Unique Avenue for a Special Experience|What is Unique Avenue to satisfy foreign customers?

Have you ever heard of the term “Unique Avenue”?
Recently, an increasing number of companies and municipalities are conducting unique venues to promote their activities.

Why not surprise your participants with a proper understanding of the basics of unique venues and their effects?
This article explains the meaning of unique venues, their effects, and examples, as well as specific facilities where unique venues can be implemented.
Please use this as a reference in conducting Unique Avenue.


What is Unique Avenue?

First of all, uniquevenue means “special venue” in English.
This refers to holding a conference or reception not in a dedicated venue, but in a museum, art gallery, castle, or other venue. By holding the event at a special venue, you can surprise the event participants and introduce the city, its culture, and history.
Specific examples include a reception held in a castle plaza to attract local government tourism, or an event using a Noh stage to experience Japanese culture.
Unique venues are being pioneered overseas for holding conferences and receptions, but there is not enough understanding of the concept in Japan.
However, since Japan has many historical buildings and cultural heritage, it is truly a developing country that will discover the value of their use in the future.
In view of this, the Agency for Cultural Affairs is also promoting this initiative with an action program to “actively implement events that utilize cultural properties as unique venues.


Effects of Unique Venues

What are the benefits of doing Unique Avenue?
There are two major effects.
Economic impact on the region
Intellectual satisfaction and name recognition

Economic impact on the region

The economic impact of a uniquevenue is expected to be generated during and after the event. During the event or reception, the economic impact is generated as the venue rental fees, food served at the reception, or lodging costs for visitors from distant locations are spent in the host city.
After the event, it is also possible that the number of visitors to the host location will increase as people who have visited the location spread the word. Unique Venues may also be a good opportunity to order local products from the host city online.
UniqueVenue can be an event that not only has a short-sighted immediate economic impact, but can also have a ripple effect that spills over to subsequent effects.

Intellectual satisfaction and name recognition

Unique venues allow visitors to delve deeply into the culture and history of the venue and gain recognition. For example, if an outdoor event is held in a limestone cave in Okinawa, visitors can learn how the cave was formed and how it came to be, as well as learn that there are limestone caves in Okinawa in the first place.
If done at a castle, visitors can also learn about the year it was built, its background, and the kind of person who built it, leading to intellectual satisfaction for visitors.
The event will also increase the visibility of the host area. Large-scale events will be covered by media such as television, and even small-scale events can be expected to spread through social networking services, which will certainly increase the visibility of future unique venues and regional promotion.

In addition to this, Unique Avenue is expected to have a variety of other effects, including the ability to promote the activities of the company.

Example of Unique Avenue

Here are some actual examples of unique avenues.
First of all, the premise is that unique venues are not usually applicable to events that involve entertainment or sales, such as concerts and shows, or events attended by an unspecified number of people.
Subjects include reception parties for companies and organizations, commemorative ceremonies and conventions, conferences, and press conferences for new product launches. Two specific events are presented as examples.
Reception at Tokyo Tower
Event at “Hounkaku” in Tamamo Park, Takamatsu Castle Site

Reception at Tokyo Tower

This is an example of an incentive event for a foreign company held at Tokyo Tower, one of Tokyo’s most famous observation decks, where an in-house awards ceremony and standing buffet party were held.
A standing buffet party was held on the main deck, 150 meters above the ground, while enjoying the night view. Afterwards, the awards ceremony was held on the top deck, 250 meters above the ground.
By using both venues, the party will feel like a memorable and special experience. The company will also benefit from the image enhancement effect of having held the event at the Tokyo Tower.

Event at “Ranpunkaku” in Tamamo Park, Takamatsu Castle Site

An event titled “Takumi no Omotenashi” was held at Takamatsu Castle Site Tamamo Park, a national important cultural property in Takamatsu City, Kagawa Prefecture. It was an event to enjoy a summer evening with “five senses” while listening to jazz music and savoring local Setouchi cuisine.
The event, organized by the Takamatsu City Tourism Division, drew approximately 5,000 people to the park, which was opened free of charge at the beginning of the summer vacation. The event was open to the public free of charge at the beginning of the summer vacation, and approximately 5,000 people gathered at the park, which was opened to the public free of charge at the beginning of the summer vacation.

The entire event attracted people from inside and outside the prefecture, and is a good example of how the event helped promote tourism in Takamatsu.

Unique Avenue Facilities in Tokyo Area

From here, we will introduce facilities that accept Unique New. First, we will introduce five facilities from the Tokyo area, the capital of Japan. It is the largest international city in Japan and has hosted international conferences and many foreign guests.

The Tokyo Metropolitan Government has been very active in UniqueVenue, and has set up a dedicated support desk for UniqueVenue to respond to your needs. It is a great point to be able to consult with them easily.

Tokyo National Museum

Founded in 1872, the Tokyo National Museum in Ueno, Tokyo, is the oldest museum in Japan, and its main building is designated as an Important Cultural Property. Visitors can view cultural properties from Japan and other countries of the Orient, and events can be held while viewing the exhibits in the Gallery of Horyuji Treasures.
Due to the exhibits, there are some restrictions on bringing in food and equipment, but there will be a lot of interest in the events held at the museum.

Name of facility: Tokyo National Museum
Location: 13-9 Ueno Koen, Taito-ku, Tokyo 110-8712
Official website: https://www.tnm.jp/

Hamarikyu Gardens

The Hamarikyu Gardens, which are associated with the Tokugawa Shoguns, provide a space unique to the metropolis of Tokyo, where the changing nature of the four seasons contrasts with the high-rise buildings on the waterfront.
Successive shoguns built villas in the garden, which was known as “Hama-goten,” and by the time of the 11th shogun, Ienari, the garden was almost completed in its present form, and in 1952 was designated a national special place of scenic beauty and a special historic site. This historic garden also has a tea ceremony room, which is sure to amaze your foreign guests. There are many ways to use the garden, such as having a party in the Japanese-style room followed by an ikebana experience in the tea ceremony room. It can be said that this is a facility where you can enjoy Japanese hospitality with a uniquely Japanese touch.

Facility name: Hamarikyu Gardens
Location: Hamarikyu Gardens, Chuo-ku, Tokyo
Official website: https://www.tokyo-park.or.jp/park/format/index028.html

Tokyo International Cruise Terminal

The Tokyo International Cruise Terminal, to be built in 2020 at the Port of Tokyo, is a new gateway to Tokyo, built on the site of the former Ship Science Museum. It was built in preparation for the international convention scheduled to be held in Tokyo in 2020 to accommodate cruise ships that are too large to pass under the Rainbow Bridge.
With a total floor area of approximately 19,000 m2, the four-story building is equipped with conference rooms and VIP rooms, and can be used in a flexible format depending on the event. In the past, it has been used by a foreign fashion brand as a venue for the presentation of their new collection, so the possibilities for its use are endless.
The location is also ideal for welcoming guests from abroad, as it is easily accessible from Haneda Airport and there are many lodging facilities nearby.

Facility name: Tokyo International Cruise Terminal
Location: Aomi 2-chome, Koto-ku, Tokyo 135-0064, Japan
Official website: https://www.tptc.co.jp/terminal/guide/cruise

Nogi Shrine

Located in Akasaka, Tokyo, Nogi Shrine is a shrine filled with tranquility and serenity, surrounded by nature in the heart of the city. Located next to the residence of Kisuke Nogi, a Meiji-era military officer, and his wife, it is said that the shrine was built here by volunteers from the public who were moved by the couple’s loyalty to the emperor.
Nogi Kaikan, located adjacent to the shrine, is available for weddings, banquets, and other events, and will provide a special opportunity to experience Japanese traditions by renting out the grounds and main shrine building.

Facility name: Nogi Shrine, Nogi Kaikan
Location: 8-11-27 Akasaka, Minato-ku, Tokyo 107-0052
Official website: https://nogijinja.or.jp/

The Railway Museum (Saitama)

Although not located in Tokyo, the Railway Museum, one of the largest in Japan, located in Saitama Prefecture, also offers unique venues. This facility is a railroad history museum that opened as the main project of JR East’s 20th anniversary.
Even if you are not a train enthusiast, the first floor is worth seeing, as it is lined with a variety of rolling stock from the start of the railroad in the Meiji era to the Shinkansen bullet train. It has been a popular venue for anniversary events and thank-you events, and catering services can be called in for meals.

Name of facility: Railway Museum
Location: 3-47, Taisei-cho, Omiya-ku, Saitama-shi, Saitama 330-0852
Official website: https://www.railway-museum.jp/

Unique Avenue Facilities in Osaka Area

Osaka is the central city of western Japan with a population of over 8 million. The city center is lined with skyscrapers and offices, but it has also been the political, economic, and cultural center of Japan since ancient times.
With the World Expo to be held in 2025, Osaka’s unique venues are likely to become more active in the future.
We will introduce such unique venues in the Osaka area.

Osaka Castle Nishinomaru Garden

Osaka Castle Nishinomaru Garden is so vast that you may forget that you are in the center of the city. The garden is always filled with seasonal plants, and you can always experience the four seasons. The Osaka State Guest House is located in the place where the official residence of Toyotomi Hideyoshi once resided and where the view of Osaka Castle is said to be the most beautiful.
It is a truly unique venue, having hosted renowned heads of state at the APEC ’95 International Conference and the G20 Osaka Summit Dinner in the past. Receptions and parties with a view of Osaka Castle and its history are the perfect way to create a special atmosphere.

Name of facility: Osaka Castle Nishinomaru Garden, Osaka State Guest House
Location: 2, Osaka Castle, Chuo-ku, Osaka, 540-0002, Japan
Official website: https://www.osakacastle.jp/

Osaka Temmangu Shrine

Osaka Tenmangu Shrine, where the Tenjin Festival, one of the three major festivals in Japan, is held, offers the Tenmangu Kaikan, located on its grounds, for weddings and other events. Of course, receptions and related meetings and meals are also possible. One of the attractions of the restaurant is its special cuisine using seasonal ingredients unique to Osaka, which was once known as the “kitchen of the nation.
The main shrine is a historic building rebuilt in Tempo-14. The unique avenue at the historic Tenmangu Shrine will be unforgettable.

Name of facility: Osaka Temmangu Shrine
Location: 1-8 Tenjinbashi 2-chome, Kita-ku, Osaka-shi, Osaka 530-0041
Official website: https://osakatemmangu.or.jp/

Distinctive Unique Avenue Facility

In addition to Tokyo and Osaka, there are other unique venues in Japan. Unique venues in Japan’s latest technology and historic buildings are sure to delight participants.

Tokaido Shinkansen

Tokaido Shinkansen trains running between Tokyo and Shin-Osaka can be rented out by car unit. In the reserved car, you can make your own announcement, install original backrest covers, or create other elaborate effects.
The Tokaido Shinkansen, the world’s first high-speed railroad, is also Japan’s oldest bullet train. Its transportation capacity is spectacular, and foreign guests are sure to enjoy the event. In the past, an event called “Shinkansen Pro-Wrestling” was held to the delight of pro-wrestling fans.

Facility name: Tokaido Shinkansen
Location: Between Tokyo Station and Shin-Osaka
Official website: https://recommend.jr-central.co.jp/kashikiri/

Okayama Castle

The only Japanese castle in Japan that can be rented out is Okayama Castle in Okayama Prefecture. Its illuminated appearance is ethereal and beautiful, and will amaze visitors. The top floor overlooks the city of Okayama, and the plaza can be used for receptions and standing receptions. For foreign visitors, commemorative photos dressed as a Tono or a samurai are popular. The building underwent a major renovation in 2022, and its use as a unique venue has expanded even further. It is one of the unique venues that can maximize the appeal of Japan.

Name of facility: Okayama Castle
Location: 2-3-1 Marunouchi, Kita-ku, Okayama City, Okayama Prefecture, 700-0823
Official website: https://okayama-castle.jp/

Nijo Castle, Kyoto

Nijo Castle in Kyoto was built in 1603 by Tokugawa Ieyasu, the first shogun of the Edo shogunate, to serve as the emperor’s protector and as a place to stay during his own visits to Kyoto. The events at Nijo Castle, which has witnessed the history of the Tokugawa family for nearly 400 years, will be of great value.
It can be used in a wide variety of ways, such as a standing buffet party in the Ninomaru Goten courtyard or a concert in the Ninomaru Goten kitchen. It is an ideal venue for foreign guests to experience Japanese hospitality.

Name of facility: Nijo Castle, World Heritage Site
Location: 541 Nijojo-machi, Nijo-dori Horikawa-nishiiru, Nakagyo-ku, Kyoto 604-8301, Japan
Official website: https://nijo-jocastle.city.kyoto.lg.jp/


This article explained the basics of Unique Avenue, its effects, and the Unique Avenue facilities in each area.
Japan is still in a situation where public recognition of unique venues is still weak, but there are many buildings with strong historical backgrounds, and there should still be many facilities that can be utilized.
Unique Avenue will be a good example of how Japan can become an international city in the future by revitalizing the local community, promoting corporate activities, and attracting attention from abroad.

Please use this article as a guide for your unique avenue.