[Playing Co., Ltd.] Turning old tourist facilities in depopulated regional tourist destinations into entire “stages”! Tourist-oriented immersive theater “Entabi(R)” to be held in Kinki and Tokai regions
Playing Co., Ltd. Press Release: September 20, 2025 Transforming old tourist facilities in depopulated regional tourist destinations into entire “stages”! Tourist-oriented immersive theater “Entabi(R)” to be held in Kinki and Tokai regions A form of regional revitalization in which local people perform stories rooted in the community. Japan’s only tourism entertainment event produced by a travel agency run by a theater company will be held in Nara and Nagoya! Playing Co., Ltd., Japan’s only travel agency run by a theater company (Headquarters: Sakai City, Osaka Prefecture, Representative: “Entabi(R),” an experiential drama attraction in which tourists are drawn into a story, created by Director Tomofumi Yamamoto, has been announced to expand beyond its hometown of Osaka to Nara and Nagoya.
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https://prcdn.freetls.fastly.net/release_image/152734/10/152734-10-ce25210df9b747f94efae859a382af29-1920×1280.png Entabii(R) “The Cat That Ate Japanese Sweets” was held at Yosano Akiko’s Memorial Museum, Sakai Risho no Mori, where the demonstration experiment was conducted. Set at tourist facilities and local resources scattered throughout the country, “Entabi(R)” features local people as performers, performing dramas based on local legends and folklore. This experiential drama attraction, in which tourists become participants in a story, aims to increase the value of tourists’ stays and revitalize local economies through immersive experiences set in over 110,000 tourist attractions across the country. It has attracted the attention of various media outlets as a way to expand the possibilities of regional tourism.
https://prcdn.freetls.fastly.net/release_image/152734/10/152734-10-b70bccd8f91f098b72862d0f7163a6ba-1920×1280.png An actor speaks to tourists gathered in the lobby of a tourist facility.
https://prcdn.freetls.fastly.net/release_image/152734/10/152734-10-98bb0a15015040494972687825531d0f-1920×1280.png Audience members cooperate in the game during the play
https://prcdn.freetls.fastly.net/release_image/152734/10/152734-10-133bbc11d7302c14093407f94bd3cf9d-1920×1280.png A spectator disguises himself as a cat and approaches the girl. Why is “Entabi(R),” a Tourist-Participatory Drama Attraction, needed now? Now that the COVID-19 pandemic has been overcome, Japan’s tourism industry is booming. However, behind the scenes, tourist destinations are on the verge of collapse due to disparities between urban and rural areas and depopulation caused by a declining birthrate and aging population. The harsh environment facing Japan’s tourist destinations, where rules are not being followed and local communities are being exhausted by overtourism due to the concentration of tourists, is becoming a serious social issue. The Ministry of Land, Infrastructure, Transport and Tourism (MLIT) has stated the need to “further vigorously promote tourism to regional areas and attract tourists from all corners of the country.” The Japan Tourism Agency (JTA) has called for the
“development and devising of content that utilizes the unique resources of each region, while taking into consideration the burden on the local area.” However, the Japan Association of Museums has announced that the typical number of visitors for Japanese museums (history museums, aquariums, zoos, botanical gardens, art galleries, etc.) is less than 5,000 per year, and reports that 22 museums closed in 2023 and 14 closed in the first six months of 2024. Meanwhile, a survey by Nihon Kotsu found that the only tourist purpose showing an upward trend was “participating in local tours and experience programs.” This is the third most popular tourist purpose after gourmet food, hot springs, scenic and historical sites, and shopping. As mentioned above, tourism is shifting from “seeing” to
“experiencing.” Amid this, Playing Co., Ltd., a theater company in its 26th year and a travel industry with 18 years of experience, developed and conducted repeated field trials of “Entabi(R)” as a new approach to solving current problems in tourist destinations. “Entabi(R)” comprehensively solves the problems currently faced by local governments and volunteer guides at tourist destinations on an ad hoc basis, and could become a savior for Japan’s tourism industry in the future. Content exists, but it’s not being used. There are facilities that can host events, but they’re not known. We believe that communicating the potential of “Entabi(R)” to many tourist
destinations, tourist facilities, designated managers, and local governments can have the power to change the future of Japan’s tourist destinations. Implementation record nationwide Historical and cultural facilities – Hyogo Prefectural Hyogotsu Museum “Battle in Hyogonotsu” (Hyogo Prefecture) Literature and Memorial Museums ・Sakai Toshiaki no Mori (Yosano Akiko Memorial Museum) “The Cat Who Ate Japanese Sweets” (Osaka Prefecture) Large children’s facility – Sakai City Large Children’s Center Big Bang “Space Labyrinth” (Osaka Prefecture) In addition, at tourist facilities, hotels, inns, restaurants, scenic spots, parks, and World Heritage sites These productions are planned to be rolled out gradually. We are pioneering the “immersive tourism” genre with a design in which tourists interact with the characters in the play and the story progresses as they tour the facilities. Each production utilizes the know-how of the theater company in terms of scriptwriting, costumes, and direction, with original scripts for each location, local auditions, and a rehearsal process lasting around one month. The program is structured so that stories unique to each region are scripted, local people participate as actors, and tourists can experience the local culture through these experiences. Its
distinctive feature is that a drama unique to each region is born in any location.
https://prcdn.freetls.fastly.net/release_image/152734/10/152734-10-26f34c96b5635b0e383e9dd7ec8f7b45-1920×1280.png Actors help audience members change their clothes.
https://prcdn.freetls.fastly.net/release_image/152734/10/152734-10-4e592b356fe20477d6e4da1366d2e7bd-1920×1280.png It can also be held compactly in the lobby. Testimonials from Institutions and Participants – I got an immersive experience, matcha tea and Japanese sweets, and a tour of the facility—it’s a crazy price! It was great not only to watch the performance right in front of me, but also to be able to participate (help)! (Woman in her 20s) – I came all the way from Kyushu after hearing I’d be able to see a story based on Ito Hirobumi. I was surprised because I never thought I’d become Ito Hirobumi, but it was a lot of fun. (Male in his 50s) ・Amazing! The story grabbed people’s hearts right from the start, and it was thrilling. I’d like to participate in other Entabii events! (Female in her 50s) ・Entabii was so much fun! I was able to fully immerse myself in the Nara period, and the acting challenge was just right for me! I’m looking forward to the next event! (Woman in her 20s) – I was nervous saying the lines, but it was fun. (Woman, age 5) – I was so moved to see a side of my child I had never seen before. I’ll come again. (Woman in her 40s) – This is a moving experience for both children and parents. (Facility Manager) – Customers are drawn to the realistic tourist information that utilizes the exhibits at tourist facilities, and it’s moving, as if the facility itself is a theater. (Facility Manager)
https://prcdn.freetls.fastly.net/release_image/152734/10/152734-10-4a636b534642d0172e4f88701fb0d67b-1920×1280.png Playing Co., Ltd., which represents a wide range of actors, from child actors to mid-career actors. Upcoming Enterbi(R) Plans Heijo Palace Ruins Historical Park, Heijo Palace Invitation Hall, Entabi(R) “Heijo Capital Relocation Invitation Chronicle” ● Date: October 4, 2025 (Saturday) 11:00-/13:00-/15:00- * Scheduled performance time is 60 minutes Scheduled for Sunday, November 9, 2025 Scheduled for Saturday, February 28, 2026 Scheduled for Saturday, March 21, 2026 ● Venue: Heijokyo Izanaikan, Heijo Palace Historical Park (Nara City, Nara Prefecture) ● Organizer: Executive Committee for the Project to Preserve and Pass on the Cultural Assets of Ancient Nara ● Planning and Management: Heijo Palace Site Management Center FY2020 Agency for Cultural Affairs Cultural Arts Promotion Subsidy (Regional Cultural Properties Comprehensive Utilization Promotion Project) ●Planning and production Nomura Medias Co., Ltd. ●Participation fee: Free
●Pre-registration: By phone or via the online event application form https://www.heijo-park.jp/form/event/ Heijo Palace Ruins Management Center 0742-36-8780
https://prcdn.freetls.fastly.net/release_image/152734/10/152734-10-7afb68dc35a24de2706e196d012a0ba8-1414×2000.png (Heijo Palace Izanaikan flyer for the Heijo Palace Ruins Historical Park event held on October 4, 2025)
https://prcdn.freetls.fastly.net/release_image/152734/10/152734-10-557784ddfc26c4ca7b763990d89a8554-3900×2600.jpg At the Heijo Palace Izanai Hall in Heijo Palace Ruins Historical Park, tourists can also participate dressed in Tenpyo period clothing from the Nara period. (The photo was taken during the experiment in March 2013.)
https://prcdn.freetls.fastly.net/release_image/152734/10/152734-10-a9b995cab4bf8e9f141b38e92e9285d8-3900×2600.jpg Historical figures from the Nara period unfold their stories before your eyes. (The photo was taken during the experiment in March 2013.) Nagoya City Sponsored Nagoya Shopping Arcade Entabi(R) “Title TBD” ●Date: Winter 2026 (planned) ●Venue: Shopping district, Nagoya City *Details will be posted on the Playing Co., Ltd. website as soon as they are decided. Founder Tomofumi Yamamoto’s background and the birth of Entabi(R) Tomofumi Yamamoto, CEO of Playing Co., Ltd., founded his theater company in 1998 and has built his career in stage direction and scriptwriting. He specializes in directing that emphasizes the expression of stories rooted in the local community and “dialogue” with the audience. He has been involved in creating experiential value through theater for over 20 years. In 2007, we obtained travel agency certification to apply the storytelling and stage direction skills we developed in the theater industry to the tourism industry. Since then, we have been planning and implementing guided sightseeing tours and community-based travel products, We have gained experience in the tourism industry throughout Japan. In 2020, the tourism and theater industries faced simultaneous downturns due to the COVID-19 pandemic. Tours were canceled and theater performances were halted. Amidst these disruptions, we sought a new form of tourism that utilizes local resources and allows people to experience the local area. We have begun a pilot project of tourism content set in closed tourist facilities. This initiative was later systematized as “Entabi(R),” dramatizing local stories, establishing a new genre of “tourism x theater,” in which tourists themselves become characters in the story. Industry and Region This experiential attraction, born from the challenges of the past, continues to evolve as a new means of regional revitalization.
https://prcdn.freetls.fastly.net/release_image/152734/10/152734-10-e9e6514f195cf3e96938a39667dd8cd8-1616×1080.jpg Tomofumi Yamamoto (Playing Co., Ltd.) interacts with children at the Grand Green Osaka Grand Opening Event. Enterbi(R) Business Contest Awards BizCon Osaka 2022 Osaka City Industrial Management Association Award / Naniwa Akindo Juku Association Award (double winner) Runner-up in the Start Dash category of the “Growing Up” competition sponsored by the Osaka Industrial Bureau Winner of the Excellence Award in the Business Model Contest sponsored by the Konan Foundation, a public interest incorporated foundation 10th “LED Kansai” event sponsored by the Ministry of Economy, Trade and Industry and the Kinki Bureau of Economy, Trade and Industry Finalist Selection, Supporting Company Business Award Winner Contact Information Playing Co., Ltd. Public Relations Department (Contact: Rin Iwata) Email: info@entabi.jp ● Operating organization: Playing Co., Ltd. ● Representative:
Representative Director Satoshi Yamamoto ● Established: April 25, 2024 ● Location: 3-1-14 Kouryo Higashimachi, Sakai Ward, Sakai City, Osaka Prefecture ● Business: Travel industry/event industry ● Achievements: Sakai City Sakai Risho no Mori / Hyogo Prefectural Hyogotsu Museum / Osaka Prefectural Large Children’s Center Big Bang / Nara Heijo Palace Izanaikan National Museum, and others. ● Official website URL: https://www.gekidanplaying.com/ ●Official SNS: 〈X〉
https://x.com/gekidanplaying 〈Facebook〉
https://www.facebook.com/gekidanplaying/
https://www.youtube.com/watch?v=EMRxkNw0c8I Reference ●Current status and challenges of the tourism industry (Bank of Japan)
https://www.boj.or.jp/finsys/c_at/data/aft230928a1.pdf
●観光の現状について（首相官邸ホームページ）https://www.kantei.go.jp/jp/singi/kankorikkoku/dai21/siryou.pdf ●Current status of tourism policy and future initiatives (idea) Japan Tourism Agency (Ministry of Land, Infrastructure, Transport and Tourism) noopener”>https://www.mlit.go.jp/policy/shingikai/content/001444852.pdf
●令和元年度 日本の博物館総合調査研究報告書（日本博物館協会）https://www.j-muse.or.jp/02program/pdf/R2sougoutyousa.pdf ●Domestic travel for Japanese people published by Japan Transport Corporation, a public interest incorporated foundation
https://www.jtb.or.jp/book/wp-content/uploads/sites/4/2024/10/nenpo2024_1-2.pdf