On a clear morning in Otaru, Hokkaido, a group of children lined up at the port with their parents, buzzing with excitement. Their destination was not a classroom or museum — but ASUKA II, one of Japan’s best-known luxury cruise ships.

For many of them, it was their first time stepping aboard a vessel of this scale. And for NYK, it was the start of something bigger: a pilot program designed to address regional disparities in children’s access to cultural and creative experiences.

The initiative did not come from a conventional corporate planning process. It grew out of the NYK Digital Academy, the NYK Group’s internal leadership development program, and was supported by the company’s Mirai Fund, which backs employee-led business proposals and new business challenges.

The concept was simple but ambitious: create immersive, high-quality cultural experiences for children in regions where such opportunities may be limited, and do so by using assets unique to the NYK Group.

On September 7, 2025, that concept became reality at Otaru port.

The day began with a guided tour for 16 local elementary and junior high school students, joined by their parents — about 40 participants in total.

As soon as they boarded ASUKA II, the children’s faces changed. They marveled at the luxurious, hotel-like interior. They explored spaces rarely seen in everyday life: a dance hall, a casino, a rooftop pool. Artworks and traditional crafts from across Japan were displayed throughout the ship, carefully lit to draw the eye, giving the impression of a moving museum.

On the observation deck — roughly as high as a 15-story building — some children looked out over the sea and said, “This is the first time I’ve seen the ocean from such a height.”

The amazement and inspiration children feel when encountering such extraordinary environments are at the heart of what makes these cultural experiences so valuable.

After the tour, the children transitioned to a painting workshop led by Nanako Umetsu of Artbar Tokyo. For one day only, part of ASUKA II became an atelier at sea. The theme was “waves.”

“Draw however you like,” Umetsu told the participants. “You can also create shapes with modeling clay and attach them.”

The theme was intentionally left ambiguous to encourage the joy of free self-expression. As the children relaxed, they began their creative work.

One fourth-grade student, completing a dynamic painting of a breaching whale, summed it up simply: “It’s fun to draw freely.”

After the two-hour painting session, the group moved to the former NYK Otaru branch, a nationally designated Important Cultural Property completed in 1906. Entering through a guest entrance normally closed to the public, the group toured exhibits on maritime history and the development of Otaru port under the guidance of the museum director.

They also took part in a hands-on workshop in “kinkarakawakami,” a traditional Japanese decorative wallcovering made by applying metallic foil to washi paper, embossing it with carved woodblocks, and adding pigments or dyes.

This project was planned by a four-member team led by Junya Yamaguchi (NYK) and Daisuke Miyaki (Yusen Logistics), both from the eighth cohort of the NYK Digital Academy.

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Yamaguchi: At the NYK Digital Academy, we studied ways of thinking that drive innovation, build an accurate understanding of social trends, and cultivate the mindset needed to take on new business creation. Through overseas training and interviews, we broadened our perspectives while also reflecting on and exploring our own interests and experiences. Creating a new business requires real passion, so it is essential to identify a theme that truly excites you. Through workshops and discussions from two perspectives — examining society and examining ourselves — we explored the possibilities of new projects.

Miyaki: We focused on the disparity in cultural experiences between rural and urban areas. All four members are from regional communities, and we shared a common interest in the gap between the cultural opportunities available in local areas and those in cities.

Yamaguchi: Cultural infrastructure is far more developed in urban areas. Children in cities have easier access to cultural facilities, and the programs offered are also more substantial. In my case, it took an hour and a half each way by train to reach the nearest art museum from my hometown.

Miyaki: In 2024, as part of the NYK Digital Academy program, we visited Singapore and the Philippines and interviewed local university students and young people. One conversation in Singapore with a man in his twenties who was involved in music had a particularly strong impact on this program.

Yamaguchi: He was using AI to create music for weddings, and that led him to question whether humans can maintain their creativity in the AI era. I’ve been writing haiku since my student days, and now I feel that AI’s ability to compose haiku is nearly on par with humans. While AI can produce excellent haiku, the spontaneous expressions that go beyond logic are unique to humans. I believe that it is only humans who can bring out that final 5–10% of originality and create works that truly move others. To cultivate this ability, I believe that various experiences in early childhood, including cultural experiences, are extremely important.

Miyaki: That is precisely why we felt the need for a program in which people actively create something. The key concepts for this project were “regional areas” and “creating cultural experiences for children.” Once we added the element of “creation,” the concept for this new project took shape.

When the project team began exploring what only the NYK Group could offer, one answer surfaced almost immediately: the ASUKA cruise ships.

Both ASUKA II and ASUKA III are home to remarkable art collections and beautifully designed interiors — spaces so rich in character they can feel like moving art galleries.

From that realization, a larger vision took shape: what if cultural access itself could travel?

Rather than asking children to journey to major cities for high-quality artistic experiences, the team envisioned bringing those experiences to regional communities. By drawing on the NYK Group’s unique strengths, they began developing a model in which art and creativity could be delivered nationwide — reaching children where they live.
Yamaguchi: By aligning the program to the ship’s port-call schedule, we believed we could overcome barriers of access and cost. Although this was a cross-company initiative within the NYK Group, we were able to bring the event to life after seven months of preparation. Having a Digital Academy alumnus at Yusen Cruises, the operator of ASUKA II, was truly invaluable, and I am deeply grateful.

Yamaguchi: Childhood experiences stay with us for life. I was very happy to see the children not only enjoying art freely but also becoming fully immersed in it — making it a meaningful experience for their future.

Miyaki: One second-year junior high school girl told us, “I want a job where I can draw.” We hoped this program would broaden children’s future possibilities, so hearing that was very moving. For many participants, it was their first time holding a paintbrush, and we were able to create a valuable cultural experience.

Yamaguchi: Including the visit to the former NYK Otaru branch added even greater depth to the program. The building had just reopened after six years of restoration, so the timing was ideal for welcoming local families.

Miyaki: We learned about NYK’s role since the Meiji era (1868–1912) in handling cargo and passengers, including routes to Europe, and about the development of Otaru as an international port. Many regional areas still hold remarkable cultural assets. By uncovering and sharing the unique appeal of port destinations, we can create new value.

Yamaguchi and Miyaki reflected on the event with a shared sense of accomplishment: “Simply holding this art event gives us a sense of pride, as if our work has been presented to the world.”

Looking ahead, Yusen Cruises plans to carry forward the project’s ideas and spirit through its existing CSR initiatives.

It was a day that offered a glimpse of a future where children, wherever they live, can grow freely through rich cultural experiences delivered through NYK Group ships.

* Titles and affiliations reflect those held at the time of the interview in September 2025

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