From August 16th to 18th this year, the rhythms of taiko (traditional Japanese drums) will echo across serene Sado Island, located off the coast of Niigata Prefecture. This is Earth Celebration, one of Japan’s longest-running festivals, featuring three days of powerful drumming by Kodo (world class taiko ensemble), cultural exchange, delicious food and pure Japanese summer fun.
In a partnership with Earth Celebration’s team, Jarman International is sending five media and travel professionals to help spread the word about the event, as well as develop tour ideas for next year. You can learn about each member below.
Ruth Marie Jarman – Jarman International CEO
The team’s trip to Sado Island will be led by Jarman International CEO, Ruth Marie Jarman, who will be joining Earth Celebration for the second time.
“I feel that Japan has come into an era of true internationalization. If we think in terms of surfing, we saw the wave approaching from around 10+ years ago and now we are on that wave, trying to get enough balance to stand up and actually ride it. More companies are looking at how they can create better lines of communication between increasingly diverse teams. Regions and towns are going into much more detail about how to express their great worth to every visitor, and the concept of Kuleana (the Hawaiian word for ‘a sense of responsibility’) in tourism is gaining ground. I hope that Jarman International can support the fundamental changes going on in Japan with kindness, laughter and effective strategy. Japan is a very exciting place right now and it will surely stay that way for the foreseeable future.”
“As for Earth Celebration, I am extremely excited about visiting Sado after about five years. I still remember being in complete awe when I caught sight of Sado’s towering mountains from the ferry for the first time, and feeling speechless by Kodo’s dynamic performances. The beat of the drums and the community vibe of love that permeates the island during the festival are two of the biggest draws for me. This time, I will be taking my orange car named Mikan to help me explore this place in a way I have never done before.”
John Daub – Creator and producer of the ONLY in JAPAN YouTube series
Creator and producer of the ONLY in JAPAN YouTube series (630,000+ total subscribers across two channels), John Daub, will also participate in Earth Celebration for the second time. After his first visit, John released an episode on his main channel, capturing the inspiring story of Kodo’s drummers. You can watch it HERE.
As a former NHK World reporter from 2008 to 2023, John has now lived in Japan for 25+ years with a YouTube career spanning over 15. He is also an inbound tourism contributor to TBS Hiruobi, having worked with a numerous companies including LIXIL, JTB, etc.
During the pandemic, John crowdfunded 100,000 dollars with his community to help family-run firework companies hire workers in Akita, Niigata and Nagano prefectures when summer festivals were getting canceled nationwide.
“Knowing how Earth Celebration was challenged over the pandemic without a regular audience, it will be the first event at full strength with tourism back at 2019 levels. Kodo’s music has always brought people together, collaborating with sounds from around the world. This weekend is going to be a smash hit!”
Laura Pollacco – Freelance writer and photographer
Through her experience living in Japan for over four years, freelance photojournalist, Laura Pollacco, has published articles in a variety of media including the Japan Times, Tokyo Weekender, Metropolis and more. She has offered her insightful, positive, and fun writing abilities on a variety of Jarman International projects, from posting on the Yonezawa ABC social media pages to revamping our newly-owned Deep Japan website (currently in the works).
“My role in Japan is to share the stories of people, places and experiences that aren’t often seen. It is an immense privilege to help bring attention to these stories, and through my small contribution, I hope I can increase awareness on just how much there is waiting to be discovered here. I want to spread awareness as authentically as possible, finding true joy in the stories I cover so that if I recommend it, you know it’s because I believe in it.”
“I’m excited to head to Earth Celebration and explore an area of Japan I have never visited before. I am particularly looking forward to joining in with the festivities, listening to the music, and taking part in the workshops. For me, festivals in Japan create an atmosphere of joy and wonderment, allowing anyone to take part and learn something new. I am thrilled to be joining Earth Celebration this year!”
Sébastien Duval – Business development manager and experienced tour guide in Japan
As a business development manager and consultant for the media and travel agency, Japan Travel KK, Sébastien helps Japanese ministries, prefectures, cities and businesses in the event, tourism and hospitality industries based on 20 years in Japan and stays across 20 countries. The goal is to help revitalize local economies and fight depopulation through job creation, and promote long stays to internationals.
“I love Japan for its fascinating culture, outdoor hot springs, diverse hiking grounds (from arctic Hokkaido to tropical Okinawa), and I’m particularly grateful to the incredible artisans and farmers who have taught me so much. I value diversity, inclusivity, sustainability, regeneration, and plant-based lifestyles.”
“Years ago, I attended Earth Celebration on my own, and those sets of concerts remain my top event memory in Japan. The music was amazing, but I was even more impressed by the traditional costumes, community vibe and overall energetic atmosphere. This year, I am looking forward to the aspect of Earth Celebration that I think makes it very special: the guest musicians. It will be very fun to experience the Ugandan group play an instrument I’ve never seen or heard before.”
“Regarding the trip to Sado Island itself, I am eager to try the water activities, including night kayaking and riding the tarai-bune (traditional wash tub boat). These new experiences will make the trip a real adventure!”
Swastika Harsh Jajoo – Manager for F-ATRAs (Futaba Area Tourism Research Association)
Swastika has been in Japan for the last six years, spending her time mostly as a student, enrolled first in a short-term exchange program in Fukuoka Women’s University and later in a Master’s and PhD at Tohoku University. She is still part of the PhD program, working towards a degree in Linguistics, while also working as a manager for F-ATRAs (Futaba Area Tourism Research Association) in inbound tourism, marketing and translation. You can read more about her story below.
“In 2021, I had the opportunity to visit Futaba in the coastal region of Fukushima, a town I only knew of as a ‘disaster-impacted area’. The event that I took part in was called the ‘Town Story Walking Tour’, a specially-curated tour based on the interviews of hundreds of townspeople. It helped to humanize the area for me, and as a poet and storyteller myself, telling stories of people that occupied these towns before the evacuation orders were passed was as important as talking about the disaster itself. My attention was drawn to how we frame narratives when we talk about disaster resilience, and I was fortunate to be offered an internship with F-ATRAs.”
“After interning here for 3 years, I started working full-time for the organization from October 2023, which is also when I decided to take a temporary break from my PhD program. It is my sincere hope to be able to engage in community-building here by being honest to my story and the stories of people I meet.”
“My biggest motivation to move to Japan was Japanese–I started studying the language for the first time as part of the short-term exchange program in Fukuoka, and noticed how learning a new language that was so different from my own helped me rediscover my own self. I’ve moved cities and schools so many times in India that I think I was able to build a real sense of stability for myself only after moving to Japan.”
“Currently, my goals are to work on inbound tourism in Fukushima and also try to complete my PhD degree. Alongside, I want to keep experimenting with poetry and food, the two defining elements of my life. I also had the opportunity to teach Japanese to international children, and want to stay engaged with language education. I think all of my efforts, whether it be regarding tourism or language, are centered on sharing what I love with the world.”
“I think it’s really cool that Earth Celebration is organized by the taiko drumming group Kodo. In Futaba, we have a taiko group called Shineha Sendan Daiko that managed to stay together despite being forced into evacuation, so I’m generally in awe of the sense of unity that taiko groups display. I also find it very inspiring how the festival focuses on environmental awareness and sustainability, and also seeks to combine local, traditional art with international forms. I’m very excited about the drumming workshops and ‘Shukusai: Sunset Finale Harbour Concert’! This is going to be my first time on Sado Island so I’m ready to just take it all in.”
Photo credits of Kodo photos by Maiko Miyagawa and Takashi Okamoto.