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JNTO and AirAsia partner to help Australian travellers find their ‘ikigai’ in Japan

Japan National Tourism Organization (JNTO) has partnered with AirAsia to launch an exciting digital campaign called ‘The Secret Scrolls of Ikigai’, which aims to help young Australian travellers discover their true passion in Japan.

Ikigai is an age-old Japanese concept that means ‘your reason for being’. Your ikigai is what drives you to get up in the morning. It gives you purpose, and with it, can lead to what we keep searching for… longevity and joyful living.

In The Secret Scrolls of Ikigai, players solve a series of Japan travel-related riddles to unlock the Secret Scroll of Ikigai, and go in the draw to win return flights for two from Australia to Japan flying AirAsia.

JNTO Sydney Executive Director Kana Wakabayashi, said “Japan is a travel destination that has something for everyone. I invite Australian travellers to visit for themselves, and find their true passion! Whether it’s hiking through pristine forests or dining at a Michelin-starred restaurant, staying in a Buddhist temple in Koyasan or learning karate in Okinawa, Japan has it all.”

AirAsia X Group Head of Commercial Barry Klipp, said “Japan is rich in history and tradition. Unlocking these secrets through a unique campaign like ‘The Secret Scrolls of Ikigai’ would help to showcase the breadth of our network to Australians, alongside fantastic fare offers.”

The Secret Scrolls of Ikigai online campaign runs from 4 June to 15 July 2018 and is available on both desktop and mobile devices. Play now:

AirAsia’s long-haul affiliate, AirAsia X operates more than 35 flights per week from Australia to its hub in Kuala Lumpur, and onward connections to Osaka, Tokyo (Haneda) and Sapporo.

The Secret Scrolls of Ikigai campaign site


About Japan National Tourism Organization

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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