Deeper Japan Debuts New Hokuriku Experiential Products, Expanding Travel Connected with Traditional Culture

The greater Kanazawa area, one of Japan’s up and coming travel destinations, offers a range of potential for culturally-curious inbound travelers to explore. Deeper Japan’s latest line up of cultural products, including tours of cast-iron tea kettle studios, historic shrines, and craft whiskey distilleries, connects such travelers with the area’s rich heritage.

Deeper Japan, a boutique travel operator overseen by Deeper Travel Co. Ltd., connects inbound travelers to Japan with authentic Japanese traditions by providing curated, small-group activities in direct partnership with artisans, artists, and nature guides from areas all across Japan.

As travel to Kanazawa continues to increase, due to factors such as the expansion of the Hokuriku Shinkansen line, over-tourism in Kyoto driving inbound travelers to less-crowded destinations, and the increase in repeat visitors to Japan, Deeper Japan’s range of new releases addresses a gap in cultural experiences to meet this demand. By seeking to discover local hidden treasures, fostering relationships with expert artisans and artists, developing a roster of highly-trained interpreter guides, and creating an experiential program that relays the culture or crafts unbiased charm to guests, Deeper Japan expands the depths to which travelers can explore Japan. The latest products launched in the Kanazawa and Noto area offer an immersive experience into the region’s unique appeal, all in a single package.

Addressing Regional Issues with Kanazawa Area Expansion

According to tourism surveys conducted by Kanazawa City and Ishikawa Prefecture, one of the key challenges identified is that tourism in Kanazawa is heavily concentrated in the city center, with limited travel and short stays in surrounding areas. Additionally, although there are opportunities to experience traditional culture, a lack of language support and insufficient information dissemination have made it difficult for these experiences to effectively reach international travelers.

In response to this, Deeper Japan has developed experiential programs that focus on cultural resources rooted in Kanazawa and its surrounding regions, such as traditional crafts like gold leaf, metal casting, and wood carving, as well as guided visits to local shrines and distilleries. Each experience is accompanied by a multilingual interpreter-guide to facilitate meaningful dialogue between artisans, local community members, and visitors.

These programs not only satisfy travelers’ cultural curiosity, but also contribute to the preservation of local industries and the sustainability of tourism. Through this approach, Deeper Japan aims to propose a new model of tourism for the Hokuriku region.

The Latest Cultural Experiences Launched

Observe Tea Kettle Making, Passed Down for 14 Generations

In the world of tea ceremony, the kama is not merely a tool—it holds a central role in the ceremony itself. At this workshop, visitors can witness time-honored craftsmanship passed down through generations, including the process of pouring molten iron into molds, surface finishing techniques, and the skill of discerning the unique “voice” of each kettle.

By encountering the spiritual essence that underpins the sado, as well as the philosophy of the artisans who devote themselves to their tools, guests gain a deeper appreciation for the richness and depth of Japanese culture.

Visit a Historic Shrine Featured in the Manyoshu

This revered shrine in the Noto region, long-worshipped as a deity of matchmaking and relationships, is the highest-ranking shrine in Noto, with deep cultural significance and local reverence.

Visitors are granted access to sacred areas typically off-limits to the public and receive explanations of Shintoism from a shrine priest. Through this, they can connect with Japan’s ancient view of nature and spirituality. Surrounded by the shrine’s stillness, the sound of footsteps on gravel, and the voice of the priest reciting prayers, guests are immersed in more than just ritual—they experience the essence of Japan’s spiritual tradition.

Experience the Tradition Behind Temple Architecture at a Woodcarving Workshop

Inami, located in Toyama Prefecture, is known as one of Japan’s largest centers for traditional woodcarving, home to many master artisans specializing in temple and shrine carvings. Here, visitors can observe the exquisite craftsmanship that continues to be passed down to this day.

The sound of chisels carving wood, the scent of fresh timber, and the focused presence of the artisans—all create an atmosphere where culture lives and breathes. An hour’s drive from Kanazawa, Inami offers a tranquil cultural sanctuary perfect for a day trip.

Immerse in Local Taste at a Craft Whiskey Distillery

Visit a craft whiskey distillery where distinctive whiskies are made using locally grown barley and pure water. Every detail, from the design of the stills to the aging environment, reflects the distillery’s deep commitment to quality, resulting in a unique flavor that blends the traditions of Scotland with local Hokuriku character.

Guests can tour the fermentation tanks and pot stills, and enjoy tastings of freshly distilled spirits as well as whiskey aged in barrels, a multi-sensory experience that lets you appreciate the complexity of whiskey-making and the individuality of the local terroir.

Experience Traditional Tofu Making at a Historic Tofu Factory

Try your hand at traditional tofu making, a craft passed down for over 300 years in the Kaga region, at a local, long-established factory. Unlike typical tofu, Kaga-style tofu is known for its rich flavor and firm, springy texture—often likened to a Japanese-style cheese.

During the experience, you'll observe the preparation process using locally grown soybeans and pristine spring water, then participate in molding and finishing the tofu in a workshop filled with the aroma of fresh soy milk. As you taste the freshly made tofu, you'll gain insight into the region’s unique food culture and the deep respect for quality ingredients.

Facing the Future

Deeper Japan collaborates with over 300 artisans, artists, and guides across Japan, offering experiences from Hokkaido to Okinawa. As of October 2024, Japan recorded over 30 million international visitors, breaking records for both annual and monthly tourism figures. Building on this momentum, Deeper Japan plans to expand to new regions across Japan, and even international markets in Europe and East Asia, continuing its mission to foster cultural exchange and understanding through travel.

By implementing the current business model of Deeper Japan, which emphasizes bridging language and cultural differences to deliver enriching travel experiences, high-quality, value-added travel infrastructure can be created in new locations and offer a wider audience a broader range of cultural products while promoting sustainable travel.

About Deeper Japan

Deeper Japan is a boutique travel brand operated by Deeper Travel Co., Ltd that allows visitors to Japan to seamlessly book traditional cultural experiences online that are otherwise difficult to access. By carefully selecting high-quality cultural and immersive natural experiences, and directly collaborating with skilled craftsmen and artists at the forefront, Deeper Japan promotes mutual understanding between different cultures through travel and actively preserves tradition and diversity.

Focus is primarily given to small groups of guests, providing an opportunity for deeper interaction between craftsmen and guests rather than large-scale, superficial experiences. Additionally, certified interpreter guides are employed to ensure interpretation in the guests' native languages.

Through partnerships with non-profit organizations, collaborations with NGOs, and alliances with local governments and tourist associations, Deeper Japan assists in supporting regional economic development and the conservation of cultural heritage.

Deeper Japan Debuts New Hokuriku Experiential Products, Expanding Travel Connected with Traditional Culture

Addressing Regional Issues with Kanazawa Area Expansion

The Latest Cultural Experiences Launched

Facing the Future

About Deeper Japan

Company Information