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Japan National Tourism Organization (JNTO) Partners with VICE to Launch New Evocative Travel Series

Japan National Tourism Organization (JNTO) has partnered with youth media VICE to produce the new inspirational and travel-centric video series, Flavours of Tohoku.

The series explores Japan’s beautiful northern Tohoku region to showcase the spectacular natural wonders, age-old culture, diverse festival activities and mesmerising food.

Hopping on and off the region’s beautiful train lines, VICE host Bridie Shepherd traverses the wild forests and mountains of the northernmost point of Honshu island, with each stop offering an opportunity to immerse herself in Tohoku’s majestic culture. Meeting its characters and indulging in the region’s most sought-out flavours, Flavours of Tohoku takes in the world’s best sake and Japan’s great seafood, alongside onsen (hot springs), cacophonic lantern festivals, and epic samurai battles set deep within the region’s epic mountain ranges.

Visit the prefectures of Fukushima, Miyagi, Iwate, Aomori, Akita and Yamagata with us.

Japan is full of new discoveries, especially in the Tohoku region which many travellers are unaware of. Tohoku boasts not only great local cuisine but also enchanting/awe-inspiring wilderness and cultural traditions.” said Kana Wakabayashi, Executive Director of JNTO Sydney Office.” We would love to share this area with intrepid travellers who are willing to challenge themselves and experience something beyond the big cities. 

Royce Akers, Creative Director VICE Australia, said “Our audience loves culture-driven travel content, and we love making it. Flavours of Tohoku allowed us to show a side of Japan that’s wild, spectacular, and unseen by many Australian millennials. Working with JNTO on this project has been a perfect partnership and we have enjoyed their expertise and enthusiasm every step of the journey.”

‘Flavours of Tohoku‘ will sit alongside a wider brand campaign including digital media, influencer and press trips and a broadcast documentary, encouraging Japanophiles and new visitors alike to consider areas outside of the tried and tested cities of Tokyo, Osaka and Kyoto.

Watch episode one of Flavours of Tohoku here.


Japan National Tourism Organization (JNTO), an independent agency of the Japanese government, promotes Japan as a leisure and business destination to connect Japan to the world. Through its 20 offices worldwide, JNTO disseminates information, conducts publicity and exhibitions, supports tour development, carries out research and much more.



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