The allure of these shops lies in their simple design and affordability—100 yen translates to roughly 50 pence or just under a dollar. What truly sets these stores apart is their surprising variety and quality. From kitchenware and food items to electronics, cosmetics, DIY tools, fashion, and more, the breadth of products available is just amazing.

Did you know that major chains like Daiso, Seria, and Cando lead the 100 yen shop industry, which is one of Japan's largest retail sectors with a market size of 680 billion yen?

The origins of 100 yens shops

100 yen shop origin can be traced back to a simple storefront in the suburbs of Aichi Prefecture, marking the humble beginnings of what would become a retail juggernaut. Thirty-three years ago, Akira Matsubayashi, a 63-year-old resident of Kasugai City, left his job to sell various goods on the move.

"At that time, people were selling items for 100 yen from trucks while traveling around. When I saw that, it struck me as a good business opportunity," Matsubayashi recalls. He started by selling household items like sponges and scrubbers directly from his truck.

One pivotal moment came when he was organizing goods in his warehouse and his neighbors approached him, eager to buy on the spot. This incident proved to be a turning point. "A customer suggested, 'Why not just sell from here instead of moving around?' Even though the idea of converting my mobile operation into a stationary store met with some resistance, I decided to go ahead with it," Matsubayashi explains.

He decided to try his hand at this mobile business model, selling everyday items like sponges and scrubbers directly from his vehicle. He continues, "Previously, we would simply unpack the products and display them, but we started putting more effort into their presentation, arranging them neatly. I was confident that if we continued improving our presentation, our situation would stabilize. My wife was also supportive. She reassured me, noting the happiness of our customers, which was encouraging."

In March 1985, this decision led to the opening of "100 Yen Shop LIFE," the first stationary 100 yen shop in Japan. Despite a slow start with modest sales in the initial months, the store marked the beginning of a significant retail movement.

As a result of their meticulous efforts, Mr. Matsubayashi's shop gained popularity after being featured on local television, drawing unprecedented crowds. "More than 50 cars would squeeze into our five-car parking lot daily," he remembers. The once-quiet town was bustling with customers not just from nearby Nagoya but also from beyond the prefectural borders, causing significant traffic jams and requiring local police intervention for traffic control.

Despite these challenges, the store began to offer a wider variety of products, including ceramics, food, and paper goods—items that were difficult to sell through mobile operations. "Maintaining the 100 yen price point continued to be a struggle," he admits.

"In those days, most products were domestically produced, and it was challenging to keep the shelves stocked with affordable items. I resorted to starting a manufacturing company to produce goods ourselves through continuous experimentation."

The success of Mr. Matsubayashi's store attracted numerous entrepreneurs, who had been selling their goods from cars without permanent locations. They visited, keen to observe and learn from his pioneering retail model. "He was dressed in a suit and didn't purchase anything, but he studied the product shelves intently," Mr. Matsubayashi recalled, referring to one particular visitor which is believed that was the future founder of famous f Daiso and Seria

Mr. Matsubayashi is now regarded as the "creator" of the 100 yen shop concept, having laid the foundational practices that many successful stores follow today.

Business Model

In the 100-yen shop industry, known for its model of high volume and low margins, Seria has been a standout in terms of rapidly increasing profitability. As of the fiscal year ending March 2021, Seria's operating profit margin climbed to 11%, a significant rise since March 2010. In contrast, Watts, ranking fourth in the industry, has seen little change in its profit margins, maintaining around 3% since August 2010.

The combined sales for the five major companies in this sector reached 863.8 billion yen in 2022, according to the Nikkei Specialty Store Survey. These stores, which sell everyday items, stationery, and food for a flat price of 100 yen (108 yen with tax), are located in a variety of settings—from suburban shopping centers to train stations and urban downtowns. The industry saw rapid growth from the late 1990s into the early 2000s and became known for drawing significant foot traffic, often occupying prime spaces in shopping centers and general merchandise stores.

Although the appeal of fixed low prices was diminished by deflation, leading consumers to favor supermarkets and discount stores, the sector rebounded around the summer of 2013. The consumption tax increase at that time also acted as a catalyst, as rising prices elsewhere spurred a renewed interest in saving, driving up customer numbers and, consequently, boosting sales.

The growth of 100 yen shops has been fueled by aggressive store expansions, increased locations, reduced prices, and higher sales volumes. To enhance their appeal and draw more customers, these shops are now developing stylish private-label (PB) products that are gaining popularity.

Traditionally, most items sold in 100 yen shops are manufactured in China and Southeast Asia, allowing for the low pricing strategy. However, rising labor costs and increasing raw material prices have made it challenging to sustain profits at a flat rate of 100 yen. As a result, there is a growing trend among these retailers to introduce products at higher price points.

References:

1. Nikkei Industry Analysis https://www.nikkei.com/compass/industry_s/0593

2. Toyo Keizai Online https://toyokeizai.net/articles/-/680553?page=3

3. President Online https://president.jp/articles/-/60388?page=2

4. SWD Tax - Present Value https://swd-tax.com/2018/06/01/presentvalue/

5. Daiso Sangyo Official Website:

https://www.daiso-sangyo.co.jp/

6. Web Japan - Trends in Culture https://web-japan.org/trends/11_culture/pop202011_100-yen-shops.html

7. Photo Credit for the banner : Live Japan

I was inspired to write this piece after a conversation with a friend about Anpanman—a character I didn’t grow up with, but one who fascinates me deeply. I’ve only seen a handful of episodes, but they left a mark. The theme song, “Anpanman March,” really says it all:

“Anpanman, the hero of justice, has only love and courage as his friends.”

Taken from the ‘Anpanman March’ song :

For those unfamiliar, Anpanman is a beloved children’s character in Japan, with a head made of anpan—a sweet red bean bun. He’s a flying hero who offers hungry children parts of his own face to eat, helping them regain strength. It sounds unusual, even odd at first, but it carries a beautiful message: selflessness, kindness, and the fight against hunger and greed.

The name itself is a combination of anpan (the sweet bun) and man, borrowed from English and written in katakana.

Anpanman was created by Takashi Yanase, a manga artist who didn’t gain widespread recognition until in his 50s. He first introduced Anpanman in 1973 through a picture book published in a children’s magazine. At the time, many thought the concept too strange or weak compared to traditional superheroes. But Yanase persisted. He self-published the first book, and slowly, through the voices of children and parents, Anpanman’s popularity began to grow.

The character of ‘Anpanman’ reflects creator’s personal values and hardships—particularly his experience of hunger during World War II.

Despite early criticism (some adults thought the idea of eating a hero’s face was disturbing), kids liked it. They saw a hero who was kind, gentle, and real. One camera shop owner once told Yanase, “My child begs me to read him Anpanman every night.”

The anime Soreike! Anpanman first aired on October 3, 1988—a day now celebrated as Anpanman Day.

Though it began with low expectations, it quickly gained popularity, eventually becoming a national hit. Yanase was 69 at the time. The series has aired continuously since, introducing countless characters, from allies like Currypanman and Shokupanman to villains like Baikinman, all with unique personalities and lessons to share.

Bread Factory in the story is based on Yanase’s own nostalgic memories of his hometown. Even the villain, Baikinman, was modeled after his inner struggles, making him more than just an enemy. This depth is part of why the series resonates with both kids and adults.

And beyond the story, Anpanman is a commercial force. Since the anime began, it’s become a cultural and economic phenomenon:

• Annual sales of ¥36.8 billion (as of 2019)

• ¥10 billion in profits from merchandise and events

• A 2018 live-action adaptation in China grossed ¥1.7 billion

• Ranked 6th worldwide in cumulative character business earnings, surpassing Marvel, Spider-Man, and Batman

The reach is stunning. As of 2025, children who grew up with the anime are now in their 30s and 40s, and many are passing it down to their own children.

References:

• Nippon.com (2021). Anpanman: The Sweet-Bean-Breadhead Hero Beloved by Japanese Children. https://www.nippon.com/ja/japan-topics/g02496/

• STATION Ai × STAK. “【アンパンマンから学ぶ】成功するための秘訣は「勇気と愛」だけ。” note（ノート）, https://note.com/stak_iot/n/n26aabc35f516

• 小説丸編集部. “なぜ今『アンパンマン』なのか？ 人間・やなせたかしの人生から知る本当のヒーロー像.” 小説丸, https://shosetsu-maru.com/essay/anpan-man

• Lifehacker Japan編集部. “週末に読みたい本：アンパンマンの生みの親・やなせたかしが大人に伝えたかったこと.” https://www.lifehacker.jp/article/2504_book_to_read_weekend_98/

• アンパンマンとは？アンパンマンのあゆみ. Official Anpanman Portal, https://www.anpanman.jp/about/history.html

• アンパンマンの歴史. Anpanman 30th Anniversary Special Site, https://www.anpanman.jp/30th/history/

By the way, when a shop sells kakigori they put this flag outside their door so you know it. The beautiful kanji of ice 氷.

Today, shaved ice is an accessible treat, but centuries ago, it was a luxury reserved for the elite. Its history stretches back over a thousand years to the Heian period (794–1185), where it was mentioned in The Pillow Book by Sei Shonagon. In her writings, she describes pouring sweet kudzu syrup over finely shaved ice, served in a metal bowl—a rare and refined pleasure in an era before refrigeration.

Back then, ice was a precious commodity. During winter, workers harvested ice from frozen lakes and stored it in himuro—icehouses nestled in mountains or deep cellars. By summer, these icy blocks were transported to the capital, though much of it melted along the journey. What little remained was reserved for the Imperial Court, a symbol of status and privilege. Even in the Edo period (1603–1868), ice was so rare that domains like Kaga presented snow and ice to the shogun each June, a tradition that highlighted its value.

The Arrival of American Ice & Japan’s First Shaved Ice Shop

Everything changed with foreign trade. In 1859, Yokohama’s port opened, and soon after, an American entrepreneur started shipping ice from Boston—a staggering six-month journey around Africa! By the time it reached Japan, it was sold in chunks about the size of a mandarin orange box, costing the equivalent of three ryō (a small fortune back then).

This inspired Nakagawa Kahee, a chef from Mikawa Province, who had worked for British envoy Rutherford Alcock. Seeing the potential of ice, he opened Korisui-ya in 1862, Japan’s first-ever shaved ice shop, on Bashamichi Street in Yokohama. At first, locals were skeptical—some even feared ice might upset their stomachs! But when a brutal summer hit, demand skyrocketed, and people lined up for hours to get a taste.

Nakagawa didn’t stop there. He attempted to harvest ice from Mt. Fuji and Lake Suwa but faced setbacks. Eventually, he secured an exclusive contract in Hokkaido to collect ice from Goryokaku’s moat. His determination helped lay the foundation for Japan’s ice industry, making shaved ice more widely available.

Ice Cream Makes Its Debut in a Shaved Ice Shop

Shaved ice wasn’t the only frozen treat making waves. In 1870, inspired by naval reformer Katsu Kaishū, Machida Fusazou opened Koshi-sui on Yokohama’s Bashamichi Street. Having studied ice-making in the U.S., he introduced Japan’s first ice cream—a sherbet-like dessert called “aisukurin.” Initially expensive, its popularity took off after it was served at the Iseyama Kotai Jingu festival, forever changing Japan’s frozen dessert scene.

Until the late 19th century, ice was shaved manually using knives—hard work for a simple bowl of kakigōri! That all changed in 1887 when Murakami Hanzaburo patented the first ice shaver. By the Showa era (1926–1989), mechanical shavers became mainstream, turning shaved ice from a luxury into a summertime staple for everyone.

Cool Treats to Try This Summer

From classic flavors like ichigo miruku (strawberry with condensed milk) to unique creations like matcha with adzuki beans, Japan offers endless varieties of this icy delight. Below three of my favorites places to try for kakigori.

1- Ginza Ginger – This specialty shop is famous for its house-made ginger syrup, a fragrant blend of ginger and various spices. They offer a wide range of syrups, from a bold and spicy original to fruity variations made with colorful seasonal fruits. A must-try for those who enjoy a bit of warmth with their icy treat. Shop Site: More about Ginza Ginger and Photo Credit.

2- Saryo Okuman Hanare – This hidden gem was one of my absolute favorite spots when I lived just five minutes away by bike. Known for its exceptional tea, kakigōri, and Mont Blanc, it’s also a popular date spot. In summer, the lines get insanely long—especially on weekends! I always made sure to visit on weekdays to avoid the crowds. Highly recommended for both the atmosphere and the flavors. Check out their Instagram and Photo Credit

3-Himitsudō – I haven’t had the chance to try this one yet, but I’ve heard nothing but great things! Located in the nostalgic streets of Yanaka, this ultra-popular kakigōri shop is known for its ever-evolving menu, with over 130 flavors introduced so far. Expect a queue, but from what I hear, it’s well worth the wait. A video from their Instagram:

References

• Into Japan Waraku:The History and Culture of Shaved Ice

• Cafe Fuji: A Global Perspective on the History of Shaved Ice

• Toraya Yoshisue: The Evolution of Shaved Ice: From Ancient Times to Today

• And Trip: Exploring Japan’s Shaved Ice Culture

• AT Living: A Deep Dive into Japan’s Love for Shaved Ice

• Benesse Miraika Blog: The Science and History of Shaved Ice

• Co-Trip. Best Kakigōri Shops to Visit This Summer.

• Nichirei: The History of Ice in Japan

A one-of-a-kind stay blending architecture, sustainability, and community, the Yoshino Cedar House was designed by Go Hasegawa in collaboration with Airbnb and local craftsmen. Made from locally sourced cedar, the house operates on a community-driven model where 97% of the income supports local preservation efforts. The second floor serves as guest accommodations, while the first floor is a communal space where travelers can connect with locals.

📍 Location: Yoshino, Nara
🏡 Type: Community guesthouse
🔗 Reference: Airbnb

6. SHINMINKA Villa GUSHIKEN – Motobu, Okinawa

Designed by architect Jun Kanna, this wooden villa stands out in Okinawa, where most homes are built with concrete. It offers 360-degree openings that let in sunlight and fresh breezes, creating a bright and airy space. Guests can enjoy a BBQ in the private garden and easily access Okinawa’s top attractions, including Churaumi Aquarium and Kouri Island.

📍 Location: Motobu, Okinawa
🏡 Type: Private villa
🔗 Reference: Airbnb

7. Kawagoe Guesthouse Chabudai – Traditional House in Kawagoe, Saitama

This over 100-year-old house in Koedo Kawagoe was once a fertilizer wholesaler and later used only during the Kawagoe Festival. After extensive renovations, it became a guesthouse where visitors can interact with the local community. The on-site café lounge transforms into a bar at night, offering a warm and welcoming atmosphere.

📍 Location: Kawagoe, Saitama
🏡 Type: Traditional guesthouse
🔗 Reference: Airbnb

8. Treehouse Retreat in Okinawa – Stay Amidst Nature

Located in the lush Yanbaru Forest, a UNESCO World Heritage Site, this eco-conscious treehouse was built over eight years with a focus on sustainability. It runs on solar power, uses well water, and features composting toilets. Despite its off-grid nature, guests can enjoy modern comforts like bonfire dinners, saunas, and guided adventure tours.

📍 Location: Yanbaru, Okinawa
🏡 Type: Treehouse
🔗 Reference: Airbnb

9. Minamiizu Villa – A Modernist Escape in Shizuoka

Tucked away in Minamiizu within a national park, this sleek modernist villa offers breathtaking ocean views and a seamless indoor-outdoor living experience. The floor-to-ceiling glass façade floods the space with natural light, creating a serene and stylish retreat.

📍 Location: Minamiizu, Shizuoka
🏡 Type: Private villa
🔗 Reference: Airbnb

References

• Oggi.jp - Article on lifestyle or design

• ELLE Japan - Waterfront Airbnb properties in Japan to book now

• ELLE Japan - Unique Airbnb stays in Japan for a stylish getaway

• Modern Living Japan- Sustainable Airbnb homes in Japan for eco-conscious travelers

• Harper’s Bazaar Japan - Stylish Airbnb rentals in Japan for your next trip.

In the past, I never put much thought into decorating my home. I would just buy things randomly, and honestly, I didn’t care how they looked. But after seeing beautifully curated showrooms, I started to understand that good design isn’t just about aesthetics—it can actually make life simpler and more functional. This realization changed the way I approach buying and arranging things in my space.

I haven’t stayed in many Airbnbs in Japan, but one day, while flipping through a magazine featuring stylish Airbnbs in France, I started wondering: Are there uniquely designed Airbnbs in Japan worth experiencing?

Of course, platforms like Booking.com and Agoda are great options, but sometimes, Airbnb offers a different kind of charm. While this article highlights some of the most beautifully designed Airbnbs in Japan, I also want to share a few things to consider before booking:

• No Concierge Service: Unlike hotels, Airbnbs don’t have 24/7 front desks. If you’re traveling with kids or arriving late at night, coordinating check-in times with the host is crucial. Some hosts may not respond quickly, so always send a message in advance to test their responsiveness and hospitality.

• Location Matters: Be sure to check how far the property is from train stations and major attractions. Some Airbnbs have complex self-check-in systems—think key boxes and digital codes—so it’s good to confirm how easy it is to access the property.

• Backup Plan: Always have a second option in mind in case something goes wrong with your booking. Also, carefully review the cancellation policy to avoid surprises.

Below a list of some cool design Airbnbs:

1. Amber Resort, Nagano Prefecture

This spacious and beautifully designed chalet accommodates up to 10 guests, making it an excellent choice for group stays. Ideal for winter getaways, it offers a cozy retreat in the heart of Hakuba. While surrounded by tranquil woodlands, it’s only a short walk from charming bars, restaurants, and a 24-hour convenience store—allowing you to enjoy the best of both nature and convenience.

📍 Location: Hakuba, Nagano
🏡 Type: Exclusive chalet
👥 Capacity: Up to 10 guests
🔗 Reference: Airbnb

2. Designer House, Atami

Perched on a hill overlooking Ajiro Port, this stylish single-story villa was renovated in 2021 by a designer, making it a dream stay for architecture lovers and social media enthusiasts. It features a private hot spring, a spacious terrace, and a serene ambiance for a luxurious escape.

📍 Location: Atami, Shizuoka
🏡 Type: Exclusive villa
👥 Capacity: 14 guests
🔗 Reference: Airbnb

3. Tatehata House – Kitakaruizawa, Gunma

Originally built in 1968 by architect Kamon Tatehata as his personal residence, this compact 50-square-meter lodge exudes mid-century charm. Surrounded by lush trees, it offers a cozy retreat infused with history and timeless design.

📍 Location: Kitakaruizawa, Gunma
🏡 Type: Mountain lodge
🔗 References: Airbnb

4. Villa “Sanctuary” – Gujo Hachiman, Gifu

Situated along the pristine Yoshida River in Gujo Hachiman, this private villa offers an immersive nature experience. Guests can enjoy river activities in summer, skiing in winter, and year-round relaxation with an outdoor sauna and wood stove. The secluded setting ensures privacy while still being a short drive from town and hot springs.

📍 Location: Gujo Hachiman, Gifu
🏡 Type: Private villa
🔗 Reference: Airbnb

References

• Oggi.jp - Article on lifestyle or design

• ELLE Japan - Waterfront Airbnb properties in Japan to book now

• ELLE Japan - Unique Airbnb stays in Japan for a stylish getaway

• Modern Living Japan- Sustainable Airbnb homes in Japan for eco-conscious travelers

• Harper’s Bazaar Japan - Stylish Airbnb rentals in Japan for your next trip.

6. Jozankei Onsen (Hokkaido)

Just an hour’s drive from Sapporo, Jozankei Onsen has been a beloved retreat for over 150 years. Nestled in a volcanic belt, its mineral-rich waters flow from deep underground, offering a soothing soak surrounded by breathtaking seasonal scenery. Whether it’s cherry blossoms in spring, lush greenery in summer, vibrant autumn leaves, or snowy winter landscapes, Jozankei provides the perfect escape into nature.

(Photo Credit taken from Jozankei Onsen Site)

7. Nyuto Onsen – Tsuru no Yu (Akita)

Hidden in the mountains of Nyuto Onsenkyo, Tsuru no Yu is one of Japan’s most iconic secret hot springs. Its rustic, thatched-roof buildings and milky white waters create an atmosphere of pure tranquility. The open-air baths, especially during winter, offer a magical experience as you soak while surrounded by deep snow. With water flowing directly from the source, this historic onsen is a must-visit for those seeking an authentic, remote retreat. (Photo Credit from Rakuten Travel and Japanese Guest Houses)

8. Hikage Onsen (Shirakami-Sanchi, Akita)

Located at the entrance to the UNESCO-listed Shirakami-Sanchi forest, Hikage Onsen is renowned for its gentle, skin-nourishing waters. The cloudy, white mineral baths are said to heal skin conditions, making it a popular destination for wellness seekers. The onsen draws from three different sources, each with unique properties. Guests can also enjoy locally sourced, organic meals, making this a place that nurtures both body and soul.(Photo credit: Rakuten Travel)

9. Hatcho-no-Yu (Okukinu Onsen, Tochigi)

Deep in the mountains of Tochigi, Hatcho-no-Yu offers a secluded onsen experience in the pristine wilderness of Okukinu. The 100% natural hot spring waters, combined with stunning views of untouched forests, create a serene atmosphere perfect for unwinding. Whether in autumn when the leaves turn fiery red or winter when the landscape is blanketed in snow, this hidden gem is an ideal retreat for nature lovers.(Photo credit: Rakuten Travel )

10. Omaki Onsen Ryokan

Nestled along the scenic Shogawa Gorge Sightseeing Boat Route, Omaki Onsen Ryokan is a hidden gem that can only be reached by boat. This luxurious lakeside inn has gained fame not only for its breathtaking location but also as a popular spot for TV location shoots. Often described as "a dream destination you’ll want to experience at least once," it offers a truly unique escape.

At Omaki Onsen Ryokan, guests are treated to exquisite cuisine featuring fresh, locally sourced ingredients from Toyama. The inn also boasts a total of six baths—three for men and three for women—including indoor and outdoor options, allowing visitors to unwind while soaking in the serene natural surroundings.

(Photo credit: Toyama Style)

(Photo credit: Toyama Style)

References:

• Casa Brutus - Travel

• Ryokan 100 - Top 100 Ranked Onsen Ryokan

• Note.com - Onsen Travel Guide

• Beginner Adult Violin - Must-Visit Onsen

One thing I’ve always dreamed of but never quite managed is visiting an onsen on New Year’s Eve—soaking in the hot water while watching the snow quietly fall outside. Logistics aside, our family traditions make it tricky to arrange, and honestly, I’m not about to take on the challenge of convincing everyone to go, haha.

Thinking about all this got me wondering: Are there onsens in Japan that are must-visits before you die? I started digging through travel articles, magazines and personal blogs, and the list I found was long. So, instead of cramming everything into one post, I’m splitting this newsletter into two parts—there’s just too much to share, both in words and photos.

But what makes an onsen special enough to be considered a once-in-a-lifetime experience? Here are a few things that I think truly set some apart:

1. Beautiful Views

Onsens surrounded by stunning landscapes—whether nestled in the mountains, overlooking a lake, or right by the sea—offer more than just relaxation. The changing seasons can completely transform the atmosphere of a hot spring, making it feel like a different world each time you visit. A few that come to mind:

• Winter: Ginzan Onsen is like stepping into a fairytale. Snow-covered streets, historical buildings glowing under lantern light, and steam rising from the baths—it’s pure magic.
  

  

  
  

• Summer: In the thick, humid Japanese summer, Beppu Onsen is a fantastic choice. They host fireworks over Beppu Bay, and watching them while soaking in a hot spring is an experience unlike any other. A video taken from Instagram, shows the festival held in summer in Beppu.

  

• Spring: My personal favorite—cherry blossom season and Gero Onsen. I once visited Gero Onsen during peak sakura bloom, and it was like being inside a dream. Pink petals covered everything, blending with the steam from the baths. Many hot spring towns host seasonal events, but this moment, in particular, is one I’ll never forget.

  

2. Spring Water Quality

This is something I started paying more attention to over time. Not all hot springs are the same—some are rich in minerals that benefit your skin, while others are known for relieving fatigue or even easing conditions like rheumatism. Choosing an onsen based on its therapeutic properties adds another layer of purpose to the visit.

3. History & Tradition

There’s something nostalgic and romantic about stepping into an onsen that people have been bathing in for centuries. I love imagining what it must have been like 100 years ago—who sat in these waters, what conversations were had, what stories these places could tell. The architecture, the design, and even the carefully maintained Japanese gardens add a deeper sense of appreciation to the experience.

4. Accessibility (Or Lack Thereof)

For a long time, accessibility was a key factor for me. Living in Tokyo and not owning a car, I naturally gravitated towards onsens that were easy to reach. But now, I’ve come to realize that some of the most extraordinary onsens are in remote areas, hidden away like treasures waiting to be found. While convenience is great, some places are so worth the journey, even if it takes a little extra effort to get there.

The research below comes from well-known magazines, travel blogs, and my personal visits. I’ve put together a list of 10 onsen that I believe are truly worth experiencing. And of course, there are countless more waiting to be discovered—it’s like a never-ending treasure hunt.

So, in this two-part newsletter, let’s dive into some of Japan’s most incredible hot springs. I hope you enjoy the journey!

1. Soneka Hot Spring (Hokkaido)

Soneka’s moor hot spring is a rare gem, with tea-colored waters rich in organic plant minerals. Known for its skin-nourishing and detoxifying properties, it was once praised by the Ainu as a "medicinal bath" and officially recognized as a Hokkaido Heritage site in 2004.

The resort offers unique hot spring experiences, such as Inkara, an open-air bath with panoramic sky views, and Nitai, a secluded forest bath that blends into nature. Whether you seek deep relaxation or a moment of quiet in the wilderness, Soneka provides a truly rejuvenating retreat.

Wakka Style Onsen- which from Ainu means water.

"Inkara" is a hot spring in the ‘sky’. It is a blissful hot spring with a view, woven with the Ainu word "see".

A magnificent 30,000 hectares of nature that spreads out like a painting.
"Nup", which means "field" in Ainu, is a special place where the endless earth and sky blend together, as its name suggests.

A healing forest hot spring that blends with nature. Nitai means "forest" in the Ainu language. Nitai, located in a forest where silence has existed since ancient times, offers a one-of-a-kind hot spring experience that will bring harmony to your mind and body.

2. Muwa Niseko (Hokkaido)

Nestled at the base of Grand Hirafu Ski Resort, Muwa Niseko is the ultimate ski-in, ski-out onsen getaway. With ensuite hot spring baths in every room and four infinity onsen on the seventh floor, guests can soak away their fatigue while taking in breathtaking views of Mount Yotei. The resort combines luxury with nature, offering spacious accommodations and fine dining options. Whether you're hitting the slopes or simply unwinding, Muwa is a perfect blend of adventure and relaxation(Photo Credit: Holiday Niseko)

3. Kinosaki Onsen (Hyogo)

A hot spring town with over 1,300 years of history, Kinosaki Onsen has preserved its traditional charm through wooden ryokan, narrow streets, and its famous seven public bathhouses. Visitors often wear yukata and wooden geta sandals as they stroll through the town, soaking in the nostalgic atmosphere. Each bathhouse offers a unique experience, from open-air stone baths to steamy indoor pools. Kinosaki is a place where time slows down, making it an ideal spot to relax and reconnect with Japan’s old-world charm. (Photo Credit: Visit Kinosaki Onsen)

4. Dogo Onsen (Ehime)

One of Japan’s oldest hot springs, Dogo Onsen is believed to have inspired the bathhouse in Spirited Away. The main attraction is its historic bathhouse, built in 1894, which features beautifully crafted wooden architecture and a nostalgic atmosphere. Legend has it that the healing waters cured a deity’s illness, adding to its mystical reputation. The area surrounding Dogo Onsen is lively, with a bustling shopping arcade, traditional ryokan, and cultural sites, making it a must-visit for those interested in both relaxation and history. (Photo taken from Dogo Onsen Site and Japan Travel)

5. Yufuin (Oita)

Tucked away in the mountains of Kyushu, Yufuin is a picturesque onsen town known for its peaceful countryside charm. With Mount Yufu as a backdrop, the town is dotted with ryokan, boutique cafés, and charming craft shops. The scenic Yunotsubo Street leads to the serene Lake Kinrin, where mist rises from the water in the early morning, creating a dreamlike setting. Less crowded than Beppu, Yufuin offers a more intimate and slow-paced onsen experience, perfect for those seeking tranquility in nature. (Photo Credit: Blog )

References:

• Casa Brutus - Travel

• Ryokan 100 - Top 100 Ranked Onsen Ryokan

• Note.com - Onsen Travel Guide

• Beginner Adult Violin - Must-Visit Onsen

Den Fujita (藤田 田) was born in Osaka Prefecture in 1926. His name, "Den," was unique—chosen by his Christian mother in the hope that the kanji 田, resembling a mouth (口) and a cross (十), would bless him with eloquence. This kanji actually also means 'rice paddy'. His father, an electrical engineer for a British firm, was an outspoken critic of the war, closely monitored by military police.

Tragedy struck during World War II when American bombing raids killed Fujita’s father and two sisters, destroying one-third of Osaka, including their home. His mother, one of the few survivors, later built a Methodist church—a feat that inspired young Fujita. "If a woman could do this, I felt that with a strong will, I could do anything," he later recalled.

An exceptionally bright student, Fujita studied law at the University of Tokyo. A classmate described him as a genius who looked down on even the smartest students. Despite excelling academically, he found the law faculty uninspiring, calling it a gathering of "sexual perverts" and "idiots" who had "never even seen a woman's face." Though he rarely attended classes, he maintained top grades and was offered a position at the Ministry of Finance. He declined, believing civil servants were resistant to innovation: “They don’t want to do anything new, and I don’t want to do anything that’s been done before.”

He sought work at MacArthur's headquarters, passed the recruitment exam, and became an interpreter. While working as an interpreter, Fujita met Wilkinson, a Jewish sergeant, which profoundly influenced his life. Fascinated by Jewish business principles, he studied them intensely, earning the nickname "The Jew of Ginza." He was particularly struck by how Wilkinson, though of a lower military rank and looked down upon as a Jew, lived lavishly—dressing well, driving a luxury car, and surrounding himself with beautiful women. To Fujita, this was a revelation.

Inspired, he launched Fujita Shoten in 1950 at age 24, while still a student. Specializing in imported luxury goods like Longchamp and Christian Dior handbags, his company thrived. With strict import regulations limiting competition, demand for high-end foreign products soared—marking the beginning of Fujita & Co.

How Den Fujita Brought McDonald's to Japan

In 1971, Fujita & Co. entered the fast-food industry. Fujita first tasted McDonald’s in 1967 and was impressed by its efficiency and popularity. Three years later, Steven Barnes, chairman of McDonald’s International, visited Tokyo to find a local partner. After meeting with several major firms, he chose Fujita for his open-mindedness and full commitment.

Fujita agreed to the venture on two conditions:

1. A 50:50 partnership with McDonald’s Japan.

2. Autonomy in decision-making—they would accept advice from the U.S. but not take direct orders.

Initially, McDonald’s planned to open drive-thru locations in suburban areas, but Fujita disagreed with this strategy. The first store was set to launch in Chigasaki, but he later convinced McDonald’s to pivot. Instead, in July 1971, Japan’s first McDonald's opened inside Mitsukoshi Ginza department store.

Fujita made key cultural adaptations:

• He removed American symbols, such as the Stars and Stripes, to avoid evoking wartime memories.

• He negotiated a reduced royalty fee—paying only 2% instead of the standard 5%, arguing that a higher fee would prevent profitability.

Ray Kroc accepted these conditions, and McDonald’s Japan was born—thriving under Fujita’s leadership.

Fujita’s Business Rules

1. Talk to Taxi Drivers

Fujita always chatted with taxi drivers, seeing them as an invaluable source of business intelligence. Since taxis carried a variety of professionals, drivers often overheard insider information about companies and market trends. Fujita used these insights to stay ahead of competitors.

2. Always Take Notes

Fujita was a meticulous note-taker, a habit he developed after meeting the Jewish sergeant who introduced him to finance. He recorded everything he saw and heard, believing that detailed notes were key to success.

His approach to observation and adaptability helped McDonald's Japan flourish, proving that understanding local culture and consumer behavior is crucial in business.

Was Den Fujita Fired by McDonald’s?

Den Fujita, the man who built McDonald’s Japan into a massive success, was eventually fired by McDonald’s headquarters in the U.S.

The reason? Rising wages.

In the 1990s, Japan faced a deflationary recession, but McDonald’s Japan continued to grow due to a strong yen and deregulation, which made it cheaper to import ingredients from the U.S. Despite this success, Fujita believed that attracting top talent required raising wages—a move that angered McDonald’s corporate leadership in the U.S. Eventually, this led to his removal.

His successor, Eiko Harada, previously served as president of Apple Japan and chairman of Benesse Holdings. His transition from Apple to McDonald’s was famously described as a move “from Mac to Mac.” However, under Harada’s leadership, McDonald’s Japan prioritized profits over quality, following a cost-cutting strategy that resulted in higher operating profits but declining service and food standards.

Fujita’s Controversial Statements

Den Fujita was known for his bold and often provocative opinions. He said one time in an interview:

“The Japanese are hardworking but weak, small, and pale. I thought we had to strengthen ourselves. That’s when I thought of beef.”

“In business, the only justice is winning. There is no clean or dirty money. In a capitalist society, all ways of making money are acceptable.”

His books, like his business strategies, were wildly successful but controversial. Titles like Atama no warui yatsu wa son o suru (Why Dummies Lose Money) and Using Super-Commonsense in Your Money-Making Strategies reflected his obsession with wealth. His first book, The Jewish Way of Doing Business (1972), sold over one million copies, in which he controversially suggested that the Japanese should learn from Jewish business strategies. Though accused of antisemitism, Fujita defended himself, insisting his views were meant as praise rather than insult.

Despite these controversies, Fujita remained a business icon in Japan. He was globally recognized, appearing on Late Night with David Letterman in 1985, and in 1986, he was honored with the Blue Ribbon Award from Emperor Hirohito for his contributions to business.

A Different Perspective on Den Fujita’s Leadership

While Den Fujita’s leadership style and business philosophy have been widely discussed, those who worked closely with him remember things somewhat differently. One of those individuals is Nakazono, an early McDonald’s Japan employee who witnessed Fujita’s management firsthand.

“To make money, you have to make people work,” Nakazono recalls. However, Fujita believed that financial compensation alone wasn’t enough—he emphasized a sense of duty, compassion, and family support as key motivators.

One example of this was McDonald’s Japan’s March bonus, which Fujita introduced in addition to the standard July and December bonuses. Unlike traditional corporate bonuses, this extra payout wasn’t just for employees—it was also given to their wives.

“The idea was that if wives received a bonus, they would encourage their husbands to work harder,” Nakazono explains.

Beyond monetary incentives, Fujita took an even more personal approach to employee motivation. He arranged for florists to send birthday flowers to employees’ wives.

“These weren’t ordinary bouquets,” Nakazono notes. “They were flowerpot arrangements that lasted for about a year. Every time a wife saw the flowers, she would be reminded of her husband’s work and encourage him to do his best. Mr. Fujita kept his employees motivated by considering their families.”

Nakazono left McDonald’s Japan in 1990, marking the end of an era of unprecedented growth for the company. During his tenure (1973–1990), McDonald’s Japan experienced its most rapid expansion, achieving several milestones:

• 1977: The launch of Japan’s first drive-through restaurant.

• 1987: The introduction of the popular “sankyū set” meals (a play on “thank you” and the number 39, as they cost ¥390), making the phrase a household term in Japan.

• 1990: With the opening of a McDonald’s in Yamagata, the chain officially covered all 47 prefectures in Japan.

References:

• Alchemy. "A Big Mac Fortune: How Den Fujita Built McDonald's Japan." Substack. Link

• Tokyo Weekender. "Den Fujita: Japan’s McDonald's Man in the Spotlight." Link

• Fujita Shouten. Official Website. Link

• Shikigaku Souken. "The Business Philosophy of Den Fujita." Link

• SS Food Labo. "Notable Business Quotes: Den Fujita." Link

This historical relationship between rice and value sparked a bold idea in the minds of Yabe-san and Nagahashi san:

What if rice could become currency again—this time, powered by blockchain?

Their answer: Kokudaka Project, a local economy initiative launched in 2023 in Nishi-Aizu, a rural town in Fukushima Prefecture.

“Why has rice lost so much of its significance?” Yabe and Nagahashi -san often asked themselves.
“We thought rice and blockchain would be a good match. Rice was once the foundation of the economy. Now, we want to use it to build a new kind of exchange.”

But this isn’t just a Web3 experiment—it’s a deeply personal mission. Yabe-san is the 19th generation of his family to live in Nishi-Aizu. His ancestors settled there around 360 years ago, and he still lives in a traditional home over a century old.

“People say a 100-year-old house is old,” he laughed. “For me, it’s just normal.”

Before returning home, Yabe-san built a successful international career in landscape architecture, living in Tokyo, Canada, and Shanghai. But after the 2011 Great East Japan Earthquake, he felt a calling.

“I decided to come back and do whatever I could,” he shared.

What he found was a town in quiet decline—abandoned farms, shrinking population, and few social activities. “If things continued like this, entire rural towns could disappear, he said.”

In Japan today, only 14% of land is farmland, with rice paddies making up just over 7%. The country’s food security—and the preservation of its landscapes—relies heavily on aging farmers and declining rural populations.

Enter Kokudaka.

Nagahashi-san, who manages the project on behalf of the town, explained:

“We wanted to reimagine rice not just as a product, but as a symbol of connection and care. Something that could anchor a community economy.”

This is an introduction of Kokudaka Project in Japanese*

The Kokudaka Project was born to address the unique challenges of rice cultivation in mountainous regions like Nishi-Aizu Town. As outlined in the project’s introduction, rice farmers in these areas face three major hurdles:

1. Market prices are fixed by region, making it hard to differentiate and add value to their rice.

2. Large-scale farming is difficult due to the terrain.

3. A shrinking population has led to a serious shortage of agricultural workers.

So, how is Kokudaka using blockchain to address these issues?

1st Challenge: Difficult to Stand Out in the Market

Rice prices are largely determined by production area, limiting pricing flexibility.

Solution: Direct B2C Sales via Mobile App and NFT
By selling rice through a mobile app ordering directly, farmers can bypass traditional intermediaries and connect directly with consumers. This gives them the power to set their own prices and tell their story—turning their rice into something more than just a commodity.

2nd Challenge: Hard to Scale in Mountainous Areas

Terrain makes it difficult to expand operations or increase efficiency. If this would be compare to Hokkaido(northern island of Japan) one of the bigegst prodcuers of rice and agriculture product where the land is flat, the challenge is almost inextisten.

Solution: Shared Risk Through Community Support
Small-scale farming becomes more viable when producers can increase the unit price through direct-to-consumer sales. Additionally, NFT holders help absorb part of the production risk, providing farmers with more stability—even in the face of unpredictable harvests.

3rd Challenge: Labor Shortage Due to Depopulation

Fewer people in the community means fewer hands to help with farming.

Solution: Building a Supportive Farmer-Fan Community
Kokudaka goes beyond selling rice—it creates a community where consumers can become active supporters. Through NFT ownership, people can participate in local events of harvesting rice, assist with promotions, and become part of a growing movement to preserve and revitalize rural life.

Here’s how it works:

STEP 1. First, install the Rice App on Android or iOS. Wallet address will be automatically generated once you login with your Google or Apple Account.(Currently available only in Japan)

STEP 2. Choose how to support: Browse and select a rice board—a digital way to support a specific farmer or rice field. Purchase the NFT (rice pre-order) via credit card within the app.

STEP 3. In the fall or later on, an NFT that can be exchanged for actual rice will be distributed in the app.

STEP 4. Delivery of Your Rice

This is where it gets fun: there's a social ranking system inspired by historical Japan.
You start as a Hyakushō (百姓)—literally “one who does 100 jobs,” reflecting the traditional multitasker role in rural society. As you continue contributing, your status can rise all the way to Daimyō (大名)—the powerful feudal lords of the Edo period.

“This is about building an ecosystem,” Yabe-san said.
“One that’s self-sustaining and based on direct exchange—no middlemen.

Today, the Kokudaka community has grown to over 600 members, with more than 750 app downloads. In our interview, Yabe-san shared that rice sales have reached approximately $10,000 USD so far. However, building and maintaining the blockchain-based system is costly. To sustain and scale the project, they need to grow the community and increase rice sales—this will also encourage more farmers to join. Currently, only three farmers are participating in the initiative.

NFT holders are invited to visit Nishi-Aizu, join rice harvesting, participate in local festivals, and attend community meetups in Tokyo. Every interaction is rewarded with a commemorative NFT, strengthening the bond between people and the farmers.

Lastly, let’s talk about the design of this project.

“We chose Edo-period fonts, and wordplay like ‘Rice to meet you’ or ‘Ii ine!’ (a pun meaning ‘good rice!’),” Yabe-san said. “It brings the spirit of the Edo townspeople to life. We want this to be fun, stylish, and alive.”

More than just a tech innovation, Kokudaka is a cultural one. It asks: What does it mean to support a place? How can we revive traditions without being bound by them?

“Around 70% of Japan is countryside,” Yabe-san reminds us.
“We have rich resources—agriculture, forestry, fisheries—but without direct support, they’re disappearing.”

Kokudaka is showing us what’s possible when the past, present, and future come together—when something as essential as rice becomes a gateway to reconnection, community, and hope. Follow their journey on Facebook as ancient farming values meet 21st-century tools :D

References

• Podcast: Bee Curious
  (Interview with Yoshihiro Yabe and Nagahashi)

• Kokudaka Project – Official Blog (Note):
  https://note.com/kokudaka_project

• Kokudaka Feature on Kikanchiiki:
  https://kikanchiiki.net/archives/3479

• Nishi-Aizu Town Official Page (Japanese):
  https://www.town.nishiaizu.fukushima.jp/soshiki/2/14308.html

As a kid, I used to watch Adam Sandler movies and other American comedies where the characters devoured burgers with such delight that I couldn't help but crave one myself. I don’t remember exactly when I had my first McDonald’s burger, but I believe it was during a trip abroad in my teenage years. At the time, just tasting a McDonald's burger made me feel "cool" and "trendy." I wanted to tell everyone that I had experienced the famous American burger for myself.

Over the years, I’ve tried McDonald’s in several countries, and—without meaning to shade other places—I have to say that Japan’s McDonald’s is the best. It feels cleaner, cheaper, and tastier. It sounds crazy, but that’s honestly how I feel.

McDonald's is everywhere in Japan. When I lived in Takadanobaba, a student hub in Tokyo, there was a McDonald's right in front of the station. Many students worked there part-time, but they also used it as a place to study or even go on dates. I was one of them—memorizing kanji while sipping a 100-yen coffee with my morning set. The smell of crispy fries always reminded me of the "American dream."

Many of my fellow students did the same—camping out 😃 at McDonald's with free Wi-Fi for hours. Our second go-to spot was Starbucks. As I traveled around Japan, I noticed that most McDonald's locations were strategically placed near major train stations. I thought this is a smart move—people are busy and hungry, so why not grab a burger on the go?

Today, I want to explore McDonald's success story in Japan and how they entered the market. This will be a two-part newsletter, with the second part focusing on the charismatic founder of McDonald's Japan, Fujita Den.

The History of McDonald's in Japan

McDonald's opened its first store in Japan in 1971, bringing American hamburger culture to a nation where rice and fish dominated the diet. By 2021, the company was celebrating its 50th anniversary. As of September 2022, McDonald's Japan had grown to 3,800 locations, holding a 20% market share and generating approximately 317.7 billion yen in sales in 2021 (Source: Nikkei)

During the late 1960s, Japan was experiencing a wave of cultural influence from the West. The Beatles' visit to Japan, the rise of hippie fashion, and the bowling boom were just a few examples. At a time when international travel was still out of reach for most, Japanese people were captivated by foreign lifestyles. It was in this atmosphere that McDonald's Japan was born.

In 1969, Fujita Den—who would go on to become the founder of McDonald's Japan—was running a trading company and traveling the world. He learned that McDonald's Corporation was considering entering the Japanese market and was searching for a business partner.

At the time, hamburgers were immensely popular in the U.S., and Fujita foresaw that Japan would eventually embrace quick-service restaurants. Sensing a huge business opportunity, he immediately reached out to Ray Kroc, the legendary founder of McDonald's.

Several major Japanese corporations had already approached McDonald's headquarters, giving Fujita little advantage in negotiations. He lacked the capital and corporate backing that his competitors had. However, Ray Kroc saw something special in him—his global mindset, communication skills, and entrepreneurial drive. Unlike large trading companies that treated McDonald's as just another business deal, Fujita had a passionate, hands-on approach.

Impressed, Kroc told him:

"Many Japanese businessmen have visited us, but you, Fujita, are the first person I truly want to entrust with the McDonald's business."

Location: The First McDonald's Opens in Ginza

How do you introduce a completely new food culture to a country that worships rice and fish? Fujita had a bold answer:

"The first McDonald's in Japan must open in Ginza—the center of Japanese trends."

And so, on July 20, 1971, Japan’s first McDonald's opened inside Ginza Mitsukoshi, one of Tokyo’s most prestigious department stores.

At the time, beef was still a rarity on Japanese dinner tables due to import restrictions. A menu centered around 100% beef patties was almost unthinkable. Yet, McDonald's insisted on maintaining its American authenticity. The gamble paid off. Young people fascinated by foreign culture flocked to McDonald's, eager to try the now-iconic hamburger. On weekends, the sight of customers strolling through Ginza’s Pedestrian Paradise with burgers in hand made headlines. The media framed McDonald's not as a strange foreign dish, but as a new fashion statement.

Unlike in the U.S., where most McDonald's locations were in suburban areas, Fujita insisted on launching in a high-profile, urban setting. He believed that if McDonald's gained traction in Ginza—Japan’s epicenter of youth culture—it would naturally spread nationwide.

This approach wasn’t just about selling burgers—it was about selling a lifestyle. This same strategy was later used by brands like Uniqlo, whose flagship store in Ginza played a crucial role in its rise to global prominence. From the start, McDonald's Japan wasn’t just introducing fast food—it was creating a new 'eating culture'. For your pleasure a commercial collection of 80 years of Mc Donald in Japan:

Hamburger University

One of the major factors behind McDonald’s success in Japan was the establishment of Hamburger University. Before launching its first store in Ginza, McDonald’s Japan created this in-house training institution to instill not only store operations but also its core management philosophy—QSC&V (Quality, Service, Cleanliness, and Value). Additionally, the university provided business administration and leadership training, essential for store management and human resource development.

This approach wasn't unique to McDonald's. Toyota, one of Japan’s most renowned manufacturing giants, had already established Toyota Gakuen in 1938, a corporate school aimed at training employees in Toyota’s production system. The concept follows the "Iceberg Theory" in management—where a company's visible aspects (such as products and services) are just the tip of the iceberg, while its true strength lies in the unseen foundation of training, leadership, and corporate culture.

Even the current CEO (Tamotsu Hiiro) of McDonald's Japan acknowledged the importance of hands-on training. In an interview, he shared:

“Everyone who joins McDonald's, whether they are mid-career employees or executives, undergoes store internships. Coming from outside the restaurant industry, I told former president Sarah Casanova, ‘I really want to understand the field.’ When I saw my schedule, it was a four-month training period. To be honest, I thought, ‘That long?’ (laughs). I trained at four different stores, wearing a beginner’s badge for a month at each. There were times I struggled with the cash register and made customers wait, but I was encouraged by their kindness. One elderly woman even said, ‘Please do your best.’”

This commitment to hands-on learning ensures that every employee, from part-time workers to top executives, understands the business from the ground up.

Industrialization and Menu Innovation

McDonald's Japan revolutionized the restaurant industry by standardizing operations—ensuring that menu items, pricing, service, and overall customer experience remained consistent across all locations. This efficiency allowed the company to expand rapidly, particularly in major cities.

Just four days after opening its first location in Ginza, McDonald’s opened its second store in Yoyogi, followed by outlets in Oi, Shinjuku and beyond. By 1972, new stores were opening at an average pace of one per month, with expansions into major metropolitan areas across Japan. This rapid growth fueled the rise of the fast-food industry, making dining out an everyday experience for many Japanese consumers. The menu taken from the first location as shown photo below.

Families loaded up their cars with luggage, heading out for leisure trips, while couples enjoyed drives in their stylish new vehicles. By the late 1970s, cars were everywhere in Japan. The expansion of major expressways and trunk roads connecting different regions, combined with rising incomes from rapid economic growth, transformed consumer behavior. The number of registered cars skyrocketed from around 7 million in 1965 to 30 million in just a decade, as domestic automobile manufacturers introduced a diverse range of models. What was once a luxury symbol of the wealthy had now become an everyday necessity, changing the way people traveled and shopped.

Amid this growing trend toward motorization, McDonald's Japan seized the opportunity and opened its first drive-through restaurant in 1977. At the time, full-scale drive-throughs were virtually nonexistent in Japan, making this innovative sales system a hot topic and a game-changer in the fast-food industry.

In the 1980s, McDonald’s Japan continued to innovate:

• Drive-through locations were introduced, catering to the rise of car culture.

• Advanced POS (point-of-sale) registers were developed to improve efficiency—so effective that McDonald's US headquarters later adopted them.

• In 1989, McDonald's Japan launched the Teriyaki McBurger, one of its first Japan-exclusive menu items. The burger's overwhelming success influenced McDonald's global strategy, shifting from a “one-size-fits-all” menu to allowing localized offerings tailored to each country’s tastes. Teriyaki Burger Set today in Japan sells for ¥670, photo below.

While McDonald's Japan initially focused on aggressive expansion, the company later shifted its strategy to quality over quantity. Rather than simply increasing store numbers, the company began renovating older stores and carefully selecting franchise partners.

Unlike Mos Burger, where many franchisees are small business owners or former salaried workers, McDonald's Japan prioritizes partnerships with large, well-established companies capable of managing multiple stores. This shift in approach significantly impacted productivity and profitability:

• McDonald's Japan boasts annual sales exceeding 300 billion yen with an operating profit margin of nearly 10%.

• In contrast, Mos Burger generates under 80 billion yen in sales with roughly half the profit margin of McDonald's.

The visionary behind McDonald's Japan, Den Fujita, was not only strategic about store locations but also set an ambitious goal: annual sales of 100 billion yen. He believed that for the restaurant business to be considered an "industry" rather than just a business model imported from America, it needed to reach an industrial scale.

“We’re not just trying to profit by copying a successful American business model,” Fujita declared.
“Our goal is to create an entirely new industry—one that doesn’t yet exist in Japan.”

Challenges of McDonald's in Japan

McDonald's Japan faced significant hurdles as the country’s economic landscape shifted. Following the collapse of Japan’s asset bubble and the onset of deflation, the fast-food giant’s long-standing success began to waver. In 2000, the company introduced half-price meals on weekdays, slashing the price of its ¥210 hamburgers to just ¥65. This strategy attracted budget-conscious salarymen in their forties, who were adjusting to reduced allowances amid the recession. However, while this move initially boosted foot traffic, it also marked the beginning of a damaging price collapse. McDonald's Japan was momentarily celebrated as a deflation-era success story.

The celebration was short-lived. In 2002, McDonald’s Japan ended its half-price promotion in an attempt to raise average customer spending, which had declined significantly. The move triggered a strong backlash, leading the company to report its first-ever financial loss. As a result, founder Den Fujita stepped down as CEO, later resigning as chairman in 2003. He passed away from a heart attack in April 2004.

Throughout its 50-year history, McDonald's Japan has faced two major crises. The first crisis, spanning from the mid-1990s to 2002, was a combination of aging restaurants from its rapid expansion period and an aggressive discounting strategy that ultimately weakened the brand. While the company had a record-high 3,891 stores in 2002, sales at existing locations had been in continuous decline for seven years.

Although McDonald’s Japan gradually recovered, another setback emerged in 2010, and by 2014, it faced its most severe crisis: the expired chicken scandal. A Chinese supplier was found to have been altering expiration dates on chicken nuggets, sparking outrage. Then-CEO Sarah Casanova's vague response—that McDonald's had been "tricked" by its supplier—failed to reassure the public, further damaging the company’s reputation. Source: Nissei

Current Situation

Over the past five decades, McDonald's Japan has navigated an evolving market, challenged by the rise of convenience stores, growing food safety concerns, and the impact of the COVID-19 pandemic. The company's philosophy emphasizes continuous evolution, summed up in its belief that "the most dangerous thing is to be in a state of improvement." Even when business is going well, stagnation is inevitable without constant innovation.

Japan’s prolonged deflation—spanning nearly 30 years—has contributed to a unique pricing mindset. Unlike other countries, Japan requires companies to announce price increases to the media, often comparing them to past lows. This scrutiny reinforces the deflationary mindset, making price adjustments difficult. However, McDonald’s Japan acknowledges that sustainable pricing is essential. Higher profits enable investments in wage increases and employee training, ultimately driving productivity and consumption.

Since 2022, inflation and a weaker yen have significantly increased raw material costs. With approximately 60% of McDonald's Japan’s ingredients imported—and 70% of its stores operated by franchisees—the rising procurement costs directly impact profitability.

McDonald’s Japan operates on a business model known as the "Three-Legged Stool", which emphasizes balance between McDonald's itself, franchise owners, and suppliers. As the company adapts to economic pressures, it must ensure that all three elements remain stable. In the words of its leadership:

"If any of the three legs are missing, or if any are too long or too short, the chair will not be stable. For customers to feel comfortable, all three legs must be healthy. A well-planned pricing strategy is essential to maintaining this balance." Source: Business Insider

New menus are also offered in different seasons that are special editions only for Japan Store. Check this Hamburger NY style and Potato chips with Ume(pickled plum) flavor and garlic.

References

1. Nippon.com. McDonald's Japan: Success, Challenges, and Reinvention.

2. McDonald’s Japan. 50th Anniversary: McDonald’s History and Social Impact.

3. Tokyo Weekender. Den Fujita: Japan’s McDonald’s Man in the Spotlight.

4. Tameshiyo. Book Preview: The History of McDonald’s Japan.

5. Nikkei: McDonald’s Japan and Its Business Strategy.

6. Funai Soken Five Key Factors Behind McDonald’s Japan’s 50-Year Success.

7. Business Insider Japan: McDonald's Japan’s Three-Legged Business Model and Pricing Strategy

The origins of the World Expo trace back to the Great Exhibition of 1851 in Hyde Park, London, where Britain showcased its industrial power during the Industrial Revolution. Japan first participated in the 1867 Paris Expo, and its first time hosting was in Osaka in 1970, a landmark event symbolizing Japan’s rapid economic growth. That Expo was also the first World Expo held in Asia and drew over 64 million visitors, making it the most visited Expo of the 20th century. Since then, Japan has hosted:

• World Expo 2005 in Aichi, which later became Expo 2005 Aichi Commemorative Park, now home to Ghibli Park

• Specialized Expos in Okinawa (1975) and Tsukuba (1985)

• A Horticultural Expo in Osaka (1990)

In 2018, Japan was elected to host World Expo 2025 in Osaka, an event projected to have an economic impact of 4,950.9 billion yen.

The Expo will run for six months, from April 13 to October 13, 2025, spanning 184 days.

With so many exciting attractions, Osaka Expo 2025 is shaping up to be a historic event—one that blends technology, culture, and innovation in a way that could define the future.

And of course, there's Myaku Myaku, the official Osaka Expo mascot. According to the Expo’s official site, it’s described as:
"A mysterious creature born from the fusion of cells and water. Its true identity remains unknown."

The theme of the 2025 Expo is centered around "Society 5.0," a vision of the future where IoT, AI, robotics, big data, and biotechnology work together to tackle global challenges while fostering economic development.

One of the main attractions will be the international pavilions, where visitors can explore different cultures, innovations, and ideas from across the globe. 47 countries have already confirmed plans to build their own pavilions.

France’s Pavilion – Themed "Hymne Amour" (Hymn to Love), it features a structure inspired by the Arc de Triomphe with a rooftop French-style hanging garden. The pavilion explores the concept of love—self-love, love for others, and love for nature—through an immersive, interactive experience.

Japan’s Pavilion – The host country’s pavilion will showcase the JUNKAN (cycle of life), a fundamental concept in Japanese culture. Highlights include collaborations like "Hello Kitty x Algae," an exhibit featuring Mars Rocks, and a tie-in with the globally popular BE@RBRICK brand.

Also, the Expo’s food scene is set to be groundbreaking, with over 100 restaurants offering everything from sustainable sushi to futuristic dining experiences.

The below photo is the venue map plan:

Here’s what to expect:

Future Business Facility – Showcasing revolutionary food tech and innovations.
Future Challenge Shop – A platform for companies to introduce creative food concepts.
EARTH TABLE - Future Restaurant – A unique dining experience redefining the way we eat.
Sustainable Food Court – A next-gen eatery where robots and humans collaborate.

Sushi from 70 Countries (Kura Sushi)
Imagine sushi inspired by flavors from 70 different countries! Using sustainable ingredients like smart-farmed fish and organic seafood, Kura Sushi has managed to create a truly global sushi experience.

World’s First 3D Art Drinks (Suntory)
Thanks to Suntory’s Lidris technology, you’ll be able to sip on drinks featuring customized 3D designs, from your name to Expo-themed artwork. Almost too pretty to drink!

Gluten-Free Ramen (GF RAMEN LAB)
Although not new, the offering of this dish is going yo be great. Imagine having allergies and any other issues with stomach and digestion, but still crave that sweet ramen. So Kenmin Foods has made rich, flavorful ramen without wheat, offering a great option for those with gluten allergies.

Tonkatsu Noguchi
Japan’s crispy pork cutlet gets a modern makeover with innovative cooking techniques and bold new flavors.

100% Farmed Sushi (Sushiro)
For the first time ever, an entire sushi menu will be made exclusively from farmed ingredients not from the sea but from land, proving that sustainability and great taste can go hand in hand.

Beyond its futuristic tech and cultural exhibits, Osaka Expo 2025 is shaping up to be a paradise for food lovers.

How to Get Tickets?

Tickets for Osaka Expo 2025 can be purchased on the official website. For details and pricing, visit the official ticket page.

References

1. Tenjikaieigyo – Details on Osaka Expo 2025 logistics and operations
   https://tenjikaieigyo.com/banpakumuryoku/

2. Nikkei Expo 2025 – Food scene and expected culinary experiences https://expo2025.nikkei.co.jp/event09/

3. Hochi News – Latest updates and insights on Expo 2025 https://hochi.news/articles/pub_ext_E1740707742117.html

4. Official Expo 2025 Website – News, event details, and ticket information
   https://www.expo2025.or.jp/news/news-20241018-02/

5. Mapion News – Coverage of Expo-related developments and themes
   https://www.mapion.co.jp/news/women/womanexcite-E1740707742117-all/

6. Japan National Tourism Organization – Overview of Osaka Expo 2025 and visitor information
   https://www.japan.travel/en/expo2025/about/

7. Nikkei Asia- 'Creepy but cute' Osaka Expo mascot steps forward as quirky hit https://asia.nikkei.com/Life-Arts/Arts/Creepy-but-cute-Osaka-Expo-mascot-steps-forward-as-quirky-hit

Like many learners, I picked up a lot of slang from dramas, but I also learned plenty from my Japanese friends (tomodachi). Of course, I sometimes use it in the wrong context—haha! Being married into a Japanese family has also helped since I get to hear a lot of their casual speech (tameguchi). However, one funny thing is that I sometimes end up sounding boyish with the slang I use. When I get it wrong, people around me laugh, making it even more obvious that I’m not a native speaker.

This got me thinking—when we learn a new language, we often want to pick up slang, but we’re also curious about dirty words and swear words. No matter how many languages I speak, nothing beats swearing in my mother tongue, Albanian!

But Japanese swear words and slang seem to work very differently. When I asked my family and friends about it, I quickly realized that most Japanese people almost never swear in daily life. Finding information on this topic wasn’t easy—though anime and dramas sometimes feature strong language, I’ve rarely heard people use it in real conversations. Since this isn’t something you’d learn in a Japanese language school, I thought, why not explore and share some insights here?

Bad Mouthing and Dirty Words (悪口・汚い言葉 / Warukuchi・Kitanai Kotoba are organized by category:

• Stupidity

• Body Parts

• Discriminatory Words

Rather than covering every category in detail, I’ll focus on words related to stupidity—a topic that anime, game, and drama fans might already be familiar with!

Common Words for "Stupid"

One of the simplest and most well-known ways to say "stupid" in Japanese is baka (バカ ). But to my surprise, baka has many different usages! Another word with the same meaning is aho (アホ). Why does Japanese have two words for "stupid"?

The reason lies in regional dialects—baka is more commonly used in the Kanto region (Tokyo and surrounding areas), while aho is the preferred term in Kansai (think Osaka).

Both words originally came from Ancient Chinese, with their etymology tracing back centuries. But they aren’t the only ways to call someone foolish! Here are some more variations which I put on a table below:

But wait there are more Ways to Say "Stupid"

• Saitei (最低) – Literally means "the lowest," but saitei no yatsu (最低のやつ) can mean "asshole" or "jerk."

• Teino (帝の) – Used to describe a dimwit or fool.

• Manuke (間抜け) – A term for someone lacking common sense. The kanji 間 (ma) means "gap" or "space," while 抜け (nuke) means "to lack," so together, it implies someone who is clueless.

• Tonma (頓馬) – Means "stupid jerk."

• Noroma (のろま) – Derived from noroi (鈍い), meaning "slow" or "dull," this word is used for someone who is extremely slow-witted.

• Bonkura (ぼんくら) – A slang term often used by yakuza, meaning "blockhead." It comes from bon (盆), which refers to a gambling tray, and kura (暗い), meaning "dark." It originally described someone bad at gambling or playing games, but it now generally refers to a useless person.

References

• Book: Using Japanese Slang: This Japanese Phrasebook, Dictionary, and Language by Anne Kasschau & Susumu Eguchi

• Research Paper: Japanese Slang on The Nihongo Mantappu YouTube Channel (Morphosemantic Study) by Nastasya Kirana Dewi & Raden Novitasari

• Preply: Japanese Slang

• Flip Japan Guide: Japanese Slang

Yet, my view took a complete 180 when I found myself in Tokyo years later. Despite to my initial skepticism, a friend convinced me to try kaiten sushi (conveyor belt sushi). Given my past ordeal, I wasn't expecting much. But then came maguro—the lush, fatty tuna belly. Just a single bite and its rich, buttery essence had me hooked. Nothing like Emma's vegetarian sushi. I couldn't help but keep calling for more until I was absolutely stuffed. Being in a new place and unsure of the do's and don'ts, I tend to follow the crowd. Noticed a couple next to me brewing green tea right at the table with hot water on tap. "How cool," I thought, and didn't hesitate to mimic them. Discovering that the blend of velvety maguro, tangy pickled ginger, and warm green tea was nothing short of divine. I silently thanked God for sushi. So today, I'll dive into a brief history of sushi and explore how the conveyor belt revolutionized the sushi scene in Japan.

History:

As a matter of fact Sushi evolved from a fermented dish known as Narezushi in Southeast Asia, not Japan. Initially crafted by a mountain-dwelling tribe as a method to preserve scarce fish, it later gained prominence in Japan during the Nara period, where it was offered to the imperial court. The modern versions of pressed and boxed sushi retain elements of these ancient practices. By the Kamakura period, a variation using leftover fish, known as juku sushi, emerged.

During the mid-Edo period, the advent of rice vinegar led to the creation of "Hayazushi," a quick, non-fermented sushi. This innovation allowed for immediate consumption without the wait. Later, in the late Edo period, nigiri sushi was developed. Originally the size of a rice ball, it was served in sliced pieces. The contemporary practice of serving two pieces on a single plate traces back to this tradition.

Since the 1900s, advancements in ice-making, fishing techniques, and distribution enabled sushi restaurants to serve fresh sashimi by using ice for preservation. This period also saw the establishment of the modern practice of glazing fish with simmered soy sauce. With the arrival of the Taisho era, electric refrigerators became common in sushi restaurants, leading to a greater diversity of toppings and smaller serving sizes. The Great Kanto Earthquake further dispersed sushi chefs throughout Japan, aiding the spread of Edomae sushi to rural areas.

Sushi's evolution took a dramatic turn in the Showa era. Amidst a period of economic boom, traditional street sushi stalls closed due to hygiene concerns. Yet, in 1952, a pivotal moment occurred with the opening of the first conveyor belt sushi restaurant in Osaka, revitalizing sushi's popularity. This innovation paved the way for modern sushi to become an accessible delicacy, shaped by historical developments.

Kaiten Zushi or conveyor belt sushi

If you've ever been to Japan and tried out sushi, chances are you've enjoyed the fun and wallet-friendly experience of conveyor belt sushi, a nice change from the more upscale sushi spots. But did you know that this cool invention of conveyor belt sushi pretty much gave a big boost to the sushi scene back in the day? The trendsetter, "Mawaru Genroku Sushi," popped up 65 years ago in what's now known as Higashiosaka City, Osaka Prefecture. It made a huge splash at the 1970 Osaka World Expo, turning heads and drawing crowds. This moment, along with the rise of fast food and family dining, was a game-changer for Japanese food culture, kicking off what's been dubbed the "first year of the restaurant industry."

Post-war, Yoshiaki Shiraishi (now deceased), the innovator behind Mawaru Genroku Sushi, moved from Ehime Prefecture to Osaka and established a restaurant in what is now Higashiosaka City. He later introduced sushi to his menu, a delicacy traditionally reserved for celebrations.

Aiming to make sushi accessible to the young workers and students from nearby factories, he pioneered a stand-up dining format, offering a plate of four pieces for 20 yen. This approach, about 30% cheaper than competitors and with transparent pricing—a rarity for sushi eateries—proved to be a resounding success.

But as the restaurant's popularity soared, managing the flood of customers became a challenge. On top of that, the business faced a labor shortage, with young apprentices fresh out of junior high leaving due to the intense workload. Mr. Shiraishi found himself pondering how to streamline operations, especially noting how much time was lost in the simple act of handing sushi to customers. His moment of inspiration came during a visit to a beer factory in Suita City, Osaka, with fellow business owners. Witnessing the conveyor belt in action, he thought, "This is the solution." By setting up a rotating conveyor around the counter and placing sushi plates on it, customers could easily pick their own dishes. This innovative idea was born in 1948, revolutionizing how sushi was served.

However, developing the conveyor belt system was challenging and took nearly a decade to perfect. The main issue was navigating corners: plates moved easily along straight sections but would jam or fall off at turns. Inspiration struck Mr. Shiraishi unexpectedly as he observed children fanning out playing cards. He thought, "What if we use fan-shaped sections to navigate corners smoothly?" With this idea, he collaborated over drinks with the owners of a nearby factory, pooling their collective ingenuity. This collaboration led to the development of a uniquely shaped conveyor segment named "Uroko," solving the problem of turning corners efficiently.

Furthermore, they prioritized choosing materials that wouldn't rust, culminating in the creation of a prototype in 1957 dubbed the "Conveyor Swivel Dining Table."

Hiroshi Shiraishi, the eldest son of Mr. Shiraishi and the current head of Genroku Sangyo in Higashiosaka City (which runs Mawaru Genroku Sushi), reflected, "My father had a knack for managing costs effectively and was great at nurturing relationships. I believe the small factory owners were so willing to help because of my father's character." It was this blend of Mr. Shiraishi's vision and the technological prowess of Higashiosaka's manufacturing sector that brought his innovative idea to life. In April of the next year, the inaugural "Mawaru Genroku Sushi" opened its doors near Kintetsu Fuse Station. The concept of quickly grabbing sushi as it passed in front of them appealed to the fast-paced residents of Osaka. The sight of sushi moving along the conveyor belts was a novel attraction visible even from outside the restaurant, drawing crowds daily. By 1960, the second location launched in Dotonbori, situated in Osaka's vibrant downtown Minami area, famously known as a foodie paradise. You can go to visit this legendary place.

Conveyor belt sushi saw significant growth during the World Expo in Osaka. Responding to an invitation from the local chamber of commerce, Mr. Shiraishi showcased Genroku Sushi at a prime spot near the monorail's west exit, serving the expansive event space. The Expo's opening brought a steady increase in patrons, quickly leading to long queues. To manage the demand, Mr. Shiraishi creatively dispensed the nigiri set (300 yen) directly onto the conveyor belt.

The Osaka Expo not only spotlighted Genroku Sushi but also introduced Japanese people to a new food culture with the presence of an American-style family restaurant by Royal Host, American fast food, and Kentucky Fried Chicken. This exposure marked the beginning of a new era, with the first KFC opening in Nagoya City, Aichi Prefecture in November 1970, and the inaugural Royal Host store in Kitakyushu City, Fukuoka Prefecture the following December. The year 1970 is celebrated as the "first year of the restaurant industry," with Genroku Sushi, alongside fast food and family restaurants, playing a pivotal role in this landmark period.

Following its success at the Osaka Expo, Genroku Sushi saw its presence swell across Japan, primarily through franchising, boasting around 250 outlets at its zenith, including both franchise and direct operations. To protect its innovation, Genroku Sushi patented its "conveyor rotating dining table" in 1962 and took legal measures against copycats through attorneys in Tokyo and Osaka.　The patent lapsed in 1978, paving the way for a new wave of conveyor belt sushi establishments under different brands nationwide, spurred by a shift towards operational independence from the franchise model. This evolution sparked a sustained boom in conveyor belt sushi, cementing its place in the Japanese dining landscape. A report by Fuji Keizai in Tokyo forecasts the conveyor belt sushi market to grow 7.6% year-on-year to 725.2 billion yen in 2022, with expectations to surpass 750 billion yen in 2023.

The term "conveyor belt sushi" was officially recognized in the 1991 fourth edition of the Kojien dictionary, underscoring its integration into Japanese culture. Genroku Sushi still holds "Kain" as a registered trademark, a legacy that Hiroshi chose to share with the wider industry in 1997, aiming to foster further growth in the conveyor belt sushi sector.

References:

- J-Net21 Special Feature on Expo 1970

- Nikkei Article

- Mizkan Sushi Lab

- Gentosha Go Article

- Seiyodo on the Appeal of Sushi

- Sushi All Japan

Back when I worked for a chocolatier company in Japan, I was involved in sales and often had to visit the "labo"—the kitchen where recipes were developed. At that time, I was still new to both the Japanese corporate world and the culture itself. One day, I was chatting with a pâtisserie chef and casually asked about his wife, referring to her as tsuma (妻). He smiled and gently corrected me, explaining that when asking about someone else's wife, the polite term is okusan (奥さん).

Wait—so there’s more than one way to say “wife” in Japanese, I asked?

He laughed and said, “Yes. In fact, there are three commonly used words today, but historically, Japan had around 6 different terms for a wife. The words evolved alongside societal changes.”

That surprised me. In English, there’s just one word: wife. In my native Albanian, we have two words:

• Grua – meaning “woman” in a broader sense.

• Bashkëshorte – which, when broken down, means "the person I share my life with"—almost like winning the lottery of companionship.

I found it fascinating that Japanese had such linguistic depth in how they addressed a wife, reflecting the country’s shifting social norms and traditions. So, I decided to check the etymology of ‘wife’ in Japanese.

妻 (Tsuma)

The most standard way for a man to refer to his wife today. It appears in Kojiki, Japan’s oldest historical text (Nara period), though back then, the marriage system was vastly different from what we know today. Originally, tsuma meant a companion or partner.

Kanji Breakdown: 一 (one) ｜ 女 (woman) → Suggesting a singular partner.

Kun’yomi (Japanese reading): つま (tsuma) and On’yomi (Chinese reading): サイ (sai)

Example Sentence:

ちなみに今日は６月８日、妻の誕生日です。
By the way, today is June 8th—my wife's birthday.

Over time, the word evolved from 連れ添う身 (Tsuresoumi) meaning "to be together" → 連れ身 (Tsumemi) → つま (Tsuma). During the Meiji period, as modern marriage systems took shape, tsuma became the official term in legal documents. Source

家内 (Kanai)

This term, literally meaning “inside the house,” reflects traditional gender roles where women were expected to manage the household. It became widely used during the Meiji period (1868–1912), a time when men worked outside while women stayed home. The Meiji government promoted a strict division of labor between men and women. The ideal wife was expected to stay inside the home, managing household affairs while the husband worked. Post-World War II, as more women entered the workforce and gender roles changed, kanai began to feel outdated and is now used mainly by older generations.

I have not heard this word to be honest even on older generations, perhaps in some areas they may still use it.

Kanji Breakdown: 家 (ie) – House and 内 (uchi) – Inside: Source

Example Sentence:

家内はアップルパイが大好きだ。

My wife likes apple pie a lot.

嫁 (Yome)

Traditionally, yome referred to a woman who married into a family, particularly from the perspective of her in-laws. It was not a term husbands typically used for their wives. During the Edo Period (1603–1868), marriage was often arranged to strengthen family alliances, and a woman was expected to assimilate into her husband’s household, serving both him and his parents.

Kanji Breakdown: 女 (onna) – Woman and 家 (ie) – House

Kun’yomi: よめ (yome) and On’yomi: カ (ka) Source

This term first appeared in Myōgoki, a Kamakura period dictionary (1275). Since the post-war era, when family structures shifted toward nuclear families rather than multigenerational households, yome has become less common. Today, it’s mainly used to refer to a bride or daughter-in-law rather than one’s own wife.

Example sentence:

嫁にやらなくてはならない娘が３人いる。

I have three daughters to marry off.

奥さん (Okusan)

Derived from 奥 (oku) meaning "inner part," this term originated in samurai households, where the lord’s wife was called 奥方 (okukata). Over time, this evolved into okusama and later okusan. This remains the most polite way to refer to someone else’s wife today.

Kanji Breakdown: 大 (ō/oki) – Big and 奥 (oku) – Inner, deep

Example Sentence:
ムは奥さんに素直です。Tom is loyal to his wife.

女房 (Nyōbō)

Nyōbō originally meant “woman’s chamber” and referred to the female servants who lived in Heian-period aristocratic residences. Over time, the term expanded to mean the wives of noblemen, particularly in samurai households. During the Heian Period (794–1185), high-ranking aristocrats had multiple wives or concubines, and their female attendants managed household affairs. These women lived in designated chambers (nyōbō), and over time, the term began referring to noblewomen themselves. During Edo Period (1603–1868): Samurai wives were also called nyōbō. However, the term gradually faded as tsuma and okusan became more common.

Nyōbō is now archaic and sometimes used humorously by older men, but it’s largely disappeared from daily language.

How Society Shaped These Words

Marriage was family-centered, and women were often defined by their roles within the household (yome, nyōbō, kanai). During the Meiji Era, as Japan modernized, gender roles became stricter, and words like kanai reinforced the expectation that wives should remain at home. After Post-WWII, the shift to nuclear families and increased gender equality led to the decline of terms like kanai and yome, while tsuma became the neutral standard. Today Tsuma and okusan are the most common words, while yome and kanai are becoming less frequent due to their traditional connotations.

In many families, there is a natural tendency to develop unique ways of addressing a partner. While most people around the world call their significant other by name or use affectionate nicknames, in Japan, it is also common for couples with children to refer to each other as Mama or Papa.

This practice reflects a balance between embracing their role as parents in front of their children while maintaining a romantic relationship in private. According to a survey, approximately 48% of people prefer calling their partner by name or nickname, a trend particularly popular among younger generations.

The second most common way couples address each other is by using Okaasan (Mother) or Mama. Many couples initially call each other by name, but after having children, they naturally transition to these terms.

Unlike in many other countries, where partners continue using names or nicknames, in Japan, calling one’s spouse Okaasan is not unusual. One reason for this is that Japanese families tend to be child-centered. Young children often mimic the language used by the adults around them, which can reinforce this habit. Additionally, Okaasan and Mama signify roles within the family, making them convenient terms that help define responsibilities and maintain structure in the household.

References:

1. "語源由来辞典" - Origins of Words and Phrases in Japanese. Retrieved from https://zatsuneta.com/archives/005991.html

2. "『嫁』という言葉の由来" - The Origin of the Word 'Yome'. Retrieved from https://nihongo22.jpn.org/note/kanji/where-word-yome-came-from/

3. "How to Say 'Wife' in Japanese" - Team Japanese. Retrieved from https://teamjapanese.com/wife-in-japanese/

4. "結婚相手の呼び方" - Different Ways to Refer to Your Spouse. Zexy Love News. Retrieved from https://zexy.net/contents/lovenews/article.php?d=20100122

5. "自分軸手帳" - How to Address Your Partner in Japanese. Retrieved from https://www.jibunjiku.com/partnernoyobikata

While the song has a completely different meaning from strawberries as a fruit, for me, strawberries are synonymous with warm spring and summer days spent on picnics with friends and family. Old movies comes to my mind and vintage dresses with white stripes and strawberry prints, and that simple, sweet joy of indulging in something delicious. Who has ever tried strawberry tiramisu and not fallen in love? Also, the photo below is not me 😆.

But here’s the thing— why in Japan, strawberry season seems to peak in winter?

Is it technology? Culture? Or something else entirely?

Take a walk through Tokyo—or anywhere in Japan—on Christmas Day, and you’ll be surrounded by the Strawberry Fair season. Convenience stores such as Family Mart, Lawson, 7 Eleven, supermarkets, department stores, and bakeries all compete to create the best strawberry shortcakes, tarts, ice creams, and limited-edition treats. It’s a fascinating contrast to the rest of the world, where strawberries are usually associated with warm summer days.

This got me thinking about Japanese strawberries—their unique varieties and the reason they thrive in winter. So I will explore the history and types of Japanese strawberries in this simple guide. And as a bonus, I’ll share some of the best strawberry-picking farms where you can enjoy these sweet gems straight from the source!

Intro

With 159,000 tons produced annually and 148 registered varieties, strawberries are one of Japan’s most celebrated fruits. While they may be pricey, they are revered worldwide for their exceptional sweetness, soft texture, and vibrant red color. Exports of Japanese strawberries—primarily to Asian markets like Hong Kong—have reached 526 tons annually, valued at JPY 1.15 billion (USD 10.65 million), with demand steadily rising. (Source)

Unlike in many other countries, over 90% of Japan’s strawberries are grown using a method called forcing culture. This technique involves inducing flowering in autumn through artificial methods such as chilling and short-day treatments. The plants are then grown in heated greenhouses, preventing dormancy and allowing for a prolonged harvesting period from late November to June. Advances in research have made it possible to maintain consistent strawberry production, with increasing demand for year-round availability, especially in confectionery.

Japanese strawberries are known for their delicate texture, which makes them fragile and difficult to transport. To address this challenge, Japanese producers have developed specialized packaging with high cushioning properties (photo below), as well as Controlled Atmosphere (CA) containers that regulate fruit respiration. High-voltage transport containers are also used to maintain freshness during shipping.

How Did Strawberries Arrive in Japan?

Strawberries were first introduced to Japan from Holland during the early Edo period. However, they were not cultivated commercially and remained a luxury enjoyed only by the wealthy.

It wasn’t until the Meiji era, in the late 19th century, that Japan saw a wider introduction of strawberry varieties from the United States and Europe. In 1899, a Japanese breeder named Fukuba developed a new variety by selecting seedlings from General Chanzy, leading to the birth of the Fukuba strawberry. This variety remained dominant for over 50 years and played a crucial role in the advancement of forcing culture—the greenhouse cultivation method that allows strawberries to thrive during Japan’s winter season.

Strawberry painting found in ukiyoue art around 50 years ago. This painting is called: Shrike and Bluebird with Begonia and Wild Strawberry

After World War II, public agricultural research stations began breeding new varieties tailored for fresh market consumption. For decades, Hokowase, Harunoka, and Reiko were the leading strawberry varieties in Japan. However, in recent years, they have been surpassed by Nyoho and Toyonoka, which offer better flavor, appearance, and disease resistance.

Looking ahead, future strawberry varieties in Japan are expected to feature larger fruit, earlier ripening, and improved resistance to various diseases. Below is the representation of the strawberry family tree, tracing the lineage of Fukuba and other varieties developed through forcing culture.

But Wait… Is a Strawberry a Fruit or a Vegetable?

Strawberries belong to the Fragaria genus in the Rosaceae (rose) family and are perennial plants primarily cultivated in temperate regions worldwide. However, from a botanical perspective, the part we eat isn’t actually a “berry.” The red flesh is called a receptacle—an enlarged part of the stem that holds the floral organs. The tiny seed-like specks on the surface are actually individual fruits known as achenes.

While strawberries are commonly considered a fruit, Japan classifies them as a vegetable from an agricultural standpoint. In Japan, the term "fruit" typically refers to crops that grow on trees, whereas strawberries, like watermelons and melons, fall into the category of fruit vegetables. Their cultivation methods also resemble those of other vegetables, further reinforcing this classification. So, next time you enjoy a strawberry in Japan, you might technically be eating a vegetable 😃 !

Over 300 Varieties: Japan’s Strawberry Powerhouse

Japan is home to an incredible 300 strawberry varieties, with over half of the world’s cultivated varieties originating here. Since 2000, nearly 200 new varieties have been registered, developed through years of research by local governments and farmers.

Many prefectures now brand their own signature strawberries, such as Tochigi’s Skyberry (2014), Kumamoto’s Yuubeni (2015), and Saga’s Ichigosan (2018). Even non-traditional strawberry regions are joining the competition, pushing Tochigi—Japan’s “strawberry kingdom”—to innovate with Tochiaika and Milky Berry in 2021.

A rising trend is the branding of large, sweet strawberries, like Dekahoppe (from Benihoppe) and Berry Princess (from Akihime). Once considered fragile and substandard, these oversized strawberries are now luxury items, carefully packaged like jewels to enhance their premium appeal. Below the map production of strawberries variety by each region in Japan. (Source)

Strawberry Picking in Japan: Top Farms to Visit

• Ichigo no Sato in Tochigi: A popular strawberry farm offering various types of strawberries, including Tochiaika. It’s family-friendly and located in the strawberry capital of Japan.

• Mammoth Strawberry Farm in Kisarazu, Chiba, offers strawberry picking from early January to late May. They cultivate popular varieties such as Benihoppe, Oi C Berry, and Kaorino. For more details, visit their website: Mammoth Ichigo.

• JA Ashikaga Agriland Strawberry Farm operates from early January to April 7, 2025. The price for adults is ¥2,200. More information can be found on their website: JA Ashikaga Agriland.

• Ichigo Plus Strawberry Picking in Kawaguchi, Saitama, runs from late December to early June. Prices are ¥2,800 for adults, ¥2,400 for seniors, and discounted rates for children. Check out their Instagram page for updates: @ichigoplus_kawaguchi.

References

1. JIRCAS. (2021). Strawberry Breeding and Forcing Culture in Japan. Retrieved from JIRCAS

2. JIRCAS. (2021). The Impact of Forcing Culture on Strawberry Production in Japan. Retrieved from JIRCAS

3. JIRCAS. (2013). Advancements in Japanese Strawberry Research. Retrieved from JIRCAS

4. Ikigai Fruits. (2021). When is Japan’s Strawberry Season? Retrieved from Ikigai Fruits

5. Mitsukoshi Isetan. (2021). Amaran Strawberry – The Premium Japanese Berry. Retrieved from Mitsukoshi Isetan

6. Government of Japan. (2018). Strawberry Paradise in Japan. Retrieved from Japan.go.jp

7. JETRO. (2021). Strawberries in Japan: A Key Agricultural Product. Retrieved from JETRO

8. Kawatsura Farm. (2021). Strawberry Picking Experience in Japan. Retrieved from Kawatsura Farm

At my other job, my boss is 75 years old, yet he’s sharper than me, has incredible stamina, and frequently travels abroad for business. His 76-year-old friend still practices karate every day. Meanwhile, I struggle to hit the gym three times a week—imagine that 😃 ! Mornings in Japan often paint the same picture: at 6 or 6:30 AM, parks are filled with groups of elderly people doing radio taiso (ラジオ体操), a traditional form of group stretching and exercise that’s been a cultural staple for decades. Some companies even still incorporate it into their daily routines. (If you’re curious, check it out on Youtube!)

While Tokyo has a mix of all age groups, the reality shifts in rural Japan. Two years ago, I spent a month in the countryside and was struck by how entire towns were nearly all seniors. It was August, peak farming season, and I watched men and women in their 70s and 80s working the fields—growing vegetables, tending fruit orchards, and even harvesting rice. If you know how physically demanding rice farming is—bending, planting, and harvesting under the hot sun—you’ll never take a single grain for granted again. And yet, these elderly farmers did it with a quiet dedication that left me in awe.

In that town, one type of business stood out more than any other—nursing homes. During my stay, I had the opportunity to visit one of them, where a relative of my husband’s family was staying. The area was dotted with these care facilities, and the reason was clear: the younger generation had moved to cities for better job opportunities, started families, and built their lives there, while their parents and grandparents remained in the countryside. What struck me the most wasn’t just the number of nursing homes but the residents themselves. Many of the elderly I met were remarkably energetic—walking daily, eating well, and showing no signs of cognitive decline. Of course, not everyone was in the same condition, but I was amazed by how many were still physically strong and mentally sharp. The average age at the facility I visited was around 90, and some had even celebrated their 100th birthdays.

At this stage of my life, aging and the distant future don’t often cross my mind. But stepping into that nursing home changed my perspective. It made me reflect on what it truly means to grow old—what factors contribute to longevity, how society supports its aging population, and what kind of future awaits us all. So many questions, so much to consider…

Today, all developed countries are facing the challenge of an aging population. Many people want to live independently and stay active in their own homes for as long as they can. In Japan, the situation is especially serious. The birth rate is falling, and the number of older people is growing fast. This means fewer people are working, and the cost of caring for the elderly is going up. Currently, Japan has approximately 67.47 million workers but by 2040, this number is expected to decline by 20%, resulting in a reduction of around 12 million workers.

At the same time, the cost of social security such as pensions and healthcare is expected to rise: "The government says that social security expenses, which is now 16% of national income, will rise to 30% by 2025. When combined with spending for other public services, the total burden will be equivalent to 60%." Source here.

Japan’s infrastructure—things like roads, bridges, and water pipes—is also getting old. Most of it was built between 1950 and 1970, during a time of rapid economic growth. The cost of repairing or replacing Japan’s aging infrastructure is estimated at 12.3 trillion yen per year over the next 30 years,(~80 billion USD) according to a report by Nikkei Asia. This highlights the significant financial challenge, Japan faces in maintaining its roads, bridges, and other critical systems as they deteriorate.

Nursing Care Robots

Japan’s population is aging faster than any other country, presenting both a challenge and an opportunity. This situation positions Japan to lead the world in developing nursing care robots. By addressing its own societal needs, Japan can create innovative solutions that other countries may adopt in the future.

The growing demand for nursing care robots is driven by a serious shortage of caregivers. According to a 2021 report by Japan’s Ministry of Health, Labour, and Welfare, the number of required nursing care workers was 2.11 million in fiscal 2019. By fiscal 2025, this number for nursing care is expected to rise to 2.43 million, which means a difference of 320,000 workers needed. If the number of caregivers does not grow, Japan will face a shortfall of 320,000 workers by 2025.

To address this gap, the use of robots in everyday life is seen as a key solution. Robots can help balance the demands of caregiving, work, and household responsibilities.

The Japanese government is actively promoting the use of robots through national initiatives. For example: Robot Strategy Council: In 2015 when Shinzo Abe was a Prime Minister, the government at that time launched the "New Robot Strategy" to encourage the use of robots in sectors like healthcare and elderly care, aiming to make Japan a global leader in robotics.

Society 5.0: This is another initiative from government with the vision for integrating advanced technologies like robotics, AI, and IoT into everyday life, including elderly care.

The screenshot photo below shows some robots used for basic daily tasks. Key areas of development include: Patient Transfer, Mobility, Toilet Assistance and more.

• Transfer assistance: Wearable devices to help lift and move people, for example the product 'HAL for Care Support'

• Mobility assistance: Walking aids like robotic carts such as RT.1.

• Monitoring for dementia: Sensors to track the safety of people with cognitive impairments.

• Excretion assistance: Automated devices for hygiene care.

Market of Nursing Robots in Japan

The market for aging and nursing robots in Japan is experiencing rapid growth, driven by the country’s aging population and increasing demand for caregiving solutions. Here are some key insights:

• Japan Robotics Market Size (2024): The overall robotics market in Japan was valued at USD 2.8 billion in 2024.

• Yano Research Institute Report (2022): According to a report published in October 2022, the market size for nursing care robots in Japan reached 2.175 billion yen in fiscal year 2021, marking a 12.1% increase from the previous year. The market is projected to expand further to 3.625 billion yen by fiscal year 2025, maintaining a similar growth rate. (Source: here)

Forefront Startups and Companies

There are numerous examples of nursing care robots in Japan, with private enterprises leading the charge in developing and commercializing these technologies. Major companies are heavily investing in this sector, including:

• Panasonic: Developed the Resyone, a robotic bed that transforms into a wheelchair.

• Toyota: Created the Human Support Robot (HSR), designed to assist with daily tasks and mobility, known as 'butler'.

• SoftBank Robotics: Produces Pepper, a humanoid robot used for companionship and communication.

In addition to these industry giants, many startups in Japan are focusing on niche areas of elderly care. One standout example is the emotional support robot LOVOT, an incredibly cute robot designed to evoke a desire to interact and chat. As stated on their website: "Emotional Robotics was developed to make the human power to love even stronger."

LOVOT is equipped with advanced technology, including over ten CPU cores, more than twenty MCUs, and fifty or more sensors. These components work together to create behaviors that closely mimic those of a living being, offering an entirely new dimension to the relationship between robots and humans.s.

Another example of innovation in this space is Aba, a company dedicated to developing products that reduce the burden on caregivers. Aba has introduced Helppad, a groundbreaking product that utilizes odor sensors to detect and record the excretory status of care recipients. It won the 'Great Design 2024 Award' in Japan. Designed to minimize discomfort for users, this device represents a world-first in caregiving technology, showcasing the potential of advanced solutions to transform elderly care. Explanatory video in Japanese on how this product works:

References:

1. Ministry of Health, Labour, and Welfare (MHLW): Promoting the development and spread of nursing care robots.

2. Ministry of Health, Labour, and Welfare (MHLW): New initiatives for nursing care robots.

3. Helppad: Official website

4. Bristol University Press: International Journal of Care and Caring (IJCC).

5. Tomoruba EiiCon: Article on nursing care robots in Japan.

6. Ministry of Health, Labour, and Welfare (MHLW). (n.d.): Official website

7. New Energy and Industrial Technology Development Organization (NEDO)

8. Japan Agency for Medical Research and Development (AMED)

9. Cabinet Office, Government of Japan. (n.d.). Society 5.0: Official website.

Today, I want to focus on Waymo and its fascinating plans for the future, particularly its upcoming debut in Tokyo. My first ride with Waymo was nerve-wracking. My husband and I couldn’t help but imagine all the "what-ifs." But after a few trips, those fears turned into fascination. Unlike ride sharing services like Uber, Waymo offers complete privacy—no driver to overhear your conversations. During Christmas and New Year, the AI even wished us “Happy Holidays” or talked about New Year resolutions. The cars are user-friendly, allowing passengers to control the temperature, music, or even sing their hearts out ( I think that’s what is written there in screen too 😃 )

Here is a video recorded by me, giving a pick on how it looks:

Now, here’s the big news: Waymo is coming to Tokyo! One of the world's most vibrant cities will soon have this advanced technology. Starting this year in 2025, Alphabet’s Waymo (Alphabet aka Google) , in partnership with local taxi giants Nihon Kotsu and the taxi app GO, will begin testing autonomous vehicles in central Tokyo.

During the initial phase, Waymo's technology, "Waymo Driver," will be tested on public roads. Nihon Kotsu drivers will operate the cars while collecting data to ensure the system adapts to Tokyo’s unique urban landscape. Starting in early 2025, Waymo plans to deploy 25 vehicles in seven central wards of Tokyo, including Minato, Shinjuku, and Shibuya with the goal of rolling out 'Level 4' autonomous services (where no human intervention is needed under specific conditions).

This collaboration marks Waymo’s first test outside the U.S. and signals a major step forward for autonomous driving in Japan. It’s especially exciting given Uber's struggles to gain a foothold in Japan due to regulatory challenges. Waymo’s approach, partnering with local taxi companies and navigating compliance carefully, could redefine the future of mobility in Tokyo.

Waymo’s Success in the U.S.

Waymo has already achieved notable success in cities like San Francisco, Los Angeles, and Phoenix, providing over 100,000 paid rides weekly. This is an intro from Waymo's website sharing their technology and how it navigates the city:

In 2024, Waymo served 4 million fully autonomous rides. With $5.6 billion raised in its latest funding round, Waymo is expanding its ride-hailing service to Miami, Austin and Atlanta.

I honestly did not know a lot about its technology nor that this company has been doing 15 years research in this field. If you would ask me 10 years ago if this would be possible, my answer would have been NO! So, I'm happy and excited to have tried this technology and I wondered how does it operate on back-end. Waymo’s sixth-generation Driver system is a marvel of engineering, equipped with 13 cameras, four LiDARs, six radars, and multiple audio sensors that provide 360-degree monitoring up to 500 meters.

This technology enables the vehicles to perform reliably day or night, setting the standard for safety and innovation in the industry. Below, can see a screenshot of all the technologies used by Waymo that can help to visualize it.

For the more curious one, if you never heard about Lidar before, some small explanation below.
LIDAR, short for Light Detection and Ranging, is a device equipped with a laser emitter that measures distances with exceptional precision. In the automotive industry, the rise of autonomous vehicles has prompted manufacturers to adopt LIDAR as a key component in advanced driver assistance systems.

The Safety Debate

Safety remains the most significant hurdle for autonomous vehicles, with public trust still wavering—largely due to many accidents involving self-driving cars. However, data shows promising signs of improvement. For instance, over a 33-million-mile distance in Phoenix and San Francisco, the Waymo Driver experienced fewer airbag-deployment crashes compared to the average human driver.

Another important issue is determining liability in self-driving car accidents, which often lacks clear answers. Liability depends on various factors, including:

• Level of Autonomy: Is the vehicle fully autonomous, or does it require human oversight?

• Cause of the Accident: Was the incident due to a software malfunction, hardware failure, or human error?

• State Laws: Regulations around autonomous vehicles differ widely across states.

  The following is a breakdown of U.S. cities with the highest number of autonomous vehicle accidents in 2024, closely correlated with cities where autonomous vehicle testing is most prevalent.

Between 2019 and June 2024, a total of 3,979 autonomous vehicle incidents were reported, resulting in 496 injuries and fatalities. These incidents involved vehicles equipped with either Automated Driving Systems (ADS) or Advanced Driver Assistance Systems (ADAS):

• ADS: Designed to handle the entire driving task with minimal or no human interaction. Waymo operates with ADS

• ADAS: Designed to assist drivers in performing specific aspects of the driving process, think of Tesla.

From June 2021 to June 2024, the NHTSA (National Highway Traffic Safety Administration) received reports of these incidents, with Tesla vehicles accounting for a significant 53.9% of the total.

Why Waymo Matters for Japan?

Waymo’s advancements in autonomous driving highlight a transformative shift in mobility. The company’s thoughtful approach to expansion—leveraging partnerships, prioritizing safety, and navigating regulatory hurdles—positions it as a leader in the field. With plans to introduce its technology to Tokyo, Waymo could redefine urban transportation in one of the world’s most innovative cities.

The aging population in Japan is one of the country's most pressing challenges, impacting nearly every aspect of society—from the labor force to healthcare systems and transportation infrastructure. Over 28% of Japan's population is over 65, making it the most aged society in the world. This demographic shift has led to labor shortages, increased demand for elder care, and mobility issues, particularly in rural areas.

While cities like Tokyo, Osaka, and Nagoya have robust public transportation, rural areas—where aging populations are most concentrated—face severe mobility challenges. Buses and trains in these regions are being discontinued due to low ridership and high operating costs. Waymo could introduce cost-effective autonomous shuttles or ride-hailing services to connect elderly residents in remote areas with essential services like grocery stores, clinics, or community centers.

Companies like Toyota are already piloting autonomous shuttles in Japan’s rural areas, so Waymo's expertise could easily complement these efforts.

References:

1. JETRO News: Information about advancements in autonomous vehicle technology and partnerships in Japan.
   https://www.jetro.go.jp/biznews/2024/12/d16bb6239577314b.html

2. Impress Watch: Coverage of the strategic partnership between Nihon Kotsu and Waymo for autonomous driving technology in Tokyo.
   https://www.watch.impress.co.jp/docs/news/1648152.html

3. NHK News: Reporting on the upcoming trials of autonomous taxis in Tokyo starting in 2025.
   https://www3.nhk.or.jp/news/html/20241217/k10014670841000.html

4. SOMPO Risk Management: Analysis of self-driving technology's role in addressing mobility challenges in Japan.
   https://www.sompo-ri.co.jp/topics_plus/20241217-15483/

5. YouTube: Discussion of autonomous vehicle advancements and their impact on public transportation.
   

1. Nihon Kotsu News: Official announcement about the collaboration with Waymo for self-driving taxi trials.
   https://www.nihon-kotsu-taxi.jp/news/241217/

2. IDNet Column: Insights into autonomous driving technology adoption in Tokyo and beyond.
   https://www.idnet.co.jp/column/page_374.html

3. Waymo Blog: Detailed updates on Waymo's AI and machine learning advancements in autonomous driving.
   https://waymo.com/blog/2024/10/ai-and-ml-at-waymo

4. NHTSA database
   
   
   

Today, I wanted to talk about PIZZA in Japan.

Many foreigners visiting Japan—or even expats living here—often have mixed impressions of the pizza scene. I’ve met people who complain about Italian cuisine in Japan, but I’ve also met world-class chefs who say the opposite. In 2020, I had the opportunity to assist a 3 Michelin-starred Italian chef during an event in Japan. The chef incorporated Japanese condiments into his Italian dishes, and the event was incredible. I learned so much in those three intense days—event planning is no joke! If you’ve never worked with chefs before, let me tell you, it’s not as glamorous as it looks. Chefs can be intense, and yes, some have quite the attitude!

Interestingly, the chef had many Japanese “deshi” (apprentices) who trained under him in Italy and later returned to Japan to open their own Italian restaurants. We collaborated with them during the event, and it was fascinating to witness the cultural exchange between Italy and Japan—two worlds blending their unique approaches to food and business. Years ago, most Japanese chefs considered France the ultimate destination for culinary training. Many trained under famous French chefs and brought those skills back to Japan. Is no wonder Tokyo is the city with the most Michelin Stars in the world. However, over the last 20 years, there’s been a growing trend of younger chefs heading to Naples, Milan, Florence, and beyond to master Italian cuisine. They not only learned to cook but also picked up the language, bringing back a rich cultural exchange that continues to shape Japan’s culinary landscape today.

So, if you’re wondering whether pizza (or Italian food) in Japan is worth trying—trust me, there’s more to the story than you might think! And YES is worth trying, don't listen to the skeptics or the ones who have not researched well. If you check the latest World’s 50 Best Pizzas list, you’ll notice some exciting new entries from Japan. The Pizza Bar on 38th and Pizza Studio Tamaki have both secured spots, showcasing the talent of Japanese pizzaioli.

I’ll admit, I wasn’t always aware of how good pizza in Japan could be. Back when I was a student, my budget allowed me only Saizeriya—a cheap Italian chain where you can grab a meal for around 500 yen(2-3$). Let’s just say the quality isn’t exactly top-tier. If you want great pizza in Tokyo, you need to do a little research. With the city being such a sprawling metropolis, hidden gems are everywhere.

Interestingly, David Chang mentioned on his Netflix show Ugly Delicious that the best pizza he’s ever had was in Tokyo.

It raises the question—does authenticity guarantee perfection in a dish? I’d argue it doesn’t. The best food often comes from chefs who are constantly dissatisfied with their work. They approach cooking like artisans, taking immense pride in refining and perfecting their craft.

If you dig deeper, you’ll uncover some remarkable figures who have shaped Italian cuisine in Japan. One such pioneer is Makoto Onishi, who won the Best Individual Award at Pizza Fest in Naples back in 2003. Competing alongside seasoned veterans from Naples, Onishi’s winning marked a turning point for Japanese pizza-making.

His journey started in Osaka and Tokyo, but he eventually traveled to Italy to master the art of Neapolitan pizza. Onishi trained at a pizzeria on Ischia Island, completing a six-month apprenticeship before returning to Japan in late 2003. In 2012, Onishi founded the 'Japanese Neapolitan Pizza Artisans Association' and was appointed its first president, solidifying his influence on the growth of Italian cuisine in Japan. In an interview, Makoto Onishi reflected on a pivotal moment in his journey:

"In 2006, I visited the legendary pizza chef Gaetano’s restaurant, 'Da Gaetano,' on the island of Ischia. Despite not knowing much about me, a young Japanese man, Gaetano welcomed me warmly. I trained there for four consecutive years, and I was incredibly fortunate to learn directly from two masters—Gaetano and his brother-in-law, Pasquale. What I gained wasn’t just technical skill but a deeper understanding of humanity. To this day, my motto is: ‘Pizza should be baked with the heart.’

Onishi spoke about the intensity of the craft and how experience shapes the skill of a true pizzaiolo:

"I realized that the difference between skilled Neapolitan pizza makers lies in the sheer number of pizzas they bake. At popular restaurants, they make up to 1,000 pizzas a day—each craftsman baking over 300. In contrast, at Cesari, I could only manage around 50 a day. I understood that to improve, I had to keep baking, just like in Naples where pizzas are sold for around 500 yen. At the time, pizzas in Japan cost over 1,000 yen, but gradually we lowered the price. Eventually, we started offering pizzas for just 500 yen. It became a huge hit, and soon we were receiving orders for 300 to 400 pizzas daily. It was a hectic period, but I could feel my skills improving rapidly."

Now as for me, the best pizza in the world is in Tokyo. I’ve traveled extensively and tasted countless pizzas, but nothing compares to Savoy Pizza Azabujuban. When I first discovered Savoy, it was in a tiny location—just a counter with seating for about ten people. The menu was simple, offering only two types of pizza. That small spot eventually closed, and they relocated to a larger space. But back then, getting a reservation meant waiting at least a week.

I remember it very well—it was a date with my now-husband. The first bite was 'oh la la' like the French says. The fluffy, slightly salted dough, the vibrant tomato sauce, and the drizzle of olive oil—it was pure magic. I still remember that taste. At their new location, they’ve taken things to another level by blending Japanese flavors with Italian tradition. One standout is their pizza topped with Pacific Bluefin tuna. A generous mound of raw tuna is placed over the cheese before the pizza heads into the oven. When it comes out, the pizzaiolo gently flattens the tuna, revealing a mix of cooked and raw textures. The pizza is served with a side of wasabi—my husband’s favorite.

So, why is pizza in Japan so good? What’s the secret?

Going back to my entry conversation, I once asked Japanese chefs who trained in Italy the same question. They told me that after returning to Japan, their goal was to replicate the Neapolitan style as closely as possible. They sourced the best imported ingredients and followed every detail they learned abroad. But something was different. "Even if you use the same imported products," one chef explained, "there’s something unique about the water and flour in Japan. It’s subtle, but it changes everything."

In Japan, the water is softer than in Italy, and this seemingly small detail plays a significant role in how pizza is made. A study analyzing tap water from 665 locations across Japan revealed that the average hardness* was 48.9 mg/L, with a median of 46.0 mg/L. This softness influences how ingredients interact, and once Japanese chefs recognized this, it transformed their approach to pizza-making.

*The hardness of water, measured at mg/L(milligrams per liter), refers to the concentration of dissolved minerals, primarily calcium (Ca²⁺) and magnesium (Mg²⁺) ions.

In Italy, it makes perfect sense to use tipo 00 flour with their water which is hard type. Its fine texture and high protein content (typically 12%-13%) create perfect harmony with the mineral-rich water found in Naples or Rome. But in Japan, replicating that same result isn’t straightforward.

To understand why, it’s essential to look at how flour is categorized. Unlike the U.S., where flour is classified by protein content, Italians use the grind level. Tipo 2 is the coarsest, while tipo 00 is the finest, almost powder-like. There’s a misconception that 00 flour is low in protein. In reality, its strength lies in its ability to create highly elastic dough that bakes into a delicate, crisp crust—perfect for Neapolitan-style pizzas.

One of 00 flour distinguishing traits is its water absorption. Its superfine texture absorbs water more efficiently, meaning dough made with 00 flour typically requires less water. This contributes to a crisper crust when baked at the high temperatures traditional to wood-fired ovens. However, in Japan’s soft water environment, tipo 00 doesn’t behave the same way. The dough can turn out overly soft or sticky, and achieving the right balance becomes a challenge. Some chefs initially tried to replicate the Italian method exactly, but as they experimented, found new ways and adapted to the local water and other flour resources.

The type of wheat grown in Japan is primarily soft wheat, which produces weaker flour compared to the hard wheat used in traditional Italian pizza dough. When making pizza at home with supermarket flour, most people in Japan rely on strong flour imported from the United States or sourced domestically. This accounts for about 10% of the flour market in Japan.

For those blending flours at home, weak flour—often imported from the U.S., Australia or Canada—is commonly used. Some domestic varieties of weak flour are also available. However, when it comes to professional kitchens, many Italian and specialty pizza restaurants prefer flour from Caputo, a renowned flour manufacturer based in Naples. Caputo’s flour is notable for its unique blends of hard and soft wheat, tailored to the specific dish being made—whether it’s pizza, pasta, or bread. This selection and slow milling process results in high-quality flour that has become a staple in many of Japan’s best pizzerias. Caputo's flour is highly regarded by pizza artisans, and many specialty shops rely on it to recreate authentic Neapolitan-style pizza. Nowadays, Hokkaido is also producing flour for pizza in collaboration with national association for agriculture there.

However, flour is just one part of the equation. Japan’s unique climate and seasonal changes play a crucial role in shaping the final product. The country’s high humidity and fluctuating temperatures greatly impact fermentation, requiring chefs to meticulously track variables such as:

• Room temperature

• Humidity levels

• Flour and water temperature

• Salt and yeast quantities

By recording this data throughout the year, chefs can adjust their methods and ensure consistent dough quality regardless of the season.

As chef Otsubo from ‘Pizzeria Il Tamburrello’ explains, even the time of day affects the texture and taste of the pizza. Dough fermented the previous day continues to evolve until it’s used the next evening. This "older dough" bakes into a crisp, light crust, making it ideal for evening diners who pair their pizza with wine. In contrast, dough prepared for lunchtime (around 24 hours old) retains more sugar, resulting in a denser, more filling pizza—perfect for a midday meal.

Interestingly, the oven temperature is often higher at night, complementing the characteristics of the older, more fermented dough, which resists burning and crisps up beautifully. This natural rhythm of fermentation and baking means that daytime and nighttime pizzas offer distinct experiences, reflecting the deep connection between craftsmanship, climate, and tradition.

In the pursuit of perfecting pizza, Japanese pizzaioli have embraced these nuances—demonstrating that authenticity isn’t always about imitation but rather about adapting to local conditions while preserving the heart of Italian tradition.

References:

1. Pizza Fontana - 美味しいピザの店リスト (List of Delicious Pizza Restaurants)

2. Pizza Studio Tamaki - Menu

3. Chef Gohan - Japanese Pizza Chefs

4. Food Gal - Savoy Pizza Tokyo Review

5. Decollouomo - Story of Makoto Onishi

6. Hitosara - Pizza Bar on 38th Chef

7. Pizzeria Mancini - Our Story

8. R-Tsushin - Caputo Flour in Japan

9. Associazione Verace Pizza Napoletana - Online Courses

10. Pizza Fontana - Wheat Flour Differences in Pizza

11. Nihon Mugi - Japanese Wheat Knowledge

12. Japan Pizza Association - Roots of Japanese Pizza

13. Bona Furtuna - What is 00 Pizza Flour?

14. Il Tamburello - Italian Cuisine in Japan

I just want to take a moment to say thank you from the bottom of my heart for being part of this newsletter with me. It’s wild to think that it’s already been a whole year since I started it.

Today, there are over 350 of you here, and every new subscriber feels like a little 'spark' of encouragement. Watching this community grow, little by little, has been one of the most rewarding parts of my year. Knowing that you take the time to read my thoughts and reflections means more to me than I can say.

With the holidays around the corner, I hope you get the chance to slow down, recharge, and be with the people who make your heart feel full.

Thank you for being here, for reading, and for making this space feel alive. I’m so grateful for every single one of you.

Today, I want to introduce you to an interesting concept called the "decentralized hotel." At first glance, you might associate it with Web3, crypto, or even operating a hotel on the blockchain — at least, that’s what I initially thought 😄 . However, the concept is something entirely different.

The idea of decentralized hotels originated in Italy, where the Albergo Diffuso (which translates to "dispersed hotel". This concept was founded in 2006 to promote this unique model of accommodation. Learn more here.

The Concept of a Decentralized Hotel:

Italy, like many other countries, faces the growing issue of vacant houses due to a declining birthrate and aging population. The decentralized hotel model addresses this issue by repurposing vacant houses as lodging facilities. This approach merges "regional revitalization" with "a new style of travel" to create a win-win for both local communities and travelers.

Distributed hotels use historical buildings, such as old homes or merchant houses, scattered across a region as guest rooms. Rather than a single, centralized hotel building, the guest experience is spread throughout the town or village.

This unique format allows guests to explore and move around the entire area, immersing themselves in the local culture and history. Each facility is renovated to create a cohesive accommodation environment, offering a more personal and authentic experience.

Why This Concept Matters in Japan

Japan faces similar societal challenges with a declining birthrate and aging population, leading to many vacant homes in rural areas. The decentralized hotel concept fits perfectly into the broader goal of regional revitalization in Japan. By repurposing empty homes into guest accommodations, small towns can attract more visitors, boost local economies, and preserve cultural heritage.

The legal groundwork for decentralized hotels in Japan was laid with the revision of the Inns and Hotels Act in June 2018. This update allowed for more flexible use of vacant properties as part of lodging facilities. It also facilitated the growth of this model in areas where "day-trip tourism" was previously the norm. By spreading the functions of traditional hotel services (like dining, shopping, and leisure) throughout the town, decentralized hotels encourage longer stays, repeat visits, and even inspire some visitors to settle in the area.

Key Features of Decentralized Hotels

1. Cultural Connection: Guests stay in renovated historical buildings, such as traditional houses or old merchant buildings, allowing them to experience the local history and architecture.

2. Immersive Local Experience: Since the guest rooms are scattered throughout a town or village, visitors move around the area, interact with local shops, and engage with the community on a deeper level.

3. Community and Regional Revitalization: By utilizing vacant homes, these hotels breathe life back into declining communities, supporting local businesses and fostering new economic activity.

4. Sustainable Tourism: Instead of building new large-scale hotels, this model focuses on using and preserving existing infrastructure.

Advantages and Disadvantages

The biggest advantage of decentralized hotels is that scattered vacant houses can be transformed into a cohesive hotel experience. For example, while a single vacant house operating as a private lodging might not stand out, linking several vacant houses into one networked "hotel" significantly increases visibility and marketing impact. With more people involved, word-of-mouth promotion becomes much easier, further driving demand.

Disadvantages

1. Concept Clarity: Some guests may not immediately understand the decentralized hotel concept and fail to see its unique value.

2. Scattered Facilities: Having the front desk, dining areas, and rooms in different locations may feel inconvenient for some guests.

3. Building Accessibility: Renovated old buildings may lack modern conveniences, which could pose challenges for families with small children or elderly guests.

Although there are some disadvantages, the benefits outweigh them for areas dealing with vacant houses and unused real estate. Unlike a decentralized hotel operated by a single company, the key to its success lies in collaboration with local residents, local governments, and property owners

Initiatives of Decentralized Hotels in Japan

If you’ve ever wondered what it’s like to stay in a castle, now you can find out. NIPPONIA HOTEL Ozu Castle Town is a unique concept that treats the whole town of Ozu as one big hotel. The guest rooms, front desk, and restaurant are spread across the town, letting you explore its history and culture as you walk through streets filled with Meiji-era mansions and storehouses that once supported Ozu’s industry.

The Ozu Castle shown in a photo below and train passing by Hijikawa River.

Front Desk as you can see from photo below, doesn't belong to any of the hotels or facilities.

For instance, this private accommodation, originally constructed in the mid-Meiji period, has been thoughtfully renovated from a former tea shop that once played a pivotal role in supporting Ozu's tea ceremony culture.

Nestled along "Ohanahan Street," a charming road that exudes the atmosphere of the Edo period, it offers guests a chance to relax in a nostalgic setting. The small attached storehouse has been transformed into a cozy study, and the historic box staircase has been skillfully preserved and renovated to remain functional, adding a touch of timeless elegance to the space. If you would like to book here, check this link.

Another such initiative is Japan Machiyado (Visit Japan Machiyado), which treats entire towns as single, interconnected inns. By linking accommodation facilities with the daily life of local communities, the project enhances the town's overall value and offers guests an experience rooted in local hospitality.

On the Osumi Peninsula in Kagoshima, at the tip of a cape extending into Kinko Bay, an elementary school with 120 years of history, Kanoya City Sugawara Elementary School, has closed its doors. With the help of the local community, the school has been transformed into "Yukusa Osumi Seaside School," a unique accommodation facility offering visitors a chance to explore the Osumi Peninsula.

It's a place for both children and the adults who once were children—a space filled with the nostalgic sea, mountains, sky, and people. Here, everyone can feel like a child again.

Another notable initiative is the SEKAI HOTEL in Osaka, which embodies the concept of "diving into the everyday life of your travel destination." This is not exactly a decentralized concept however, the idea of this hotel spans an entire shopping street, allowing guests to experience the unique charm of Osaka's old downtown or shotengai atmosphere and Universal Studio Japan. In the shotengai you can experience okonomiyaki- traditional Osaka food, then sento (old bath type) and more.

References

1. Albergo Diffuso

2. Ozu Castle

3. PR Times Article

4. Visit Japan Machiyado

5. VMG Official Website

6. VMG Sasayama Booking

7. SEKAI HOTEL in Osaka