Golden Week is the biggest national holiday in Japan’s calendar. Tokyo Midtown, the largest green space in the metropolitan Tokyo area, was looking for a headline act to draw people to its holiday celebration. They approached Guinness World Records to create an annual event that would attract visitors and encourage them to engage with Japanese culture.
Guinness World Records developed a live Record Challenge Roadshow that offered visitors the opportunity to try one of ten brand new records. Each record was designed to represent an element of Japanese culture while also supporting Tokyo Midtown’s sustainability message, being environmentally friendly and putting people in touch with the park’s grassy areas. The annual event, now in its fourth year, has seen more than 75 new records achieved and generated continued media interest. Midtown's Record Challenge Roadshow is now a landmark event in Tokyo's Golden Week entertainment calendar.