Why Gen Z is Obsessed With Japan: The Trend Reshaping Travel

Daniel Kim 2026.05.23 Views

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10~20대 Japan has so many things I love — I can’t wait to visit.

A, a high school student in their teens, chose Japan as the place they most want to visit once they’re an adult. It’s not just A: Japan ranks as the top overseas destination among domestic consumers in their teens and twenties. So why are younger generations so drawn to Japan as their dream getaway?

Gen Z and young Millennials are obsessed with traveling to Japan

숙박·교통·액티비티 Klook’s 2026 Travel Pulse survey — conducted across 20 markets including Korea, the U.S., Australia and France and polling 11,000 Millennial and Gen Z respondents — found that Korean Millennials and Gen Z picked Japan as the must-visit destination (1st, 31.7%). Western and Southern Europe and Australia each trailed at 6.2%.

Japan also led the list of additional places people want to visit. Cities respondents plan to visit (multiple answers allowed) were Tokyo (45.3%), Osaka (38.3%) and Fukuoka (35.7%). They were followed by Kyoto (26%), Sapporo (25.5%), Okinawa (21%), Nagoya (10.2%), Kobe (7.2%) and Shizuoka (6.5%). For Gen Z specifically, Osaka (49.6%), Tokyo (47.4%) and Fukuoka (43%) stood out for shopping and dining.

A Klook representative said Gen Z is drawn to Japan because they can densely pack shopping, food, and content-driven experiences into a single city. Strong public transit and easy route planning also make short trips feel efficient. The abundance of content — from anime and fashion to character IPs — matches Gen Z’s personal tastes and interests, the rep added.

Enough with the same old tourist spots — Gen Z is seeking Japan’s offbeat destinations

오버투어리즘을 Japan has recently been grappling with overtourism. Authorities have introduced measures like lodging taxes and higher attraction fees. Major cities such as Tokyo and Osaka can get so crowded with foreign visitors — including travelers from Korea and China — that sightseeing starts to feel tiring. That has pushed interest toward alternative Japanese destinations that still offer shopping and great food but avoid the crowds.

Klook noted that as more travelers visit Japan repeatedly, they increasingly pick spots that match their personal tastes and deliver fresh experiences. People are widening their scope beyond big cities to lesser-known regions and themed small towns.

Naha is a standout themed small-city option. Klook recommends Naha to travelers seeking a different kind of Japan trip because it blends Okinawa’s exotic vibe with marine activities and authentic local culture. Klook also said Nagoya makes a convenient base for nearby small-town trips like Shirakawago, while Shizuoka offers Mount Fuji views, hot springs and cozy local cafés — a good mix of nature and relaxation.

A representative from the Japan Kansai–Okayama Tourism Board in Korea highlighted \”hybrid small cities\” as an appealing option. Travelers want destinations that offer enough urban infrastructure while keeping that relaxed small-town feel. Okayama, he said, is a hidden gem that delivers both — still relatively unknown to many Koreans. It’s well connected via Kansai, Takamatsu and Kobe airports, offers diverse shopping including western Japan’s largest AEON Mall and Don Quijote, and features attractions like one of Japan’s three great gardens and the Ohara Museum of Art.