Why’s everybody going to Japan?

The podcast discusses the remarkable rise in tourism to Japan, highlighted by a listener's detailed spreadsheet tracking 119 visitors since November 2022, with 96 being personal guests. The hosts explore the cultural fascination with Japan, which has grown comically large and frequent, raising questions about what drives this surge.

Experts Roland Kelts and W. David Marx explain that Western fascination with Japan has occurred in waves, from 19th-century European artistic influence to 1950s-60s interest in Buddhism, culminating in the current pop culture-driven wave. This modern fascination was fueled by Japan's rich storytelling traditions, manga, anime, and Japanese visual arts that first gained massive popularity through internet and media distribution in the late 20th century.

Rodent suggests that Japan’s storytelling, pop culture, and visual arts serve as a form of soft power that has transformed its global image. The influence grew with the rise of series like Pokémon and Studio Ghibli films, supported by internet distribution and global marketing in the late 1990s. This cultural export significantly shifted Japan's reputation from an economic rival to a 'cool' country.

The narrative reveals that America’s view of Japan was once marked by war, suspicion, and economic anxiety, especially during the post-WWII and late 20th-century periods. Over time, this perception has evolved from fear and rivalry to admiration, partly driven by Japan's cultural exports and the perception of Japan as a highly functional society.

Japanese government campaigns and policies, notably under Prime Minister Shinzo Abe, such as currency devaluation to make Japan more affordable, relaxed visa policies, and efforts to promote Japanese culture and tourism, have greatly contributed to the tourist boom. The rise of affordable travel options and social media sharing further accelerated this trend.

Listeners' personal accounts highlight Japan’s unique societal values—its emphasis on civility, public cleanliness, punctuality, and social harmony—as major draws. The societal codes and the efficient, highly functional infrastructure present an appealing contrast to perceived dysfunctions in other countries, making Japan a place where entropy seems paused.

Another key attraction is the Japanese ideology of shokunin—craftsmanship and mastery of making things well, which is appreciated in modern tourism through food, arts, and small, dedicated businesses. The importance placed on quality over expansion and a sense of individual mastery contribute to Japan's allure.