In line with the Joint Media Statement of the 24th ASEAN+3 Tourism Ministers’ Meeting, the ASEAN-Japan Centre organized a Familiarization (FAM) Trip to Cambodia and Viet Nam in July 2025. The program aimed to showcase the attractions of both countries to younger Japanese audiences. The itinerary which included three cities highlighted the unique advantage of the ASEAN region, where neighboring countries can easily be visited within a single journey. By demonstrating how travelers can enjoy diverse experiences with just short transfers, the project promoted the appeal of multi-destination travel in ASEAN. The FAM Trip was made possible with the cooperation of the Viet Nam National Administration of Tourism (VNAT) and the Ministry of Tourism of Cambodia.
Overview
- Dates: 16–22 July 2025 (7 days / 5 nights)
- Destinations: Danang & Hoi An (Viet Nam), Siem Reap (Cambodia)
- Participants: 5 Japanese social media influencers (more than 430,000 total followers)
Destinations and Itinerary
- July 16–18: Viet Nam (Danang, Hoi An)
- Walking tour of Hoi An Ancient Town, local markets, cooking class and culinary experiences, boat cruise, Danang beach
- July 18–21: Cambodia (Siem Reap)
- Visits to the Angkor temples, traditional costume wearing, elephant sanctuary, Tonle Sap cruise, floating village
Outcomes
The FAM Trip generated strong visibility online through the participation of five Japanese influencers, whose combined audience exceeds 430,000 followers.
Across Instagram, YouTube, and X, they shared authentic experiences of Viet Nam and Cambodia—from the vibrant streets of Hoi An to the ancient temples of Angkor and the unique culture of Tonle Sap Lake.
Highlights from influencer content:
■6151 – Instagram reel featuring cultural experiences in Siem Reap
■noelle.s12 – Instagram post capturing the charm of Hoi An’s Old Town
■Travel Skill kojoiinkai-YouTube vlog exploring Angkor temples and local markets
■Yua Tube- YouTube video showcasing food and activities in Da Nang
■Ryo Aizawa- X (Twitter) post reflecting on the journey and landscapes
👉 Additional posts are available on each influencer’s account.
Next Steps
Building on the success of this initiative, the ASEAN-Japan Centre will:
- Amplify influencer content by featuring their posts on AJC’s official website and social media channels, ensuring broader visibility among Japanese audiences.
- Leverage the fam trip as a model for future programs that highlight the convenience of multi-destination travel within ASEAN.
- Strengthen collaboration with ASEAN tourism authorities to create similar joint promotional projects that target young travelers in Japan.
👉 Through these actions, AJC will continue to showcase ASEAN as a dynamic, diverse, and accessible travel region for Japanese tourists.
