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Travel with the JR EAST PASS (Tohoku Area)

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Enjoy a convenient and affordable journey to the beautiful snowy landscapes of Japan’s Tohoku region

TOKYO, JAPAN – Media OutReach Newswire – 8 December 2025 – Japan is now entering the heart of winter, and there is no better place to experience the beauty of snowy landscapes than the Tohoku region in northern Japan. From atmospheric hot spring towns blanketed in white, to charming traditional wooden houses, majestic mountains draped in snow, and vast fields shimmering under the winter sun—Tohoku offers breathtaking scenery that can be reached from Tokyo in just a few hours by JR East’s Shinkansen.

For travelers uncertain about winter travel in snowy areas, the JR EAST PASS (Tohoku Area) provides a worry-free solution. With this pass, travel in warm train cars is possible without concerns about road conditions. Stunning views of a silver-white world can be enjoyed from the Shinkansen windows, and time spent en route becomes a luxurious part of the journey—an experience unique to rail travel.

This winter, many travelers can discover the extraordinary winter landscapes of Tohoku by Shinkansen. To inspire winter travel, a selection of model courses showcasing the best of Tohoku is introduced below.
A Journey Through Silver Landscapes, History, and Hot Springs (5 Days / 4 Nights)
Day 1
From Tokyo Station, take the Tohoku Shinkansen to Koriyama Station in Fukushima Prefecture (approx. 1 hour 20 minutes). Transfer to the JR Banetsu West Line and continue on to Aizu-Wakamatsu Station.
Stroll around iconic spots such as Tsuruga Castle and Nanukamachi Street, then visit Suehiro Sake Brewery for a tour and tasting. In the evening, unwind in a snowy open-air hot spring bath at Aizu Higashiyama Onsen.
Day 2
From Aizu-Wakamatsu Station, take the Yamagata Shinkansen to Yamagata Station (approx. 3 hours). Upon arrival, begin with a relaxing break at S-PAL Yamagata, a shopping complex directly connected to the station, offering local fruits, pickles, sweets, and more. Then, take a 15-minute walk from the station to Kajo Park to enjoy the serene winter scenery of snow-covered stone walls and moats. Afterward, transfer from Yamagata Station via the Yamagata Shinkansen and bus (approx. 1 hour 30 minutes) to Ginzan Onsen, a famous hot spring town nestled deep in the mountains. Wooden inns reminiscent of Japan’s Taishō era line the river, creating a magical view—especially in winter when snow and gas lamps produce a nostalgic, dreamlike atmosphere. For lunch, local specialties such as soba noodles or Yamagata beef dishes can be savored. An overnight stay in the hot spring town is highly recommended.
Day 3
In the morning, take a leisurely stroll around Ginzan Onsen, enjoying the serene atmosphere and the beautiful silver-white scenery of the town. In the afternoon, return to Yamagata Station by bus and the Yamagata Shinkansen, then take the JR Senzan Line to Sendai (approx. 1 hour 30 minutes).Upon arrival, indulge in Sendai’s famous local foods such as gyutan (grilled beef tongue) and zunda sweets. In the evening, head to Sendai Castle Ruins (Aoba Castle Ruins) to admire the illuminated statue of Lord Date Masamune on horseback and take in the panoramic night views of Sendai City—an unforgettable winter moment.
Day 4
From Sendai Station, take the JR Senseki Line to Matsushima-Kaigan Station (approx. 40 minutes). In Matsushima, one of Japan’s Three Most Scenic Spots, a sightseeing cruise offers views of islands softly covered in winter snow. Historical landmarks such as Zuiganji Temple and Godaidō Hall can be visited, and lunch at a local oyster hut provides the opportunity to savor fresh, seasonal oysters.
Day 5
From Sendai Station, take the Tohoku Shinkansen back to Tokyo (approx. 1 hour 30 minutes). To conclude the journey, shopping time in the capital can be enjoyed. GRANSTA Tokyo, one of the largest commercial complexes inside a Japanese railway station, offers a wide variety of shops, gourmet foods, and souvenirs right within Tokyo Station.
atre Ueno, a shopping and dining complex directly connected to Ueno Station, is another convenient option, and the iconic Ginza area—an essential stop during a visit to Tokyo—provides opportunities to browse sweets shops and find memorable gifts.
A Dynamic Journey Through Frost-Covered Forests and Hidden Hot Springs (5 Days / 4 Nights)

Day 1
From Tokyo Station, take the Yamagata Shinkansen to Akayu Station (approx. 2 hours 40 minutes). Upon arrival, explore the snowy Nanyo Winery and stroll through Akayu Onsen Town, once a historic post town. In the evening, relax at Akayu Onsen, a hot spring with a 900-year history, and enjoy a dinner featuring Yamagata beef along with soothing, free-flowing natural hot spring water.
Day 2
Travel from Akayu Station to Yamagata Station (approx. 30 minutes), then take a bus to Zao Onsen (approx. 40 minutes). In the afternoon, ride the Zao Ropeway up the snow-covered mountains to witness the world-famous Juhyo “Snow Monsters”—fantastically shaped frost-covered trees. In the evening, stroll through Zao Onsen town and take in the magical winter atmosphere created by rising steam and soft snowlight.
Day 3
Start the morning with a relaxed departure from Zao Onsen and explore downtown Yamagata. Visit Bunshokan (Former Prefectural Office) and Yamagata Marugoto-kan Beninokura to enjoy local cuisine and shopping. In the afternoon, take the Yamagata Shinkansen to Shinjo (approx. 1 hour), where travellers can experience a charming local town blanketed in snow. Be sure to try regional dishes such as Torimotsu Ramen, a beloved specialty.
Day 4
From Shinjo, take the Ōu Main Line to Akita Station (approx. 3 hours). The Akita Dog Station offers opportunities to meet and take photos with Akita dogs, with walking experiences available by advance reservation. Then, head to Yokote City’s Kamakura Hall, where real kamakura (snow huts) are displayed year-round, allowing immersion in the atmosphere of the traditional Yokote Snow Festival. After sightseeing, return to the Akita Station area to enjoy local delicacies such as Inaniwa udon and Kiritanpo hot pot.
Day 5
From Akita Station, take the Akita Shinkansen back to Tokyo (approx. 3 hours 40 minutes). For the final part of the journey, shopping can be enjoyed at GRANSTA Tokyo inside Tokyo Station, or the Ginza area can be explored for souvenirs and sweets.
Breathtaking Winter-Only Scenery and Hot Spring Destinations

Below are the featured spots introduced in the model courses, along with access information.
Aizu-Wakamatsu Fukushima Prefecture

Aizu-Wakamatsu is a historic castle town filled with traditional charm. In winter, Tsuruga Castle and the surrounding samurai residences are covered in snow, creating a uniquely beautiful landscape. The red-tiled castle tower stands out vividly against the pure white snow—an iconic winter view.The old-town streets also retain their classic atmosphere, and Nanukamachi Street offers relaxed strolling with cafés and small shops to explore. The area is also famous for its high-quality sake, and visitors can enjoy tours and tastings at long-established breweries.Aizu-Wakamatsu is a place where history, culture, and cuisine come together—an ideal spot to experience the essence of winter in Tohoku.

  • Access (from Tokyo Station):

– Koriyama Station: As fast as 1 hour 13 minutes via the Tohoku Shinkansen
– Aizu-Wakamatsu Station: About 1 hour 15 minutes after transferring to the Banetsu West Line

Ginzan Onsen Yamagata Prefecture

Ginzan Onsen is a tranquil hot spring town where traditional wooden inns lined along the river create a nostalgic streetscape, especially enchanting when covered in snow. The warm glow of gas lamps adds to the magical, dreamlike winter atmosphere. It is an ideal place to quietly enjoy snowy scenery. Many inns feature open‐air baths, allowing guests to experience yukimi rotenburo—soaking in a hot spring while admiring the silver-white winter landscape.

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  • Access (from Tokyo Station):

– Ōishida Station: As fast as 2 hours 53 minutes via the Yamagata Shinkansen
– Ginzan Onsen: About 40 minutes by Obanazawa City bus from Ōishida Station

Sendai: Sendai Castle Ruins

Located on a hill overlooking the city, the Sendai Castle Ruins (Aoba Castle Ruins) are a popular winter viewpoint where the crisp, clear air offers sweeping panoramic views of Sendai. The winter blue sky and the soft glow of sunset behind the iconic equestrian statue of Lord Date Masamune create a dignified, striking beauty—perfect for photography.

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Along with the historic atmosphere preserved in the stone walls and castle remains, visitors can enjoy the grand scenery unique to Sendai, the “City of Trees.” In the evening, the area is illuminated, revealing a magical contrast between the glowing cityscape and the silhouette of Lord Masamune’s statue.This scenic spot—where history, views, and atmosphere come together—stands as one of the most iconic winter destinations in Miyagi.

  • Access (from Sendai Station):

Sendai Castle Ruins: About 20 minutes by city bus, or around 15 minutes by taxi

Matsushima Miyagi Prefecture

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Matsushima is one of Japan’s most celebrated scenic destinations and is counted among the Three Most Scenic Spots of Japan. In winter, the crisp, clear air enhances the view of the surrounding snow-covered trees and islands, making it an ideal place to experience the beauty of a Japanese winter.

The area is also famous for its seasonal oysters, allowing visitors to enjoy both spectacular winter scenery and delicious local cuisine—an experience unique to this time of year.

  • Operating Hours (Sightseeing Cruise):9:00–15:00 (winter season)
  • Access (from Tokyo Station):

– Sendai Station: As fast as 1 hour 30 minutes via the Tohoku Shinkansen
– Matsushima-Kaigan Station: About 40 minutes via the JR Senseki Line
– Matsushima: Approximately a 10-minute walk from Matsushima-Kaigan Station

Akayu Onsen Town Yamagata Prefecture

With a history of over 900 years, Akayu Onsen is a hot spring destination known for its free-flowing natural springs and its calm, traditional atmosphere. In winter, the town is enveloped in snow, and the gentle steam rising through the silver-white streets creates a beautifully nostalgic scene.The local inns offer hot spring baths renowned as “beautifying waters,” known for their soft, skin-friendly qualities. From the open-air baths, guests can enjoy a serene winter landscape while soaking in the warm water—an experience of pure relaxation.The surrounding area also features wineries and restaurants that serve dishes made with local ingredients, making Akayu a perfect place to enjoy hot springs, food, and slow, peaceful moments.

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Access (From Tokyo):

  • Akayu Station: As fast as 2 hours 18 minutes via the Yamagata Shinkansen
  • Akayu Onsen town center: About 25 minutes on foot from Akayu Station, or approximately 5 minutes by taxi

Zao (Yamagata Prefecture)

In winter, Zao offers a rare natural phenomenon found in very few places in the world—the spectacular juhyo, or “snow monsters,” formed by ice and snow coating the trees. The view from the ropeway, looking down over the vast field of frosted trees, is truly breathtaking. The area is also home to hot spring resorts, where visitors can enjoy yukimi rotenburo, open-air baths with views of the snowy landscape.

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  • Opening Hour(Rope Way):8:30~17:00(subject to change)
  • Access (from Tokyo Station):

Yamagata Station: As fast as 2 hours 22 minutes via the Yamagata Shinkansen
Zao Onsen Bus Terminal: About 40 minutes by Yamako Bus from Yamagata Station
Zao Onsen: Approximately a 5-minute walk from the Zao Onsen Bus Terminal

Make The Trip Even More Affordable JR EAST PASS(Tohoku area)

With the JR EAST PASS (Tohoku Area), unlimited travel for 5 days (or 10 days) is available on designated JR East lines within the covered area, including the Tohoku Shinkansen, limited express trains, and local lines. The pass allows free and flexible travel between Tokyo and destinations throughout the Tohoku region during the validity period. For an even more convenient and cost-effective winter journey, the JR EAST PASS (Tohoku Area) is an ideal option.

【Great Value】 A special pass for foreign nationals, offering significantly better value than purchasing regular tickets within Japan.
【UnlimitedTravel】 Enjoy unlimited rides for 5 days (or 10 days) within the validity period on JR East lines in the designated area—including Shinkansen trains—as well as certain private railway limited express trains and JR buses.
【Easy Booking】 Purchasing online is simple. The pass and seat reservations can be arranged through JR-EAST Train Reservation. After purchase, the pass can be easily picked up at JR East reserved-seat ticket machines and other designated locations.

For more details, please visit the official JR East website:
https://www.jreast.co.jp/th/multi/pass/eastpass_t.html

Winter in Japan’s Tohoku region is when the power and beauty of nature shine brightest. With the comfort and reliability of the Shinkansen—and the value offered by the JR EAST PASS—an unforgettable journey through breathtaking winter landscapes becomes possible. A winter adventure that will be remembered for years to come awaits.

Hashtag: #JREast

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A Diamond is Forever And Lane Crawford Launch “The Forever Gifts: A Natural Diamond Series”

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HONG KONG SAR – Media OutReach Newswire – 2 January 2026 – This season of giving, A Diamond is Forever joins hands with Asia’s premier luxury retailer, Lane Crawford, in paying tribute to the beauty and authenticity of natural diamonds. Together, they bring forward a shared commitment to exceptional craftsmanship, innovation, and responsible sourcing.

Renowned actress Charmaine Sheh (left) and fashion trendsetter Hilary Tsui (right) are invited to the event. Charmaine and Hilary discover natural diamonds and experience how diamond detection instruments can distinguish between natural and synthetic diamonds.

“The Forever Gifts: A Natural Diamond Series” the ultimate destination for bespoke natural diamond master creations in Hong Kong, launched with a line-up of activities at Lane Crawford’s flagship retail space in IFC mall. Renowned actress Charmaine Sheh, fashion trendsetter Hilary Tsui, VIPs, media members and influencers from Hong Kong and China were invited to explore exquisite natural diamond collections, thoughtfully curated by Lane Crawford.

Natural diamond workshops are held at Lane Crawford IFC, guiding guests through an immersive journey to explore diamonds from rough to polished
Natural diamond workshops are held at Lane Crawford IFC, guiding guests through an immersive journey to explore diamonds from rough to polished

This special series starts with a selection of contemporary fine jewellery brands, each offering a unique design story and a commitment to creativity and excellence. They include State Property, YEPREM, Mio Harutaka, KORLOFF and Claudia Ma Fine Jewellery. “This collaboration marks an important moment for Lane Crawford. Together with De Beers, we’re creating a destination that celebrates the beauty of natural diamonds through exceptional craftsmanship and global creativity. This exclusive space reimagines how clients engage with fine jewellery – bringing artistry, innovation, and the opportunity to design something truly personal.” Emily Wong, Senior Vice President of Merchandising at Lane Crawford.

The exclusive event brought a series of interactive workshops led by experts Jodine Bolden and Samantha Sibley from the De Beers Institute of Diamonds alongside London-based multi-disciplinary artist Annette Fernando.

Left to Right: Fashion stylist Veronica Li, famous influencer Ansheles, international fashion blogger Steph Hui, actor Bruce Tong and actor and singer Chris Tong attend the natural diamond workshop to experience the extraordinary charm of natural diamonds
Left to Right: Fashion stylist Veronica Li, famous influencer Ansheles, international fashion blogger Steph Hui, actor Bruce Tong and actor and singer Chris Tong attend the natural diamond workshop to experience the extraordinary charm of natural diamonds

At the natural diamond workshop, participants gained hands-on experience on rough diamond sorting, polished diamond grading, and differentiation of natural diamonds versus synthetics. Participants also had the unique opportunity of viewing a nearby 297-carat rough diamond and kimberlite carrying a 22-carat rough diamond. Also on display was a gem called “Beating Heart”, a 0.329-carat rough diamond that features a smaller diamond moving freely inside its larger counterpart, a rarity that showcases the extraordinary conditions under which diamonds can form. This exquisite piece, recovered by De Beers Group and analyzed at the facilities of De Beers Institute of Diamonds, is recorded on the Tracr platform, giving insight into its history and heritage. Upon completion of the workshop, each participant received a natural diamond masterclass certificate from the De Beers Institute of Diamonds.

“We are pleased to partner with Lane Crawford for this special series of events to proudly recognize the enduring value of natural diamonds, and to honour the artists who continue to bring life to these creations.” says Loletta Lai, Vice President, Natural Diamonds APAC De Beers Group.

Complementing the technical insight offered by the De Beers Institute of Diamonds, artist Annette Fernando shared her art creations inspired by natural diamonds, named The Multi-Faceted Self. Through a reflective coloring workshop, Annette invited participants to explore the transformative journey of natural diamonds as a metaphor for personal growth and resilience.

The partnership between A Diamond is Forever and Lane Crawford spotlights crafted natural diamond pieces sourced and styled from around the globe, the most treasured gifts ever! These iconic legacy brands and exciting new talent alike, all centered around the timeless beauty of natural diamonds, come together at Lane Crawford, the ultimate destination for discovery, craftsmanship, and contemporary luxury.

Featured Brands

Claudia Ma Fine Jewellery
Claudia Ma, driven by a passion for modern high jewelry and an unwavering dedication to quality, founded her eponymous brand, Claudia Ma, in 2000. With a distinctive design sensibility and an eye for artistic aesthetics, she masterfully reinterprets classic themes through innovative modern expressions. Her creations have earned widespread acclaim for their signature style and exceptional craftsmanship. Over the years, Claudia has collaborated with renowned names such as Shanghai Tang, Lane Crawford, and De Beers Group Forevermark, solidifying her brand’s standing in Hong Kong’s fine jewelry landscape.

Her latest work draws inspiration from the barbell as a symbol of balance, focus, and strength. Crafted in 18k gold and accented with natural diamonds, these versatile pieces embody resilience while seamlessly elevating everyday style.

According to Claudia, “Natural diamonds and craftsmanship go hand in hand. Craftsmanship brings out the diamond’s inner brilliance, while my design presents this timeless classic in a modern way for generations to enjoy. Without this artistry, even the finest diamond remains just a hidden treasure.”

State Property
An award-winning contemporary fine jewellery label from Singapore, State Property fuses modern design with traditional craftsmanship. Founded in 2015 by a jeweller and an industrial designer, the brand draws inspiration from culture, literature, and history—bringing to life structured silhouettes in precious metals that embrace the softness of the human form.

“There’s an emotional gravity with natural diamonds that’s hard to replicate, State Property shares. “Their rarity, beauty, and resilience make them extraordinary. Each one a fragment of the earth’s story, time in a crystallised form. We’re drawn to materials that carry meaning, and diamonds embody permanence, memory, and the quiet luxury of time. At State Property, we strive to have those same qualities reflected in our own work — creating jewellery with intention, designed to endure and be cherished across generations.”

YEPREM
Known for its avant-garde creations, House of YEPREM is a family-run brand that continues to push the boundaries of contemporary diamond jewellery. With a legacy rooted in timeless craftsmanship and visionary design, YEPREM’s striking pieces are now celebrated across America, Europe, the Middle East, and Asia.

“Natural diamonds are the ultimate expression of authenticity and endurance, virtues that mirror YEPREM’s journey and craftsmanship. Born from time, pressure, and perseverance, each diamond holds the essence of transformation and strength. Their inherent brilliance and purity transcend trends, embodying emotion and individuality. In YEPREM’s world, a natural diamond is not merely a material, it is the foundation upon which stories of resilience and radiance are told.”

Mio Harutaka
Crafted in Japan by local artisans, MIO HARUTAKA channels the beauty of Mother Nature into every design. The brand, founded in 2011, is committed to achieving diamond traceability and sustainability while maintaining exceptional artisanal craftsmanship. Harutaka shares: “Craftsmanship is essential—it accounts for almost everything. All of these details depend entirely on the skills of the craftsmen. Craftsmanship is what allows me to welcome close, hands-on appreciation, knowing that each piece will meet that level of scrutiny with confidence and beauty.”

KORLOFF
Since 1978, KORLOFF has been a symbol of true femininity—magnetic, adventurous, and bold. Renowned for crafting exquisite bespoke jewelry, each piece reflects daring designs and the unmatched artistry of French craftsmanship, showcasing the Maison’s boundless creativity and passion. “Our story began with a diamond, the Black Korloff, the largest brilliant-cut natural black diamond in the world. Its uniqueness, shaped over millions of years, continues to inspire us every day as a symbol of mystery, transformation, and the magic of nature. Natural diamonds possess an authenticity and depth that no other material can replicate. They remind us that beauty is born from time, pressure, and light, forces that mirror the creative journey behind each Korloff jewel.”

Meet the De Beers Institute of Diamonds Experts:

Jodine Bolden, Director of Education De Beers Institute of Diamonds
Jodine has previously developed her career as an operations line manager within large FMCG companies, and European HR Management roles within the luxury Health & Beauty industry where she first developed her passion for creating exceptional consumer experiences. After moving to De Beers, she worked as HR Manager for 5 years and discovered her fascination for diamonds as she supported various global functions across the De Beers estate, she then involved creating the Institute of Diamonds Education Service and developing each course that they now offer to their clients.

Since 2018 the De Beers Institute of Diamonds Education Service has provided education on a range of diamond subjects including, Rough Diamond Sorting, Polished Diamond Grading and Laboratory-Grown Detection.

Samantha Sibley, Technical Liaison Manager De Beers Group, UK
With over 30 years’ experience in De Beers’ research, development and commercial teams, Samantha brings a wealth of knowledge regarding the characteristics of both natural and laboratory-grown diamonds. She has been involved in the development of De Beers Group’s current and previous suites of verification instruments and currently also facilitates training and educational courses around the world on the use of these instruments for accurate screening results. Other projects involve research into irradiation and HPHT colour treatments and the utilisation of this information to develop screening processes within the De Beers grading laboratories.

Sam has a BTEC Higher National Certificate in Physics, is a diamond fellow of the Gemmological Association of Great Britain (DGA) and holds a team leader qualification from Leadership Management UK and the Chartered Management Institute. She has presented on diamond topics globally and has had first-hand experience of the diamond industry over many years through visits to mines, cutting centres, polishing factories, gemmological laboratories and tradeshows.

Annette Fernando, Commissioned Artist, “The Multi-Faceted Self” at The Forever Gifts: A Natural Diamond Series
Annette Fernando (b. 1991, London) is a multi-disciplinary artist and curator. She holds a BA in Fine Art from Central Saint Martins and is currently pursuing an MA in Contemporary Art at Sotheby’s Institute of Art, where she was awarded the prestigious Cultural Leaders Scholarship.

Fernando’s artistic repertoire spans drawing, printmaking, painting, and film. Fernando’s current work is driven to immortalise natures scenes, capturing the beauty of moments often overlooked through various mediums. Fernando’s work has garnered significant recognition, including winning the Jerwood Drawing Prize in 2014 and selections for the Royal Academy Summer Exhibition in 2021 and 2023. Her pieces are held in public and private collections across the USA, France, Hong Kong, and the UK.

Hashtag: #adiamondisforeverhk #lanecrawford #adiamondisforever #theforevergifts #naturaldiamonds #diamonds




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About De Beers Group

Established in 1888, De Beers Group is the world’s leading diamond company with expertise in the exploration, mining, marketing and retailing of diamonds. Together with its joint venture partners, De Beers Group employs more than 20,000 people across the diamond pipeline and is the world’s largest diamond producer by value, with diamond mining operations in Botswana, Canada, Namibia and South Africa. Innovation sits at the heart of De Beers Group’s strategy as it develops a portfolio of offers that span the diamond value chain, including its jewellery houses, De Beers Jewellers and Forevermark, and other pioneering solutions such as diamond sourcing and traceability initiatives Tracr and GemFair. De Beers Group also provides leading services and technology to the diamond industry in the form of education and laboratory services via De Beers Institute of Diamonds and a wide range of diamond sorting, detection and classification technology systems via De Beers Group Ignite. De Beers Group is committed to ‘Building Forever,’ a holistic and integrated approach for creating a better future – where safety, human rights and ethical integrity continue to be paramount; where communities thrive and the environment is protected; and where there are equal

opportunities for all. De Beers Group is a member of the Anglo American PLC group. For further information, visit www.debeersgroup.com.

About Lane Crawford

Founded in 1850, Lane Crawford is an iconic luxury department store, with a mission to search the world for the most exciting talent and product, to create the ultimate luxury edit of fashion and lifestyle for its customers across Greater China. Featuring the largest own-bought designer portfolio across Womenswear, Menswear, Beauty & Wellbeing,

Home and Lifestyle, and Fine Jewellery in the region, Lane Crawford constantly evolves its product, experience, and services offer to embrace the most innovative and relevant designers and exceptional craftsmanship of the season, and to reflect the dynamic pace of its market and customers.

With four stores in Hong Kong; and three stores across Shanghai, Beijing and Chengdu, supported by a global digital flagship, and a purpose-built ecommerce site for China and WeChat store, Lane Crawford is Greater China’s first and only omni-channel luxury fashion retailer. Each store is personalised to its location and designed to provide sensory experience, fusing fashion, design, art and music, while offering exceptional service.

Lane Crawford is a part of The Lane Crawford Joyce Group, Asia’s premier fashion retail, brand management and distribution group, which also includes cutting-edge fashion boutique Joyce; and fashion, beauty, and lifestyle brand management and distribution business ImagineX Group.

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Happy New Year for Hong Kong’s Tourism and Mega Events Economy

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HONG KONG SAR –
Crowds gather for the New Year Countdown in Hong Kong

A series of events including music performances and a light show were arranged by the Hong Kong Tourism Board (HKTB) with the aim of conveying positive energy, care, and blessings of peace to both locals and visitors, and to welcome a hopeful new year together.

The Hong Kong Special Administrative Region (HKSAR) Government had anticipated a large number of visitors during the festive season, which included a four-day long weekend over Christmas, while January 1 coincided with the start of a three-day long holiday on the Chinese Mainland.

The Government said the number of non-Chinese Mainland visitors reached a post-Covid record every day during the Christmas holiday with around 50,000 visitors daily from December 25 to 27, accounting for around 33% of the total number of travellers during that period.

This influx of festive visitors provided a further boost to Hong Kong’s tourism sector. In 2025, Hong Kong received 50 million visitors, marking a 12% year-on-year rise. This included 38 million visitors from the Chinese Mainland (up 11% year-on-year) and 12 million non-Chinese Mainland visitors (up 15% year-on-year).

In the Euromonitor International Top 100 City Destinations Index 2025, Hong Kong ranked second globally for international arrivals, behind only Bangkok.

The large number of visitors over festive period provided further impetus to the local tourism industry, which had already been buoyed by a series of mega events at the new Kai Tak Sports Park. Since its opening in March 2025, KTSP has become a new hub for major sports and entertainment events.

Kai Tak Sports Park has successfully hosted major events such as the Hong Kong Football Festival
Kai Tak Sports Park has successfully hosted major events such as the Hong Kong Football Festival

Within the KTSP, the centerpiece 50,000-seat Kai Tak Stadium was ranked third in the world and top in Asia for total ticket sales in 2025 just nine months after its debut, according to Pollstar’s 2025 year-end stadium charts (published mid-December 2025).
Pollstar, a US-based trade publication for the concert and live entertainment industry, also ranked Kai Tak Stadium No.5 worldwide and No.1 in Asia for total gross revenue (1.25 million passes worth US$191.34 million). Meanwhile, its sister venue, the 10,000-seat Kai Tak Arena, was ranked Asia’s No. 8 in terms of total gross revenue.
KTSP has quickly and firmly established itself as a premier destination for mega sports and entertainment events. So far, KTSP has hosted over 90 local and international event days, welcoming more than 7 million visitors, including 1.6 million at Kai Tak Stadium alone.
With its retractable roof and flexible pitch, Kai Tak Stadium successfully hosted in 2025 major events such as the Hong Kong Sevens in March, and concerts by British rock band Coldplay in April, Mandopop rock band Mayday in May and singer Jay Chou in June.
It also hosted the Hong Kong Football Festival in summer, featuring top teams such as Liverpool, AC Milan, Arsenal and Tottenham Hotspur.

Looking ahead, the Kai Tak Stadium will welcome global pop icons BLACKPINK for back-to-back shows of the highly anticipated Asia leg of their WORLD TOUR <DEADLINE> later this month.

Hashtag: #hongkong #brandhongkong #asiasworldcity #tourism #megaevents #newyear #countdown #kaitaksportspark





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Visit Malaysia 2026 Countdown Festival: A New Year’s Eve Celebration

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Prime Minister celebrated the New Year together with Malaysians and officially kicked off Visit Malaysia 2026 at Pavilion Kuala Lumpur, amid captivating pyromusical fireworks, drone formations, laser shows, and stunning 3D anamorphic projections, alongside a star-studded lineup of top artistes

KUALA LUMPUR, MALAYSIA – Media OutReach Newswire – 1 January 2026 – Malaysia ushered in the New Year on a high note as the Visit Malaysia 2026 (VM2026) Countdown Festival culminated in a spectacular New Year’s Eve celebration at Pavilion Kuala Lumpur. The landmark event, a strategic collaboration between The Fame Events, Pavilion Kuala Lumpur and the Ministry of Tourism, Arts and Culture (MOTAC), serves as an iconic curtain-raiser that ignited the national momentum and aspirations for the VM2026 campaign.

The highlight of the night was the countdown moment led by YAB Dato’ Seri Anwar Ibrahim, Prime Minister of Malaysia as the Guest of Honour, who joined thousands of Malaysians and visitors to welcome the New Year. Underscoring the national significance of the occasion, the celebration was also attended by YB Dato Sri Tiong King Sing, Minister of Tourism, Arts and Culture Malaysia.

YB Dato Sri Tiong King Sing, Minister of Tourism, Arts and Culture Malaysia, stated: “This celebration was a symbolic event to ignite the momentum for VM2026 while welcoming the world to our shores. Malaysia is now fully ready to showcase its unique culture, creativity, and the warm hospitality of its people. It marks a strong head start towards our aspiration of 43 million international visitor arrivals, further solidifying our position on the global tourism map.”

The VM2026 Countdown Festival stood as a grand manifestation of Malaysia’s excellence on the global stage. Drawing thousands of domestic and international visitors, the New Year’s Eve celebration featured a breathtaking multimedia extravaganza, seamlessly integrating pyromusical fireworks, drone formations and laser projections. A key highlight was the stunning 3D anamorphic display starring the campaign’s beloved Malayan Sun Bear mascots, Wira and Manja.

The main stage was also graced by a stellar lineup of renowned local artistes, including Shila Amzah, Aina Abdul, Belle Sisoski, Vanessa Reynauld, Kidd Santhe, The Kuans, KLP48, Nazu, Rezza Shah, Danson Ooi, Euzen, and Penny. Their performances were complemented by dedicated cultural showcases that blended traditional rhythms with modern beats, elevating the celebratory atmosphere of the night.

The VM2026 Countdown Festival was a wider festive programme that began as early as 26 December 2025, extending the celebrations beyond the heart of the city. Parallel events and activities were held, offering visitors a glimpse of Malaysia’s rich heritage and creative spirit while embodying the essence of Truly Asia.

These included the VM2026 Bazaar at Pavilion Bukit Jalil, VM2026 Arts & Culture Showcase at Fahrenheit 88, featuring cultural pop-ups, interactive experiences such as batik art, porcelain making, wau decoration among others and showcases that drew strong public participation over several days. Malaysia’s vibrant food scene was brought to life at the VM2026 Bukit Bintang Food Bazaar, Lot 10, presenting a curated mix of traditional cuisines, local favourites and contemporary delights.

The build-up was further amplified by daily live 10 iconic DJs, flash mobs at the Bukit Bintang Crossing, Malaysia’s very own infamous Shibuya crossing and busking performances across key locations, creating a steady prelude to the countdown and sparking excitement both on the ground and across social media.

VM2026 provides a platform to bring Malaysia’s narrative to the global stage, guided by five strategic pillars: sustainability, cultural heritage, nature-based adventure, digital innovation, and global connectivity. However, these strengths will only truly shine when celebrated together by all Malaysians.

The festival was organised with the strong support of Kuala Lumpur City Hall (DBKL) and Tourism Malaysia as key partners. The success of the event was also made possible through collaboration with strategic partners, including Istana Budaya, the National Department for Culture and Arts (JKKN), the National Heritage Department, and the Malaysian Handicraft Development Corporation.

As the immersive countdown finale illuminated the Kuala Lumpur skyline, the VM2026 Countdown Festival marked a confident and celebratory opening to the tourism year ahead, reaffirming Malaysia’s readiness to welcome the world in 2026.

The year 2026 will be anchored by a series of mega events, including major festive celebrations such as Hari Raya Aidilfitri, Chinese New Year, and Deepavali, which will showcase Malaysia’s rich cultural and ethnic diversity while enhancing visitor experiences through a vibrant presentation of local arts, heritage, and entertainment.

This momentum will be driven by the implementation of a wide range of high-impact tourism events and programmes, encompassing cultural festivals, conventions, and MICE activities (Meetings, Incentives, Conferences and Exhibitions), as well as large-scale tourism exhibitions. Adopted on a nationwide scale, this approach aims to expand tourism reach, encourage longer visitor stays, and provide meaningful opportunities for travellers to experience the distinct cultural identities of Malaysia’s diverse regions.

Hashtag: #VM2026Countdown #VisitMalaysia2026 #SurrealExperiences #MalaysiaTrulyAsia

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