moved → Refer to Region," accelerating regional recognition by leveraging existing human traffic and circulation. It provides one-stop support from planning and operation to promotion and feedback acquisition, contributing to the reduction of customer acquisition costs and the maximization of initiative effectiveness.

Future Developments

Our company will promote the creation of a mechanism for continuous connection between urban areas and regions through 'Katsugite.' Based on the operational knowledge gained from this implementation, we will realize regional charms in a "form that can be conveyed as an experience," developing it into a valuable initiative for visitors, regions, and urban businesses alike.

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