S2O JAPAN: How Thai Songkran Birthed Japan’s Ultimate Wet Fest

Relive Your Childhood at This Thai-Inspired Water Festival

-What is “S2O,” the festival first held in Thailand in 2015?

KIUCHI: “S2O” is a dance music festival that combines the Thai water festival “Songkran,” held every April, with music to create what is known as “the world’s most drenched music festival.” Songkran is a major Thai festival celebrating the New Year by pouring water on elders, Buddha statues, and pagodas as a form of purification. Due to its timing during Thailand’s hottest season, the tradition of water splashing evolved into a large-scale festival popular among local youth, and it has now become one of the largest and most renowned festivals in Asia.

-Do you remember when you first participated in “S2O”?

KIUCHI: I’ve been participating since the second year of “S2O,” and it felt like returning to childhood. I remember days spent at amusement park pools with friends and family time at the beach. I was drawn to the unique feeling of playing as earnestly as a child.

-How did the journey unfold before the launch of “S2O JAPAN”?

KIUCHI: About ten years ago, when teen-oriented marathon events like “Color Run” and “Color Me Rad” were popular in Japan, an acquaintance’s company decided to launch a similar event called “Water Run.” This event was a precursor to “S2O JAPAN.” The company was looking for someone experienced in entertainment music, and since I had been working in the music industry, I got involved as the overall director and casting agent. While “Water Run” was based on the concept of “Songkran,” it relied mainly on online visuals and information. As I researched further, I discovered “S2O” and decided to visit it in person.

The Journey of Developing a Trailblazing Festival in Japan

–Prior to “S2O JAPAN,” you were involved in organizing water-based events?

KIUCHI: “S2O” is a unique event that goes beyond the typical use of effects like fire or water. So, I thought that we, with our expertise in organizing water-based events, might be the only ones capable of hosting “S2O” in Japan. When Japan’s “Water Run” reached its second year, I had a DJ friend who had moved to Thailand. I had them translate our “Water Run” proposal and sent it via direct message to the organizers of “S2O” in Thailand. That was our initial action.

-What challenges did you face in making it a reality in Japan?

Although I had experience in event planning, I had no knowledge of organizing an event on the scale of “S2O.” It felt like I was hitting a wall every day. As expected, the preparation period means zero revenue [laughs]. However, since we wouldn’t earn anything if we didn’t do it, I was focused on pushing forward through trial and error.

Later, I found out that it’s quite rare for small to medium-sized enterprises to create a project from scratch and obtain a license. Apart from Kenji Kobayashi, who brought 『ULTRA JAPAN』 to Japan, I seem to be the youngest in the country to take on such a task. There weren’t any mentors to teach me, and the entertainment music industry is quite specialized, making it something you can’t do unless you have substantial funding. It felt like a constant cycle of hitting walls and making incremental progress, much like a game of Dragon Quest.

-You mentioned “ULTRA JAPAN.” Were there any events that you referred to when bringing “S2O” to Japan?

KIUCHI: I focused solely on the original “S2O” in Thailand. If there is a model, you can replicate it. For “Water Run,” there were no existing examples, so I had to figure out things like how to source 3,000 water balloons for the event from scratch.

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.

Why Artists Love “S2O JAPAN”: Highlights from This Year’s Lineup

-What are the standout features of this year’s “S2O JAPAN” lineup, marking its return after a five-year hiatus?

KIUCHI： Creepy Nuts will be performing their first-ever outdoor solo concert, and with a Tokyo Dome show lined up for next year, we want Japanese fans to experience this rare opportunity. With their global hit “Bling-Bang-Bang-Born” gaining traction, we also hope to attract international audiences. “S2O JAPAN” consistently receives positive feedback from the artists who perform, who often express how much they enjoyed the event.

-What can you tell us about the lineup for the second and third days?

KIUCHI: By including artists who have previously performed, we aimed to create a lineup that encourages returning attendees to think, “I want to go again.” KSHMR and Yellow Claw, who headlined each day last time, will both be performing on August 3rd (Saturday). We’ve grouped top-tier DJs for the day while also featuring artists like Lucas & Steve and RetroVision to energize the daytime hours. Additionally, we have emerging talents with Asian roots such as Liu and MASANORI MORITA, ensuring a lineup that offers enjoyment throughout the day. On the other hand, MADEON, who will perform on August 4th (Sunday), doesn’t have many Japan shows, so we hope everyone will take the chance to see this rare performance.

-This year introduces “TEEN Tickets” for middle and high school students under 17, marking a first in Asia. Who would you like to see participate in the festival?

KIUCHI: In many overseas events, there are significant concerns about safety, especially when it comes to teens participating. The hurdles are quite high for creating a safe environment for younger attendees. However, in Japan, security and staffing are robust, and the quality of the water used is the same as tap water. Given these unique conditions in Japan and with the agreement from the Thai organizers, we decided to introduce tickets for teenagers. We hope this will allow more people to experience and learn about Thailand’s Songkran festival.

More Than Just Splashing Around: “S2O JAPAN”‘s Goal for Thai-Japanese Ties

-Due to the COVID-19 pandemic, this will be the first “S2O JAPAN” is held in five years since 2019. What are the differences from the last event and what should attendees look forward to this time?

KIUCHI: In addition to the artist lineup, this year’s “S2O JAPAN” is themed around improving Thai-Japanese relations, offering a full Thai experience through food and drinks. We will be selling the popular watermelon smoothie drink from the Thai Festival Tokyo at Yoyogi Park. Attendees will have the opportunity to engage their senses and gain a deeper understanding of Thailand, the “Land of Smiles.”

KIUCHI: Another highlight of this year is the appearance of Woody, a national icon in Thailand and the founder of “S2O.” He is a major celebrity in Thailand, comparable to Japan’s Matsuko Deluxe or Shinnosuke Sakagami, and is known by everyone in the country.

–“S2O” appears ready to serve as a major bridge between Thailand and Japan.

KIUCHI: Looking ahead, we hope to further contribute to strengthening the relationship between Thailand and Japan. Thailand is a pro-Japanese country, and we see a good synergy, as demonstrated by the sold-out event for a popular Thai drama held at Yokohama Arena. Additionally, the American hip-hop festival “Rolling Loud” made its Asian debut in Thailand, highlighting the country’s role as a hub in Asia. In this context, we feel the need to reestablish and strengthen our relationship with Thailand.

As a first step, we have involved institutions such as the Thai Embassy, Odaiba Tourism Bureau, and the Tokyo Metropolitan Government as sponsors. We are also working on local, community-focused initiatives, such as running commercials in facilities like Tokyo Joypolis and Hilton Tokyo Odaiba.

We aim to make “S2O JAPAN” accessible to people of all ages. Currently, the event targets a limited age range, but the local area in Koto Ward has seen a decrease in attendance due to the withdrawal of commercial facilities over the past decade. Creating a new festival in Tokyo is challenging, but if successful, it could energize and inspire younger generations.

By 2026, we plan to organize an Asian live tour to promote Japanese artists and, subsequently, develop a concept called “S2O Jungle,” which will combine camping with water festivals for 5,000 to 10,000 people, making it family-friendly. Ultimately, we aim to establish “S2O JAPAN” alongside a new Tokyo festival celebrating “Songkran.”

S2O JAPAN SONGKRAN MUSIC FESTIVAL 2024 Event Overview

• Dates: August 3 (Sat), 2024 and August 4 (Sun), 2024
• Time: Doors open at 12:00 PM, Event starts at 1:00 PM
• Venue: Odaiba R District, S2O JAPAN Special Event Site
• Address: 135-0064 Aomi, Koto City, Tokyo, Japan
• Organizer: S2O JAPAN SONGKRAN MUSIC FESTIVAL 2024 Executive Committee
• Support: Royal Thai Embassy in Tokyo
• Official Website / Social Media:
  • Website: https://s2ojapan.com/
  • Instagram: https://instagram.com/s2ojapan/
  • X (Twitter): https://twitter.com/s2ojapan
  • YouTube: https://www.youtube.com/@S2OJAPANofficial