“Running Journeys” to Co-Creating Partner — How Kintetsu International and the Tokyo Marathon Created Unique “Running Experiences”

Interview Relay 3rd Run: Stories of “How the Tokyo Marathon Moved Your Life Forward.” This time, we feature Kintetsu International (KNT), which began sponsoring the Tokyo Marathon in 2012 and has walked alongside the event for many years, providing tours and support for runners participating from overseas. 

Over a journey spanning 15 years, the relationship between Kintetsu Internationaland the Tokyo Marathon has grown beyond a simple ‘sponsorship,’ evolving into a partnership that co-creates new experiences and value alongside the event. 

As the Tokyo Marathon approaches its 20th anniversary, we spoke with Mr. Senzo Kuriyama, Chief Executive Officer of Kinki Nippon Tourist Blue Planet Co., Ltd., to look back on their journey so far. We discussed the possibilities created by sports and travel, what the Tokyo Marathon has brought to people and businesses, and the future that the Tokyo Marathon and Kintetsu International will continue to build together.

2012: Taking on the Challenge Together with the Tokyo Marathon 

――Could you tell us the background and how Kintetsu International came to partner with the Tokyo Marathon, and what was the story behind it ?

Kintetsu International began sponsoring the Tokyo Marathon in 2012. At the time, the Tokyo Marathon Foundation was looking to attract a large number of international runners, with the goal of growing the Tokyo Marathon into a globally recognized international event. 

On the other hand, the Great East Japan Earthquake in 2011 marked a major turning point for the travel industry. The number of inbound international visitors, which had been steadily increasing until then, dropped sharply, and we found ourselves constantly brainstorming how we could bring overseas travelers back to Japan. 

This was when we shifted our focus to ‘purpose-driven’ travel, where people visit Japan with a clear and distinct objective. We believed that if travelers had a powerful motivation like ‘running the Tokyo Marathon,’ it could spark their desire to visit Japan again. The Foundation’s ambition to nurture the Tokyo Marathon into a truly global event aligned perfectly with our own determination to bring overseas visitors back to Japan. 

Therefore, our involvement in the Tokyo Marathon 2012 was far more than a simple sponsorship. Our mission was to bring as many international runners to Tokyo as possible and ensure they enjoyed a safe and secure event. In the beginning, we were simply pouring all our energy into making it work.  

――From that point, what kind of initiatives did you launch to welcome international runners to Tokyo? 

While international runners now make up nearly half of all participants, back then, it was an incredibly difficult challenge. We approached our work with strong determination to make today’s reality possible. 

However, bringing in runners from overseas wasn’t something we could achieve overnight on our own. Therefore, we started by building a network of international marathon agents – agencies in various countries that already offered tours for marathon runners and had direct connections with the running community. 

What we prioritized above all else was building trust, one step at a time. We worked hard to forge relationships where agents felt confident saying, ‘If we are sending our customers to the Tokyo Marathon, we can leave everything to Kintetsu International.’ We have continually maintained that dedication since 2012.  

In 2027, our involvement with the Tokyo Marathon will mark its 15th year. The relationships of trust we have built with international agents during this time have become an invaluable asset for us.  

Turning a Once-In-A-Lifetime Experience into an Unforgettable Memory

――Could you tell us what you prioritize most as a partner company of the Tokyo Marathon?

At Kintetsu International, we pride ourselves on being true professionals behind the scenes.  behind the scenes. Rather than stepping into the spotlight, our role is to support everything from the wings—ensuring our customers enjoy a safe, secure, and comfortable experience, and turning their journey into a trip they will never forget for the rest of their lives. 

The same applies to the Tokyo Marathon. The true stars are the runners, as well as the volunteers and everyone else involved in making the event happen. That is exactly why we do everything we can behind the scenes to ensure they have the best possible experience. This is a core philosophy we have cherished without change ever since our founding.   

However, being behind the scenes does not mean we simply execute the tasks we are assigned. As a partner, we build the event together. I believe that it is precisely in the places hidden from view where Kintetsu International can fulfill a role that only we are capable of.  

――How does that philosophy translate into practice  when welcoming international runners to Japan?

Today, we sell Tokyo Marathon tour packages across 79 countries and regions worldwide. The fact that we have expanded our reach this far by building on our efforts since 2012 is something we are deeply proud of. We hear from local agents in countries like the United States and the United Kingdom that there are runners waiting several years just for the chance to run the Tokyo Marathon. I believe this speaks volumes about how incredibly special the Tokyo Marathon has become for runners around the globe. 

That is exactly why we must never forget that while the Tokyo Marathon is an annual event for us, for an international runner, it could be a once-in-a-lifetime experience. There is absolutely no room for a mindset of ‘just doing things the way we did last year.’ Because this is such a momentous day for every single individual, we approach our welcoming duties each year with the utmost seriousness and dedication.  

The After-Run Party is another event that beautifully embodies this philosophy. Organised in collaboration with Happo-en, we design this experience with the heartfelt desire to give international runners who have just finished the race an unforgettable final chapter to their time in Tokyo.

The recognition of the Six Star Finishers is also deeply moving. When these runners take the stage, everyone present comes together to praise and celebrate their achievement, completely transcending nationalities and cultural backgrounds. Witnessing that sight truly makes me feel that people gathered from all over the world are interconnected through the single, shared experience of the Tokyo Marathon.   

KNT’s Sports Business – Growing Hand-in-Hand with the Tokyo Marathon 

――What kind of significance has the involvement in the Tokyo Marathon held for Kintetsu International’s sports business? 

Kintetsu International is a company that has been engaged in the sports business from an early stage within the travel industry. Previously, travel and sports were considered separate entities; however, events such as the 1998 FIFA World Cup in France and the Sydney 2000 Summer Olympics revealed a substantial demand for traveling abroad specifically to watch sports. 

Furthermore, we saw massive potential not only in sending Japanese customers overseas, but also in welcoming people visiting Japan for the purpose of sports. With that vision in mind, we established our Sports Business Division in 2010.   

Once we made the decision to enter the sports business, we had a strong desire to aim for the absolute pinnacle in each respective field. For marathons, we felt there was no other choice but the Tokyo Marathon—the nation’s premier race—and so we began our sponsorship starting with the 2012 event.  

From that point onward, as we walked alongside the Tokyo Marathon, we steadily accumulated experience in sports hospitality and built the infrastructure needed to welcome international runners to Japan. Since then, we have been involved in various global sporting events, including the Olympic and Paralympic Games. Yet throughout our growth in the sports sector, the Tokyo Marathon has always remained a deeply meaningful and foundational presence for us.  

Therefore, I believe it is fair to say that Kintetsu International is a company that has grown through the lens of sports, and the Tokyo Marathon has truly been at the heart of that  journey.  

――While working alongside the Tokyo Marathon, was there a specific moment where you personally felt that “your own life was moved forward”?

――While working alongside the Tokyo Marathon, was there a specific moment where you personally felt that “your own life was moved forward”?

The catalyst that completely transformed my own perspective was observing the TCS New York City Marathon in November 2019. The Tokyo Marathon Foundation organized an opportunity for representatives from partner companies to visit the event, and I was fortunate to join.  

Having lived and worked overseas for more than 10 years, including a post in the United States, I thought I knew the charm of New York quite well. However, the New York I saw on marathon day looked completely different from the city I thought I knew.  

There was an atmosphere where the entire city welcomed runners coming from all over the world, and even the police officers weren’t just maintaining order or directing crowds—they were actively cheering the runners on. On top of that, to ensure the event could be held safely and securely, volunteers and organizers were working all across town since the day before. Witnessing each of these moments firsthand made me realize, ‘Wow, this entire city comes together to build such a magnificent event.’ I thought to myself, ‘No wonder runners from all over the world long to race here.  

――Did that experience also reshape your perspective on the Tokyo Marathon?

Yes, it completely changed. Back in 2019, looking at the TCS New York City Marathon, my mindset was, ‘We have so much to learn from them,’ and ‘I want to help the Tokyo Marathon grow into an event on par with New York or London. 

But today, my mindset is different. Instead of aiming to catch up with New York or London, we want the Tokyo Marathon itself to become the premier event that runners worldwide aspire to join. It has made me constantly think about what we can do to achieve that goal. 

For example, when you visit another country, your impression of the very first person you interact with can shape your view of the entire trip and the nation as a whole. I believe the same applies to the Tokyo Marathon. How we welcome runners arriving in Tokyo from all over the world—every single interaction—will shape their impression not just of the Tokyo Marathon, but of Tokyo and Japan itself. 

That is precisely why, rather than trying to conform to international races, we want to elevate our runner greeting services and hospitality to a world-class standard. That is exactly what we are striving to achieve as Kintetsu International.  

When the day comes that the Tokyo Marathon is viewed by runners worldwide as a race they ‘absolutely must run,’ I want us to proudly say, “KNT has been supporting that extraordinary journey from behind the scenes ever since 2012.” 

I believe that, based on the insights gained in New York in 2019, our goal shifted from ‘catching up with the world’ to ‘creating the world’s best experience right here in Tokyo.

The Tokyo Marathon: A Ground for Nurturing Hospitality

――In your pursuit of world-class hospitality, I understand there was a particularly memorable event at the time of the Tokyo Marathon 2026, correct?

During the race in March this year, flights were cancelled due to the situation in the Middle East, which impacted the return travel of several international runners. We were suddenly put in a position where we had to react instantly to arrange extended hotel stays and alternative transportation. 

However, the runners themselves were incredibly calm, telling us, ‘Let’s just enjoy today’s race first and worry about that later.’ We were more anxious than they were! (laughs)  

Seeing how they handled it made me truly realize all over again just how incredibly profound the motivation of ‘running the Tokyo Marathon’ is for runners coming from overseas. 

And another thing that left a deep impression on me was how the international agents responded. To ensure that race day would remain a once-in-a-lifetime memory for the runners, every single agent worked tirelessly to support their own customers, even in the face of such unexpected circumstances. 

We take great pride in our work as professionals. However, seeing the international agents we have worked with for so many years supporting the runners with that exact same dedication was a powerful reminder for us, and it provided a deeply valuable learning experience for our own team.    

――Has being involved in the Tokyo Marathon also contributed to the professional growth of Kintetsu International’s own employees and staff?

Yes, I absolutely believe so. The Tokyo Marathon is filled with moments that make you feel truly blessed to do this job. Runners gathered from all over the world praise and celebrate one another, completely regardless of their nationality, race, or finish time. Being able to witness that sight firsthand is one of the greatest values of being involved in this work. 

Furthermore, we do not view the Tokyo Marathon merely as a place to execute business operations, but rather as an opportunity to build the event together with everyone involved.

That is why it is so vital for us to share a deeper purpose not only with our employees, but also with the interpreters and guides working with us on race day, addressing questions like: ‘Why are we doing this work?’ and ‘What is the true significance of being involved in the Tokyo Marathon?’ It is never a matter of simply assigning a task and parting ways once it is finished. As fellow members helping to shape the event, we want them to approach their roles with that exact same dedication and shared mindset.

Welcoming people from all over the world on a grand stage like the Tokyo Marathon, and building a single event alongside individuals from so many different backgrounds—that experience itself is what nurtures the talent responsible for the future of sports and travel hospitality.

For us, the Tokyo Marathon is not merely a place where we provide services; it has truly become a space where we learn, cultivate, and refine the very essence of hospitality.

Connecting Tokyo with the World

――The Tokyo Marathon 2027 will mark the milestone 20th edition of the event. As Kintetsu International, what kind of event do you hope to make it?

The year 2027 also marks a 15-year milestone since we first became involved with the Tokyo Marathon. For this 20th anniversary event, we are planning to sell Tokyo Marathon tour packages across more than 80 countries and regions, making it our largest global outreach to date. 

However, simply increasing numbers is not our ultimate goal. We want to deliver the magic of this event to people in countries and regions that have never participated in the Tokyo Marathon before, and even to those who have had very little connection to marathons in the past.

Furthermore, we are planning new challenges unique to this 20th anniversary, such as initiatives tailored for runners who support carbon offsetting. We hope the Tokyo Marathon will inspire a completely new demographic of people to take up running or become interested in visiting Tokyo. That is the kind of fresh connection we want to create. 

――As a partner that has walked alongside the event for 15 years, what message would you like to share for the future of the Tokyo Marathon?

We hope to remain a partner of the Tokyo Marathon for as long as possible, continuing to bridge Tokyo and the world. 

Our challenge, which began in 2012 with a strong desire to welcome international visitors back to Japan, has expanded into deep connections with runners and agents worldwide as we walked alongside the Tokyo Marathon. 

Moving forward, our goal is to help the Tokyo Marathon become a race that runners around the globe ‘absolutely must run.’ To achieve this, we will connect Tokyo with the world and welcome every single runner with the highest standard of hospitality. We look forward to remaining a partner that shapes the Tokyo Marathon together, supporting the event from behind the scenes.