JTB, Kumamoto Prefecture, and ABAL Launch New Tourism Experience "Kumamon Dungeon" Utilizing XR Technology!

JTB Corporation (Headquarters: Minato-ku, Tokyo; President and CEO: Eijiro Yamakita), Kumamoto Prefecture (Governor: Takashi Kimura; hereinafter referred to as "Kumamoto Prefecture"), and ABAL Inc. (Headquarters: Meguro-ku, Tokyo; President and CEO: Ryoya Okomayama) will launch "Kumamon Dungeon," a new experiential tourism content that utilizes the latest XR (Extended Reality) technology and Kumamoto Prefecture's popular character "Kumamon," in Kumamoto City starting July 1, 2026 (Wednesday). This project, implemented in conjunction with the launch of the Kumamoto Destination Campaign, is a joint initiative aimed at promoting travel throughout Kumamoto Prefecture and expanding tourism consumption.

●Kumamon Dungeon Official HP: https://j-lppf2.jp/kmn-dungeon/

1. Background and Objectives

Kumamoto Prefecture faces challenges such as the concentration of tourists in Kumamoto City and Aso areas, short stays, and insufficient travel within the prefecture. New measures are needed to further expand tourism consumption.

To address these challenges, this project will create an unprecedented immersive tourism experience by combining "Kumamon," which has high recognition both domestically and internationally, with ABAL's spatial extension technology "Scape®," based on numerous patents. By utilizing coupons and other benefits obtained through the experience, we aim to drive customer traffic to tourist spots and restaurants within the prefecture, thereby generating economic ripple effects throughout Kumamoto Prefecture.

Furthermore, photography is also possible within "Kumamon Dungeon." Through an experience design that fuses reality and digital, we aim to encourage information dissemination on social media and build a new model for attracting tourists.

2. Overview of "Kumamon Dungeon"

"Kumamon Dungeon" is an experiential attraction where visitors wear XR goggles in an indoor facility and embark on an adventure through a dungeon with Kumamon, spanning 5 floors above ground and 2 basement floors. Visitors walk through the facility, exploring stages themed around tourist attractions such as Kumamoto Castle in a virtual space that unfolds before their eyes, and challenging missions and boss battles as they progress.

The attraction offers a feeling of stepping into a game world. The "treasures (medals)" obtained during the experience can be exchanged for coupons usable at tourist spots and restaurants in Kumamoto Prefecture (or Kumamon merchandise) after the experience, depending on the number of medals collected. By connecting the play experience to actual sightseeing and dining, we provide a new tourism experience that integrates "playing, discovering, taking home, and touring."

Start Date: July 1, 2026 (Wednesday)

Location: SAKURA MACHI Kumamoto (2nd Floor, 3-10 Sakuramachi, Chuo-ku, Kumamoto City, Kumamoto Prefecture, 860-0805)

Content: XR experience, merchandise sales, and tourism coupon linkage with food and beverage facilities

Experience Fee: General ¥2,500 (tax included), Junior/Senior High School Students ¥1,900 (tax included), Elementary School Students ¥1,400 (tax included)

Business Hours: Weekdays 10:00 AM - 8:00 PM (Last reception 7:30 PM), Weekends and Holidays 10:00 AM - 8:00 PM (Last reception 7:30 PM)

How to Participate: Reservations via the official website (https://j-lppf2.jp/kmn-dungeon/) or reception at the venue

Duration: Approximately 20 minutes

Target Age: 7 years and older, and height 110 cm or taller. *A parental consent form is required for participants under 13 years old.

3. Roles of Each Company

This project is a tourism DX initiative that combines private companies, government, and technology firms.

●JTB Corporation

Responsible for planning, producing, selling, and designing customer traffic for tourism business, and building a travel model in cooperation with prefectural tourist spots and businesses.

●Kumamoto Prefecture

Responsible for providing regional resources, promoting cooperation with businesses within the prefecture, and integrating with tourism policies to promote tourism throughout the prefecture.

●ABAL Inc.

Responsible for content provision and technological development using the patented XR platform "Scape®," providing immersive experiences through this spatial extension technology.

4. Features of This Project

● Enables vast virtual space experiences within limited physical space using XR technology.

● Customer traffic model linked with coupons for tourist spots and restaurants.

● Encourages social media sharing and UGC creation through experience design that makes people want to take photos.

● High appeal both domestically and internationally by leveraging the IP (Kumamon).

5. Future Prospects

In the future, we aim to create repeat visitors and maximize tourism consumption by expanding cooperation with tourist spots and businesses within the prefecture and continuously updating the content.

Furthermore, we will establish this initiative as a new tourism model that fuses regional IP with digital technology, and promote sustainable regional tourism development with an eye toward expansion to other regions.