INDEX
Japan’s Special Fit for the Global Expansion of “S2O”
-What is the target audience for “S2O”?
KIUCHI: The core concept of “S2O” is to be a stylish and cool event, so our main target audience is trend-sensitive individuals aged 18 to 35. Additionally, with the high number of tourists visiting Japan, we are also excited to attract international guests. Japan is the first country outside of Thailand to host “S2O”, so we hope everyone enjoys the unique atmosphere of “S2O JAPAN.”
-Was there a specific reason Japan was selected as the first country outside of Thailand for “S2O”?
KIUCHI： The representative of Thailand’s “S2O,” Prin, had insisted that Japan should be the second country to host the festival. With renowned festivals like “SUMMER SONIC” and “FUJI ROCK FESTIVAL,” Japan has a well-established festival culture, which influenced this decision. When I reached out about bringing ‘S2O’ to Japan, I learned that several Japanese companies had already been trying to secure the festival. By submitting a written proposal expressing my enthusiasm for hosting “S2O” in Japan, I was ultimately able to secure the event.
-Besides Japan, “S2O” is also held in Hong Kong, Seoul, Taiwan, Vietnam, and New York. Are there any localized elements or adaptations in the event’s production for these locations?
KIUCHI: According to the contract, “S2O” can incorporate genres beyond EDM as long as EDM remains a central feature. While my primary goal is to further promote the Thai ‘Songkran’ and ‘water-splashing festival’ customs in Japan, “S2O JAPAN” also aims to increase bookings of internationally recognized Japanese artists and eventually evolve into an event similar to “Summer Sonic” or “Fuji Rock.” For this reason, we featured WANIMA in the previous event and will have Creepy Nuts perform this time.
-The press release highlights the “water falling from all directions” effect as a key feature of “S2O JAPAN.” What new elements or unique aspects can we expect from this year’s event?
KIUCHI: While maintaining the iconic feature of 1 million liters of water spraying per day, we have moved the festival venue from Makuhari to the more accessible Odaiba, making it more urban-friendly. This year, we’ve also incorporated techno DJs into the lineup, aiming to appeal to true music enthusiasts. The extravagant stage effects are designed not just to be “watched,” but to be experienced as interactive attractions.
