Fewer than half as many Europeans travel to Japan than China or Thailand. In fact, Japan is not even in top 5 of most popular Asian travel destination for Europeans. One of the reasons for this unpopularity is the lack of exposure to what Japan has to offer.

In an effort to raise Japan's popularity in Europe, JNTO developed its first-ever Japan tourism branding campaign for Europe, "JAPAN - Where tradition meets the future." Japanese and German creators collaborated to condense 45 movie scenes from Tokyo, Kyoto, Kumano, Ise and other locations throughout Japan into a 3-minute movie that satisfies both Japanese and European sensitivities. The movie brilliantly depicts the attractions of Japan where tradition, innovation and nature are one.