Where Global Hospitality Brands Find Local Meaning

Opening is not an event.
It is a moment of market entry.
Luxury is not decoration.
It is clarity of positioning.
Brand success begins long before the opening announcement.
Luxury Hotel Pre-Opening & Brand Positioning Advisor | Michiko Fujikawa

About

With more than two decades of experience in international luxury hospitality, I advise global hotel brands entering the Japanese market.
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My background includes senior marketing leadership at Mandarin Oriental, Tokyo,  a Forbes Five-Star hotel, where I served as Marketing & PR Director for seven years. I also played a leading role in the opening of Intercontinental Osaka, and most recently supported the Japan debut of Fairmont Tokyo, leading marketing and public relations strategy through its opening and continuing to support the brand during its early market presence.
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Drawing on both in-house leadership experience and independent advisory work, I support international hospitality brands in shaping market positioning, guiding marketing and public relations strategy, and translating global brand identity into a presence that resonates authentically in Japan.

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Services

Market Positioning
Establishing a clear and credible position within Japan's highly competitive luxury hospitality landscape.

Successful market entry requires more than global brand awareness. It requires a thoughtful interpretation of brand values within the cultural expectations, media environment, and commercial realities of the Japanese market.

Services may include:

  • Market positioning strategy for Japan
  • Local interpretation of global brand values
  • Strategic messaging for bran introduction
  • Narrative development for the Japanese market
Opening Marketing & Communications Strategy

The opening of a luxury hotel represents a defining moment for both brand and ownership.
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I advise leadership teams on structuring marketing and communications strategies that build credibility, generate anticipation, and introduce the brand to the market with clarity and authority.
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Services may include:

  • Pre-opening marketing strategy
  • Public relations and media strategy
  • Brand launch visibility planning
  • Strategic guidance for marketing leadership
Marketing & Communications Leadership Development
A strong internal team is essential for sustaining brand presence after opening.
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During the later stages of pre-opening, I work alongside in-house marketing and communications teams to strengthen strategic thinking, operational structure, and understanding of the brand narrative.

Areas of focus include:

  • Strategic mentoring for marketing leadership
  • Structuring marketing and communications functions
  • Transition from pre-opening to operational marketing
  • Capability development for in-house teams
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