CASE STUDY · TRAVEL
My Taiken
A December 2025 pilot that introduced a Tokyo specialist in private encounters with Japan's living arts to UK travellers.
Sector: Travel · Services: Editorial, Interview, Instagram, Newsletter, Reporting
THE CLIENT
Private time with Japan's traditional arts, arranged by introduction.
My Taiken, Tokyo
Private sessions with practitioners of Noh, tea ceremony, calligraphy and flower arrangement, booked by personal introduction.
Founded by Sébastien Moncus · Based in Tokyo
Campaign: 8 to 26 December 2025
THE PARTNERSHIP
How the partnership came about
My Taiken has mostly sold its experiences through travel agencies and private travel designers, many of them in the United States. In October 2025 its founder, Sébastien Moncus, asked Japan Nakama to test reaching UK travellers directly. We planned three pieces with him and drew on his own notes and photography. He reviewed every draft before it went live.
OUR APPROACH
How we ran the campaign
Editorial
Inside the Lineage: Noh explains how the theatre took shape and how families pass the craft from teacher to student. The Unseen Stage follows a My Taiken encounter from the first enquiry to the preparation notes guests receive.
Two articles, 8 and 9 December 2025
Interview
In Inside My Taiken, Sébastien talks about arriving from Brittany, marrying into a Hōshō Noh family, and why sessions keep faces and names private.
Interview, 10 December 2025
An educational carousel introduced Noh to our followers, designed from My Taiken's own photography.
Carousel, 11 December 2025
Newsletter
A dedicated send, "My Taiken: credible introductions to Japan's arts", went to our 20,000+ subscribers. It carried the three articles and a button to enquire by email.
13 December 2025
Reporting
We talked the campaign through with Sébastien on 22 December, then sent a report with our findings and ideas for building on the pilot.
Report, 26 December 2025
THE IMPACT
What it added up to
What the pilot gave My Taiken, in plain terms.
A NEW MARKET
UK travellers, reached directly
The pilot put a business that sells mainly through agencies in front of UK readers who plan their own trips to Japan.
A SEARCHABLE HOME
Three pieces that stay live
The articles keep explaining Noh, and how a private introduction works, to anyone who searches for them.
MATERIAL FOR PARTNERS
Links Sébastien could share
He began sending the articles to travel partners in the US and UK the week they went live.
WORK WITH US
Selling cultural experiences in Japan?
Tell us about what you offer and we will plan a campaign for UK readers who are already planning a trip.