The Japan National Tourism Organization (JNTO) has entered into a close partnership with Bundesliga club and reigning UEFA Europa League champions Eintracht Frankfurt with the aim of inspiring Eintracht’s enthusiastic fan community and football fans throughout Germany with Japan’s diversity and uniqueness as a travel destination. The partnership will see both parties working together in the lead up to and during the Eintracht first team’s visit to the Land of the Rising Sun in November 2022.
Frankfurt crowd favourite Makoto Hasebe will use the digital partnership campaign to introduce his team-mates to the multitude of experiences and attractions Japan has to offer as a tourist destination. Midfielder Hasebe, who will be supported by Eintracht club legend Uwe Bein, laced his boots for the Urawa Reds in the mid-1990s and remains enraptured by his former homeland. The partnership also includes stadium advertising on official Bundesliga matchdays leading up to Eintracht’s Japan tour – against Borussia Dortmund in October and against TSG 1899 Hoffenheim in November.
Long, amicable history
The partnership between the JNTO and Eintracht Frankfurt is the latest chapter in the long history between the city of Frankfurt and Japan. The Rhine-Main region is home to more than 5,500 Japanese people, while the German/European headquarters of approximately 250 Japanese companies are based in the area. Frankfurt is visited by 100,000 Japanese tourists every year and the city is also home to the Consulate General of Japan.
Germany and Japan not only share a long-standing cultural relationship, but a burning passion for football. The national teams will face each other at the 2022 FIFA World Cup, while nine Japanese players – including two at Eintracht – currently ply their trade in the Bundesliga, by far the most among Europe’s top five leagues.
Samy Hamama, Director of International Relations at Eintracht Frankfurt, says: “Building bridges internationally is part of the Eintracht Frankfurt DNA. As Japan has always been one of our core international markets, we are excited to travel to Japan with our first team for the first time. We’re looking forward to performing on the pitch against top J-League teams while delving deeply into the local culture, heritage and nearby attractions.”
Many footballing similarities
Akira Sueishi, Deputy Director of the Japanese National Tourism Organization’s Frankfurt office, is no less optimistic: “Japan is an exciting tourist destination and offers a variety of unique cultures and experiences that you cannot find in any other part of the world. We are very happy to collaborate with Eintracht Frankfurt and we hope to persuade football fans in Germany to consider Japan as their next travel destination, once the travel restrictions have been lifted.”
Makoto Hasebe, professional footballer and Eintracht Frankfurt Brand Ambassador, added: “I personally feel excited and honoured to be able to visit my home country with Eintracht Frankfurt and my team-mates. There is no better way of introducing Japan to the Eintracht fan community.”
About JNTO
The Japan National Tourism Organization was established in 1964 and is dedicated to the development of international tourism in Japan. JNTO operates 24 offices in major cities worldwide through which a wide range of tourism-related promotional activities are conducted. Each overseas office is responsible for promoting Japan travel and tourism within their core markets. One of the key functions is to assist the travel industry in encouraging their customers to visit Japan. JNTO Frankfurt office is responsible for the German-speaking markets.
Eintracht Frankfurt Japan Tour 2022
Eintracht Frankfurt will take on Urawa Red Diamonds in the capital city of Tokyo on 16 November. The encounter is more than a mere cultural exchange: One of Asia’s top sides, the Red Diamonds are the reigning Japanese Emperor's Cup and Super Cup winners. The Eagles will then travel to Osaka, Japan's third-largest city after Tokyo and Frankfurt's twin city Yokohama, where they will face two-time Japanese champions Gamba Osaka on Saturday 19 November. The Eintracht Japan Tour will also include multiple events and activities off the pitch, offering an insight into local Japanese culture.
