#SAS26 Preview: Beyond Premium with Japanese Kizukai
Kazuto Sawai, Senior Manager at ABeam Consulting, will explore how Japanese Kizukai can create emotional value in stadiums and arenas at #SAS26.
Kazuto Sawai, Senior Manager at ABeam Consulting, will explore how Japanese Kizukai can create emotional value in stadiums and arenas at #SAS26.
The next competitive advantage may not come from adding more. It may come from noticing more.
Premium hospitality has traditionally been defined by the quality of the seat, the exclusivity of the space and the level of service surrounding it. But as venues continue to invest in new products and technology, the next opportunity lies in creating a stronger emotional connection with every guest.
At TheStadiumBusiness ASIA 2026 (#SAS26), Kazuto Sawai, Senior Manager in the Customer Value Strategy Unit at ABeam Consulting in Japan, will present a fresh perspective on how stadiums and arenas can create more thoughtful and memorable experiences.
Session preview
Beyond Premium: Why Business Platforms in Stadiums and Arenas Require Japanese Kizukai
Under the presentation theme Kizukai and the New Guest Experience, Sawai will introduce delegates to the Japanese concept of Kizukai, meaning the thoughtful anticipation of another person’s needs.
Rather than waiting for a guest to ask for assistance, Kizukai is about recognising what may improve their experience before that need is expressed. For stadiums and arenas, it offers a different way to think about hospitality, service and the value created around an event.
“While many venues continue to invest in premium products and technology, I believe the next competitive advantage lies in creating emotional connections and memorable stories for guests.”
Kazuto Sawai, ABeam Consulting
Business Use and Private Use
Sawai will structure his hospitality examples around two buyer types: Business Use and Private Use. This framing recognises that different guests come to premium experiences with different objectives and expectations.
Business Use refers to corporate buyers using hospitality to build trust and relationships. In this context, hospitality is more than an upgraded seat or entertainment package. It is a business platform that creates the conditions for meaningful conversations and stronger connections.
Private Use focuses on individual, high-net-worth guests buying time and psychological freedom. For these guests, value can come from having practical concerns anticipated, friction reduced and more space to enjoy the event on their own terms.
Drawing on examples from Formula 1 hospitality, sports venues and entertainment destinations, Sawai will examine how thoughtful service can create value across both use cases. The principle reaches far beyond premium seating, helping venues think about hospitality as a platform for business relationships, revenue growth, fan engagement and destination value.
What Delegates Will Take Away
How Business Use and Private Use shape different hospitality needs
How hospitality supports business relationships, revenue growth and fan engagement
How leading venues create value through corporate, premium and experiential offerings
Key insights from global best practices in sports and entertainment
Future opportunities for stadiums and arenas in Japan and across Asia
Speaker spotlight
Kazuto Sawai
Senior Manager, Customer Value Strategy Unit, ABeam Consulting
Kazuto specialises in sports and entertainment, with experience spanning organisation management, complex project delivery, stadium and arena strategy, sponsorship sales, sponsor activation and hospitality programmes for senior executive guests. He has also worked in motorsport regulation and race operations, including as Paddock Director and Deputy Director.
About ABeam Consulting
ABeam Consulting’s Customer Value Strategy Unit works with stadiums, arenas and entertainment venues across Asia to translate hospitality concepts, including Japanese Kizukai, into scalable business platforms, from strategy design through to operational rollout.
Join Kazuto Sawai and senior venue leaders from across the region at TheStadiumBusiness ASIA 2026 in Hong Kong, 13-15 October 2026.
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