How to attract Japanese female millennials?

TOKYO, 21 June 2021: Insights on how Japanese female millennials view travel to Mekong region countries will be presented at a webinar organised by the ASEAN-Japan Centre (AJC) on 21 and 22 June.

The centre funded the study that covers the Mekong Region countries Cambodia, Lao PDR, Myanmar and Vietnam, sometimes referred to as the CLMV – the Mekong Region grouping minus the two big players Thailand and China.


Findings of the “Travel Sentiment Survey – strategic post-pandemic approaches to attract Japanese female millennials” are based on the CLMV¹ travel sentiment survey conducted in January 2021 by AJC. It was authored by Yui Hiramatsu, Manager of Marketing Solution Department at Valise Inc., the company commissioned by AJC.

The two webinar sessions spread over two days, 21 and 22 June, will explain the results of the survey focusing on how Japanese female millennials collect travel information on social media and what impressions they have on each CLMV country as a travel destination.

The findings should be insightful for companies creating tour products and improving the use of social media in tourism promotion when targeting Japanese travellers.

According to Japan Tourism Agency, the number of annual Japanese overseas travellers surpassed 20 million for the first time in 2019² where women in their twenties ranked first in both age and gender categories³.

As an agency promoting tourism in ASEAN countries, especially CLMV countries, AJC conducted a travel sentiment survey targeting Japanese women in their 20s and 30s in anticipation of the with- and post-Covid-19 travel.

The report on survey results is available for download on AJC website as below.

About the Webinar

“CLMV (Cambodia / Lao PDR / Myanmar / Vietnam) Travel Sentiment Survey – strategic post-pandemic approaches to attract Japanese female millennials.”

Date and Time:
Monday, 21 June 2021, 1500 – 1600 (Japan Time) / on Cambodia and Lao PDR;
Tuesday, 22 June 2021, 1500 – 1600 (Japan Time) / on Myanmar and Vietnam.

Presenter: Yui Hiramatsu, Manager, Marketing Solution Dept., Valise Inc;
Contents: Outline of survey, Conclusion, and Q&A session.

English audio will be provided via simultaneous interpretation (original audio is in Japanese). Simultaneous interpretation is available only with the Zoom application.

Registration: Via google form.

Venue: ZOOM Webinar

Fee: Free

Organiser: ASEAN-Japan Centre

¹ AJC has been enhancing support toward CLMV (Cambodia / Lao PDR / Myanmar / Viet Nam) countries aiming to narrow the development gap among the ASEAN Member States.

² Japan Tourism Agency, 17 January 2021 (

³ JTB Report 2020 “All about Japanese overseas travellers”, JTB Tourism Research & Consulting Co 14 August 2020.

(Source : ASEAN-Japan Centre – Bernama)