A story told through gastronomy, mirroring the seasons that tell tales of memories in travel and nature
Manila, Philippines — Japan and its rich stories and ever-evolving experiences across time and terrain is celebrated by the Japan National Tourism Organization Manila Office (JNTO) together with the media and key opinion leaders through an exclusive gathering entitled Journey Across Seasons, held on November 27, 2025, at the very fitting venue, the refined Hotel Okura Manila.
A seamless interplay of storytelling, seasonal narratives, and culinary heritage transported guests to Tohoku and Hokkaido, Japan’s northernmost regions where endless discovery awaits. A love letter of invitation that seeks to invite more tourists to rediscover their charm, beyond the beloved tourist trails.
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The event officially commenced with opening remarks from JNTO Executive Director Mr. Rin, who highlighted the pivotal role of airline partners Japan Airlines (JAL) and All Nippon Airways (ANA) in bridging Filipino travelers to Japan’s diverse regions. He expressed his hope for more Filipinos to explore the distinct charms of Hokkaido and Tohoku across different seasons, whether in the serenity of snow-covered landscapes and traditional winter festivals, or the vibrant beauty of flower fields and scenic drives in summer. “Nature, tradition, and culture all
converge in these regions,” Director Rin shared, “and we hope that through today’s experience, guests will be inspired to discover their own story in Japan.”
A Seasonal Passage from North to North
The event’s theme is guided by the story of experiencing the Journey Across Seasons, beginning with an afternoon warm welcome, that required guests to imagine themselves against the backdrop of the beauty of shifting Japanese landscapes, from Hokkaido’s lavender-draped summers to Tohoku’s ethereal frozen waterfalls and snow-kissed trails.
JNTO stepped in the spotlight with a presentation that highlighted not just destinations, but culturally rich stories that tell memorable tales of summer road trips through flower fields, wintry illuminations that made quiet towns even more intriguing, local festivals waiting to be uncovered, all under the promise of slow, soulful, and intentional travel.
Airline Partners’ Role in the Journey
(from left to right): Kae Perez, Assistant Vice President, JCB, Anna Liza Reyes, Regional Sales Manager, Japan Airlines, Belden Yñiguez, Manager, Sheila Nonnata Parungao, Assistant Manager, Passenger Sales, Japan Airlines, JNTO, Diara Pahilanga, Assistant Manager, JNTO, Katrina Gaspay, Deputy Manager, JNTO, Hakuryo Rin, Executive Director, JNTO, Yosuke Togezaki, Consultant, JNTO, Hisashi Kawamura, Director, JNTO, Jane Santos, Sales Manager, All Nippon Airways, Mr. Takeru “Matthew” Okamoto, General Manager, All Nippon Airways
Representatives from Japan’s premier carriers, Japan Airlines (JAL), All Nippon Airways (ANA), and JCB, also shared their commitment to providing seamless and comfortable travel experiences for Filipinos eager to explore the hidden gems of Japan’s northern regions.
Their presence further affirmed the growing ease of access and connectivity between the Philippines and Japan’s lesser-known prefectures.
Kaiseki: The Seasons Served and Told Through Culinary Creations
The heart of the experience lay in the kaiseki lunch presentation, meticulously prepared by Chef Jerrymie Tamayo, Head Chef of Yawaragi, Hotel Okura’s acclaimed Japanese restaurant. Each course was a tribute to the seasonality and regional ingredients of Hokkaido and Tohoku, ranging from the briny freshness of summer seafood to comforting stews evocative of winter hearths.
Guided by host Mica Pineda, the lunch was not only a culinary showcase but a deeper reflection of how food in Japan serves as a passage through time and culture. Guests were invited to listen, savor, and share, making the experience deeply personal and rooted in discovery.
The event came to a close with heartfelt remarks from JNTO’s Director, Hisashi Kawamura, who extended a warm invitation for more Filipinos to explore Japan beyond the familiar. He encouraged guests to discover the rich regional cultures and seasonal nuances of destinations like Hokkaido and Tohoku. “We hope today’s experience becomes a memorable window into how Japan’s seasons are deeply reflected in its cuisine, traditions, and way of life,” he shared. “We would be truly grateful for your support in telling these stories and helping more Filipinos uncover this deeper, more meaningful side of Japan.”
A Journey Worth Continuing
As the afternoon drew to a close, guests were engulfed with the inspiration to explore Tohoku and Hokkaido for themselves, regions known not only for their scenic beauty but also for their warm hospitality, cultural depth, and seasonal magic.
In a world hungry for meaningful travel, Journey Across Seasons served as both invitation and promise: that beyond the famed cities and cherry blossoms, Japan still has stories waiting to unfold, with every sunrise, snowfall, and seasonal bloom.
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