Mitsui Ocean Cruises began operating ‘MITSUI OCEAN SAKURA’ on September 19 2026. It is a new cruise ship after ‘MITSUI OCEAN FUJI’ was launched in December 2024.
Mitsui Ocean Cruises ceased operations of the ‘Nippon Maru’ in May 2026 and subsequently operate a two-ship fleet consisting of the ‘Fuji’ and the ‘Sakura.’ Although both vessels are rebranded versions of sister ships from the luxury cruise line Seabourn, the company plans to leverage their differing registries to target distinct itineraries and customer segments for the time being.
The ‘Sakura’, capable of operating itineraries that connect exclusively to domestic ports, primarily offers short cruises lasting between one and three nights, targeting new customers, such as 30s to 50s, while the ‘Fuji’ offers itineraries that include overseas ports of call.
The cruise company has revamped its customer touchpoints. Notably, the online sales system has been updated to ensure a seamless process from booking to payment, while also allowing repeat cruisers to select specific cabin numbers when making reservations.
Tsunemichi Mukai, Mitsui Ocean Cruises CEO, viewed the fact that Japan's cruise market has yet to return to pre-pandemic levels as an opportunity for growth. Amid a wave of new cruise ship deployments in Japan and the arrival of vessels from international operators, he explains, “Moves on the supply side are generating new demand, and the market as a whole is entering a virtuous cycle.”
代表取締役社長の向井恒道氏
Focusing on increasing inbound travelers
Another key growth strategy is to develop overseas markets represents. The company has already appointed General Sales Agents (GSAs) in North America (the U.S. and Canada), Oceania (Australia and New Zealand), Taiwan, and Hong Kong. By conducting locally tailored marketing and sales activities, it aims to raise the ratio of inbound passengers across the two ships to as much as 30%.
At a business briefing, the company also disclosed sales performance following the Fuji's launch. According to Mitsui Ocean Cruises, the ship initially secured high price points and solid occupancy rates, driven by the buzz surrounding the new brand launch and the introduction of the new vessel. However, passenger numbers slumped in the summer of 2025. Bold discount initiatives, such as "second room free," failed to yield the expected results because of the brand's low level of recognition.
Subsequently, the company engaged in nationwide sales activities and hosted numerous ship tours, resulting in increased word-of-mouth and social media buzz. In 2026, the sales strategy shifted away from a reliance on discounts, and sales for the Fuji recovered to levels seen at the time of its initial launch. With bookings for the Sakura also trending strongly, the company expressed confidence in its sales outlook as it prepares to double its capacity.
“The cruise is one of vital businesses connecting people and regions, creating new opportunities for interaction and value,” Jyotaro Tamura, Mitsui O.S.K. Lines CEO, said. “Leveraging the full strength of the Group, we are committed to contributing to the development of Japan’s cruise industry and building a prosperous society through the sea.”
三井オーシャンフジと同型船だが、「サクラ」だけの設備が2つある。1つは足湯。水着にならなくてもプールサイドを楽しめるように設えた。大きなプールの奥側
全室スイートだが、上位5カテゴリ36室を「三六スイート」と呼び、バトラーサービスがつく。写真は上から2番目の「シグネチャースイート」。面積は87平米で最大
もう1つの「サクラ」だけの設備「寿司バー潮彩」。にっぽん丸で人気だった寿司バーのDNAを受け継ぐ。船内には「フジ」で提供する三國シェフ監修「北斎FINE DINING」もある
船内にはブランド品から船のロゴグッズまでそろうブティックも。就航記念グッズもあった
見学会の後は命名式も開催。命名者は「三井オーシャンクルーズ一同」が務めた
