"Why Young Koreans Love It: The Japanese Destination Seen as More Authentic Than Tokyo"

"Korean MZ Generation’s Small City Travel Booms"


Koreans Account for 37% of Fukuoka’s Visitors

Recently, travel to small Japanese cities has become a new trend among young people in Korea, with Fukuoka emerging as a leading destination.

According to Japanese inbound marketing company Move Co., Ltd. on August 3, the number of Korean travelers in their 20s and 30s visiting Fukuoka has surged recently.

Fukuoka, located in northern Kyushu, Japan, is geographically close to Korea and is considered a typical short-haul overseas travel destination. It takes about 1 hour and 20 to 30 minutes by direct flight from Incheon International Airport to Fukuoka Airport, and about 1 hour from Busan.

Fukuoka, Japan. Fukuoka Tourism Board

Based on data analyzed by Move using the accommodation travel statistics survey from the Japan Tourism Agency, the number of foreign visitors staying in Fukuoka Prefecture last year was 7,831,810. By nationality, Koreans accounted for the highest proportion at 36.82%, followed by Taiwan (18.16%), China (13.68%), and Hong Kong (10.35%). This means more than one out of every three guests was Korean, overwhelmingly ranking Korea as the top country in terms of share.

In the past, most foreign tourists to Japan focused on major cities like Tokyo and Osaka. However, recent travel trends have shifted, with an increasing demand to experience both the everyday lives and unique atmospheres of regional cities in Japan.

A representative from "Bangillab," a Japan travel platform operated by Move, explained that the surge in young Korean travelers to Fukuoka is not simply due to geographical proximity or affordability. "Korean youth grew up familiar with Japanese culture through animation, dramas, and music videos," the representative said. "To them, the image of Japan wasn't of big cities lined with skyscrapers, but of ordinary streets with quiet residential areas and students riding bicycles."

The representative added, "Fukuoka offers the convenience of a city but also allows easy access to typical Japanese daily scenes just a short distance away. Many young visitors feel, after experiencing the area's uncommercialized and authentic atmosphere, that 'this is the Japan I always admired.'"

Move also stated, "Ordinary street scenes and the daily lives of local residents can be perceived as uniquely attractive aspects of Japan by foreign tourists. Going forward, each region's challenge will be to attract foreign visitors in a sustainable way by preserving local lifestyles while enhancing these authentic charms."

This content was produced with the assistance of AI translation services.