Approach to solving area issues

Challenges in the area

• Concentration on limited spots and lack of movement

  About 20% of people who come to Toyosu by train visit Lalaport, but 75% of Lalaport visitors go straight home after their visit. The range of movement is also concentrated around Toyosu Station, highlighting the high number of single-use visits to Lalaport. Similar trends are observed at TeamLab and Toyosu Market.

• Lack of Information Dissemination

  One of the reasons for this is the absence of centralized tourist information centers, leading to low awareness of area and event information. Area information is also insufficiently recognized among residents and workers. Some facilities have a majority of foreign visitors, yet there is a lack of multilingual guidance in the city. Although Toyosu and the surrounding areas have attractive spots and unique local traditions and crafts, they are not being adequately promoted.

• Lack of Intra- and Inter-Regional Collaboration

  The local community is still in the process of formation, with few opportunities for interaction between residents and workers. There is no collaborative framework among local tourism businesses such as hotels and restaurants. Additionally, there is no coordination with surrounding areas like the waterfront, leading each area to independently attract visitors and disseminate information.

Direction for problem-solving

• Increase reasons for visiting Toyosu, encourage visitors to explore other spots, and promote the attractions of Toyosu and the surrounding areas to enhance overall movement within the city.
• Establish touchpoints and a centralized information dissemination system to make it easier for residents, workers, and visitors to access area and event information, and promote the attractions of the region.
• Enhance collaboration between facilities and areas, as well as with the local community, to provide measures and services that contribute to the vibrancy and convenience of Toyosu and the surrounding areas, thereby improving satisfaction for both tourism and daily life.

Project Overview

Targeted Service

Based on the following policies: 1) Providing content and experiences that enhance mobility, 2) Distributing information that meets target needs and establishing an information dissemination system, and 3) Offering services that improve satisfaction for both tourism and daily life, the following solutions will be implemented.

• Provision of Toyosu Smart Pass

  Issuing tickets that integrate various area services and transportation.

• Utilization of XR Diorama Vision

  Providing tourist information and local workshops by displaying various regional information on the Toyosu diorama built in XR.

• Area Flow Analysis Marketing/Targeted Distribution

  Conducting flow analysis and verifying the effectiveness of attraction measures distributed to different target groups.

• Information dissemination and service integration through owned channels

  LINE, portal sites, and digital signage.

Desired state through the implementation of the service

• Provision of the Toyosu Smart Pass

  A package that includes local attractions such as events, dining, shopping, and experiences, along with transportation options, making it useful both for daily use and for visitors.

• Utilization of XR Diorama Vision

  By preparing a device, you can access and experience information about the entire area in a three-dimensional model from anywhere.

• Area Flow Analysis Marketing/Targeted Distribution

  Delivering appropriate advertisements and information based on behavior analysis for each defined persona, ensuring that individuals receive information that meets their needs.

• Service integration and information dissemination through owned channels

  Effectively utilizing LINE and digital signage as touchpoints, and providing various services related to tourism and daily life in collaboration with external apps, to offer valuable information to Toyosu and surrounding areas.

Project Outcome

In December 2024, the following services were launched in the Toyosu area: the “Toyosu Smart Pass,” which combines discount coupons for facility use and transportation, the “XR Diorama Vision,” which displays city information in XR, targeted advertising for area visitors, and event information dissemination services within the area.

• Toyosu Smart Pass

  Issued as a circulation content in collaboration with local businesses and shared mobility services.

• XR Diorama Vision

  Displaying city information in XR and utilizing it in urban planning workshops (in collaboration with local businesses and universities)

• Marketing based on area foot traffic analysis and targeted advertisement

  Delivering targeted ads to influence the behavior of area visitors

• Dissemination of Information on Area and Service

  Sharing information about events and other activities in the Toyosu area using the official LINE, portal sites, and area signage of the Toyosu Smart City Promotion Council

Links

Toyosu Smart City Promotion Council Smart City Initiatives