Called the “Is JAPAN Cool?” campaign, the program is designed to offer additional insights into special events and attractions all across the country, coupled with a way to reach those destinations and experience those events and attractions economically.
|Depachika at Isetan Shinjuko Store, Tokyo|
Photo courtesy ANA
Those and other attractions are featured on the campaign's website, which allows visitors to explore and discover aspects of Japan that many consider the elements that make the country the attraction it is. It also allows visitors to vote for their favorites, which include Japanese hospitality (currently ranked No. 1), high-tech Toto toilets (No. 2) and Mt. Fuji (No. 4) as well as world-class shopping.
Facets of Japanese culture are also featured, with web pages dedicated to Kawaii and Cosplay.
|Kawaii at a construction site|
ANA created a YouTube video that offers some visual examples of Kawaii fashion.
Kawaii is also manifested in other ways. For example, road workers near a station under construction in Narita erected a temporary guardrail using the pink bunny-shaped supports shown at right.
|EVA Air jet in Hello Kitty livery|
Photo by Carl Dombek
Cosplay, or "costume play", is when participants wear costumes and accessories to represent a specific character or idea that is usually identified with a unique name. Cosplayers often interact to create a subculture centered on role-play. Favorite sources include manga, anime, comic books, video games, and films. For example, a person might dress up as a character from the Mortal Kombat video games, or like Princess Leia or Chewbacca from the movie Star Wars.
Once visitors’ interests have been piqued and they have created their personal “must see” list, ANA provides an economical way to experience those facets of Japan. The Experience JAPAN Fare allows travelers residing outside Japan to travel anywhere within Japan for one set price ¥10,800 (approx. US$104 as of the date of this post) per flight segment until October 25.
Without the Experience JAPAN Fare, a typical fare from Tokyo to Okinawa would cost around US$460, the airline said in a statement.
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