Okinawan Culture Travels the World: Our Global Branding Project Begins

JTB Okinawa × THE CROSS

THE CROSS Co., Ltd., operators of three distinct restaurants in Okinawa, has established a joint venture (JV) with JTB Okinawa. Together, we are proud to announce the launch of a new global project designed to share the authentic values of Okinawan gastronomy and culture with audiences both in Japan and around the world.

This project merges Okinawa’s premium local ingredients, traditional awamori, and craft spirits with its rich artisanal heritage—including Yachimun pottery, Ryukyu lacquerware, and Ryukyu glass. Through experiential events and promotions across eight cities in six countries, we aim to offer immersive sensory experiences of Okinawa while actively paving the way for new international sales channels.

Shoki Inoue, CEO of THE CROSS, has been appointed as the Executive Producer of this initiative. Leveraging our deep-rooted relationships with local producers and artisans, the project will look beyond food alone to deliver the "Story of Okinawa"—rich in local history, culture, and the passion of its people.

Background

Okinawa is globally recognized as one of the world’s five "Blue Zones"—regions famed for the longevity of their populations. Home to an exceptional number of centenarians, Okinawa’s diet, culinary heritage, and lifestyle have drawn international attention. At the core of this culture lies the spirit of Nuchi Gusui (medicine of life/nourishment of the soul)—the concept of "food as medicine" passed down since the Ryukyu Kingdom, in harmony with nature.

The prefecture is a treasure trove of unique, premium products: from Okinawan Wagyu and bluefin tuna to local honey, coffee, and cacao, alongside centuries-old awamori and distinct crafts like Yachimun, Ryukyu lacquerware, and Ryukyu glass. Each product carries the dedication of its makers, the richness of the terroir, and a profound cultural narrative, holding immense potential on the global stage.

Driven by a vision to integrate these elements through the sensory harmony of "Cuisine, Spirits, and Tableware," we initiated this project to share the rich stories, history, and heart of Okinawa with the world.

Purpose

• Elevating the Global Value of the Okinawa Brand: Promoting "Made in Okinawa" as a premier, story-rich global brand.

• Sensory Storytelling: Communicating Okinawa's allure through the seamless pairing of cuisine, spirits, and artisanal tableware.

• Connecting Local Creators with the World: Building bridges between Okinawan producers/artisans and international markets.

• Fostering a Sustainable Future: Creating lasting, mutually beneficial economic models that support local Okinawan communities.

  
  

Initiatives

We are actively rolling out multi-layered campaigns across eight major domestic and international cities: Okinawa, Tokyo, Osaka, New York, Paris, Singapore, Taipei, and Hong Kong.

Experiential Showcases for Local Chefs & Buyers

y hosting exclusive tasting and cultural events for top local chefs, distributors, and buyers in each city, we will promote the true value and allure of "Made in Okinawa" by highlighting the craftsmanship and origin stories of Okinawan ingredients, awamori, and artisanal tableware.

Collaborations with International Restaurants

We will host limited-time pop-up events in partnership with prominent overseas chefs, alongside special reciprocal events where international chefs are invited to Okinawa, establishing long-term professional relationships.

Savoring Okinawa at Local Restaurants

Select restaurants in our target cities will feature Okinawan ingredients and tableware in their menus for designated periods. This allows guests to naturally discover and appreciate Okinawan culture and craft in an authentic, everyday dining setting.

Showcasing Okinawan Craftsmanship Globally

In tandem with dining events, we will feature and sell Okinawan craft items—such as Yachimun, Ryukyu glass, and Ryukyu lacquerware—at local lifestyle boutiques to cultivate permanent international retail channels.

Beyond food, beverage, and tableware, we will enrich our message by collaborating with world-renowned anime IPs for art exhibitions, and integrating traditional martial arts like Okinawan Karate. Local coordinators will be stationed in each city to ensure continuous market expansion and follow-up. Furthermore, professional local videographers will document each step of this international journey, culminating in a feature-length documentary to be broadcast globally.

Our Role

In partnership with JTB Okinawa, We serves as the creative engine translating Okinawa's rich culture into world-class culinary experiences.

Drawing on our expertise operating CROSS47, MOSS okinawa, and OCTO, we design unique dining experiences themed around Okinawan longevity and Ryukyu court culture. By pairing local ingredients with traditional tableware—such as Yachimun pottery, Ryukyu lacquerware, and Ryukyu pewter—we transport guests into the unique worldview of the islands.

For our international events, our CEO Shoki Inoue, alongside our core culinary team and sommeliers, will travel on-site. Our chefs will present dishes showcasing the finest Okinawan ingredients, while our sommeliers pair them with local awamori and craft spirits. Through direct dialogue, we aim to share not only extraordinary flavors, but the rich history and culture behind them.

It has been about 9 years since we first connected with Okinawa. Working closely with the island's food, culture, and creators, we have seen firsthand that Okinawa’s heritage has the power to move hearts across borders and languages.

Through this project, we want to bring the finest treasures of Okinawa to the world. We invite people to taste, touch, experience, and fall in love with Okinawa. This is the ultimate goal of our journey.

We hope this initiative becomes a meaningful step toward Okinawa’s future. Thank you for following us on this exciting endeavor.