Lastminute has launched a Japanese-language website as the company expands its operations worldwide.
The move expands the UK firm's global presence to 10 countries, defying the trend in dotcom circles and the general downturn in the travel industry.
Chief executive Brent Hoberman said he expects the site to grow quickly and play an important role in the Japanese tourism market, which is considered huge, particularly as Japanese consumers are keen buyers of short package holidays.
The firm has Kinki Nippon Tourist, Nippon Travel Agency and Mitsubishi Corporation/MC Capital Fund as backers for the venture.
Lastminute has been increasingly aggressive lately, buying out internet travel rival travel firm Travelselect for $6.6m and forming partnerships to set up in other countries.
There is fierce competition in the internet $5.8bn travel industry, with Travelocity and Priceline also jostling for a position.
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