To mark 60 years of Singapore–Japan relations (SJ60), the Japan National Tourism Organization (JNTO) Singapore Office has launched a new campaign, “Go Japan Lah!”, aimed at encouraging Singapore travellers to explore Japan’s regional areas.
The campaign seeks to inspire Singaporeans through curated travel content, insider recommendations and storytelling designed to feel like advice from a friend.
“We wish to encourage even more cultural exchanges between the two countries by further inspiring travellers to discover new facets of Japan,” said Kenji Yoshida, executive director of the JNTO Singapore Office. “Every corner in the lesser-known areas you turn into, you can encounter new experiences.”
From Okinawa and Kyushu to the Tohoku region, the campaign will spotlight destinations that reward travellers who stay longer and venture deeper into local communities.
Japan welcomed a record 42.7 million international visitors last year, of which 726,200 visitors came from Singapore – marking a 5.1% year-on-year increase.
As part of the campaign three Singapore-based content creators - including Aiken Chia, Xenia Tan and Leslie Koh have been appointed to showcase Japan’s regional charms through their lens.
A series of events and activities will roll out for the rest of 2026, including photo contests and SJ60-related giveaway products.
More details will be released soon at the JNTO Singapore Office official website.