Mitsui O.S.K. Lines’ recent acquisition of a luxury 458-passenger cruise ship from Seabourn and its launch of a new cruise brand, Mitsui Ocean Cruises, made headline news across the industry.
By Nobuko Fujiwara
It soon became apparent that, as well as attracting the traditional domestic passengers, Mitsui had international clientele in its sight. The 2009-built Mitsui Ocean Fuji, formerly Seabourn Odyssey, will be prepared for both domestic and foreign guests. Mitsui Ocean Cruises (MOC) aims to offer all of its guests the experience of appreciating Japan’s changing seasons, exquisite nature, and traditional culture, while also offering “Omotenashi” (Japanese-style service).
MOC is a subsidiary of Mitsui O.S.K. Lines (MOL), a giant corporation that owns over 800 vessels, including container ships, ferries, and LNG and bulk carriers. The corporation has a history of more than 100 years in shipping operations.
Mitsui O.S.K. Passenger Lines Ltd, MOL’s initial ocean cruise business unit, was established in 1963. In 1970, the line executed the first-ever round-the-world cruise by a Japanese passenger ship. In October 2023, the company was renamed MOL Cruises Ltd, trading under the Mitsui Ocean Cruises brand. It is now positioned nearer to the core of the group’s business operations.
Tsunemichi Mukai is the president and CEO of the newly restructured cruise line. He is also the managing executive officer of MOL O.S.K. Lines. This should be an indication of the importance of the cruise business within the conglomerate.
The company currently operates one ship, the 1990-built, 398-passenger Nippon Maru, targeting an almost exclusively domestic audience. Its second ship, Mitsui Ocean Fuji, will be bigger and younger.
MOL’s renewed focus on the cruise business aims to diversify its operations beyond maritime transport and increase the weight of stable revenue business.
Anthony Kaufman, currently the chief commercial, marketing, and sales officer at MOL Cruises, is a key figure responsible for promoting the internationalisation of the brand and widening its domestic market appeal. He played a significant role in expanding the cruise market in Japan through his former role in Princess Cruises. He played a key part in containing the Diamond Princess Covid-19 incident in 2020 and is highly regarded within Japan’s cruise industry.
Kaufman was approached by MOL as a consultant when they decided to enhance their focus on cruise operations. “When I boarded Nippon Maru, I was amazed by the excellence of the product, from the ports of call to the service, food, onboard experiences, and entertainment,” said Kaufman. “The authentic Japanese culture, traditions, and spaces were truly special and unlike anything I had ever seen before. That’s why we want a wider range of travellers, including international passengers, to have the same great experience on Mitsui Ocean Fuji.”
Preparing for launch
Both ships of the company offer similar luxury cruise experiences. The main difference is that MOC will offer cruises to international passengers on its new vessel. Upon its official launch in December 2024, Mitsui Ocean Fuji will start offering services on board in the English language.
It will take some time to acquire Japanese registration for the ship, as various regulatory conditions need to be met. This could be a challenge for MOC.
International passengers will be limited to around 25–30 per cent per cruise. “We will continue to attract Japanese customers through domestic travel agencies,” Kaufman told CruiseTimes. “For international passengers, we are focusing on markets in Asia such as Singapore, Hong Kong, and Taiwan, as well as the US, Australia, New Zealand, and maybe Europe. We have already begun discussions with various general sales agents in these countries to establish relationships. However, we still want the core of the passenger base to be Japanese, providing an authentic Japanese ship experience to our international guests.”
The ship will be handed over by Seabourn in late September and will undergo refitting at Mitsubishi Heavy Industries in Yokohama. The galley will be adapted for preparing Japanese cuisine, and shower toilets will be installed in all cabins – a necessity for Japanese guests. Dining facilities will be given Japanese names. It seems that there will be only a small window between September and December to prepare the ship for service.
“Seabourn Odyssey is a small vessel, perfect for visiting various Japanese ports,” said Kaufman. “Given my previous experience at Holland America Group, I was able to assist in this acquisition from multiple perspectives. The ship’s interior, designed by the renowned Tihany Design, is beautifully completed, so we won’t make major changes. Necessary design adjustments will be minimal and carefully considered, handled by a Japanese design company, which also crafted Mitsui Ocean Cruises’ logo.”
State of market
Compared to North America and Europe, Japan’s cruise market has been slow to expand. “In the West, cruises have long been a vacation option, clearly understood across the spectrum from large ships to small luxury vessels. In Japan, this awareness came late, and most cruise ships were Western, posing language and food barriers for Japanese people,” explained Kaufman.
Furthermore, the three Japanese cruise lines were known for their small, high-priced luxury ships, which were perceived as exclusive to those with ample time and money. One of these companies, Venus Cruise, withdrew from the cruise business in January 2023, citing the deteriorating business environment caused by the Covid-19 pandemic.
Currently, international lines like Princess Cruises and MSC Cruises operate cruises departing from Japan. Recovery from the pandemic is gradual. NYK Cruises’ new ship, Asuka III, will be launched in July 2025. Disney Cruise Line plans to operate in Japan from 2028.
“In order to increase the number of cruise passengers in Japan, it is essential to introduce a variety of cruise products and boost interest among Japanese people. We welcome new entrants to help expand the market and increase awareness of cruising as a high-value vacation choice,” said Mukai.
Strengths of MOC
Mukai emphasised the wealth of ports of call as a strength of MOC. “Our ships have a long history of world cruises and grand cruises lasting more than 60 days,” he said. “We have visited most of Japan’s approximately 160 ports and have a history and experience of creating special shore excursions to satisfy repeat customers. Moreover, figures like Kaufman help discover Japan’s charms from a foreign perspective that we Japanese may not notice.”
The numbers of international cruise ships and passengers visiting Japan are steadily increasing. The company hopes that Mitsui Ocean Fuji, a Japanese cruise ship offering authentic Japanese service and entertainment while touring Japanese and international ports of call, will stand out as a unique choice in an increasingly crowded marketplace. The ship features spacious suites and variety of cuisine. While the ticket price on this ship is on the higher side, international guests might find this exclusive experience a bit more affordable because of the current trend of a weak yen.
Forward plans
MOC’s management is already thinking ahead, with a well-thought-out expansion plan. “As MOL expands its cruise business, we have significantly grown our organisation to handle multiple cruise ships,” said Kaufman. “When adding a new ship, consistent policies, procedures, and systems are necessary. Therefore, over the past six months, we have been addressing various issues to build this organisation. We have also deeply considered how to ensure that we offer the best possible product to both Japanese and international passengers. To welcome and operate for international guests, we intend to increase the number of personnel with experience on international cruise ships, build a robust organisation, and prepare for operations. Additionally, we aim to promote the unique cruising experience offered by the Mitsui Ocean Cruises brand and its concept worldwide.”
The itineraries of Mitsui Ocean Fuji have already been announced through July 2025, and bookings are off to a strong start.
