[Why Not Visit Japan's Small Cities?]
By November 2025, the cumulative number of foreign visitors to Japan is expected to reach approximately 40 million. Among them, visitors from South Korea rank first by country, totaling about 8.5 million. These figures truly highlight the large number of visitors coming from Korea to Japan. However, looking at the rankings of destinations visited by foreign tourists, major metropolitan areas and internationally renowned tourist cities like Tokyo, Osaka, Fukuoka, and Kyoto dominate the top spots, showing that the destinations of the vast majority of visitors are concentrated in these large urban areas.
On the other hand, did you know that the Japan National Tourism Organization (JNTO) is currently running the “Japan Small Town Stroll Campaign” as part of its promotional activities for the 60th anniversary of Japan-Korea diplomatic relations? A special website features “60 Recommended Small Cities in Japan,” promoting the appeal of these smaller destinations. For convenient and comfortable travel, major cities might seem preferable, considering factors like foreign-language signage, public transportation accessibility, and easy access from major international airports. However, even without the famous tourist spots or urban conveniences, small cities offer unique travel pleasures all their own. Incidentally, in Japan, “small cities” refer to cities with populations under 100,000.
Major cities, including the capital, are essentially the “face” of a country. They concentrate on cutting-edge innovations and trends, offering frequent opportunities to encounter astonishing sights and dazzling spaces that captivate the eye. On the other hand, while perhaps less flashy, small cities often preserve the appearance of streets from decades ago—or even centuries in some places—that have been lost in larger cities. Here, you can see landscapes reflecting the country's past and its fundamental values and aesthetic sensibilities.
In such charming smaller cities, simply “walking” can create a special experience. Deliberately veering off main streets into narrow alleys, intentionally getting lost. Striking up a conversation with a cat lounging by the roadside. Chatting with the staff at a restaurant you entered for a meal. There lies a quiet, warm journey, one you couldn't discover through the internet or social media. Feeling the scenery before you and the atmosphere of the town with all five senses, without relying on someone else's recommendations. Follow your own instincts, act freely, and discover your own unique pleasures. This, perhaps, is the true essence of traveling in small cities.
When overseas travel became difficult during the pandemic, I myself visited various places throughout Japan, including small cities. Everything I saw, ate, and the people I spoke with along the way remain cherished memories within me. And each time I travel, I realize: “Even though I was born and raised in Japan, there's still so much I don't know about this country.” That's how diverse the cultures and beautiful landscapes are across Japan. The crafts from various regions we carry in our store truly reflect the local climate, history, and culture of each place. That's why each piece is so captivating, making you want to learn the story behind every one.
2026 is still just beginning. If you're planning a trip to Japan this year, why not visit a small city? And if you happen to be near our showroom, please do stop by. May your journey be a wonderful and memorable one.
Showroom Information
https://www.shokunin.com/en/showroom/
Japan Small Town Stroll Campaign
https://www.jnto.go.jp/news/_files/20251016_1000.pdf
References
https://www.jnto.go.jp/news/press/20251016.html
https://www.jnto.go.jp/statistics/data/_files/20251217_1615-1.pdf
https://statistics.jnto.go.jp/graph/#graph--inbound--prefecture--ranking
https://www.soumu.go.jp/menu_seisaku/hakusyo/chihou/r04data/2022data/yougo.html
