MK Taxi Takes to TikTok to Combat Over Tourism in Kyoto

TBWA\HAKUHODO has teamed up with Kyoto-based taxi company MK Co., Ltd. (MK Taxi) and short-form video platform TikTok to launch 'UNOFFICIAL TOURISM' - a new project designed to ease over tourism in Kyoto by encouraging more sustainable ways to explore the city. The initiative features a dedicated TikTok account for Kyoto visitors, offering insider tips and hidden gems recommended by veteran MK Taxi drivers. Using TikTok for Business’ AI-powered 'TikTok Symphony' tool, the videos are shared in 15 languages to reach travellers from around the world.

In recent years, Kyoto has faced serious overcrowding during peak travel seasons and at popular landmarks. This has caused issues like traffic congestion, littering, and difficulties for local residents using public transportation. With even more tourists expected in 2025 for the Osaka-Kansai Expo, managing the flow of visitors has become more urgent than ever.

TBWA\HAKUHODO and MK Taxi noticed that many tourists tend to visit only the most well-known spots, which adds to the crowding. In 2024, Japan welcomed a record-breaking 36 million international visitors*, showing just how important it is to share more diverse travel information with a global audience.

To help ease overcrowding and promote sustainable tourism, MK Taxi teamed up with TikTok and TBWA\HAKUHODO to launch UNOFFICIAL TOURISM — a campaign that uses the power of TikTok to spread tourist traffic more evenly across Kyoto. Leading the videos are veteran MK Taxi drivers in their 60s, who bring a lifetime of Kyoto knowledge to the screen. Instead of introducing famous landmarks, they guide viewers to lesser known, yet equally captivating spots that often go unnoticed.

Find the series here. 

Although the drivers speak only Japanese, TikTok for Business’ new tool 'TikTok Symphony' uses generative AI to instantly translate and dub their voices into 14 languages, including English, Chinese, Korean, Indonesian, Thai, and Vietnamese — making it feel like the drivers are speaking directly to travellers from across Asia. By sharing engaging, easy-to-understand content, the project encourages visitors to explore beyond the usual tourist routes and enjoy a more meaningful Kyoto experience.

The team plans to keep adding new content and expanding the project to further reduce congestion and promote a more balanced style of tourism.

*Source: Japan National Tourism Organisation (JNTO) “December 2024 & Annual Estimates of Visitor Arrivals to Japan”