The goal of this campaign is to increase the tourist flow from Southeast Asia (Singapore, Thailand, Malaysia, Vietnam, Indonesia, and Philippines) to Japan.

Nowadays "Japanese food" has been the main reason for Southeast Asian people to visit Japan, and Ramen is extremely popular in this region representing Japanese culture.

Based on this fact, we built a campaign website, the world’s first “Ramen University”, in which Southeast Asian people can actively participate to get to know Japanese culture and spirit while learning about ramen.

In six months, we introduced a wide range of university curriculums, such as “Ramen-ology” course, studying ramen in Japan and fieldwork, which contributed to attract site visitors, had them feel the charm of Japanese culture, and increased their motivation to visit Japan.

As the result, 1,015,000 people visited the campaign website, and the reputation for the charm of unknown local Japanese culture spread across Southeast Asian countries. The campaign contributed to increase the number of visitors from six Asian countries to Japan by 135% in comparison to the previous year.

We established the world’s first “Ramen University” online. A lot of university content was prepared for this campaign site from October 2014 to March 2015 for Southeast Asian people to lean about ramen while knowing Japanese culture and climate.

This web site offered a “Ramen-ology” course to exhort the relation between ramen and Japanese culture, as well as executed a contest to invite ramen students from Southeast Asia to Japan. Through a ramen quiz and “Enjoying Ramen” movie selection, six young people from six countries were invited to actually tour around Japan to experience having ramen nationwide. Such lucky people were taking a lot of movies while touring Japan and enjoying ramen, and we diffused them all over through SNS.

In addition, we also had a photo contest of “My favorite ramen”, which was called fieldwork, and it aroused Southeast Asian people’s interest in ramen as well as encouraging them to visit Japan.

*This web site contributed to increase Southeast Asian tourists to Japan by 135% (by 650,000 visitors) in comparison to the previous year during the campaign. (Total number of visitors from Singapore, Thailand, Malaysia, Vietnam, Indonesia, and Philippines over 4 months, sourced by Japan National Tourist Organization)

*1,015,000 visits to Ramen University campaign site

*Unique users over 200,000 accessed to ramen experience movies and posted movies