On September 1, 2026, Korean media outlet Asia Economy reported that travel to Japan is gaining popularity, primarily among British people in their 20s and 30s.

According to the article, in addition to information about Japan travel spreading through SNS, the weak yen makes dining and shopping locally feel more affordable, which is also boosting its popularity. According to data from the Japan National Tourism Organization (JNTO), 483,157 British people visited Japan in 25, an increase of 24.8% from the previous year. Compared to 19, this is an increase of 40.8%, and the upward trend continues in the provisional statistics for 26.

The reasons young British people cite for being attracted to travel to Japan include urban landscapes like Tokyo and Kyoto, Japanese food, anime, and games. It is said that SNS platforms such as TikTok and Instagram are having a particularly significant impact.

A British man who has visited Japan three times said, "When I watch TikTok and Instagram, content about Japan keeps appearing one after another, such as videos of people eating popular convenience store sandwiches and snacks, reviews of skincare products, and videos visiting restaurants that became trending on SNS." In fact, if you search for "#japantravel" on SNS, many videos introducing Japanese tourist spots and everyday scenes, such as Mount Fuji, ramen, shrines, and Tokyo's Shibuya scramble crossing, are posted.

The article explained, "The weak yen is also a factor attracting British tourists to Japan," and "Traveling from the UK to Japan is by no means cheap. Even when using a low-cost carrier and traveling via China, a round-trip airfare starts from approximately 450 pounds (about 97,000 yen), and a direct flight alone takes about 14 hours. Nevertheless, the ability to enjoy cheaper dining and shopping within Japan compared to the UK has become an attraction." It reported that a British woman who visited Japan last year said, "In Japan, you can eat 'the best ramen of your life' for 3-4 pounds (about 650-900 yen), but in the UK, even not-so-delicious ramen costs 20 pounds (about 4,300 yen)."

It also mentioned that a British man who visited Japan in May this year recalled, "I bought too many sweets, matcha, clothes, and skincare products, and had to buy another suitcase to pack my luggage. Everything was really cheap." It further reported, "Particularly popular among young British people is the so-called 'Golden Route' connecting Tokyo, Kyoto, and Osaka. This is because inter-city travel is convenient, allowing efficient visits to Japan's representative tourist spots. Many travelers also visit Nara, Hiroshima, Mount Fuji, and other places on day trips."

On the other hand, the article mentioned that with the rapid increase in foreign tourists, issues surrounding overtourism are also becoming serious in Japan. A Japanese tour guide pointed out, "Tourist manners have deteriorated in the past few years," and reportedly said, "We also see tourists cutting in bus lines, occupying space with large suitcases, carving names into trees in Kyoto's bamboo groves, and entering off-limits areas to take photos."

The article reported, "In response to these circumstances, some local governments are strengthening their measures. Fuji Kawaguchiko Town around Mount Fuji canceled this year's cherry blossom festival due to a series of disruptive behaviors by tourists. Tokyo's Shibuya Ward also started imposing on-the-spot fines for littering from June."

Regarding this, Korean netizens commented, "Even if it's popular, it's amazing that people come to Japan all the way from the UK, taking 14 hours," "The influence of SNS is incredible," "If ramen costs 4,000 yen in the UK, I understand the reason for coming to Japan," "Because of the weak yen, Japan must feel really cheap to foreigners," and "I understand that Japan is a pretty good travel destination. It's safe and clean."

On the other hand, other comments included, "Compared to Japan, I think Korea lacks tourist attractions," "But I often hear that overtourism in Japanese tourist spots is serious," "When the number of tourists exceeds a certain level, it becomes difficult to rely solely on individual manners," "I feel a bit envious, but it's tough when the number of tourists increases, so I think it's fine for Korea to stay as it is," and "I wonder if it's difficult for tourism to exist in a way that both tourists and local residents can feel safe." (Translation/Editing by Higuchi)