Tokyo:What began in 2025 as a search for filming locations has evolved into a significant partnership that brings Azerbaijan's landscapes, culture, and travel experiences closer to Japanese audiences. The Azerbaijan Tourism Board (ATB) has collaborated with Tokyo Broadcasting System Television (TBS) for the second season of the Japanese thriller VIVANT, transforming a major television production into an invitation to explore the country.
According to Azerbaijan State News Agency, ATB's involvement in the project commenced during the pre-production stage, where they assisted the production team in scouting filming locations within Azerbaijan. This initiative aimed not only to showcase the country's striking scenery but also to introduce audiences to Azerbaijan, inspire curiosity, and encourage viewers to experience its destinations firsthand.
The collaboration extends beyond the production, with over 20 posts on VIVANT's official social media channels highlighting Azerbaijan's filming locations. A dedicated Azerbaijan section on the drama's website, along with TBS television programming, cast interviews, and press coverage, have further shared perspectives on the country and the filming experience.
The partnership has also branched into travel experiences. A Japanese tour operator is offering Azerbaijan itineraries featuring locations from the drama, allowing audiences to explore the places they see on screen. An Azerbaijan feature is set to appear in the official VIVANT guidebook, slated for nationwide release in Japan in March 2027.
Facilitating travel, new visa-free arrangements from July 1, 2026, to July 1, 2027, will allow Japanese citizens to visit Azerbaijan up to three times, staying up to 30 days per visit. Combined with the interest generated by VIVANT, this creates an opportunity to introduce more Japanese travelers to Azerbaijan's cultural heritage and hospitality.
Beyond television, the partnership has inspired collaborations such as an Azerbaijan-inspired product with Japanese brand Koikeya and pomegranate flavors in the VIVANT Immersive Mission experience. Planned international distribution through Netflix will further extend the opportunity for discovery to audiences beyond Japan.
The ongoing collaboration was celebrated at ATB's gala dinner in Tokyo on November 11, part of its tourism roadshow in Japan. VIVANT producer Kazutaka Iida, H.E. Mr. Farid Talibov, Ambassador Extraordinary and Plenipotentiary of Azerbaijan to Japan, and Mr. Florian Sengstschmid, CEO of ATB, attended to mark the cooperation and explore its future developments.
For ATB, the goal is to extend audience interest beyond the screen. The initiative that began with location scouting in 2025 continues through travel itineraries and cultural experiences, in cooperation with Japanese tourism partners, creating more opportunities for viewers to become visitors.