Japan as a Brand

Abstract

In this chapter, we move from a focus on cities to a focus on countries, which are also brands and which compete with one another for tourists. Tourism is one of the largest industries in the world, if not the largest. It is a $7.6 trillion industry. Japan is working hard to attract more international tourists, who are put off by Japan’s reputation as being an expensive place to visit, though there are many other countries that are much more expensive, such as Switzerland and the United Kingdom. Japan’s National Tourism Organization is doing what it can to attract tourists. The chapter then discusses various aspects of Japanese culture and the Japanese mystique, which are what attracts tourists. The chapter concludes with a discussion of Japan as an exotic destination—in which combines modern skyscrapers and concrete cities with ancient forts and temples, which tourists like because they sense that they are authentic.

Japan is truly timeless, a place where ancient traditions are fused with modern life as if it were the most natural thing in the world.

Food

Wherever you are in Japan, it seems, you’re never more than 500 m from a great meal. Restaurants often specialize in just one dish—perhaps having spent generations perfecting it—and pay close attention to every stage, from sourcing the freshest, local ingredients to assembling the dish attractively. Moreover, you don’t have to travel far to discover that Japanese cuisine is deeply varied. The hearty hotpots of the mountains are, for example, dramatically different from the delicate sushi for which the coast is famous. It’s also intensely seasonal, meaning you can visit again at a different time of year and experience totally new tastes.

Traditional Culture

On the surface, Japan appears exceedingly modern, but traveling around it offers numerous opportunities to connect with the country’s traditional culture. Spend the night in a ryokan (traditional Japanese inn), sleeping on futons and tatami mats, and padding through well-worn wooden halls to the bathhouse (or go one step further and sleep in an old farmhouse). Chant with monks or learn how to whisk bitter matcha =(powdered green tea) into a froth. From the splendor of a Kyoto geisha dance to the spare beauty of a Zen rock garden, Japan has the power to enthrall even the most jaded traveler.

Dynamic Cities

The neon-lit streetscapes of Japan’s cities look like sci-fi film sets, even though many of them are decades old. Meanwhile, cities such as Tokyo and Osaka have been adding new architectural wonders that redefine what buildings—and cities—should look like. There’s an indelible buzz to these urban centres, with their vibrant street life, 24-hour drinking and dining scenes, and creative hubs that turn out fashion and pop culture trends consumed the world over. Travel is always smooth and efficient, whether you’re using the subway to get around or the shinkansen (bullet trains) to go from one city to the next.

Lonely Planet Japan http://www.lonelyplanet.com/japan/introduction