Sanlorenzo APAC Appoints G LION Group as Bluegame Brand Representative for Japan

Sanlorenzo APAC is pleased to announce the appointment of G LION Group as the official Japan Brand Representative for Bluegame, the pioneering Italian yacht brand and part of Sanlorenzo, renowned for redefining luxury yachting through innovation, versatility, and sustainable design.

This strategic partnership marks another important milestone in Sanlorenzo APAC’s continued expansion across Asia-Pacific and reinforces the Group’s long-term commitment to developing new and high-potential markets throughout the region. Japan represents one of the most exciting emerging frontiers for luxury yachting, combining a sophisticated high-net-worth demographic, world-class cruising grounds, and increasing governmental and private investment into marina and superyacht infrastructure.

G LION Group, headquartered in Kobe, is a diversified Japanese automotive and lifestyle group with a growing presence in the marine and luxury sectors. Through its operation of the new Superyacht Base Kobe project, G LION Group has become a key contributor to the development of Japan’s superyacht ecosystem and an important catalyst for international marine tourism in the country.

Japan offers extraordinary long-term potential for yachting development. With more than 14,000 islands, extensive coastlines, protected inland seas, and cruising destinations stretching from Hokkaido to Okinawa, the country presents unique opportunities for yacht owners seeking authentic exploration experiences. The Seto Inland Sea, often described as one of the world’s most scenic cruising areas, is increasingly attracting global attention alongside destinations such as Okinawa, the Izu Islands, and the southern archipelagos.

Recent years have also seen a growing momentum around Japan’s superyacht industry. International attention was further reinforced by the recent Superyacht Summit held in Kobe in early May, which gathered industry leaders, marina developers, government representatives, and global yachting stakeholders to discuss the future of Japan as a major destination for luxury marine tourism in Asia.

Japan is entering a transformative phase in the development of its yachting infrastructure and lifestyle sector. The appointment of G LION Group aligns with the Sanlorenzo Group’s strategy to partner with organizations capable of combining local market knowledge, premium client networks, operational excellence, and long-term investment vision.

“Japan is a market with significant, untapped potential for luxury yachting,” said Daniele Lucà Sanlorenzo APAC CEO. “The combination of exceptional cruising grounds, increasing marina infrastructure, sophisticated culture, and rising international interest creates a compelling opportunity for Bluegame. G LION Group’s entrepreneurial vision and commitment to developing the marine ecosystem in Japan make them the ideal partner for this next stage of growth.”

Bluegame has established itself globally as one of the most innovative brands in modern yachting for yachts in size 12-25m, challenging conventional categories through revolutionary design concepts that bridge the worlds of open boats, flybridge yachts, and explorer vessels. The brand has gained international recognition for its BG, BGX, BGM and BGF ranges, combining functionality, seaworthiness, sustainability, and contemporary Italian aesthetics.

The partnership will focus on expanding Bluegame’s presence across Japan, increasing brand visibility, developing customer engagement initiatives, and supporting owners through dedicated local representation and after-sales service. Following this expansion, the Bluegame BGM75 and BG54 are due to arrive in Kobe later this year.

Takuya Taira, VP of G LION Group Marine Division commented: “We are honored to represent Bluegame in Japan and to work alongside Sanlorenzo APAC in introducing a new generation of yachting experiences to the Japanese market. Bluegame’s innovative, disruptive philosophy strongly resonates with evolving customer lifestyles in Japan, where design, craftsmanship, technology, flexibility, and authenticity are increasingly valued.”

The collaboration also reflects the broader evolution of Asia-Pacific’s luxury marine sector, where increasing numbers of owners are seeking exploration-focused yachting experiences, sustainability-conscious solutions, and access to emerging cruising destinations.

As Japan continues to invest in marine tourism, international marina development, and superyacht accessibility, Sanlorenzo APAC and G LION Group aim to position Bluegame at the forefront of the new era of luxury yachting in the country.