Tokyo has launched an ambitious initiative to revitalise its nightlife and attract visitors to explore the city after dark, as many tourists, unaware of the diverse offerings, miss out on the vibrant after-hours scene.
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Local officials and tourism leaders collaborated to rejuvenate the after-hours scene by organising 12 nighttime events highlighting the city’s charm and energy after the sun sets. Asahi newspaper reported that the city allocated 558 million yen (US$3.8 million) in subsidies to support the initiative.
Last month, the tourism trade association in Shibuya, a busy district and major tourist destination in west Tokyo, launched a five-day pop-up nightlife information office in key locations throughout the area.
“In recent years, the number of foreign tourists visiting Japan has increased, and there is a demand to revitalise the nighttime economy,” the association said.
“But various issues have been raised, such as a lack of collection and dissemination of information on night events,” it added.
Staffed with experts on nighttime events, the Shibuya Warm-Up Station campaign offered visitors personalised recommendations, a place to store their luggage, and a wristband for a welcome drink at certain shops.