MANILA, Philippines - The country’s traditional hilot has gone international.
A leading beauty clinic in Japan is now offering hilot as one of its special services for rich Japanese women, the Department of Tourism (DOT) said.
Tourism Secretary Joseph Ace Durano said the Takano Yuri beauty clinics, one of Japan’s most sought-after beauty salons, have formally launched hilot as part of their services.
Durano said Takano, founding president of the Yuri Takano beauty clinics, began offering hilot after personally experiencing spa services in the Philippines.
“Takano believes that Philippine hilot can help take away shoulder pains and other discomforts that come with the busy lifestyle of modern people, that’s why they are now offering such services in their clinics,” Durano said.
Takano Yuri is among the most extensive aesthetic salons in Japan because of its number of shops, and average annual sales of 16 billion yen or $152 million.
According to Durano, Takano Yuri is a trusted name in Japan for having introduced various beauty and anti-aging treatments from around the world.
Takano Yuri was founded in 1978, and now has a chain of 123 branches all over Japan, Durano said.
Recent data show that the Japanese beauty industry generates some $4 billion in gross sales per year with 173,412 establishments across Japan.
Thus, Durano said, the DOT continues to undertake marketing efforts to entice Japanese women.
“We are capitalizing on health and wellness products and destinations. Health and wellness is a growing industry because of the demand from high-impact, active and working lifestyles,” he said.
By sharing the traditional hilot, Durano said the Philippines is able to spread the culture of healing innate to the country as well as its premier wellness destinations.
“We continue to diversify our marketing strategy, and this means not only bringing in an increasing number of tourists to and within the Philippines, but also promoting the best of what people can experience here,” Durano said.
Tourism Undersecretary Eduardo Jarque Jr. said hilot is now part of the beauty regimen of Japanese women together with the anti-aging techniques of Switzerland and the ancient Ayurveda of India.
Jarque said the country now has an internationally accredited spa school, the Spa Professional International Development Center, and is also moving to create a standard hilot to be introduced to the international market.