Osaka itself is a sightseeing attraction

As you walk through the underground passage at Namba Station, you suddenly come across a huge advertisement. Many people may have wondered, “What’s this?” upon seeing photos of foreigners and Japanese happily gathered around a dining table. This is an ad for the experiential tour guide service “Osaka JOINER,” which we’ll be introducing here.

This service creates experiential tours where guides called JOINERs connect travelers with local shops and people, based on travelers’ wishes to enjoy authentic Osaka food and drinks and to interact with locals.

Tourists can make inquiries through reservation sites, social media, or a base in Namba. By sharing their preferences and wishes, JOINERs create personalized recommended itineraries. Plus, the service is flexible enough to accept bookings as late as one hour before the tour on the same day.

Mr. YOSHIDA from Osaka Metro ADERA, the company behind this unique service, said, “Osaka itself is a sightseeing attraction. When you meet the people you can only find here, you’re sure to fall in love with Osaka.”

Not just the landmarks, but the idea of connecting Osaka’s people with travelers seems to be a crucial perspective for the entire city hosting the Expo. From this, we can see not only the interests travelers have in Osaka, but also the “art of connection” that we who live here want to embrace.

Spotlighting Osaka’s funniest characters: A new business to watch

Osaka Metro ADERA is a group company of Osaka Metro that primarily operates in the transportation advertising business. As part of its new business initiatives, the company has been advancing projects that connect travelers, businesses, and local residents with a focus on tourism. One such project is “aeru OSAKA.” Driven by the desire for visitors to meet the humor-filled people of Osaka, “aeru OSAKA” is a booklet featuring interviews with fascinating locals, showcasing where they live and the services they offer.

It might not be an exaggeration to say that “Osaka JOINER” could only have been created by Osaka Metro ADERA, a company that truly loves the city of Osaka. Let’s hear all about its system and achievements in detail!

What’s the new tourism service that meets the needs of Europe, the US, and Australia?

Including the upcoming EXPO 2025 Osaka, Kansai, the number of foreign tourists to Osaka is expected to increase further. However, Yoshida says, “While Osaka has traditionally had many visitors from Asia, services catering to the needs of travelers from Europe, the US, and Australia have been lacking.”

In addition to Osaka’s rich history and culture, foreigners from Europe, the US, and Australia often view the city as “a place with delicious food,” “a warm city full of heartfelt hospitality,” and “an amusement and entertainment hub.” Many travelers have expressed a strong desire to experience these aspects more deeply through authentic local experiences.

(Source: Osaka Prefecture, “9. Summary of Various Survey Results”)

However, in reality, many places in the city lack proper infrastructure, such as English not being spoken, no online reservation systems, and no support for cashless payments. Additionally, travelers from Europe, the US, and Australia often express wishes like making last-minute reservations for today or tomorrow, or wanting customized tours, but there are few services that can meet these needs.

Planning Tours Based on Travelers’ Needs

Behind this is the large number of small, independently owned shops in Osaka. Many of these small businesses, run by a single owner, want to accommodate inbound tourists but lack the time and know-how to prepare, and may feel uncertain about handling issues such as language barriers or religious considerations. Additionally, typical sightseeing tours tend to have fixed plans, and there are few tours that can be customized on short notice to fit individual preferences.

Therefore, at “Osaka JOINER,” JOINERs plan tours that follow customers’ wishes, guiding them together around the city and shops.

By having three to four or more JOINERs stationed at the Namba base, reservations can be made up to one hour before the tour. They listen to each customer’s requests, preferences, past visits, and desired experiences, then propose a plan tailored to each individual.

Initially, the tours focused mainly on shops in the Namba area where the base is located, but the range has gradually expanded, and the number of partner stores has now grown to 400.

Moreover, Osaka JOINER guides are not limited to their partner stores; they also flexibly accommodate requests by guiding tourists to desired shops or other areas within the Kansai region.

A perfect team effort leads to a strong start

Since its launch, “Osaka JOINER” has already been used by many foreign tourists. While its appeal lies in the ability to accommodate same-day reservations and provide attentive service to even the smallest details, cross-border inbound businesses typically take time to gain widespread adoption. So, why has it spread so quickly?

In addition to promotions on trains and at stations—key transit points for inbound travelers—strong collaboration with local entities such as tourist information centers, Osaka Port, and accommodation facilities played a major role. This was possible because Osaka Metro ADERA is a group company of Osaka Metro, providing a solid foundation. Furthermore, hotel staff who actually experienced the tours firsthand recognized their value, helping to spread positive word-of-mouth within the industry. For example, with five-star hotels, we now partner with almost all of them in Osaka, enabling travelers to learn about our services across many locations in the city.

Thorough market research revealed that there had been virtually no services capable of addressing the widespread frustration among tourism industry professionals over their inability to meet tourists’ last-minute requests for activities.

A key factor was adopting a flexible approach to reservations from the travelers’ perspective, enabling inquiries through platforms like TripAdvisor and WhatsApp. This allowed for casual communication, making it easier for travelers to book.

Surpassing the popular tourist destination Kyoto!? The unique charms of Osaka

We have set up a booth at Osaka Port in Tempozan, where we approach cruise passengers to introduce our services. Sometimes, around 2,000 to 4,000 passengers disembark at once, but many haven’t decided their plans yet. Some don’t know much about Osaka, so we share the city’s attractions by saying things like, “Right now, you can enjoy these seasonal treats,” and “By joining us, you can experience interactions with locals.”

Among cruise passengers, many had originally planned to visit Kyoto, but after learning about JOINER, they changed their plans to explore Osaka. It’s heartening to hear that almost all of them leave loving the city.

Osaka people are warm-hearted, and when you visit a restaurant, the owners eagerly share their passion for Osaka and the food they serve. I’m originally from Ehime Prefecture, and compared to other regions, Osakans are more likely to strike up conversations with strangers. So when I take travelers to a restaurant, not only the owners but also regular customers often ask me, “Please translate this!” and try to interact with them (laughs). The travelers really enjoy this unique Osaka experience.

I believe there is great value in letting visitors experience everyday life in Osaka just as it is. The city is full of spontaneous, natural interactions, and that’s what makes Osaka special. Truly, the city itself is a tourism attraction. I feel it’s essential for visitors to fully experience this. When I see tourists using Osaka JOINER, they’re often filming themselves going up to shops in the city’s multi-tenant buildings or taking photos while enjoying drinks with locals. You can really feel how much they appreciate these casual, everyday moments.

Popular spots include “MASUDA SHOTEN” and “MIZOGU.” MASUDA SHOTEN is a standing bar attached to a liquor store, offering many rare sake varieties. The staff ask about your preferences and recommend drinks accordingly. Above all, the regular customers are super friendly and engaging, which really livens up the atmosphere. We collaborate with many such places and plan to accelerate these partnerships going forward.

Let’s become JOINERs who share the Osaka we love!

Another reason for the positive reputation of “Osaka JOINER” is the presence of the JOINERs themselves. While guides are often expected to have deep knowledge, Yoshida-san and Sasaki-san prioritize a distinctly Osaka-style, homey, and friendly “friend-guide” approach. They focus on hospitality-filled communication skills and flexibility, which are highly appreciated by travelers.

Basically, we look for communication skills that show a genuine effort to understand what the other person is saying and the ability to clearly express one’s own thoughts. What current JOINERs have in common is experience or interest in studying or living abroad, along with a strong sense of hospitality. Many of them love Osaka and enjoy taking care of others. I think the best fit is someone who truly wants to make sure travelers visiting Osaka have the best possible experience.

Previously, a national qualification as a licensed guide interpreter was required to work as a guide, but due to legal revisions in 2018, people without this qualification can now guide tourists after completing training. However, even if people wanted to try, it was often difficult to succeed without experience. That’s why “Osaka JOINER” established a style where guides “connect” locally minded travelers with the city of Osaka. Instead of relying on one guide alone, the approach is to collaborate with people at each destination and provide hospitality as a whole city. This way, even inexperienced guides can express their passion and personality and thrive.

Customers’ preferences can change during the tour depending on their mood, so it’s great to be able to adapt flexibly. Moreover, JOINERs act as true connectors by mediating between travelers and shop owners, regulars, and museum curators—interpreting not only explanations about drinks, food, and history but also casual conversations. They really play the role of a bridge.

With the EXPO 2025 Osaka, Kansai approaching, there’s growing excitement for the city’s evolving changes

What’s important for a “friend guide” is to empathize with both travelers and businesses, connect them, and promote interaction while enjoying the experience themselves. With that mindset, even aspects that seem negative at first—like a store not accepting cashless payments—can be conveyed as a positive reflection of the shop’s personality and values, such as the owner’s desire to offer the best possible prices.

The attitude of reducing misunderstandings and barriers while conveying the good points is something we all need—not just guides—especially as we approach the Osaka-Kansai Expo. Isn’t this the very “art of connecting” we should all embrace?

Finally, we asked the two of them about their future outlook.

In the future, we want to create content that not only serves as connectors but also meets the needs of halal tours and vegetarian tours. Many Muslim and vegetarian travelers visit Osaka specifically to enjoy the food, but there are still few restaurants in Japan that can accommodate them, and travelers often struggle to find suitable places to eat. Our stance is that if they come to “Osaka JOINER,” everything can be solved, and we want to continue welcoming tourists with that mindset.

I really love craft beer, and I want to create content that caters to travelers who wish to enjoy local beers at their destinations. For example, collaborating with breweries in Osaka to organize local beer tours. By aligning with travelers’ needs and proactively proposing appealing plans, I aim to further enhance the attractiveness of the service.

Both Sasaki and I have had the opportunity to serve as JOINERs, and spending about three hours with tourists really allows us to build strong connections. Through such deep communication, we can better understand what travelers are looking for, and they genuinely listen to our recommendations. By combining their real voices with the local knowledge we have as Osaka residents, I’d be thrilled if we could guide them to even more authentic local spots. Additionally, I hope to introduce foreign visitors to Osaka not only to the city itself but also to the wonderful aspects of Japan’s regional areas beyond Osaka.

“Osaka JOINER,” which began by connecting travelers with local shops and people in Osaka, has the potential to grow into a service that becomes familiar to residents as well. If this happens, it might lead to an increase in local individuals and small businesses who have acquired—or are striving to acquire—the perspectives and skills needed to connect with foreign tourists.

What kind of city will Osaka become by the time of the Osaka-Kansai Expo in 2025, if such a positive cycle is created? By breaking down barriers and increasing the number of people who discover and share the charm of Osaka, the city can further nurture its “treasure”—the warm and welcoming atmosphere it is known for. This spirit may connect tourists drawn to Osaka’s deep and unique appeal with passionate locals, ultimately energizing the entire city and making it even more vibrant.

Text & Interview: KOJIMA Tomoyo
Editing: MORIKI Ayumi
Photography: NISHISHIMAMOTO Gen
Planning & Editing: Ningen Editorial Team