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Contents
CASE STUDY
01
Conference
World Physiotherapy Congress 2025 Radio Calisthenics
The World Physiotherapy Congress 2025 was held at Tokyo International Forum on 29th – 31st May 2025. It is the only international general assembly in the field of physiotherapy in which member organisations from 129 countries participate. It was a valuable opportunity for experts from all over the world to further their knowledge and interact.
On the first day of the congress, Marunouchi Radio Calisthenics, a side event with the aim of promoting health, was held on Marunouchi Nakadori. This initiative, which has now become a seasonal tradition in the area, was held with English instructions to help congress participants from overseas interact, and it was well received.
This was a unique initiative brought to life through collaboration between the congress and the community in a unique area that blends expertise in physiotherapy and Japanese health culture.
CASE STUDY
02
Conference
Sustainable Brands Tokyo – Marunouchi 2025
SB’25 was held in Tokyo – Marunouchi on 18th and 19th March 2025 and new trends in sustainability were shared with companies, local governments and other organizations from both Japan and overseas. As Asia’s largest BtoB conference in the sustainability field, there was a diverse programme involving the whole region centring around the main venue, Tokyo International Forum, and using other locations in the area such as Meiji Yasuda Hall, Conference Square M Plus and Slit Park.
A plenary party was held at the Cotton Club the night before the event started, showcasing local hospitality through catering with the theme of sustainability and a welcome speech from the chairperson of DMO Tokyo Marunouchi. During the event, we operated a lunch voucher system that provided special menus created according to SDGs facilitating networking in multiple venues with different themes in each restaurant. We also distributed a free paper with the theme of SDGs in the area and held a side event at Maruzen’s main store / Good Design Marunouchi, both of which were well received.
This became a case study that showcases the potential for a new MICE model integrating international conferences and local areas.
CASE STUDY
03
Conference
The 67th Annual Meeting of the Japan Diabetes Society
Approximately 13,000 specialists were registered for the 67th Annual Meeting of the Japan Diabetes Society Annual held on 17th – 19th May 2024 and there were 8,700 attendees. The meeting implemented various community partnership initiatives in the Marunouchi area around the venue with the aim of raising as much awareness about diabetes as possible.
There was a collaborative menu with food trucks and street-level restaurants on Marunouchi Nakadori (the main street). They provided low-sugar meals as well as those that took nutritional balance into consideration which were well received by general visitors, selling 450 meals in three days.
In addition, a team of medics participated in the Marunouchi tug-of-war tournament with local employees which gave it focus as a platform for raising health awareness.
Further, we distributed 8,000 ‘gourmet coupons’ (500-yen discount) redeemable at local restaurants with the cooperation of Mitsubishi Estate. Of these, 5,641 were given to participants and 24% were actually used.
By implementing area policies focusing on food and exercise, both of which are extremely relevant to meeting participants, it was possible to achieve excellent results in the two aspects of participant satisfaction and social significance.
CASE STUDY
04
Conference
DMO Tokyo Marunouchi Day
In October 2023, DMO Tokyo Marunouchi Day, a reception party commemorating the 5th anniversary of the establishment of the association, was held on the roof of the Science Museum located in Kitanomaru Park adjacent to the Imperial Palace. The event was a great success, attracting approximately 150 representatives from the MICE industry and event planners from global companies.
To ensure that DMO Tokyo Marunouchi can accommodate future major MICE events, member companies joined together to prepare for this event as an area-wide effort. The event was characterized by its unique location in the Imperial Palace Outer Gardens and by its consideration of the environment.
The rooftop of the Science Museum in Kitanomaru Park was used for the first time as a demonstration of its attractions as a unique MICE venue.
The nearby Marunouchi Street Park on Marunouchi Naka-dori Street was also utilized for the event and was repurposed to create a beautiful contrast between the high-rise buildings of the city center and the greenery of the Imperial Palace Outer Gardens.
In addition to taking all possible measures to comply with food sanitation standards, environmental efforts like CO2 emission reduction, food loss reduction and the elimination of plastics were also implemented.
The event featured numerous ways for each participant to experience Marunouchi, such as special menus provided by member hotels, giveaways, and souvenirs, serving as an opportunity for DMO Tokyo Marunouchi to showcase the appeal of each member company as well as the unity and hospitality of Team Marunouchi. DMO Tokyo Marunouchi Day was a successful and memorable MICE event that took advantage of its special location in the Imperial Palace Outer Gardens providing attendees with an impactful experience.
Related Facilities
- Science Museum
CASE STUDY
05
Conference
The International Conference on Nutrition
In December 2022, set in the Tokyo International Forum, the International Conference on Nutrition was held in Japan for the first time in 47 years, and attracted more than 3,300 participants from 111 countries.
Conference attendees were provided with lunch coupons that could be used at restaurants in the vicinity of the conference venue, and a special website introducing more than 250 restaurants eligible for the coupons was created with dietary diversity in mind, including the ability to select vegetarian-friendly restaurants. In addition, "Hitomachi Ambassadors," who are active in the local community, were appointed to guide visitors to the lunch coupon stores and provide sightseeing information on the surrounding area.
Street flags were displayed along Marunouchi Naka-dori Street during the event, decorating the Marunouchi streetscape and bringing the excitement of the MICE event to the whole area. The flags were scheduled to be upcycled as an environmentally friendly initiative.
Other events related to fermented foods, which are attracting attention from around the world, were also held. As a cultural program for participants, we held two fermentation seminars with fermentation experts and cookery researchers. On the last day of the conference, an excursion to Sawara City, Chiba Prefecture, a city where a lot of fermentation takes place, was organized. The excursion included a lecture on sake brewing and fermentation by a chief brewer, French cuisine using fermented foods, and a kotatsu (heated table, seated) boat ride through the streets of Sawara, also known as Koedo, which was very well received.
Related Facilities
CASE STUDY
06
Conference
CHANGE to HOPE 2022
In October 2022, "CHANGE to HOPE 2022" was held in the Marunouchi area. Over the course of two days, more than 30 lectures and work shops were held at nine locations in the area, including Tokyo Kaikan, MY PLAZA Hall, and Marunouchi Naka-dori Street, a street space representing the Marunouchi area. During the event, the entire area was covered in outdoor advertisements, including event billboards, maps, and posters, and the Marunouchi area was covered in the colors representing "CHANGE to HOPE" and filled with participants carrying event goods.
This event not only served as a good example of urban area-wide MICE, but also suggested various possibilities for area management.
CHANGE to HOPE was a joint production of the organizer and DMO Tokyo Marunouchi in the Marunouchi area.
Related Facilities
CASE STUDY
07
Conference
i-Urban Exchange Conference
DMO Tokyo Marunouchi provided a wide range of support for participants involved in urban development from local governments throughout Japan. Since the organizer wanted to showcase Tokyo's uniqueness, the DMO proposed a venue with a panoramic view of the Tokyo Station building, planned an after-party featuring Tokyo's night view, and created an original walking map introducing photogenic spots and other useful information.
Related Facilities
