High-end U.S. and Canadian travelers seeking a seamless Japanese cultural, heritage and culinary immersion by land and sea now have a new enticing option. Mitsui Ocean Cruises, an experienced Japanese line, is now expanding into North American luxury cruise sales. Luxury Travel Advisor looks at what we know thus far, based on executive insight from Tsunemichi Mukai, the cruise line's president and CEO, and Anthony Kaufman, Mitsui's head of commercial strategies. We also chatted with Albert Hartigan, Jr., executive vice president, partner marketing for Mitsui, who is spearheading North American sales and marketing efforts to reach luxury travel advisors.
Operationally, the recently updated 458-passenger Mitsui Ocean Fuji, the former Seabourn Odyssey, is already sailing Japanese itineraries with some North American guests aboard. A second vessel, the former Seabourn Sojourn, has also been acquired by Mitsui, and will launch on Japanese itineraries in mid-2026. Both vessels have an allotment of suites dedicated for sale to U.S. and Canadian travelers.
Seamless Japanese Experience
What's the top brand takeaway? The executives make that very clear. "It's Japan," stresses Mukai. Voyages are designed to provide luxury travelers with an authentic and seamless Japanese travel experience both in land-based exploration and onboard a ship that has a strong Japanese focus. For example, the executives say that most of Mitsui Ocean Fuji's new itineraries and those of the other ship will offer multiple Japanese ports of call, and, at times, a port in South Korea or Taiwan.
But many of those Japanese destinations visited are smaller ports, small islands and unique or off-the-beaten-path Japanese destinations. Particularly, some of those ports in the south of Japan, says Mukai, simply aren't that easy to reach from other parts of Japan. So, not surprisingly, the majority of guests on board will be Japanese travelers, eager for a more convenient, seamless vacation experience.
But for U.S. and Canadian travelers, it's good to know that many Japanese luxury guests also speak English, which should give the North Americans firsthand opportunities to socialize, dine or enjoy cultural activities with "the locals." Overall, the Japanese influence will touch everything from dining and beverages to wellness activities, crafts and entertainment.
In other words, just because the two vessels targeted at Mitsui's expansion are former Seabourn ships, don’t expect a similar experience onboard. “People won’t go and feel it’s a Seabourn experience in just a bit different way,” stresses Kaufman. Instead, he explains: "It's totally a Japanese product in a luxury manner."
That said, from a guest communication standpoint, crew members speak both English and Japanese. Official PA system announcements are also made in both languages.
Fleet Dynamics
Sailing from Tokyo, Yokohama, Kobe, Naha, Nagoya and beyond, Mitsui is an experienced brand that's sailed for the past 35 years in and around Japan and Asia. So, the 422-passenger Nippon Maru continues to offer itineraries designed and marketed solely to Japanese guests. That ship's itineraries won't be sold in the U.S. or Canadian markets.
The new, expanded North America sourcing is only for the two former Seabourn vessels. For Mitsui Ocean Fuji, "we went through a wet dock right after Seabourn delivered the ship to us in 2024, and we did some refurbishments,” explains Mukai. "We are targeting the luxury segment,” both within Japan and in North America. So, during that two-month-long process, interior renovations included updates to some accommodations as well as the restaurant spaces and galleys to create a stronger Japanese culinary focus.
Relaunched in December 2024, the 32,477-gross-ton Mitsui Ocean Fuji now offers guests a choice of oceanfront, veranda and penthouse suites. Most accommodations have private verandas; plus, the suites offer such amenities as kettles, plush robes and slippers. Penthouse suite guests will additionally enjoy complimentary butler service, as well as one complimentary specialty dining experience at Hokusai Fine Dining.
In suite bathrooms, guests will discover full bathtubs, separate showers and personal products. The bathrooms also sport sophisticated Japanese-style toilets. Wondering what that means? Blending technology and comfort, the toilets offer such options to guests as heated seating and gentle, bidet-like cleaning.
Mitsui's most recent ship acquisition, the former 458-passenger Seabourn Sojourn, is currently being chartered back to Seabourn, so that luxury line can complete its scheduled voyages through May 2026. Then, the ship will be revitalized and rebranded before it sets sail for Mitsui in mid-2026.
Start-Up of Sales
Currently, "we’re a very small cruise line,” says Kaufman. “We have two ships right now but only one—Mitsui Ocean Fuji—is available internationally." But as the line builds North American sales, it plans to continue to focus on expanding the Japanese market.
"While the Japanese market of cruisers is small, there is great potential,” emphasizes Mukai, citing Japan’s nationwide population of 120-plus million people. As for Japan's annual total of cruise travelers, "the highest record that we’ve seen was in 2019," he says. But that was just 350,000 Japanese guests, constituting only 0.3 percent of the country’s population.
For Mitsui Ocean Fuji, Hartigan tells Luxury Travel Advisor that up to 120 cabins or so will be allotted each voyage for American or Canadian travelers. “Our strategy is to go deep into finding [North American] luxury travel agents who want their passengers to experience a never-yet-done-before cruise line—to have bragging rights to be the first passengers on this amazing new product," says Kaufman.
Currently, Mitsui is doing “deep research into what travel agents have those kinds of customers that want a very unique, different experience,” Kaufman adds. “We’re not going to be advertising on TV. We’re not going to be doing anything like that.” And while sales have begun, “we’re kind of taking it a little piece at a time,” he tells Luxury Travel Advisor.
That's because in Japan, “sometimes the itineraries are published a little later than is normal in the United States, where schedules are public two or two and one-half years in advance," Kaufman notes. "We haven’t quite caught up to that.” But in early spring, Mitsui released its 2025 summer and fall schedules. "So, we’re starting to sell that now, and we’ve also published 2026,” he says.
Mitsui is relying on Hartigan's partner marketing team for sales and marketing support in North America. “They’ll take the bookings and work closely with our Tokyo office,” Kaufman explains. Hartigan says that his group is now proactively talking about the product attributes and opportunities with consortia, host agencies, franchise agency organizations, luxury travel agencies of all types (including mom-and-pop or family-owned agencies), as well as individual luxury advisors.
Currently, reservations can be made for U.S. and Canadian guests by calling 866-338-9579. Hartigan says a new website for North American advisors and consumers to use for booking will be up and running in third quarter 2025. Meanwhile, a new U.S. website (www.mitsuioceancruises.us) will go live Friday, May 2, to provide advisors and consumers with a look at the Japanese cruise brand and voyages being marketed to North American consumers.
Ports and Shore Excursions
Throughout Japan, Mitsui sails from such Japanese homeports as Tokyo, Yokohama, Naha, Nagoya, Kobe and others. Among the many sailing options, for instance, is a seven-day “Spring Kyushu and Shikoku Cruise” sailing round-trip from Nagoya on March 18, 2026, and again on March 24, 2026. Ports of call will include Kochi, Uwajima (Tsurufune) and Nakatsu, as well as Busan, South Korea. Demonstrating Mitsui's focus on some smaller, more unique destinations, Uwajima is a small coastal city with one of only 12 original Feudal Age castles. It's also a top spot for pearl production and has a strong bullfighting tradition.
Alternatively, a seven-day “Cruise from Kobe to Kamigoto and Iyo Hachimanhama Cruise" departs round-trip from Kobe on November 23, 2025, and November 29, 2025. Ports of call include the tender ports of Yawatahama (Tsufune) and Kamigoto (Tsufune), plus Hamada, all in Japan, as well as Busan. One port call, Kamigoto, is nestled within the Goto Islands, west of mainland Kyushu, with a history quite different from other Japanese regions. Despite a small population of just 20,000, it has 29 unique little churches, one a UNESCO World Heritage Site. Lovely scenic landscapes, some of Japan's best beaches and traditional cuisine are this port's other draws.
As for shore excursions, Mitsui has tapped local experts and tourism board resources to offer half-day complimentary touring with English-speaking tour guides in all ports of call. Other optional, more extensive shore trips are also offered. But the executives stress that luxury travelers should think about Mitsui's shore options in a bit different way—as "best kept secrets"—given that they're not necessarily available to all cruise lines.
Onboard Dining and Beverages
Back on board after a robust time exploring ashore, guests can relax with a sense of omotenashi. That's a philosophy of heartfelt Japanese hospitality, characterized by thoughtfulness, sincerity and attention to detail.
As for dining, Mitsui Ocean Fuji offers four dining venues that serve everything from an omakase sushi dinner to local Japanese dishes and globally inspired cuisine. One highlight is that the line is partnering with acclaimed Chef Kiyomi Mikuni, celebrated for his “Japonisee,” cuisine—a fusion of traditional Japanese flavors and French cuisine.
With menus developed by Chef Mikuni, guests can expect a high quality of presentation, service and local Japanese seasonal ingredients while they dine at the onboard Hokusai Fine Dining restaurant. It's named after Japanese Artist Katsushika Hokusai who created many famous renderings of Mount Fuji. This specialty restaurant’s prix-fixe, five-course dinner includes an amuse-bouche, hors d’oeuvres, Japanese- and French-inspired main dishes, desserts and petit fours. The menu also has vegetarian and gluten-free selections.
Guests might order Pacific bluefin tuna tartare; Japanese spiny lobster and truffle salad; Brittany blue lobster cabbage wrapped with caviar; wagyu beef filet Rossini with foie gras and truffles; and other selections. Chef Mikuni also has also hand-selected a curated fine wine list. Guests staying in the top 36 Unjo Suites will receive one complimentary dinner for two in Hokusai Fine Dining, while a specialty dining cover charge applies for other guests.
Separately, Chef Mikuni will create a selection of main dishes rotating on dinner menus in The Restaurant Fuji, the ship’s namesake main dining restaurant. Guests might order salmon compote with red wine sauce; Red Sea bream with escargot butter sauce; or a Vietnamese rice bowl with Japanese vegetables. In addition, Mitsui’s famous roast beef and other dishes popular with guests who've sailed on Nippon Maru will continue to be served.
Another dining venue is the casual Terrace Restaurant Hachiyo, an ocean-view buffet with a diverse range of global dishes for breakfast, lunch and dinner. Omakase sushi is also available for an additional fee.
Several bars and lounges are on board, and they offer a Japanese gin cart, plus whiskey and sake sourced from various regions of Japan. With stunning views, Observation Bar 36 is the place for seasonal cocktails and a one-of-a-kind tea-time service with three special teas, grown and harvested at the foothills of Mount Fuji. A mysterious Tamatebako box holds Japanese culinary delicacies that complement the hot and cold teas.
Guest Inclusions, English Options
On embarkation day, Mitsui provides all its guests with welcome sparkling wine or Champagne, plus sweets. All accommodations also have an in-suite minibar. That's replenished daily for the top 36 suites and once per voyage for other suites. Throughout the voyage, complimentary beverages include specialty coffees, teas, sodas and juices, as well as select wines, beers and spirits.
Also complimentary are onboard Wi-Fi packages with unlimited Internet service. Onboard entertainment ranges from Broadway-style production shows to Japanese traditions such as Rakugo, the art of Japanese storytelling. Guests can also participate in craft-making, peruse a curated Japanese book collection and attend enrichment lectures on Japanese culture, tradition and lifestyle.
How will the shows accommodate English speakers? We asked Mitsui and here's the line's response: “We have both Japanese- and English-speaking crew members and a translator to provide English-speaking guests with a translation of Japanese-language presented activities and entertainment. We also have bilingual Rakugo performers.”
As for the availability of English books in the curated book collection, the line responds: “Yes, although most are coffee table and travel books as well as [books] about Japanese culture. There are some English children’s book and small number of fiction books available.”
For spa lovers, Mitsui Ocean Fuji also has a robust Kodama spa with pampering treatments and wellness programming. Guests can choose from Japanese-inspired therapies using warm bamboo shoots, the aroma of camellia oil or warm jade stones. The ship also has Motion and Fitness Studios, two swimming pools, four whirlpools and a recreation area. Some fitness classes and yoga are complimentary.
Parting Thoughts
The perspective of Mitsui's executives is that the line has created a new type of luxury cruise vacation that allows U.S. and Canadian luxury guests to “travel like a local” around Japan. That could appeal, in particular, to experienced cruise guests who've perhaps visited Japan in the past but have only scratched the surface of the culture.
As for industry-wide trends, Mukai says he's seeing more "new-to-cruise" guests, and that Mitsui Ocean Fuji—given its deep immersion into Japanese culture—could appeal to U.S. or Canadian luxury guests who simply weren't interested in cruising in the past.
Right now, the U.S. is the world’s number-one cruise market in terms of passenger numbers. “So, we’re really focused on North America, which has an established cruise base, and also potentially Australia and New Zealand,” says Kaufman. In addition, “we’re starting to expand a little bit into specific Asia markets—maybe a little bit in Taiwan, maybe a little bit in Hong Kong and Singapore—but not too many."
In August, Luxury Travel Advisor will be sailing a Japanese itinerary on the Mitsui Ocean Fuji. Look for our insight later this summer from our experiences, both on board and ashore. For now, as mentioned above, though, a new informational website for advisors and consumers in North America will go live on Friday.
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