Technical Cooperation for New Tourist Experience "LOCAL LENS AR" in Harajuku

XREAL, a developer and seller of AR (Augmented Reality) glasses, provided technical cooperation and device provision for the demonstration experiment of "LOCAL LENS AR," a next-generation tourism solution utilizing AR glasses. The experiment was conducted for four days from March 19th to March 22nd, 2026, at Tokyu Plaza Harajuku "Harakado," organized by Tokyu Fudosan SC Management Co., Ltd. and STYLY Inc.

This demonstration aimed to allow users to experience the deep charm of Japan, such as the city's culture and history, through multilingual guidance using AI and AR, while simultaneously resolving the "language barrier" faced by foreign tourists. The survey results indicated that participants felt a greater sense of immersion than with traditional smartphone-based guides, while also addressing "insufficient guidance" and the "language barrier." They also provided evaluations on understanding the city's history and culture in a new way, verifying the future business potential.

【Background of the Demonstration Experiment】

With the evolution of XR*1 devices such as smart glasses and the rapid spread of generative AI, interest in experiences that connect the real and digital worlds is growing. This marks a significant turning point in how information is presented in urban environments. On the other hand, with the increase in foreign tourists visiting Japan, challenges such as "insufficient guidance" and "language barriers" due to multilingual support not being fully conveyed by signs and notices alone, as well as safety concerns from looking at smartphones while walking, still persist.

Harajuku, a hub for urban tourism attracting diverse visitors from both domestic and international sources, is an ideal environment for verifying the social implementation of new tourism experiences. This project explores the possibility of fundamentally changing the quality of city walking experiences through AR tourism guidance that allows information to be received without lowering one's gaze.

*1 XR: Abbreviation for VR (Virtual Reality), AR (Augmented Reality), and MR (Mixed Reality).

■ About "LOCAL LENS AR"

"Local Lens AR" is a next-generation tourism solution that allows users to experience the culture and history of a region in AR, going beyond the capabilities of map applications, with a focus on local information. By simply wearing smart glasses, users can overlay historical views of Harajuku with the modern cityscape, providing real-time explanations of historical backgrounds and cultural significance. It also intuitively presents spatial information unique to AR, such as recommended stores and menu displays within the facility.

【Demonstration Experiment Overview】

・Period: Thursday, March 19, 2026 – Sunday, March 22, 2026

・Time: 12:00 PM – 8:00 PM

・Duration: Approximately 30 minutes

・Number of Participants: 144 foreign tourists

・Participation Fee: Free

・Location: Inside Tokyu Plaza Harajuku "Harakado"

・Content: Provision of AR tourism guidance for foreign tourists (presentation of city history/culture information, spatial display and manipulation of store information, presentation of urban landmark information on the cityscape from the terrace with fireworks effects) and questionnaire survey.

Verification results showed that 86% expressed willingness to pay for the service, and 84% of participants showed interest in the featured restaurants based on the guide, providing insights into willingness to pay and behavioral intentions in dining areas.

The survey results indicated that participants felt a greater sense of immersion than with traditional smartphone-based guides, while also addressing "insufficient guidance" and the "language barrier." They also provided evaluations on understanding the city's history and culture in a new way, verifying the future business potential.

For detailed results, please refer to: