“What Moves People Is Not ‘Things’ but ‘Experiences’: New Value Created by Hospitality”

About the talk

In recent years, values in consumption and business have shifted dramatically from “the richness of owning things” to “the richness of sharing memorable time and experiences.” Using the hospitality business that the Pia Group runs in sports and entertainment as an example, this talk discusses an era in which “experience value” creates new business.

Hospitality is not simply about providing good seats or luxurious meals. It means designing every moment from the guests’ arrival at the venue until they head home, and giving them “a day they will remember for the rest of their lives.” This way of thinking can also be applied to corporate entertaining and sales, regional tourism, and even time spent with family.

Introducing examples we have actually handled—rugby, sumo, fireworks festivals, cruises and international sporting events—I hope this will be an opportunity to think together about the growing global hospitality market, the potential of Japanese omotenashi, and the idea of “experience value” that can also be applied to management.

Profile

Born in Beppu, Oita Prefecture. After graduating from the Faculty of Economics, Chuo University, joined Pia Corporation. Currently oversees the hospitality and global events businesses as President and CEO of PDHX Inc. and Director-General of the Global Events Division, Pia Corporation.

Through sports and entertainment, has planned and run many premium experiences combining spectating with dining, lounges and hospitality. Handles hospitality programs for a wide range of events, including Japan Rugby League One, grand sumo tournaments, the Jingu Gaien Fireworks Festival and Yokohama fireworks cruises, and is in charge of the hospitality business for the 2026 Aichi-Nagoya Asian Games. Aims to share uniquely Japanese “experience value” with the world. While working to create new experience value in sports and entertainment, hospitality and global events, also promotes tourism in Beppu and its local attractions as a Tourism Beppu Ambassador.