The Ukiyoe Immersive Art Exhibition, produced by HITOHATA, INC., won the Excellence Award in the Project Category of the CJPF Award 2025, organized by the Cool Japan Public and Social Collaboration Platform (Secretariat: Intellectual Property Strategy Secretariat, Cabinet Office). The award was presented at the CJPF Award 2025 ceremony, held on Wed, Mar 5, 2025, at the Cabinet Office Auditorium.

The CJPF Award 2025 is judged by inviting entries for movies that convey the attractions of Japan to the rest of the world and projects that create new values and attractions for Japan and promote them abroad. The awards are presented to works and initiatives in the two categories of movie and project. 268 entries in the movie category and 103 entries in the project category, for a total of 371, were received, with a total of 18 awards - 9 in the movie category and 9 in the project category.

The Ukiyoe Immersive Art Exhibition was highly commended for reinterpreting the traditional culture of Ukiyo-e using cutting-edge digital technology to create an immersive experience that transcends language and generation, and for attracting more than 150,000 visitors in Japan and overseas, starting in Nagoya and continuing in Milan and Kagoshima, and communicating the new appeal of Japanese culture. The award for excellence was given to HITOHATA,INC. and TV Aichi Co.

Taking the award as an opportunity, the company will continue to hold Ukiyoe Immersive Art Exhibition in Japan and abroad, and contribute to the promotion of the new appeal of Japanese culture.

CJPF Awards 2025 Award Ceremony (front row centre: Minoru Jouchi, Minister for Special Missions, Cabinet Office (Cool Japan Strategy), and other jury members and award winners)

CJPF Award 2025 Award Ceremony (from left to right: Teppei Fujita (general producer of the event), Business Department, TV Aichi Corporation; Takeaki Higashiyama (producer and general director), President, HITOHATA,INC.; Nodoka Nakagawa (project manager), Chief Director, HITOHATA,INC.)

Outline of the CJPF Award 2025

The CJPF Awards 2025 are presented in a wide range of fields, including content (games, animation, manga/publishing, live-action, music/live entertainment, etc.), food and food culture, tourism, cosmetics and fashion manufacturing, distribution and services, traditional industry and culture, local industry and local culture, cutting-edge industry, technology and culture, Entries are invited in two categories: the movie (video) category and the project (business) category. The jury will select and award the Grand Prix and other prizes to projects that have enhanced the experiential value of Japan's attractions for overseas development and inbound travel. In particular, the jury will evaluate initiatives that enhance synergy through cross-sectoral and inter-regional collaboration, as well as initiatives that contribute to the circulation of overseas transmission and development and inbound travel, and to repeat visits to Japan.

[Organiser] Cool Japan Public-Private Partnership Platform

[Supporter] Agency for Cultural Affairs / Ministry of Agriculture, Forestry and Fisheries / Ministry of Economy, Trade and Industry / Japan Tourism Agency / Ministry of the Environment / Cool Japan Organisation / Japan External Trade Organisation (JETRO) / Japan National Tourism Organisation (JNTO) / Nippon Keidanren / The Japan Chamber of Commerce and Industry / Tokyo Chamber of Commerce and Industry / Visual Industry Promotion Organisation (VIPO) / Japan Association of Travel Agents (JATA)

[Secretariat] Secretariat of Intellectual Property Strategy Headquarters, Cabinet Office, Government of Japan

[Awards 2025 official website] https://cjpf.jp/award/

[Number of applications and awards received]

<Number of applications>

Project category 103 entries

Movie category 268 entries

Total: 371

<Number of awards>

Project category: 9

Movie category: 9

Total: 18

Award details

[Excellence Award] CJPF Award 2025 - Project category 

[Prize-winner] The award was presented to HITOHATA,INC., TV Aichi Co.

[Project name] Ukiyoe Immersive Art Exhibition

[Project Summary]

Ukiyoe Immersive Art Exhibition based on more than 300 works by Ukiyo-e artists including Katsushika Hokusai and Utagawa Hiroshige, using state-of-the-art digital technology to immerse visitors in the world of Ukiyo-e in a three-dimensional image space.

First held in Nagoya in the summer of 2023, the exhibition was subsequently held in Milan, Italy, Kagoshima and Tokyo. It has been highly acclaimed as an exhibition with a new sensation that transcends languages and can be enjoyed by adults and children alike.

Further exhibitions are planned for Fukuoka, Taipei, Taiwan and other locations in Japan and abroad.

Jury comments

Ukiyoe Immersive Art Exhibition reinterprets the traditional culture of Ukiyo-e using cutting-edge digital technology to create an immersive experience that transcends languages and generations. Starting in Nagoya, the exhibition attracted more than 150,000 visitors in Japan and abroad, including Milan and Kagoshima, and is highly valued for its ability to convey the new appeal of Japanese culture. The collaboration with local communities and diverse partners was excellent and further development is expected in the future.

Jury member: Kochu Oya (President, Oyraa Co., Ltd.)

Award-winning comment

Immersive, experiential content, known as ‘immersive’, is attracting a great deal of attention in the world today. Advances in digital technology have made high-definition, realistic visual experiences possible, and the ‘Immersive Art Museum’, an exhibition in which contemporary artists reconstruct past works of art as digital artworks with a new sensibility, has been accepted as a new art trend.

In this context, the "Ukiyoe Immersive Art Exhibition", jointly organised by HITOHATA,INC. and TV Aichi, has been held in Nagoya, Milan (Italy), Kagoshima and Tokyo as an ‘Immersive Art Museum’ on an unprecedented scale using state-of-the-art digital technology on the theme of Ukiyo-e, which is highly regarded worldwide, and has received high praise from many people in Japan and abroad. It has been highly acclaimed by many people in Japan and abroad.

Following this award, we will continue to hold the Ukiyoe Immersive Art Exhibition both in Japan and internationally, contributing to the promotion of Japanese culture’s new appeal.

• Ukiyoe Immersive Art Exhibition TOKYO – Running until Mon, Mar 31, 2025, at Warehouse TERRADA G1 Building (Shinagawa, Tokyo).

• Ukiyoe Immersive Art Exhibition FUKUOKA – Scheduled from Sat, Jun 28, 2025, to Sun, Aug 17, 2025, at JR Hakata City (Fukuoka, Fukuoka Prefecture).

Representative of awardee: Takeaki Higashiyama (Representative Director, HITOHATA,INC.)

About CJPF (Cool Japan Public-Private Partnership Platform), Cabinet Office

The Secretariat of Intellectual Property Strategy Promotion, Cabinet Office, Government of Japan established the ‘Cool Japan Public-Private Partnership Platform’ in December 2015 to build a system for deepening and tackling Cool Japan in the public and private sectors.

A number of relevant ministries and agencies, private organisations, private companies, institutions and individuals currently participate in the platform. The platform encourages the sharing of information and the establishment of business projects.

Ukiyoe Immersive Art Exhibition Overview

The Ukiyoe Immersive Art Exhibition is based on more than 300 works by world-renowned Ukiyo-e artists such as Katsushika Hokusai, Utagawa Kuniyoshi, Utagawa Hiroshige, Kitagawa Utamaro, Toshusai Sharaku and Utagawa Kunisada, and uses 3DCG animation and projection mapping to create graphical digital artworks that can be enjoyed by children and adults alike. It is an immersive experiential digital art museum where visitors can immerse themselves in the world of Ukiyo-e in a three-dimensional visual space.

The exhibition has so far been held in Nagoya, Milan, Italy and Kagoshima, and has been visited by more than 150,000 people.

[Ukiyoe Immersive Art Exhibition official website]

https://www.ukiyoeimmersiveart.com/tokyo