This autumn marks the 30th anniversary of "Let's Go to Kyoto." The autumn campaign begins September 22 (Fri), with the new commercial airing from September 30 (Sat)!
Central Japan Railway Company (JR Central) will launch its autumn campaign for the "Let's Go to Kyoto" tourism initiative, which marks its 30th anniversary this autumn, on September 22 (Fri). A new commercial, the 106th in the series since the campaign began, will start airing sequentially on September 30 (Sat). The narrator is Tasuku Emoto, who took over the role in 2018, marking the campaign's 25th anniversary.
To date, this campaign has conveyed Kyoto's diverse charms—not just autumn leaves and cherry blossoms, but also its history, art, and cuisine—through the eyes of travelers, showcasing the myriad "personal favorites" that exist for each visitor. This autumn's campaign will also feature various promotions, including travel experiences and unique special events designed to let visitors immerse themselves in Kyoto's ever-evolving allure.
【A New Commercial for "Let's Go to Kyoto" with an Arrangement by Neko Saito!】
The new commercial beautifully depicts Nanzen-ji Temple, conveying the charm of Kyoto as the entire city transforms with autumnal colors. It also highlights the campaign's theme song, "My Favorite Things," which has been used for 30 years. Throughout the campaign's history, original arrangements have been commissioned from various artists. This time, the arrangement is by renowned violinist Neko Saito, known for his collaborations with many famous artists. The arrangement incorporates musical passages not previously featured in the campaign's commercials, creating a melody that is both familiar and refreshingly new. The piece is performed by a ensemble of piano, wood bass, drums, violin, trumpet, trombone, tenor saxophone, and harp. As it enters its 30th year, "Let's Go to Kyoto" takes another step into the future. We invite you to experience it.
【New Commercial Overview】
・Title: Let's Go to Kyoto. 2023 Autumn "Nanzen-ji"
・Premiere Date: September 30, 2023 (Sat)
・Broadcast Area: Spot commercials will be aired primarily in the Tokyo metropolitan area and the Shizuoka region. Broadcasts are also planned during programs sponsored by JR Central.
・CM URL:https://youtu.be/eH4o7eHltKk
【About Nanzen-ji Temple, the Setting for the Commercial】
The autumn foliage spots in this area are boundless. Depending on the season, time of day, and mood, a variety of scenes unfold. Simply visiting the numerous temples and shrines along Higashiyama could offer countless autumn journeys through Kyoto. Here stands Nanzen-ji, the head temple of the Rinzai school's Nanzen-ji branch, located in Kyoto's Okazaki area. Its grounds, including the National Treasure "Hojo" (Abbot's Quarters) and the Important Cultural Property "Sanmon" (Main Gate), along with its numerous gardens and sliding door paintings by Kanō Tan'yū, are designated as a National Historic Site. The autumn foliage here is meticulously cultivated to match this splendor. It's a place that convinces you of how culture is born from the seamless fusion of nature and history.
2023 "Let's Go to Kyoto" Autumn Campaign
The "Let's Go to Kyoto" autumn campaign aims to inspire visits to Kyoto during this season through various promotions that can only be experienced at this time. At Nanzen-ji Temple, the setting for the new commercial, early morning Zen meditation sessions will be offered with views of the Hojo garden. Special viewings will also be held at beautiful temples like Tofuku-ji and To-ji, whose vast grounds are covered in autumn colors, allowing visitors to enjoy the temples and foliage without the crowds. These special viewings, including a nighttime experience for the first time at Jujo-ji Temple, will be available at ten locations.
■ Overview
・Special autumn viewings to enjoy early morning foliage and nighttime illuminations
(1) Special Viewings of Early Morning and Nighttime Autumn Foliage Illuminations
Special viewings will be held at temples famous for their autumn colors, such as Tofuku-ji and To-ji. The illuminated temples and foliage are breathtakingly beautiful. While regular visits can be crowded, these special viewings offer a more serene experience with fewer people, allowing for a more leisurely appreciation.
Participating Temples: Tofuku-ji, To-ji, Kennin-ji, Kōon-ji/Eshō-in, Tenryu-ji (Hōgen-in), Jujo-ji, Byodo-in, Kosho-ji
Period: Scheduled for November 11 (Sat) – December 10 (Sun)
*Dates vary by temple.
(2) Private Autumn Foliage Illumination Viewing at Rurikoin & Arashiyama Yūsai-tei: A Magnificent Autumn Reflection
Exclusive nighttime illumination viewings will be held at Rurikoin, popular on social media, and Arashiyama Yūsai-tei, known for its stunning reflections. At Arashiyama Yūsai-tei, in addition to the reflections, the "Yūkosōme" dyed textiles by artisan Yūsai Okuda will also be exhibited.
Participating Facilities: Rurikoin, Arashiyama Yūsai-tei
Period: Rurikoin (*): November 11 (Sat), 12 (Sun), 17 (Fri) – December 3 (Sun), 2023
Arashiyama Yūsai-tei: November 17 (Fri) – November 26 (Sun), 2023
*This is part of an initiative to revitalize the Hachise area in northern Kyoto, organized by Keifuku Electric Railroad Co., Ltd., Eizan Electric Railway Co., Ltd., Keihan Holdings, Inc., and Central Japan Railway Company.
・Early Morning Zen Meditation at Nanzen-ji Temple, the Commercial's Setting: A Moment of Self-Reflection Amidst Beautiful Scenery
Experience Zen meditation in the serene morning air at the Hojo, overlooking the garden.
Following the meditation, a monk will guide you through a tour of the Hojo and its gardens.
Dates: November 5 (Sun), 19 (Sun), December 3 (Sun)
Time: 7:15 AM – 8:30 AM each day
・"Let's Go to Kyoto." Limited Edition Original Kirie Goshuin (Paper Seal)
Participating Temples: Nanzen-ji Temple, Kitano Tenmangu Shrine
Period: 〈Nanzen-ji Temple〉October 1 (Sun) – December 24 (Sun), 2023
〈Kitano Tenmangu Shrine〉October 28 (Sat) – December 3 (Sun), 2023
*For details, please visit the "Let's Go to Kyoto." special website.
■ "Let's Go to Kyoto." Special Website URL:https://souda-kyoto.jp/other/autumn2023/
【Discover Kyoto More Conveniently and Affordably with the New "EX Service"!】
On October 1, 2023 (Sun), JR Central will launch new services for its "Express Train" and "Smart EX" (collectively, "EX Service") net reservation and ticketless boarding service for the Tokaido, Sanyo, and Kyushu Shinkansen lines.
When you use "EX Service" for ticketless boarding on the Tokaido Shinkansen, you will earn "EX Points" based on your travel distance and other factors. These "EX Points" can be used to purchase tourist content through "EX Travel Booking" or travel products through "EX Travel Pack." The "EX Service" is becoming increasingly convenient and cost-effective for various occasions, including sightseeing and business travel, making it a service worth utilizing.
Click here for details: URL:https://jr-central.co.jp/ex/travel-portal/*After October 1, 2023
The "Let's Go to Kyoto." campaign celebrates its 30th anniversary this autumn. To commemorate this milestone, a year-long anniversary campaign will unfold. Kyoto, with its abundant charms beyond just cherry blossoms and autumn leaves, offers a unique "personal favorite" for every visitor. Its enduring appeal as a travel destination is precisely why so many return. To further share Kyoto's allure and express our gratitude, various initiatives have been prepared for this 30th anniversary. Details of these plans will be announced soon.
・Campaign Period: September 22, 2023 (Fri) – End of December 2024 (scheduled)
■ Special Website URL:https://souda-kyoto.jp/other/30th/
*For details, please visit the "Let's Go to Kyoto." 30th Anniversary Special Website.