Jacob Benbunan joined NEXTOURISM to discuss how Japan can define a global brand built on authenticity and relevance.

A story only Japan can tell

CEO Jacob Benbunan joined NEXTOURISM 2025 to deliver a keynote on ‘Place Branding in Japan Today.’ The event marked five years of the Japan Organisation for Promotion of Regional Internationalisation, and a moment to reflect on how Japan shows up in the world.
‘Perception is reality,’ he reminded the audience, quoting philosopher Ludwig Wittgenstein. ‘Place branding will help you take ownership of people’s perceptions.’
He spoke of brand not as marketing, but as meaning. Shaped through experience, built on authenticity. Drawing from <a href="https://saffron-consultants.com/journal/our-partnership-to-widen-setouchis-global-appeal" target="_blank" rel="noreferrer noopener">our work with JR West</a> on the Setouchi Palette Project, a <a href="https://saffron-consultants.com/journal/delivering-japans-culture-to-a-global-audience" target="_blank" rel="noreferrer noopener">recent dialogue</a> with Japan’s Minister of Culture Shunichi Tokura, and our experiences at <a href="https://saffron-consultants.com/journal/into-the-bright-kyoto" target="_blank" rel="noreferrer noopener">Into The Bright Kyoto,</a> Jacob made the case that Japan’s next tourism chapter won’t be led by campaign slogans, but by global relevance built by <a href="https://saffron-consultants.com/journal/the-six-keys-to-a-memorable-brand" target="_blank" rel="noreferrer noopener">memorable brands.</a>

This isn’t Saffron’s first NEXTOURISM appearance. In <a href="https://saffron-consultants.com/journal/saffron-leads-discussion-in-nextourism-symposium" target="_blank" rel="noreferrer noopener">2023</a>, we explored how Japan can tell its local story to the world. At this year’s kick-off, Jacob gave that idea focus and urgency. The world is watching. Now’s the time to say something only Japan can say.

NEXTOURISM 2025

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