California Festival in Tokyo blends culture, cuisine and adventure

Visit California brought the vibrant spirit of the Golden State to Tokyo with the California Festival, an immersive consumer experience that showcased all 12 regions and inspired Japanese travelers to discover the state’s diverse destinations.

Held at CÉ LA VIÉ in Shibuya, the festival was the centerpiece of Visit California Japan’s broader B2B2C campaign featuring the “Playful Journeys” road trips initiative. The rooftop venue was transformed into the Ultimate Playground, with branded zones for each region offering destination storytelling, interactive activities and tastings of California-grown foods, wines and craft beers. More than 500 members of the public attended, exploring the zones and participating in hands-on cultural programming.

The stage program featured presentations, performances and talk shows that highlighted California’s lifestyle and personality. Visitors collected stamps on rally cards as they explored each region. Before the public launch, Visit California hosted a Club California training and networking reception on May 23 for travel advisors, content creators and nine hosted agricultural trade partners. The event provided early access to the experience and shared the latest updates on California travel.

The campaign was supported by digital and out-of-home advertising that generated approximately 450,000 impressions and reached 280,000 users online, with more than 2,500 clicks to the event landing page. In Shibuya, the festival reached an estimated 5 million viewers through high-visibility placement on Shibuya Crossing screens, which ran more than 3,200 plays of California content. Media coverage included five stories, one in print and four online, reaching an estimated audience of 264,000 and generating a media value of about $20,000.

The California Festival strengthened the state’s reputation as a top destination for Japanese travelers by combining inspiration, education and entertainment in a dynamic showcase of its regional diversity.