BEAMS Launches 4th Edition of 'B-jirushi MAP': 'The Real Nikko, Known Only to Insiders' Starting from Tobu Nikko Station

BEAMS Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; President & CEO: Hiroshi Setoguchi) announces the 4th edition of 'B-jirushi MAP,' a curated guide under its 'B-akashi MARKET' initiative, in collaboration with Tobu Railway Co., Ltd. (Headquarters: Sumida-ku, Tokyo; President & CEO: Yutaka Tsuzuki). Themed 'The Real Nikko, Known Only to Insiders,' this edition focuses on Nikko in Tochigi Prefecture, offering unique travel experiences handpicked by BEAMS staff.

On the official 'B-jirushi MAP' website, visitors can explore three curated itineraries starting from Tobu Nikko Station, along with mini-content such as 'Staff Recommendations' for discovering local favorites and 'Omiyage Techou,' a gift guide for meaningful souvenirs. Starting June 2026, printed leaflets will be distributed at Tobu Railway station counters and at 'BEAMS JAPAN Nikko,' with posters displayed in stations and trains, and promotional videos aired on train channels.

The Real Nikko, Known Only to Insiders.

Nikko, Tochigi, is globally renowned for its historic temples and scenic beauty. While attractions like Toshogu Shrine, Lake Chuzenji, and Kegon Falls are well-known, many deeper, lesser-known spots remain hidden. BEAMS staff who love Nikko take a full-day stroll through the city, revealing its authentic charm. By following their path, even familiar Nikko feels like a newly discovered destination. Start your journey by meeting them at Tobu Nikko Station.

'B-jirushi MAP' is a guide that showcases the unique highlights of a city through the real experiences and personal perspectives of BEAMS staff. Through website features, leaflet distribution at BEAMS stores and local spots, and special 'B-jirushi' stickers placed at featured locations, the project aims to promote regional co-creation across Japan. (Official website TOP)

Iconic illustrations by artist Naomi (Naomi), including the travel-loving bird 'B-taro,' bring the 'B-jirushi MAP' to life.

Previous editions have covered: Yokohama, Kita-Senju, Okinawa, and now Nikko—four locations in total.

B-taro

The Travel-Loving Bird

B-pouch is filled with dreams and hope

PROFILE: Naomi

Born in Osaka Prefecture, currently based in Amami City, Kagoshima Prefecture.

Graduated from Osaka Art and Design College.

Moved to Amami in 2014, creating graphics for apparel brands, portraits, and nature- and animal-themed paintings.

HP: http://naomi703.net/

Instagram: @naomi_illust_work

Exclusive Sale at BEAMS JAPAN Nikko 'Tobu Railway × BEAMS JAPAN / Nikko Namikisugi Wooden Nameplate Keychain'

Price: ¥2,200 (tax included), available exclusively at the BEAMS JAPAN Nikko store

To commemorate the 4th edition of 'B-jirushi MAP,' a limited-edition wooden keychain is launched in collaboration between Tobu Railway's popular train 'SL Daitree Futara' and BEAMS JAPAN. The keychain is crafted from 'Nikko Namikisugi,' a premium wood sourced from damaged cedar trees of the sacred avenue leading to the World Heritage Site 'Nikko Toshogu Shrine,' showcasing fine growth rings and rich reddish-brown gradients.

ABOUT: SL Daitree Futara

'SL Daitree Futara' is a steam locomotive operating between Shimotsuke-Imaichi Station and Tobu Nikko Station.

The name 'Daitree Futara' originates from 'Futarasan,' the ancient name of Mount Nantai, which is also the origin of the place name 'Nikko.' The train embodies the majestic natural landscapes of Oku-Nikko and the grandeur of the World Heritage 'Shrines and Temples of Nikko,' celebrating Japan's railway industrial heritage. The red headmark features Mount Nantai—one of Nikko's iconic peaks and an object of mountain worship—'Otsurugi' (the Great Sword), a symbol of Mount Nantai, and dynamic cloud motifs, with 'Futara' inscribed within.

SL Daitree Futara Official Website

ABOUT: BEAMS JAPAN Nikko

Opened on April 15, 2023, as the second location of the 'BEAMS JAPAN Gate Store Project,' a regional co-creation initiative by BEAMS JAPAN to promote Japanese culture. The store offers exclusive local souvenirs co-developed by BEAMS JAPAN directors and Tochigi-based artisans and producers, alongside curated premium products from across Japan. Locally connected staff welcome domestic and international visitors heading to Nikko Toshogu Shrine, sharing the charm of Tochigi, Nikko, and Japan.

Store Name: BEAMS JAPAN Nikko

Address: 2287 Yamauchi, Nikko City, Tochigi Prefecture

Phone Number: 080-5855-2231

BEAMS Official Website - Store Information

Business Hours: 10:00–17:00 (April–November), 10:00–16:00 (December–March)

Closed: Irregular holidays