(Adnkronos) – Over 40 million international visitors travel to Japan every year. These numbers show the growing interest in Japanese culture. Japan’s charm lies not only in its varied geography and regional specialties, but also in a history and culture shaped by a long-standing sensitivity to seasonal changes, which is also reflected in Japanese cuisine and the preparation of wagashi, traditional Japanese sweets, both inspired by spring, summer, autumn, and winter. Far from Tokyo and Kyoto – Jiji Press reports – the city of Yame, in Fukuoka Prefecture, with a population of just under 60,000, has become a popular destination for tourists from Thailand. Japanese matcha is experiencing a global boom and has also become popular in Thailand. Matcha produced in Yame is particularly appreciated for its low bitterness and delicate sweetness. Consequently, many enthusiasts travel to Yame to visit the place where it is produced. A panoramic expanse overlooking vast tea fields has become a popular photo spot for Thai visitors.
At the direct sales store run by matcha producer Ochamura, customers often spend tens of thousands of yen on products, stating that they are less expensive than buying in Thailand. The facility also offers a cafe with a view of the tea fields, where visitors can enjoy products such as rich matcha lattes and ice cream. Since last summer, the store has hired a Thai staff member, Matchareeya Takahashi. Her name, which includes the word “matcha,” has also attracted attention. Yame also hosts the Cha no Bunkakan, a museum where visitors can learn about the history and culture of tea. Thai tourists who tried preparing matcha with a bamboo whisk said they enjoyed the experience. “It was my first time learning how to prepare matcha and the correct way to drink it. I’m happy to have experienced Japanese culture,” one of them commented.
A growing number of international visitors wish to experience traditional Japanese culture firsthand. Around Kiyomizu-dera temple in Kyoto, one of the most popular tourist areas in the ancient capital, foreign visitors strolling in kimonos have become a familiar sight in recent years. Many kimono rental shops offer services in English and other languages, allowing customers to choose a complete set — including kimono, obi sash, and bag — for approximately 3,000-6,000 yen. Decorated with colorful patterns inspired by Japan’s seasonal landscapes and daily life, kimonos are particularly appreciated by visitors, some of whom say that wearing one makes them feel as if they are “wearing Japanese culture and art itself.” Private facilities in Kyoto offering tea ceremony and calligraphy experiences in tea rooms converted from traditional “machiya” townhouses, with services available in English, have been ranked among the top positions in Tripadvisor’s “Top Experiences – Japan” category, one of the world’s largest travel platforms.
For people living in the tropical climates of Southeast Asia, Japan’s four distinct seasons are particularly attractive. In spring, cherry blossom viewing spots are found throughout the country, including Ueno Park in Tokyo. In summer, visitors are drawn to the lavender fields of Biei and Furano in central Hokkaido, as well as the tourist resorts of Okinawa. In autumn, vivid foliage in shades of yellow, orange, and red attracts travelers to places like Arashiyama in Kyoto and Hakone in Kanagawa. In winter, visitors can enjoy snowy landscapes such as Shirakawa-go in Gifu — famous for its traditional Gassho-style farmhouses with steep thatched roofs — along with hot springs and ski resorts throughout the country. Japanese cuisine beautifully reflects the changing seasons. In spring, dishes such as rice with bamboo shoots, thinly sliced sea bream sashimi, and tempura prepared with wild mountain vegetables are enjoyed. Summer brings salt-grilled ayu (sweetfish), cold somen, and grilled eel. In autumn, seasonal favorites include rice with chestnuts, salt-grilled sanma (Pacific saury), and matsutake mushrooms served in an earthenware teapot.
In winter, dishes such as fugu nabe (pufferfish hot pot), braised amberjack with daikon, and crab dishes enhance the flavors of the season. By using seasonal ingredients and enhancing their natural taste, these dishes continue to delight diners both visually and on the palate. Japanese cuisine would not be complete without wagashi, traditional Japanese sweets. Products like sakura mochi, kashiwa mochi, mizuyokan, and chestnut-based sweets not only use seasonal ingredients but also reflect seasonal scenery and shapes in their design — a distinctive feature of wagashi. According to the Japan National Tourism Organization (JNTO), the top five reasons Indonesians visit Japan are cherry blossoms in spring, Japanese cuisine, snow in winter, shopping, and festivals. Many express a desire to see landscapes such as cherry blossoms, snow, and autumn foliage — landscapes not present in equatorial Indonesia. For people in Thailand, where light clothing can be worn year-round, the opportunity to wear sweaters and coats is itself a kind of novelty, and dressing for Japan’s spring, autumn, and winter seasons offers a unique experience. In Malaysia, tours combining the “Golden Route” connecting Tokyo, Mount Fuji, Kyoto, and Osaka with snowy destinations like the Tateyama Kurobe Alpine Route and Shirakawa-go have become increasingly popular.
In the Philippines, peak travel periods such as Holy Week (March or April) and school holidays (April-May, late October-early November, and December) coincide with cherry blossoms, autumn foliage, and snow seasons in Japan, increasing demand for travel to Japan. In Vietnam, Japan’s association with Mount Fuji is deeply rooted, and many travelers state that seeing Mount Fuji is one of their main reasons for visiting Japan. Just as Thai matcha enthusiasts visiting Japan realize that matcha is not simply a beverage but is deeply connected to the tradition of the tea ceremony, experiencing many aspects of traditional Japanese culture helps international visitors understand the history and spirit of the Japanese people, shaped by the changing seasons and the country’s rich nature. More than half of visitors from Southeast Asia to Japan are young travelers between 20 and 30 years old. Generation Z and millennials place great value on the “stories” behind products and authenticity. Traditional Japanese culture greatly stimulates their intellectual curiosity, helping to form a growing number of people who better understand and appreciate Japan.
