Hello! This is Satake from GP.
Have you noticed how many foreign tourists there are in Tokyo these days? Whether I’m out on the weekend or just walking near our office in Omotesando, I see travelers everywhere.

Before the pandemic, visitors to Japan were mostly from Asia—especially China and Korea. But recently, I’ve personally noticed many more travelers from Europe and the U.S.

In fact, Japan was ranked the “Most Attractive Country in the World” this year in the reader poll by Condé Nast Traveler, a major U.S. travel magazine.
So in this article, we’ll explore what foreign travelers find appealing about Japan—and introduce recent trends by category.

Must-Visit Spots in Tokyo

When it comes to Tokyo, places like Shibuya, Harajuku, and Shinjuku always come to mind.
While researching for this article, I watched many “Tokyo Travel” vlogs by visitors from overseas—and surprisingly, Tsukiji Market frequently appeared alongside those popular districts.

Tsukiji, once known as “Japan’s Kitchen,” may have transferred its wholesale operations to Toyosu, but today it has become a major sightseeing spot. Many see it as a place to experience traditional shitamachi (old Tokyo) culture.

Why is Tsukiji so popular?

Because:

• You can watch fresh seafood being prepared right in front of you
• You can enjoy sushi, seafood bowls, tamagoyaki, and even strawberry daifuku while walking around
• Many shops offer English menus, making it easy for non-Japanese speakers

Another experience many tourists love is animal cafés.

In Harajuku and many areas across Tokyo, visitors can now interact not only with cats and dogs, but also with rabbits, hedgehogs, micro pigs, and more.
This kind of relaxing, interactive experience is considered uniquely Japanese and hard to find elsewhere.

What Are Tourists Eating Now?

Food is one of the greatest joys of traveling in Japan.
Sushi, ramen, and convenience-store snacks are still extremely popular—but there’s a food that’s quietly gaining attention:

Tonkatsu (Japanese-style breaded pork cutlet)

Many travelers are willing to stand in long lines just to try a great tonkatsu restaurant.

Popular spots mentioned frequently by visitors include:

• Imakatsu (Ginza)
• Tonkatsu Ichi (Nihonbashi)
• Butagumi (Nishi-Azabu)

Interestingly, many Japanese people don’t visit tonkatsu specialty restaurants as often—yet travelers are discovering how delicious (and premium) tonkatsu can be.

Shopping Trends: What Are Visitors Buying?

Shopping is a highlight of any trip to Japan.
While many tourists buy daily-use items and snacks at drugstores or Don Quijote, fashion-focused travelers have a different mission:

Vintage Shopping

Japan’s vintage shops are considered treasure troves.

Areas like Harajuku, Shimokitazawa, and Daikanyama are especially popular for vintage hunting.
Why?

• Quality: Japanese vintage clothing tends to be well-maintained and clean
• Price: High-end designer vintage can be surprisingly affordable compared to the U.S. and Europe
• Experience: Finding a one-of-a-kind piece feels like discovering destiny—making it part of the travel story

Even Anna Wintour, Editor-in-Chief of VOGUE, has praised Japan for having some of the world’s most inspiring street fashion.

In Closing

Today, we introduced some of the trends among foreign travelers visiting Japan.
There are moments when it feels like there may be more visitors than locals in the city—and many of them say:

“I definitely want to come back to Japan again.”

As a Japanese person, hearing that makes me truly happy.

We hope more and more people continue to visit—and fall in love with Japan.