JR East, Shochiku to collaborate on regional revitalization

East Japan Railway, or JR East, and entertainment company Shochiku announced on Monday a comprehensive business tie-up to accelerate tourism and regional revitalization efforts through the continuation and development of Japanese culture.
Under the 10-year agreement, the two companies will give shape to proposals for kabuki programs rooted in regional traditional culture and anime about specific regions, focusing chiefly on eastern Japan, where JR East operates.
They will also consider new proposals, such as allowing passengers on Shinkansen bullet trains to experience what is known as mixed reality technology, which combines virtual reality images with real scenery.
“We agreed on our direction of working to enrich regional areas,” JR East President Yoichi Kise said at the two firms’ joint news conference at the Kabukiza theater in Tokyo.
“We want to revitalize Japanese culture while utilizing regional traditions,” Shochiku President Toshihiro Takahashi said.
Kabuki actor Onoe Kikunosuke also attended the news conference and said that he believes the alliance will bring a new great opportunity for kabuki as well.