Baku, November 12, AZERTAC
What began in 2025 with the search for filming locations has developed into a continuing partnership bringing Azerbaijan’s landscapes, culture and travel experiences closer to Japanese audiences. Through its collaboration with Tokyo Broadcasting System Television (TBS) on the second season of the Japanese thriller VIVANT, Azerbaijan Tourism Board (ATB) has worked to turn a major television production into an invitation to discover the country.
ATB’s involvement began well before the cameras rolled. During the pre-production stage, the Board supported the production team in scouting filming locations in Azerbaijan. The purpose extended beyond showcasing striking scenery: it was to introduce audiences to Azerbaijan, inspire curiosity about the country and encourage viewers to experience its destinations for themselves.
The cooperation continues beyond production, connecting the series with opportunities to explore Azerbaijan. More than 20 posts on VIVANT’s official social media channels have featured the country’s filming locations, supported by a dedicated Azerbaijan section on the drama’s website. TBS television programming, cast interviews and press coverage have shared further perspectives on the country and the experience of filming there.
That connection is also taking the form of travel experiences. One of Japanese tour operators is offering Azerbaijan itineraries featuring locations from the drama, giving audiences the opportunity to discover the places they encounter on screen. An Azerbaijan feature is also planned for the official VIVANT guidebook, scheduled for nationwide publication in Japan in March 2027.
New visa-free arrangements make that journey easier. From July 1, 2026, to July 1, 2027, Japanese citizens can visit Azerbaijan visa-free up to three times, staying for up to 30 days on each visit. Together with the interest generated by VIVANT, this creates a timely opportunity to introduce more Japanese travelers to Azerbaijan’s cultural heritage, regional landscapes and hospitality.
The partnership has also introduced aspects of Azerbaijan through collaborations beyond television, including an Azerbaijan-inspired product with Japanese brand Koikeya and pomegranate flavors featured in the VIVANT Immersive Mission experience. Planned international distribution through Netflix will extend the opportunity for discovery to audiences beyond Japan.
The continuing relationship was reflected at ATB’s gala dinner in Tokyo on November 11, held as part of its tourism roadshow in Japan. VIVANT producer Kazutaka, Iida, H.E. Mr Farid Talibov, Ambassador Extraordinary and Plenipotentiary of the Republic of Azerbaijan to Japan, and Mr Florian Sengstschmid, CEO of ATB joined to mark the cooperation and explore its next chapter.
For ATB, the ambition is to carry the audience’s interest beyond the screen. The work that began with finding the right locations in 2025 continues through travel itineraries, cultural experiences and cooperation with Japanese tourism partners creating more opportunities for viewers to become visitors.
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