PPP STUDIO Co., Ltd., a subsidiary of TORIHADA Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; President and CEO: Eisei Wakai), a creator DX company, has partnered with Oyado Mizutaka (Headquarters: Higashi-Izu Town, Kamo District, Shizuoka Prefecture; Representative Director: Hiroyasu Sadai), operated by Kikutada Co., Ltd., and multiple inns in the Yugawara area to implement a tourism promotion project utilizing TikTok's travel and booking integration function "TikTok GO" in Yugawara Town, Kanagawa Prefecture in June 2026.

This project aims to expand awareness of the entire Yugawara area, not just introduce inns in Yugawara, and will develop area-wide information dissemination with the region united.

Promotion Using "TikTok GO"

"TikTok GO" is a system that seamlessly connects video viewing on TikTok to interest in accommodation and travel experiences, and booking behavior. By disseminating real accommodation experiences by creators as short videos, it delivers a simulated experience of "time spent in that place," achieving natural attitude change and booking promotion different from conventional advertising.

1. Visualization of Accommodation Experience

Creators stay on-site. By disseminating the atmosphere of the inn, food, and the feel of the town as "their own experience story," it provides viewers with a realistic simulated experience.

2. Empathy-Based Content with Genuine Opinions

Instead of polished advertisements, real impressions and experiences unique to creators are turned into short videos. This generates high empathy and virality, especially among young people.

3. Design of Booking Flow

A smooth transition from video viewing to the accommodation booking page is constructed. This leads not only to awareness but also to actual bookings and visits.

Background and Objectives: Promote Yugawara as an "Entire Area" and make it a destination chosen by area

Yugawara Town, Kanagawa Prefecture, is a hot spring resort that once welcomed many group travelers as Hakone's inner parlor. However, with the shift to individual travel styles after the COVID-19 pandemic, the conventional approach of each inn disseminating information individually has created structural difficulties in expanding awareness of the area as a whole.

Therefore, in this project, hotels and inns in Yugawara will join hands to revitalize Yugawara as a region. The central initiative for this is the utilization of TikTok GO. By having many creators visit Yugawara and post content, we aim to deliver the charm of "the entire Yugawara area" to more people, rather than just individual facilities.

While the image of "a town of hot spring inns" precedes it, there are many charms that have not been fully communicated, such as measures for the off-season, the region's history and culture, and its cuisine. This project aims to establish recognition of "Yugawara" itself as a travel destination by promoting the entire area as a unified entity of multiple facilities and local stakeholders, rather than just promoting individual inns.

Project Overview

Filming Period

June 18-19, 2026

Number of Posts

32

Filming Cooperation Facilities

・Onyado Megumi

・Forest Group Hotel Shiroyama, Seiransou

・Oyado Mizutaka

Area

Yugawara Town, Ashigarashimo District, Kanagawa Prefecture

Roles of Each Company

PPP STUDIO Co., Ltd.

Kikutada Co., Ltd.

Regional Cooperation Facilities (4 companies)

・Planning and operation utilizing "TikTok GO"

・Creator selection and post management

・Content dissemination and analysis

・Coordination of regional partnerships

・Support for Yugawara area branding strategy

・Deployment of material provision model

・Provision of filming materials and photos

・Acceptance of creator accommodation

・Provision of regional information and historical background

Representative's Comment

Hiroyasu Sadai, Representative Director of Kikutada Co., Ltd.

The history of Yugawara Onsen is that of a historic hot spring resort dating back to the "Manyoshu." "Yugawara was once bustling with many group travelers, but now it mainly caters to individual guests. There haven't been many opportunities for the inns in this charming region to promote themselves together. Through TikTok GO, I want people to know the goodness of Yugawara as a whole."

Future Outlook

Using this project as a model case, we will promote continuous information dissemination in the Yugawara area and the construction of a regional revitalization model. By continuously disseminating information that views the entire area as a "surface" rather than individual inns promoting themselves, we will lead to increased recognition of Yugawara, acquisition of new customers, and measures for the off-season.

Furthermore, we plan to deploy a "material provision model" where facilities provide materials without creators having to travel for accommodation. Through continuous posting of 30 posts per month, we aim for long-term brand building and booking promotion.

Kikutada Co., Ltd.

Headquarters: Higashi-Izu Town, Kamo District, Shizuoka Prefecture; Representative Director: Hiroyasu Sadai. Engaged in inn and tourism promotion business in the Yugawara area. Aims to realize new tourism promotions through regional collaboration.

TORIHADA Co., Ltd.

TORIHADA Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; President and CEO: Eisei Wakai) is a creator DX company that develops businesses to promote the creator economy. It operates "FANME," a platform where creators and fans can interact. It also provides short movie marketing to advertisers using Pythagoras, its proprietary creator database. Its subsidiary, PPP STUDIO Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; President and CEO: Eisei Wakai), is engaged in supporting and managing creators active on short movie platforms. With the vision of "Let's boost talent," PPP STUDIO supports the individual activities of creators, including the establishment of creators' own brands and sales activities for tie-up advertisements. The company has over 2,000 affiliated and associated creators, with a total follower count exceeding 540 million.

・Corporate Site TORIHADA Co., Ltd.: https://www.torihada.co.jp/ PPP STUDIO Co., Ltd.: https://pppstudio.jp/

・Proprietary Media TORIHADA POST: https://www.torihada.co.jp/media/ CREATORS POST: https://torihada.co.jp/creatorspost/ FANME MEDIA: https://media.fanme.link/

・Fan Communication Service "FANME": https://fanme.link/

・Recruitment Site: https://www.torihada.co.jp/recruit/

FACT BOX

  • Source: PR TIMES
  • Category: プロモーション