Connecting Japan's 'Light' to the Future: J-CAT Renews Mission and Websites

J-CAT Co., Ltd. (Headquarters: Minato-ku, Tokyo; CEO: Ryu Iikura) has announced the renewal of its Mission, Vision, and Values (MVV), along with a complete redesign of its corporate and recruitment websites.

Background of MVV Renewal J-CAT has been delivering Japan's regional values through 'experiences' via its services, 'Otonami' for domestic users and 'Wabunka' for inbound travelers. As the business grew and the team expanded, it became necessary to have a higher-resolution guideline that members could refer to as a 'landmark' when making daily business decisions.

In this renewal, J-CAT has defined the charms of Japan it should focus on as five 'Lights.' The new MVV carries the mission of going beyond mere service provision to connecting the spirit and passion living in various parts of Japan to the world and the future.

New Mission, Vision, and Value - **Mission: Connecting Japan's 'Light' to the Future.** Preserving the spirit and skills of Japan, refined over centuries and millennia, through the power of technology and design. - **Vision: What We Aim For** 1. Transforming Travel: From 'Consumption' to 'Circulation.' Creating a sustainable mechanism that supports local creators and makes travelers part of the heritage. 2. Transforming Tourism Structure: Becoming a 'Co-creator (Partner)' that shapes the future alongside regions, changing the industry itself. - **Values: J-CAT Standard** Four core action guidelines shared among J-CAT members.

Full Website Renewal Following a six-month project, the corporate and recruitment websites have been reborn to embody J-CAT's worldview and values. - Corporate Site: https://j-cat.co.jp/ - Recruitment Site: https://j-cat.co.jp/recruit

J-CAT remains committed to delivering Japan's true value to the world as moving experiences.