Reality on a Stick

I’ve been meaning to blog about Kyoto’s “Kimono Passport” campaign–and point it out to Seth Godin–for a while.

The concept is truly ingenious in its simplicity. During a three month period (Oct 1st-December 25th), Kyoto City dresses up the town, literally, leveraging its most cherished and attractive resource: the traditional garb of its people. How is this achieved? Merchants are encouraged to advertise and offer modest discounts–sometimes as little as 100円 (roughly $1) off per purchase– in the “Kimono Passport.”  With broad support from government agencies operating museums, national heritage sites, and public transit, this campaign was a winner before the first private vendor was approached.

It appears that this campaign has been held annually for about 10 or 12 years.  Some vendors extend the discounts throughout the year.

Here’s some info from the Kyoto Prefectural International Center:

This year “Kyoto Looks Good in a Kimono”
Next month, Kyoto is continuing its promotion to encourage people to wear a kimono when they are out in the city. Those who are wearing a kimono and present a “kimono passport” will receive special discounts and offers.
- Participating temples, shrines, art galleries, museums, shops, and restaurants in Kyoto city, Uji city, and Yawata city will be offering discounts.
- You can get your kimono passport, as well as receive information related to kimono rental, traditional local and Japanese fall events, at the Tourist Information Center in Kyoto station or any Kyoto prefecture Regional Promotion Bureau.
- Passports are valid form October 1st until December 25th
- For more information contact Kyoto Prefecture Fabric Dyeing and Handicrafts Office at 075-414-4856