About Pen＆Co.

Pen＆Co. is a Tokyo-based communication boutique founded by two journalists from The Asahi Shimbun. With 20+ years of reporting in 30+ countries, we specialise in content creation, strategic PR, and localisation. Drawing on expertise from Expo 2025 and the Tokyo 2020 Olympics, we help tourism boards, airlines, and travel operators engage with Japan. Pen＆Voyage is our travel media, delivering clear, first-hand travel stories and practical guidance for discerning Japanese travellers in their 30s to 70s.
*Travel communication guide for the Japanese market is available here.

Download the PDF Guide

More Than Translation

Do you assume that most Japanese travellers can understand English?
The truth is, only around 10% feel comfortable using it.
Japan also has distinct preferences — many prefer “kawaii” or subtle designs, and they expect accuracy, care, and punctuality. Without understanding these traits, campaigns often fail to connect.

And do you think that machine-translating your English content is enough?
Unfortunately, that often doesn’t work either.
AI-generated Japanese can feel confusing, and many readers leave the page before getting the information.

We are sorry that this situation has become a missed opportunity for both you and Japanese travellers. Your message is valuable — the only issue is how it is being delivered.
We feel a strong passion for changing this. Our mission is to bridge this gap and ensure your stories and values truly resonate with people in Japan.

Here’s what we can do for you:

Our Service Flow

Our work follows a simple, adequate flow designed to rebuild your Japanese communication and deliver trustworthy stories that truly reach Japanese travellers.

STEP

Japan Communication Review & Renewal

We analyse your current Japan-facing information — websites, brochures, translations, and messaging — to identify what is missing, outdated, or misunderstood.
We then redesign your key messages so they align with what Japanese travellers actually want to know.

STEP

On-site Reporting, Press Releases & Regular Content

We visit your destination for reporting and gather accurate, first-hand information.
Based on what we learn, we create regular content for your platform, Pen＆Voyage, and external media when appropriate — including feature articles, press releases, and editorial pieces tailored for Japanese audiences.

STEP

Deep Engagement: Tours, Seasonal Features & Experience Events

To create deeper, longer-lasting interest, we design engagement projects that allow Japanese travellers to experience your destination — not just read about it.

Themed tours & on-site reporting
We join themed tours as journalists and publish first-hand reports that Japanese readers trust.
Seasonal feature stories
Spring, summer, autumn, winter — timely stories that match Japanese travel-planning patterns.
Experience events in Japan
We recreate small elements of your destination in Japan: tastings, cultural moments, hands-on mini experiences, or talk sessions with local partners.

Our Strengths

Journalistic integrity

Our background as professional journalists ensures accuracy, clarity, and fact-based storytelling — a foundation that sets us apart from general travel writers or influencer-style content.

EXPO 2025 coordination

We worked with 66 official participants at EXPO 2025, managing multilingual liaison, speaker communication, and cross-cultural scheduling. This experience allows us to collaborate smoothly with you, wherever you are based.

Agile boutique

As a small, specialist team, we respond quickly and flexibly. No long waiting times, no rigid processes — just efficient, attentive support tailored to your needs and timeline.

Case Studies

EVA Air (Taiwan-based full-service carrier) — Travel storytelling & overseas reporting
Produced route-focused features and destination coverage based on first-hand reporting, tailored to what Japanese travellers want to know.

Purpose Japan (Tokyo-based travel company) — Travel collaboration & concept development
Worked with Purpose Japan to co-create the Sir Safety Perugia “Perugia Volleyball Tour,” a themed travel experience designed for Japanese fans.

We’d be happy to hear from you.

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