"DISCOVER Japan's NEW TREASURES" a side event of the United Nations General Assembly and a reception for tourism to Japan organized by the Japan Tourism Agency and co-sponsored by the Ministry of Agriculture, Forestry and Fisheries, was held on Wednesday, September 20 (Thursday, September 21 (Japan time)) at The Glasshouse (New York, USA). The reception was held at The Glasshouse in New York City on Wednesday, September 20 (Thursday, September 21 in Japan time), and a promotional movie on tourism to Japan produced by HITOHATA,INC.

The event was sponsored by the Japan Tourism Agency and co-sponsored by the Ministry of Agriculture, Forestry and Fisheries in New York, where the United Nations is being held and attracts the world's attention, in order to further promote tourism and consumption from the United States to Japan, and further expand two-way tourism exchange. At the opening, a promotional video for tourism to Japan produced by HITOHATA,INC. was shown.

In addition, the opening show produced by HITOHATA,INC. as a representative of the businesses selected for the tourism restart project will feature a three-part live performance of ninja action dance, Japanese dance, and contemporary dance, with the theme of "DISCOVER Japan's NEW TREASURES" , a 3D projection show that combines Japan's beautiful landscapes, traditional cultural motifs, and digital art content projected onto a hologram screen.

Following the opening show, Mr. Tetsuo Saito, Minister of Land, Infrastructure, Transport and Tourism, gave a speech and announced that 2024 would be the "Japan-U.S. Year of Tourism Exchange," and Prime Minister Fumio Kishida gave a video message. About 200 people from the tourism industry, media, and political and business circles attended the event.