The festival is set on July 14 and 15 at Yoyogi Park, Tokyo’s impressive landmark that attracts thousands of Japanese especially on weekends, according to DoT Secretary Joseph Ace H. Durano.

"This consumer marketing event will provide the Japanese a multi-sensory experience of tropical Philippines as a premier overseas tourist destination by showcasing the best of our rich, diverse culture through songs and dances, arts and crafts, dishes and delicacies, products and services, and eye-catching images of our finest tourism attractions," Durano explained.

He said the festival could also serve as a venue for the annual gathering of Filipinos living in Japan.

The cultural and entertainment program is set at 10 a.m. to 5 p.m. , with the Cultural Center of the Philippines producing the centerpiece shows on both days. A food exhibit will showcase the best of Philippine cuisines, that will appeal to both Filipinos and mainstream Japanese market.

Also invited to join the food exhibit is the Travel Café Philippines – Tokyo, the first ever foreign destination-themed travel café in Japan. Located in the busy district of Iidabashi, the café offers barako coffee, Philippine beer, and Filipino delicacies like halo-halo served by friendly Japanese attendants in Philippine-inspired attire.

"All in all, the festival will give the Japanese consumers in Tokyo a sampling of the great Philippine tourism experience. This is aimed at creating a strong image and recall for our ‘Premium Resort Islands Philippines’ brand," said DoT Team Japan head Benito C. Bengzon Jr.,

That marketing program is supported by "Wellness from the Inside Out" campaign, which is targeted at some 35 million Japanese women in their 20s to 50s, 7.2 million of whom have extensive overseas tour experience.

Japan is the Philippines’ third largest source of tourists, second-biggest trading partner, and top provider of official development assistance.