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Making Japan’s attractions its strength. Building a bridge with Singapore.－KANAE HIRAOKA（JNTO Singapore Office, Director）
The Beginning in Singapore
Q：What was your first impression/shock when you arrived in Singapore?Was there a defining moment through your work where you started to see
Singapore was the hard-earned opportunity for an overseas posting that I had been striving for. Even now, the sight of Marina Bay Sands looking up from the taxi on my way from the airport to the hotel remains vividly etched in my memory. While I was pleasantly surprised by the ubiquitous presence of Japanese culture throughout the city, it was my first travel expo that truly opened my eyes. Meeting local attendees who smiled and told me they had already visited Japan more than ten times, I was profoundly struck by the sheer maturity of the market. Knowing that so many people have already experienced Japan is incredibly rewarding, but it also fueled my determination to discover what innovative experiences we can offer next to keep them inspired.
Core Strengths
Q：What is your ultimate focus or unique strength in your current activities?What are the core values and passion driving that dedication?
My strength lies in my deep-rooted passion to energize Japan through the power of tourism. However, learning that inbound travel is not always universally welcomed depending on the local community’s circumstances initially caused me to reflect deeply on the true significance of my role. What restores my conviction and brings me immense fulfillment is seeing the genuine joy of Singaporean travelers sharing their memories, coupled with concrete success stories of regional revitalization. As the only government agency dedicated exclusively to inbound tourism, JNTO Singapore Office holds limitless potential to drive positive change. While I am continuously expanding my professional knowledge and expertise, my ultimate goal is to engage in meaningful dialogue with local communities in Japan, ensuring we execute responsible promotions that bring lasting happiness to both our destinations and our travelers.
The Road Ahead
Q：How do you personally wish to contribute to and shape the relationship between Singapore and Japan moving forward?
This year, the JNTO Singapore Office proudly marks its 20th anniversary. The overwhelming passion for travel to Japan that I witness firsthand on the ground today is a direct result of the dedicated, steady efforts of our predecessors who paved the way, alongside the unwavering support of our valued partner organizations. I am profoundly grateful for the symbolic baton that has been passed down to me. Standing here at this momentous double milestone—celebrating both the 60th anniversary of diplomatic relations between Japan and Singapore and our office’s 20th anniversary—I am determined to fully seize this opportunity to introduce local travelers to the yet-unseen, deeper charms of Japan. By doing so, I aim to contribute directly to solving socioeconomic challenges within Japan’s regions while striving to serve as an even stronger, more dynamic bridge between our two nations.
What I Love About Singapore!
Q：What elements of Singapore’s culture or urban lifestyle do you find truly wonderful and inspiring?
What I truly adore about Singapore is the vibrant energy that infuses the entire city, with a diverse array of events happening somewhere every single week. I am also deeply captivated by the unique harmony of this country, where a highly sophisticated, modern cityscape seamlessly coexists with charming, time-honored local culture. Above all, what touches my heart the most is the incredible warmth of the Singaporean people and their deep-seated affection for Japan.
Interviewee Profile
Kanae Hiraoka
JNTO Singapore Office, Director
Joined the Japan National Tourism Organization (JNTO) in April 2020, initially assigned to the Visitor Service Development Section, Regional Tourism Department. In April 2023, transitioned to the Human Resources Section, General Administration Department to manage internal organizational talent. Posted to the Singapore Office in December 2024, currently spearheading Japan’s inbound tourism strategies in the region as Director.
| ■JNTO Singapore Office |
| ◉JNTO is Japan’s official public agency dedicated to inspiring, promoting, and expanding inbound tourism to the country. As the strategic hub for this region, our Singapore office primarily drives targeted promotional campaigns and marketing initiatives tailored specifically for Singapore residents, fostering a deeper interest and demand for travel to Japan. 🏢Address：16 Raffles Quay, #15-09 Hong Leong Building, S048581 📞Phone：6223 8205 📩E-mail：jntosin@jnto.go.jp 📲Instagram @visitjapansg 📲Facebook @visitjapan2010 |
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