TBWA\HAKUHODO has partnered with Kyoto-based MK Taxi and TikTok to launch “UNOFFICIAL TOURISM,” a campaign aimed at easing overtourism by promoting more sustainable travel experiences through short-form video.
At the heart of the initiative is a TikTok account offering insider tips and local recommendations curated by veteran MK Taxi drivers.
Drawing on decades of experience navigating Kyoto’s streets, the drivers spotlight lesser-known destinations beyond the city’s well-trodden tourist routes.
The campaign leverages TikTok for Business’ AI-powered “TikTok Symphony” tool to translate and dub the videos into 15 languages, helping the content reach a wide global audience.
Kyoto has faced mounting challenges from overtourism in recent years, particularly during peak seasons and at major landmarks. The resulting traffic congestion, litter, and strained public transport have impacted the quality of life for residents, says the campaign.
With international arrivals to Japan hitting a record 36 million in 2024, and even more visitors expected for the 2025 Osaka-Kansai Expo, the need to better manage tourism flows has grown increasingly urgent.
@unofficial_tourism まるで混雑なしの嵐山！ドライバー歴20年の清水がご案内します。 📍洛西竹林公園 〒610-1112 京都府京都市西京区大枝北福西町2-300-3 京都にお越しの際はぜひMKタクシーを！プロフィール欄のURLからご予約いただけます！ ※この動画は生成AI機能を使って自動生成しているため、言語によっては表現が不自然な可能性もございます。お気づきの点があればお知らせください。 unofficial_tourism kyotojapan kyototravel mktaxi
♬ オリジナル楽曲 – Kyoto Driver 京都の穴場へご案内 – Kyoto Driver 京都の穴場へご案内
TBWA\HAKUHODO and MK Taxi recognized that many tourists tend to concentrate their visits on the most iconic spots, contributing to crowding and logistical strain. “UNOFFICIAL TOURISM” seeks to counter this by offering a richer, more balanced view of the city through the eyes of local experts.
While the featured drivers speak only Japanese, TikTok Symphony enables real-time translation and voice dubbing in languages including English, Chinese, Korean, Thai, Vietnamese, and Indonesian—allowing them to communicate directly with viewers across Asia and beyond.
@unofficial_tourism せっかくの京都旅行を、待ち時間に使っていませんか？ MKタクシーのドライバーが、京都の穴場スポットへご案内します。フォローしてお待ちください！ ※この動画は生成AI機能を使って自動生成しているため、言語によっては表現が不自然な可能性もございます。お気づきの点があればお知らせください。 #unofficial_tourism #kyotojapan #kyototravel #mktaxi
♬ オリジナル楽曲 – unofficial_tourism – Kyoto Driver 京都の穴場へご案内
By encouraging exploration of hidden gems and emphasizing cultural insight, the campaign aims to reshape how travelers experience Kyoto—promoting sustainability, dispersing foot traffic, and offering a more meaningful encounter with the city.
The team plans to keep adding new content and expanding the project to further reduce congestion and promote a more balanced style of tourism.
You can visit the TikTok channel here. The videos are available in Japanese, English, Korean, French, Spanish, Portuguese, German, Indonesian, Italian, Turkish, Arabic, Thai, Vietnamese, Chinese, and Romanian.
Credits
• Creative Director: Norihito Takahashi
• Art Director: Yasunobu Hideshima
• Copywriter: Ruka Mochizuki
• Movie Director: Nobuyuki Yamatsu
• Strategic Director: Masakazu Tagai
• Producer: Hirotaka Fukatsu
• Producer: Wataru Ito
• PR Planner: Satoshi Kanai
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