TOKYO, Feb 24 (News On Japan) –
A shift seems to be underway in inbound tourism, with Chinese customer numbers declining whereas arrivals from Southeast Asia—significantly Thailand—are rising and repeat vacationers more and more searching for experiences rooted in on a regular basis Japanese life.
An surprising buying hotspot for Thai vacationers is Takeya, a long-established low cost retailer based in 1947 and nicknamed the “Purple Building,” the place Thai guests account for roughly 20 p.c of shoppers. During reporting on the retailer on February twenty third, many Thai vacationers mentioned they had been shopping for Japanese sunscreen, citing the robust daylight in Thailand and the wide selection of merchandise suited to totally different pores and skin sorts. Furikake rice seasoning can also be well-liked, as Thai shoppers typically eat Thai rice and use the seasoning as a facet dish. One product trending on Thai social media is “Furikakeru Zakuzaku Wakame Edible Chili Oil Flavor.” According to a Thai interpreter, the dry, fluffy texture of Thai rice pairs effectively with softer, moist-style furikake akin to salmon or mentaiko varieties, which have gained reputation amongst Thai guests.
As the variety of vacationers from Southeast Asia will increase, repeat visits are additionally on the rise. In Dentsu’s Japan Brand Survey 2025, which coated 12,400 respondents throughout 20 international locations and areas, Japan ranked first because the nation individuals most need to go to once more for tourism, main second-place South Korea by greater than 30 factors. Among experiences well-liked from the second go to onward are Japanese delicacies, seasonal experiences, conventional cultural actions, and buying at comfort shops. A Singaporean man visiting Japan for the fourth time mentioned that whereas soccer and basketball are well-liked in Singapore, he hoped to look at a baseball recreation at Tokyo Dome. A customer from the Philippines on his tenth journey to Japan mentioned he had turn out to be keen on scorching springs and needed to tour public baths. The development suggests a rising variety of vacationers need not solely to see Japanese tradition but additionally to expertise every day life in Japan.
Harold George Meij famous that scorching springs are a uniquely Japanese cultural characteristic that additionally permit guests to take pleasure in regional delicacies created from native substances, take images, and expertise mountains and the ocean, calling scorching springs a spot the place every part is “concentrated.” Mai Demizu added that many Asian cultures have bathing traditions, making them significantly appropriate with Japan’s scorching spring tradition.
Meanwhile, not solely Southeast Asian guests but additionally Russian arrivals are rising. The variety of Russian guests to Japan reached a document 194,900 in 2025, in keeping with the Japan National Tourism Organization. Artyom, a Russian-born supervisor on the Russian restaurant Cafe RUSSIA in Tokyo’s Kichijoji district, mentioned extra Russians could also be visiting Japan throughout cherry blossom season, which isn’t broadly out there in Russia. Japanese anime akin to Demon Slayer and Naruto, that are broadcast on Russian tv, are additionally extremely well-liked.
Since Russia’s invasion of Ukraine, visa procedures for Russians in Europe have turn out to be stricter. In distinction, Japan gives free visa purposes that may be processed in as little as 4 days, an element believed to be contributing to the rise in Russian guests. At the Japanese Embassy in Moscow, lengthy traces of candidates have been forming every day, and a brand new visa middle was opened on February twelfth to deal with the surge in demand.
Source: TBS