With its mist-veiled onsen towns, volcanic peaks, and intricate bamboo-weaving traditions, Kyushu and the Setouchi region hold some of Japan’s most vibrant cultural treasures. Yet, these areas rarely make it onto standard tourist itineraries. Based in Beppu City, Glide Japan is a team of local experts actively shifting the focus of international travel toward these lesser-known corners of the country.
Instead of operating like a rigid, corporate travel agency, they work as community ambassadors. From their neighborhood hub, Space Beppu, they design custom West Japan itineraries and host hands-on workshops like traditional calligraphy and bamboo crafting. Driven by a mission to revitalize rural towns and build meaningful careers for the next generation, Glide Japan bridges the gap between global travelers and authentic, everyday Japanese culture.
We sat down with founder Masa-san to get an insider’s look at how his team is making regional Japan accessible, sustainable, and deeply personal.
Hi Masa! Could you please introduce yourself, tell us a bit about your background, and describe your role at Glide Japan?
My name is Masa. I’m the managing director and founder of Glide Japan.
Can you share a bit about the history of the company and how it grew into a fully established tour operator and community base in Beppu?
Glide Japan was established in 2023. After years of working in a big city, I started missing genuine connections with local people. I really craved the warm feeling I’d had growing up in the countryside in Karatsu in Saga Prefecture. Starting my career in a big city and living far away from my family made me want to make a change.
Before the pandemic hit, my previous company assigned me to transfer to Kyushu to help expand their business here, and it was coming back here that reaffirmed my desire to start my own business – particularly one principled around the Japanese philosophy of Sanpo-yoshi, which translates simply as ‘three-way-satisfaction.’ This means that not only businesses benefit, but also customers and the local community too, in that the provision of local, hands-on activities or tour related services in turn enables the local community to welcome visitors back again in the future – creating a thriving business cycle in which everyone benefits.
Masa (right) outside of Beppu Station in front of the Statue of Aburaya Kumahachi – Photo Credit: Glide Japan
As a Destination Management Company (DMC), what types of tailor-made services, travel experiences, and local cultural activities do you offer?
As a DMC, we provide the full spectrum of regional travel services. This includes tailor-made itineraries, tour arrangements including accommodation, transport, guides, ticket reservations, etc. We also provide consultation services for the local government & tourism board working on inbound tourism or content development. Last but not least, we also develop our own unique products – including day tours, Japanese cultural activities, culinary experiences, craft workshops and many more. For example, we design fully customized regional routes exploring active volcanic landscapes like Unzen and Mt. Aso, alongside shorter day experiences like guided food and sake walks through hidden neighborhood izakayas.
With major hubs facing over-tourism, what makes a journey through Kyushu and the Setouchi region so unique compared to Japan’s standard “Golden Route”?
The Kyushu and Setouchi regions are still young touristically when compared to the ‘Golden Route.’ Many high quality local service providers are yet to be discovered, or are otherwise underrated and struggling to survive as businesses. To put it bluntly, we’re not yet tired of tourists due to over-tourism! On the contrary, we’re passionate about welcoming visitors to our region.
Masa with guests out on a tour – Photo Credit: Glide Japan
Your headquarters, Space Beppu, doubles as a community hub. Can you tell us about the concept behind it and the popular hands-on workshops guests can experience there?
Space Beppu is a community space based on the concept of a ‘safe space,’ where all are welcome without discrimination. In fact, it is housed in a beautifully renovated, century-old traditional Japanese building that serves as an inclusive art gallery, gift shop for local creators, and a book cafe.
Here we offer a range of cultural activities, two of the most popular ones being:
- The Bamboo Lantern Workshop: participants use local bamboo pieces that have been discarded by the nearby bamboo processing factory. Guests use a drill to create a patterned lantern, which they can bring home with them. It’s a really nice keepsake to remind them of their trip to Japan – and the lanterns look lovely when lit up!
The bamboo workshop – Photo Credit: Glide Japan
- A Calligraphy Class for Beginners: here, guests learn basic Japanese calligraphy techniques, and learn how to write kanji characters related to Beppu – or even their own name! Again, you can bring home your masterpiece afterwards!
Guests presenting their calligraphy – Photo Credit: Glide Japan
You also host “World Cafe” events at Space Beppu. How would you describe the energy and atmosphere when locals and global travelers connect there?
It feels just like popping candy in your mouth! There’s an initial thrill, but it’s pleasant! Seeing locals and international people come together despite language barriers – (but only nice people with warm hearts!) – wanting to exchange stories and connect…It’s just a great time! What more can I say?
Guests in front of Space Beppu – Photo Credit: Glide Japan
Regional revitalization is at the core of your mission. What has been the most rewarding part of seeing this impact come to life for the local people?
Gaining trust from the local community! They find us reliable and they want to work with us more!
For travelers headed to West Japan for the first time, are there any unique local customs or traits they should look forward to?
We have a relaxed, chill attitude – but also loud energy! West Japan-ers know how to show hospitality to strangers!
Masa with a group at a workshop – Photo Credit: Glide Japan
Finally, as West Japan continues to catch the eye of global travelers, what final thought or message would you like to leave with our readers?
The West Japan region is still being discovered worldwide, and we’re trying our best to have a positive impact on the tourism industry in Japan as a whole. But this is only possible through one thing: connections, connections, and connections! By all means, come and experience our warmth and energy – we’re always ready to welcome you!
A group posing for a photo during a sake tasting experience – Photo Credit: Glide Japan
Thank you, Masa-san, for introducing your company, sharing a glimpse into your beautiful region, and inspiring us with your community revitalization work.
When planning your next journey to Japan, head over to Glide Japan’s channels to explore their custom itineraries, immersive tours, and local experiences:
Read more about Glide Japan on:
Website: https://en.glidejapan.co.jp/
Instagram: https://www.instagram.com/glide_japan/?locale=en-GB
X: https://twitter.com/kyushu_tourism
Featured Photo Credit: Glide Japan
