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Kizunaloha Coalition Launches “Hawa-ii News Now” Show to Reach Japanese Consumers During the Pandemic

September 14, 2020

Kizunaloha Coalition Launches “Hawa-ii News Now” Show to Reach Japanese Consumers During the Pandemic

The KizunAloha Coalition is a cross-sector group of companies, government agencies and nonprofits spanning both Hawaii and Japan. The Central Pacific Bank Foundation is proud to be among these organizations who are together spearheading a communications campaign to reach approximately 10 million Japanese consumers.

HONOLULU — September 10, 2020 — The KizunAloha coalition, in partnership with Hawaii Tourism Japan, the Department of Business Economic Development and Tourism’s Buy Hawaii, Give Aloha Campaign, Central Pacific Bank Foundation, the Japan Hawaii Travel Association (JHTA) and Hawaii News Now launched a video series targeting future Japanese visitors to Hawaii. The show is called “Hawa-ii News Now” and features recent news on the health and safety meaures being put into place to flatten the curve of COVID-19 cases in Hawaii. The show also features local businesses and lifestyle content designed to remind Japanese viewers that once it is safe to travel again, all the things they love about Hawaii – the music, culture, hula, food and beautiful scenery – will be waiting for them to experience.

Japanese visitors usually represent 16 percent of annual visitors to Hawaii and is the largest international market for the industry. Although the global pandemic has put travel on hiatus, according to a survey conducted by Hawaii Tourism Japan showed that 73.4 percent of Japanese consumers would choose Hawaii as their next place to visit once tourism re-opens. “The survey confirmed that Hawaii remains to be the destination of choice for Japanese consumers,” said Eric Takahata, managing director of Hawaii Tourism Japan. “Local businesses are working hard to remain top of mind with their Japanese customers and ensure that health and safety measures are in place to keep both residents and visitors safe when travel resumes.”

The KizunAloha coalition launched a campaign in April with an official video message from Governor David Ige thanking Japanese consumers for their understanding as the state imposed a 14-day quarantine on all incoming travelers. This new video series is a continuation of that campaign to connect and engage with Japanese consumers through virtual content while trans- Pacific travel is heavily restricted. The series will also include special messages from celebrities like Chef Roy Yamaguchi as well as musical performances from Jake Shimabukuro, Manoa DNA and Kuana Torres Kahele.

Consumers can view the videos on Hawaii News Now’s HI NOW Japan site as well as on KizunAloha’s YouTube page.

About KizunAloha

The KizunAloha coalition is a group of businesses, government agencies and nonprofits based in Hawaii and Japan that came together during the COVID-19 pandemic to support economic recovery efforts for Hawaii specifically targeted to the Japanese visitor market. The name

KizunAloha is a combination of the words “kizuna” and “aloha” and represents the deep connection between Hawaii and Japan. Kizuna is the Japanese word for bond or connection and aloha is the Hawaiian word meaning love or compassion. Both words have profound meanings in their respective cultures that go beyond what is seen on the surface. The KizunAloha coalition is conducting an ongoing campaign to keep Hawaii top of mind with Japanese visitors while travel to Hawaii is on hiatus due to the travel quarantine imposed by the state of Hawaii.