Allow us to introduce Shun Higano, a brilliant young leader who is a veritable “Beacon of Hope” for COCON NIKKO and for the future of tourism in Tochigi Prefecture.
The Arrival of a Future Star: From Tochigi to the World! The Passionate Inbound Consultant, Shun Higano, showed a Samurai Spirit inherited from CEO Noguchi at COCON NIKKO.
From TABIPPO CEO to BOJ. The Visionary Future Map of Tourism drawn by a 25-Year-Old Leader
At just 25, he possesses an incredible level of experience and accomplishments. And above all, he radiates an “Aura” and “Aspiration” that Endo herself “mistook for CEO Noguchi.”
This is an epic theme: “The Story of the Man Destined to Shoulder the Future of Japanese Tourism.”
The bond with Mr. Shoji, his success at BOJ, and the growth he achieved after his study abroad in the Philippines have made him even greater.
Shun Higano: An Inspiring Spectacle Blog
“Wait, is that Mr. Noguchi?”
The moment I saw him stand up, smooth and straight, clad in a haori jacket and hakama trousers.
What my eyes saw was not a 25-year-old young man.
It was an illusion, as if CEO Noguchi, the charisma of BOJ (The Beauty of Japan)—the company he belongs to—was standing right there.
No, it was not an illusion. It must have been the “Spirit of a Leader” and the “Unwavering Resolve” flowing within him, projected onto his standing posture.
Hello! I am Misa Endo, the manager of Nikko Kimono Rental COCON NIKKO.
Today, I want to talk passionately and at length about the “Young Ace of the Tourism Industry” born in Tochigi Prefecture—a person I deeply respect and wholeheartedly support.
His name is Shun Higano.
Born in Utsunomiya, currently 25 years old.
We first met in June 2025 during the project for the 2025 Tochigi Prefecture High-Value Traveler Attraction Program—a plan to elevate Tochigi’s tourism to the next level.
Six months later, after studying abroad in the Philippines, he has returned noticeably bigger and stronger. He came to inspect COCON NIKKO with his trusted partner, Mr. Shoji.
This time, I want to unravel the “Journey” he has walked, his challenges at BOJ, and the true nature of the “Passion” he exudes.
Chapter 1: The Encounter — A Fateful Meeting in June 2025
Let’s turn the clock back slightly.
We first spoke in June 2025.
It was for the 2025 Tochigi Prefecture High-Value Traveler Attraction Program.
This was a critical project to maximize Tochigi Prefecture’s potential and make it a destination of choice for the world’s affluent and seasoned travelers.
And the young consultant participating in it was Shun Higano.
In a meeting filled with seasoned adults, his presence was conspicuously different.
He understood “the heat of the field.”
And most of all, his “Love” for his hometown, Tochigi Prefecture, overflowed from every word.
“Who exactly is this young man?”
That was my first impression.
And the more I got to know him, the more I understood the reason for his “profoundness.”
Chapter 2: Background — From Backpacker to Creating Japan’s Largest Community
When talking about Shun Higano, his student-era “legends” cannot be ignored.
To the World with Just a Backpack
He is not a consultant who spouts typical “armchair theories.”
In his student days, he was a “Real Traveler,” roaming the world with just a single backpack.
He stood on the earth with his own feet, feeling the winds of foreign lands, laughing with people whose language he didn’t share, and occasionally getting into trouble.
This experience is his origin.
“Travel has the power to change a life.”
This conviction, which he felt firsthand rather than learned from a textbook, gives his words today “weight” and “persuasiveness.”
Leadership as Representative of the TABIPPO Student Chapter
His leadership bloomed during his activities in the “TABIPPO Student Chapter.”
TABIPPO is guided by the philosophy, “Make the world a better place through travel.”
There, he served for two years as the “Representative,” leading over 300 travel-loving students nationwide.
Three hundred students.
This was no ordinary club.
It was incredibly difficult to unite students, each with strong personalities and dreams, and guide them in the same direction. He achieved this feat in his early twenties.
- Success of Large-Scale Events: He planned and operated massive travel events in Japan and Thailand.
- Community Creation: He built Japan’s largest young-traveler community, generating immense enthusiasm.
- The Architect of “Generation Z × Travel”: He continually launched projects, collaborating with Japan Airlines (JAL), various national tourism boards, and local governments, all incorporating a youth perspective.
Even as a student, he was already operating as a “Tourism Professional” on equal footing with the business world.
Chapter 3: Philosophy — Why Did He Choose BOJ (The Beauty of Japan)?
With such a shining record, the next stage he chose was BOJ (The Beauty of Japan Inc.)
BOJ is an elite group of inbound consultants, dedicated to delivering “The Beauty of Japan” to the world, just as its name suggests.
Delivering “The Beauty of Japan” to the World
The reason he joined BOJ.
It stemmed from an unwavering belief, rooted in his own firsthand experiences.
- “I want to share the wonder of travel itself and the beauty of Japan with the world.”
Having seen the world, he uniquely understands Japan’s distinctiveness, its subtlety, and its spirit of Omotenashi (hospitality).
In particular, his hometown of Tochigi Prefecture is abundant in world-class attractions, including Nikko.
- “We have great things, but they are not being communicated.”
- “I want people around the world to experience this profound emotion.”
This frustration and passion are what drive him.
On the stage of BOJ, he is now leading the forefront of Japan’s inbound strategy, like a fish in water.
Chapter 4: Evolution — The Decision to Study Abroad in the Philippines in 2025
And in 2025.
He decided to study in the Philippines to reach even greater heights.
Despite his already ample achievements, he was not satisfied.
- “To compete equally with the world, I must overcome the language barrier (English) even more.”
- “I want to re-examine myself from an external perspective.”
This was a challenge undertaken amidst a busy work schedule.
His days in the Philippines could not have been easy.
However, when I saw his face upon his return, I felt he had grown stronger.
His expression was more confident than before.
He showed greater depth, with a broader perspective and the ability to grasp things from multiple angles.
The fervor of the Philippines and the experience of being tempered by a different culture had evolved him into a “True Global Leader.”
Chapter 5: The Moment — The Phantom of “CEO Noguchi” at COCON NIKKO
And this time.
He came to COCON NIKKO with Mr. Shoji.
Transformation into a Samurai
The haori and hakama style.
The moment he finished dressing and emerged from the changing room, the air in the shop instantly changed.
It was different from the 195 cm Michael-sama (our previous customer). It was a “Japanese Dignity” that seemed to radiate from within.
His back was perfectly straight, he was completely still, and his gaze was focused directly ahead.
“…CEO Noguchi!?”
For a moment, the figure of CEO Noguchi, the head of BOJ and someone we also highly respect, overlapped with his.
Of course, the face was Shun Higano’s (haha).
But his “deportment” and the “aura he was wearing” were identical.
The Quality of a Leader
People are said to chase the footsteps of those they respect, unconsciously mimicking their mannerisms.
But it is more than that.
I believe that the same kind of “Resolve,” “Sense of Responsibility,” and “High Perspective on the Future” that resides in CEO Noguchi has also matured within Shun Higano, which is why that standing posture was born.
- “Ah, this man will undoubtedly become the leader to shoulder Japan’s tourism industry in the future.”
Seeing him in hakama, I felt an emotion akin to a thrilling anticipation.
I was deeply moved! He was truly magnificent.
Chapter 6: Partnership — Drawing the Future Together
He visited this time with Mr. Shoji.
The sight of the two walking side-by-side was truly “Father and Son, Big Brother and Little Brother.”
A bond of trust that communicated even without words.
For the 2025 Tochigi Prefecture High-Value Traveler Attraction Program.
I could see the fervent passion passing between them: “Let’s vitalize Tochigi,” “Let’s vitalize Japan.”
The sight of them, dressed in kimono here in Nikko, discussing the future—that, for me, is the greatest “Hope.”
They have convinced me that as long as there are young people like them, Japan’s tourism will become even more exciting.
Chapter 7: To Shun Higano — An Encouragement from Misa Endo
Shun Higano.
Thank you again for visiting COCON NIKKO!
I thought you were an “amazing young man” when we first met, but seeing you in the hakama this time, I realized you are no longer just an “amazing young man” but a “Dependable Leader.”
As someone from the same hometown, I could not be more proud and delighted that you, a native of Utsunomiya, have seen the world, engaged the entirety of Japan, and are now lending your strength to Tochigi again.
Your greatest weapon is your “Passion.”
No matter how much AI evolves, or how much the times change, what moves people’s hearts is still the passion of a “human being.”
Just like the day you walked the world with a single backpack, continue to deliver the charm of Japan to the entire world with your feet and your heart.
The aura that made me mistake you for CEO Noguchi.
That is proof that you are correctly inheriting the spirit of BOJ and are setting out to shine it with your own color.
This is the “Second Chapter” of your journey, powered up by your study in the Philippines.
I, and COCON NIKKO, stand with you as comrades.
Conclusion: Your Journey Has Just Begun
Thank you for reading to the end.
Shun Higano.
In a few years, there might not be a day you don’t hear his name in Japan’s tourism industry.
He might humbly say he is still a beginner, but his gaze is already fixed on the distant “World.”
COCON NIKKO, which interacts with people worldwide through the traditional Japanese culture of the kimono and helps them learn about Japan, stands as a comrade with young challengers like him.
Shun Higano, Mr. Shoji.
I look forward to the day we meet again!
I am excited to hear what new tales (heroic stories) you will share next time.
Misa Endo, Manager of Nikko Kimono Rental COCON NIKKO
Special Thanks & Profile
Shun Higano
- Born in Utsunomiya, Tochigi Prefecture / 25 years old
- Inbound Consultant, Inbound Consulting Division, BOJ Inc.
- Former Representative of the TABIPPO Student Chapter (Overseeing 300 members nationwide)
- A specialist in “Generation Z × Travel” planning.
【Visit COCON NIKKO】
The power of “Kimono,” beloved by young leaders.
Why not discover a new you in Nikko?
Nikko Kimono Rental COCON NIKKO
★Check out their heroic figures on Instagram! Search for “#coconnikko”!
The future star’s hakama figure is a must-see!
Hideo Shoji, Representative Director, MITATE Inc.
High-Value Travel Designer
Born in Belgrade, Serbia, and raised in Kobe, Hyogo Prefecture. He left Recruit Co., Ltd. after achieving results such as the Comprehensive Planning Division MVP. Founded MITATE Inc. in Kyoto in 2014, starting his tourism career as a Japanese cultural experience program supplier. Currently, as a DMC, he handles travel arrangements for European, American, and Australian tourists and manages European PR projects for public/private clients. His original sake brand, “Saku,” has won the Platinum Award at the Kura Master French Sake Competition for two consecutive years. He is also involved in planning sake and travel projects. He serves as an expert for the Japan Tourism Agency’s “Promotion of Regional Tours and Long-Term Stays” and is participating in this project as a High-Value Travel Designer, continuing from the previous year.
Takahiro Noguchi, Representative Director, BOJ Inc.
High-Value Travel Designer (Lead Designer)
Graduated from high school and university in Canada and worked in the US during his corporate years, residing in North America for a total of 12 years. As the representative of a DMC handling domestic high-net-worth individuals, he manages 25,000 high-value travelers from Europe, America, and Australia annually. He is a member of multiple affluent traveler consortiums, where typically only 1 to 2 companies from each country are selected through rigorous screening, giving him a top-class number of clients from overseas agencies that handle affluent travelers. He has extensive experience in product development, sales support, and advisory services for various projects, including those for the Ministry of the Environment, the Japan Sports Agency, and the Setouchi Tourism Authority, as well as workshops and lectures both domestically and internationally. In recent years, he has served as multiple experts for Japan Tourism Agency projects, including an expert for the Nasu region.
Photography: Nikko Tamozawa Imperial Villa Memorial Park
Official Photography Staff for Utsunomiya Furusato Miya Festival 2025: Isao Matsubara
The Kimono Experience
The experience of “wearing a kimono” gives your everyday life a touch of the extraordinary.
It is like being put under a spell, potentially freeing your mind and becoming an opportunity to discover a new you.
You might notice details of buildings you usually overlook, be newly moved by the beauty of nature, or experience warm interactions with local people… Nikko, viewed through the filter of a kimono, will surely show a completely different face.
And the memory of that day will not merely be consumed as “tourism” but will be deeply etched into your heart, becoming an irreplaceable treasure.
COCON NIKKO is not just a place to rent kimonos.
We want to be your “Travel Partner,” wholeheartedly supporting every customer in making their “Best Memories.”
So, why not embark on a heart-stirring kimono journey at COCON NIKKO?
We are always waiting for your visit with a smile!
COCON NIKKO is conveniently located just a 5-minute walk from Tobu Nikko Station. Being close to the station means you can get dressed immediately upon arrival and start sightseeing hassle-free.
You can come empty-handed! Everything you need is provided.
Our professional dressing staff will assist you with careful attention to ensure you look beautiful all day long.
About COCON NIKKO
We are a kimono rental salon in the town of Nikko, lined with World Heritage shrines and temples, helping you create a “Once-in-a-Lifetime Travel Memory.”
COCON NIKKO offers a wide selection of retro-modern kimonos that match the colors of the season and the townscape.
We provide full support, from hair setting to dressing and coordination, ensuring even first-timers can enjoy the experience with peace of mind.
Priceless Moments, Precious People: An Irreplaceable Experience from COCON NIKKO
What COCON NIKKO wants to offer our customers is more than just kimono rental.
- A Slightly Different Attire: The joy of stepping away from the everyday and starting a new day in a special outfit.
- A New Side of You: The moment you realize your own charm, which you hadn’t noticed before, by wearing a kimono.
- Excitement and Anticipation: The first kimono experience, the beautiful scenery of Nikko, the encounter with a new self… all of it will make your heart leap and fill your chest with excitement.
- May You Spend a Special Time: Our greatest joy is helping you spend an unforgettable, irreplaceable time with your precious partner, close friends, or beloved family.
COCON NIKKO sincerely wishes for all visiting customers to enjoy the kimono experience in Nikko to the fullest, with the biggest smiles.
A kimono experience in Nikko will surely add color to your life and become an unforgettable day.
So, why not embark on a heart-stirring kimono journey at COCON NIKKO?
We are always waiting for your visit with a smile!
COCON NIKKO is conveniently located just a 5-minute walk from Tobu Nikko Station. Being close to the station means you can get dressed immediately upon arrival and start sightseeing hassle-free.
You can come empty-handed! Everything you need is provided.
Our professional dressing staff will assist you with careful attention to ensure you look beautiful all day long.
Book Your COCON NIKKO Experience Here
We accept reservations 24 hours a day.
Next-day return is also possible (¥1,650 per person).
Please indicate your request for next-day return in the message field when booking on the website.
Check out our photos of customers full of smiles this month on COCON NIKKO’s X, Instagram, TikTok, and Customer Gallery. Many customers show their absolute best smiles in kimono. This will surely increase your anticipation for your kimono journey.
For anniversaries, Nikko sightseeing, graduation trips, kimono dates, girls’ trips, or family travel—COCON NIKKO’s kimono rental will add color to your trip and guarantee a special, memorable experience in any scene.
Finally… Nikko is not just a place for sightseeing.
It is a stage for a journey of “Connections,” where people connect and hearts communicate.
Why not start your story here in Nikko, with a COCON NIKKO kimono?
We sincerely look forward to welcoming you.
We are sincerely looking forward to your many reservations.
Now, why not open the door to your “Extraordinary”?
Nikko Kimono Rental COCON NIKKO
The place for easy kimono rental in the World Heritage city of Nikko.
425-1 Ishiyamachi, Nikko City, Tochigi Prefecture, 321-1405
TEL: 0288-25-6625
Hours: AM 9:30 – PM 5:30 | Closed Wednesdays
【Access by Train】
Approx. 5-minute walk from Tobu Nikko Station
Approx. 8-minute walk from JR Nikko Station
【Access by Car】
Turn left at the “Nikko Exit” of the Nikko Utsunomiya Road, then turn right at the “Nikko I.C. Iriguchi Nishi Intersection.” After about 80 meters, turn left at the Tōwa-chō intersection. Proceed straight on Route 119 for about 450 meters, and we will be on your left. The journey takes about 8 minutes from the “Nikko Exit.”
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