The "Vivivivi! Taiwan" fair held at TSUTAYA BOOKS and TSUTAYA stores won the "2025 Taiwan Tourism Contribution Award"

2025.03.17 Press Releases
Culture Convenience Club Co., Ltd.

- The award recognizes the significant contribution made to promoting Taiwan through the brand power of TSUTAYA BOOKS, improving its image as a tourist destination and boosting its popularity. -

Culture Convenience Club Co., Ltd. (Head office: Shibuya-ku, Tokyo; President and CEO: Yasunori Takahashi; hereinafter referred to as "CCC") has been recognized for its efforts in the "ViViViVi! Taiwan" fair, which proposes travel experiences to Taiwan and is held at TSUTAYA BOOKS, TSUTAYA BOOKSTORE, and TSUTAYA stores in the western Japan area. The fair has been awarded the "2025 Taiwan Tourism Contribution Award."

The Taiwan Tourism Contribution Award is an award given annually since 2007 by the Ministry of Transportation and Communications of Taiwan (equivalent to the Ministry of Land, Infrastructure, Transport and Tourism in Japan) to organizations and companies both in and outside Taiwan that have contributed to the promotion of tourism in Taiwan. The award ceremony was held on Monday, February 10, 2025, at the Grand Hotel Taipei in Taipei, Taiwan. Atsuyuki Isotani, Director of the First Operations Department at CCC TSUTAYA BOOKS Headquarters, attended the ceremony and received the commemorative trophy from Chen Shih-kai, Minister of the Ministry of Transportation and Communications of Taiwan.

■Reason for receiving the award from the Ministry of Transportation, Taiwan
As one of Japan's leading pioneers in integrating publishing, culture, and lifestyle, TSUTAYA BOOKS has been cooperating in promoting Taiwan tourism since before the COVID-19 pandemic. In 2024, it held more than 10 real-life Taiwan events across Western Japan, and in collaboration with the Taiwan Tourism Bureau's events, it held a special Taiwan travel exhibition area, themed courses, and talk shows with travel experts and influencers. Through TSUTAYA BOOKS's brand power, it has improved Taiwan's tourism image and popularity, and made a significant contribution to its promotion.

■Comment from Atsuyuki Isotani, Director of the First Operations Department at CCC TSUTAYA BOOKS Headquarters
Since the Hirakata T-SITE opened in 2016, we have been working to make Taiwanese culture, which has a strong affinity with Japanese culture, known to as many people as possible. But I still think it's not complete.
Encouraged by this award, we will continue to promote the wonderful, little-known Taiwanese culture and style.

■Example of the "Vivivivi! Taiwan" fair held

List of fairs being held (TSUTAYA BOOKS, TSUTAYA BOOKSTORE, TSUTAYA stores)

■ "Spring Vivivivi! Taiwan" Fair
Period: March to June 2024
Store: Kochi TSUTAYA BOOKS/TSUTAYA BOOKSTORE TAKAMATSU ORNE/TSUTAYA Sunshine Street Store
Nara TSUTAYA BOOKS / Hirakata T-SITE / Hiroshima T-SITE

The event introduced recommended travel plans related to the "beauty of Taiwan" created by four Taiwanese experts: Aoki Yuka (owner of the art gallery "Nihao Wo Hao"), Miyatake Kinu Mitsuru (representative of Mandarine LLC), Maeda Kumiko (representative of Chayu Salon), and the Yamasaki siblings (illustrators and Tainan guides).The event also featured talks and workshops by the experts, as well as a book and miscellaneous goods fair where visitors could experience the charms of Taiwan.

■ "Autumn Vivivivi! Taiwan" Fair
Period: October to December 2024
Stores: TSUTAYA BOOKSTORE Kintetsu Kusatsu / TSUTAYA Naha Shintoshin Store / TSUTAYA Bookstore Wakayama City Library
TSUTAYA BOOKSTORE Okayama Station

This fair has been further enhanced from the "Spring Bibi Bibi! Taiwan" fair, and is themed around five aspects of Taiwan's "beauty" - "Beautiful Tea = Taiwanese tea experience," "Beautiful Scenery = This talk event is only held in Kusatsu," "Gourmet Food = The secret to the vitality and beauty of Taiwanese people," "Beautiful Trains = The rail connection between Japan and Taiwan," and "Beautiful Mountains = From the mountains of Japan to the low mountains of Taiwan."Those who are experts on Taiwan will create courses and hold talk events and experience sessions related to each theme. In the fall, the Taiwan Tourism Association ran a campaign on the day of the event where customers could win NT$5,000 using a special QR code exclusive to TSUTAYA.

■ "Winter Vivivivi! Taiwan" Fair
Period: February to March 2025
Store: Kyoto TSUTAYA BOOKS / Hirakata T-SITE

Materials related to this matter

The "Vivivivi! Taiwan" fair held at TSUTAYA BOOKS and TSUTAYA stores won the "2025 Taiwan Tourism Contribution Award"

Inquiries regarding this matter
Culture Convenience Club Co., Ltd.
Public Relations Office
TEL: 03-6800-4764／MAIL: inquiry@ccc.co.jp