Mount Fuji pics, life-changing ramen and a weak yen - why young Brits are going to Japan

Upon opening Instagram, I frequently encounter posts from individuals in their late twenties who have recently visited Japan.

Alex Baker, who has traveled to Japan on three occasions, mentioned that he cannot browse TikTok or Instagram without encountering numerous videos of people inside 7-Eleven stores, sampling various skincare products, snacks, trending sandwiches, and popular beverages, as well as visiting highly-rated restaurants.

There has been a noticeable increase in enthusiasm for Japan as a travel destination among young British individuals.

Figures from the Japanese National Tourism Organization indicate that 483,157 British tourists journeyed to Japan in 2025. This represents a 24.8% rise from 2024 and a 40.8% increase compared to 2019, which is the reference year travel companies use for pre-pandemic comparisons. Preliminary data for 2026 suggests this growth trend is continuing.

This trend aligns with the general surge in international tourism to Japan since the pandemic, culminating in an unprecedented number of foreign visitors during 2025.

Young British adults in their twenties and thirties whom I interviewed cited numerous reasons for their desire to visit Japan, including its cityscapes, culinary scene, anime, natural landscapes, historical sites, gaming culture, and temples. However, they largely concurred that social media played the most significant role in attracting so many young people to the country.

Maitri Sanghvi recalled that as she browsed TikTok, content related to Japan consistently appeared in her feed.

This frequent exposure was a major factor in Maitri, aged 24, and her boyfriend deciding to spend three weeks there earlier this year. She explained that seeing Japan on social media reignited her desire to travel there.

Searching for #japantravel on platforms like TikTok or Instagram reveals countless videos featuring Mount Fuji, steaming bowls of ramen, suggested itineraries, quaint villages in the Japanese Alps, the Fushimi Inari torii gates in Kyoto, the vibrant neon lights of Osaka's Dotonbori district, and the bustling Shibuya Crossing.

Aden Ibrahim, 29, stated that observing other people's videos about Japan certainly influenced his decision to make the trip.

Since his visit with friends last July, Aden has uploaded dozens of TikTok videos documenting his journey and continues to do so more than a year later. One particular video, titled "Japan made it out the group chat," has garnered 1.1 million views.

A trip to Japan is not inexpensive; for example, off-peak return flights with a layover in China can start at around £450 with a budget airline. Nevertheless, the depreciating yen makes it more economical for tourists once they are in the country, even as local residents face rising costs. In July, the Japanese yen reached its lowest value in 40 years.

Faye Jawad, 26, a TikTok restaurant reviewer who visited Japan last year, remarked that one could find an exceptional bowl of ramen for just £3 or £4 there, in contrast to a subpar one costing around £20 in her home country.

Vivek Haria, 26, who has a trip planned for the upcoming autumn, noted that the weakening yen made him think it was an opportune time to visit, anticipating that prices would be low. While his long-standing interest in Japanese culture – he has been studying the language and sings in the UK-Japan Choir – meant he had wanted to go for years, he felt the yen's value made the prospect even more appealing.

The favorable prices have encouraged many visitors to spend considerably on souvenirs during their stays. Videos showcasing their 'hauls' of Japanese flavored KitKats, stationery, and apparel have become widely popular on social media platforms.

During his visit to Japan in May, 23-year-old Sam Corbett purchased such a large quantity of souvenirs, including snacks, matcha, clothing, and skincare products, that he needed to buy an additional suitcase, which he then completely filled. He described everything as being "really affordable."

Almost every British traveler I interviewed had followed the popular 'Golden Route,' typically encompassing Tokyo, Kyoto, and Osaka, often with day excursions to nearby destinations like Nara, Hiroshima, and Mount Fuji.

It is evident why this particular itinerary is favored by so many tourists, as these cities offer convenient travel connections and house some of Japan's most significant attractions.