Watercress Co., Ltd.
Survey of 500 foreigners! Ranking of popular Japanese traditional culture chosen by foreigners
We investigated which experiences in traditional Japanese culture are popular, such as Kabuki, ninja, and tea ceremony.
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At Motenas Japan, we conducted a survey of approximately 500 foreigners regarding Japanese traditional culture. What traditional culture is popular among foreigners? What kind of places are foreigners interested in? These results are clearly understood. We conducted a survey of 507 foreigners regarding their experiences while traveling to Japan between November 24th and November 26th, 2023.
Popular Japanese traditional culture ranking
The survey, which was answered by approximately 500 foreigners, asked them about the traditional culture they would like to experience in Japan. The results clearly show what kind of traditional culture foreigners are interested in. The results are shown in this graph. [Image 1
16% of foreigners answered “Kabuki”, a result that clearly shows its popularity. Traditional cultures such as samurai and ninja come in second place, and it is clear that these are recognized as
entertainment.
I think there are some traditional cultures that even Japanese people don’t really understand. Please take this opportunity to learn about its history and contents.
1st place Kabuki
Kabuki is the number one traditional culture that people want to experience in Japan. Kabuki has its roots in the Kabuki Dance, which began in Izumo Okuni in 1603, and its history spans 400 years. Kabuki comes from the word “kabuku,” which means to behave in a strange way, and Kabuki is defined as acting and dancing that entertains people by incorporating trends and not being influenced by existing appearance or customs. This historical background is also one of the reasons why foreigners find it interesting. Kabuki has mainly been performed at the National Theater, but it is currently closed for renovations. Even when theaters are closed, Kabuki performances continue at small theaters around the country, and you can even watch them at Kabukiza. Kabuki-za has a wonderful appearance and is sure to be a hit with foreigners.
2nd place Samurai/Sword Fighting
The second most popular traditional culture foreigners want to experience in Japan is samurai/sword fighting. 13.2% of people chose this, but as a Japanese person, I honestly think it doesn’t make sense to me. The sight of them wearing armor and perfecting their
swordsmanship to protect their master and themselves is very attractive to foreigners. The sword fighting performances in the movies “The Last Samurai”, “Kill Bill”, and “Seven Samurai” were impressive even for Japanese people, and it is assumed that many foreigners got a sense of the coolness of samurai through movies and anime. can. Eigamura and Iaido classrooms offer experience courses for foreigners, so foreigners visiting Japan can easily experience samurai and sword fighting.
3rd place Ninja
How much do we Japanese know about ninjas? Ninja was tied for second place. Ninjas wear black costumes and have a mysterious aura of living in darkness, which is one of the reasons why they are so popular among foreigners. It seems that many foreigners want to experience ninjas who existed from the Muromachi period to the Edo period, and like samurai, they are thought to have become popular due to the influence of movies and anime. In Iga City, Mie Prefecture, there is the “Iga-ryu Ninja Museum”, and in addition to the exhibits, there is also a museum where you can enjoy experiences, so it would be nice to introduce it to foreigners.
4th place Tea ceremony
The fourth place was tea ceremony, with 11% of foreigners saying they would like to experience it. The image of someone wearing a kimono and making tea is probably the very image of a Japanese person. Sen no Rikyu created the prototype for today’s tea ceremony, and although it is now divided into its own unique schools, the principle of treating guests with care remains the same, and the tea ceremony cultivates that spirit. There are also classes where you can experience a tea ceremony in about an hour, so why not use it to entertain foreigners? 5th place Geisha/Maiko
Geishas and maikos are the 5th most popular traditional culture that foreigners want to experience. Geishas and maikos are beautiful and photogenic, making them very popular with tourists. Its history dates back to the Edo period. Yoshiwara was divided into prostitutes who sold clothes and geisha who sold tricks, and it is said that its heyday was around the early Showa period. Watching a geisha dance means appreciating “Japanese dance.” In addition, there are many geishas who are all-rounders who can sing, drum, shamisen, and koto, so even foreigners visiting Japan for the first time will be able to fully enjoy Japanese culture by watching geishas and maikos. 6th place Calligraphy
Calligraphy, ranked 6th, is said to have come to Japan during the Kofun period and Asuka period, between the 6th and 7th centuries. Its history begins with the introduction of Buddhism to Japan and the beginning of copying sutras. Since then, it has made history, and now high school students perform calligraphy along with the song, making it even more popular. Wearing a long-sleeved kimono and writing letters with a brush on the Japanese paper that covers the wall, the sight of the letters spreading out to the sound of the shamisen fascinates not only foreigners but also Japanese people.
7th place Crafts
Crafts, ranked 7th, refers to a wide range of Japanese craftsmanship. For example, indigo dyeing, which is used to dye cloth, and kintsugi are traditional crafts unique to Japan. Other popular activities include pottery and kokeshi doll painting. Japan’s unique culture of valuing things is popular among foreigners, and the customs themselves are interesting. Many of them are easy to experience, but reservations are required in advance, so researching them will help you experience them more smoothly.
8th place Japanese drum
The dynamic and powerful Japanese drums are also a part of traditional culture that is popular among foreigners. Japanese drumming uses the strength of the whole body to beat the rhythm, and is characterized by the fact that it can be enjoyed by one or more people. Just looking at it is overwhelming, and playing the drums with drumsticks is refreshing both physically and mentally. You can try it out by booking a trial course at an event or Japanese drum class. Playing Japanese drums with the whole family will be a great memory for foreigners visiting Japan.
9th place: Cooking
Japanese food is delicate and visually appealing, making it popular among foreigners as well. The kaiseki cuisine and Japanese sweets are so delicious that you’ll feel like you’re watching a piece of art. If you just want to eat, you can fully experience it by going to a Japanese restaurant, but if you are a foreigner and want to experience it while visiting Japan, we recommend taking advantage of a Japanese cooking class experience course. You’ll be able to learn about how to make them and the origin of these dishes, and explore Japanese culture.
10th place: Flower arrangement
Flower arrangement is also one of the traditional cultures that you want to experience when you come to Japan. It expresses the wabi-sabi that is unique to Japan, creating an atmosphere that is different from overseas flower arrangements. The sight of arranging flowers in a kimono is beautiful, and the finished product can be viewed as a piece of art that colors a Japanese space. The work you create together with your instructor while learning these principles will remain in your memories for the rest of your life.
Extra edition
In addition, we will also introduce traditional cultures that did not make it into the top 10.・Kimono dressing, karate, sumo, and judo Dressing refers to properly dressing a person in a kimono, which is a uniquely Japanese garment that has been around since the Jomon period and is popular among foreigners as well. Wearing something neatly corrects your body and mind, and naturally stretches your back. Additionally, karate and judo are well-known overseas as Olympic sports, and sumo is said to be Japan’s national sport. Sumo is the oldest sport in Japan, and was once practiced as a Shinto ritual. All of them are well-known among foreigners, and since you can experience watching them, they can be said to be part of Japanese traditional culture that you can easily enjoy.
Places where foreigners want to experience traditional culture Where do foreigners want to experience traditional culture? The answers to the question of where you would like to experience traditional Japanese culture are as follows.
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The number one place I wanted to experience was historical buildings and temples. After all, foreigners are also interested in historical buildings that are unique to Japan, and their architecture and history can be said to be interesting even from an overseas perspective. Followed by modern urban areas and Japanese houses. I will explain in detail what kind of place it is.
Inside historic buildings and temples
Approximately 17% of foreigners chose historic buildings and temples. It has been proven that temples, shrines, and historic buildings are attractive to foreigners as well. Specifically, historical buildings include temples and shrines, castles, samurai residences, private houses, and townhouses. Being able to experience traditional culture in a building that gives a glimpse of Japan’s history and lifestyle is an experience that will make you feel as if you have traveled back in time. It will surely be a good memory for foreigners visiting Japan. contemporary urban area
The urban area refers to the central part of the city, and is a popular area among foreigners as it has many accommodation facilities and convenient transportation. Traditional culture can also be experienced in these urban areas. Good examples include Asakusa, Kyoto, and Kanazawa, where you can enjoy tea ceremonies, flower arranging, rickshaw rides, and more. It is one of the areas that foreign visitors to Japan enjoy as many of the buildings from the past remain and are easily accessible.
Traditional Japanese houses and inns
Traditional Japanese houses and inns are also places where you can experience traditional culture. In Japan, where modern housing is increasing, traditional Japanese houses and old-fashioned inns are rare. Spending time in the tatami hall or under the eaves will provide you with an invaluable experience, and if you can also experience traditional culture, it will be even more enjoyable. Some Japanese houses are renovated and rented out as a whole, so we recommend them. Although there are only a few traditional Japanese inns, they still retain some vestiges of the past, making them perfect places to enjoy traditional culture.
seaside and resort areas
Beaches and resort areas are also chosen as places where people want to experience traditional culture. Resort areas have many facilities and museums where you can experience traditional culture, making them perfect for foreigners who want to experience them while sightseeing. Historically, cities often developed from seaside ports and cultures were built, and along the seaside you can also experience the traditional culture that is rooted in the area.
Mountainous areas and areas rich in nature
Mountainous areas and areas rich in nature have also become popular as places where people want to experience traditional culture. The entire town in the mountainous area is undeveloped and is often lined with Japanese houses and traditional inns, which is probably why the town has an image of being directly connected to traditional culture. There are still many areas in Japan that are rich in nature, and 75% of the country is said to be mountainous, including volcanoes. This topography is also unique to Japan, and you can enjoy Japan’s natural beauty with hot springs and beautiful mountains.
What foreigners want to experience in Japan
In this survey, we asked respondents to freely write about what they would like to experience in Japan. The most common words were traditional, architecture, and skyscrapers.
Unlike multiple-choice answers, the survey was designed to give you a clear idea of what you really want to experience in Japan. Here we will introduce some excerpts from the answers.
・Female in her 30s ・Nationality: American
Ancient temples and futuristic skyscrapers, tea ceremonies, glitzy arcades, relaxing hot springs and go-karts for cosplay.
They commented that they wanted to enjoy modern Japan and traditional culture that can be enjoyed quietly, such as historical buildings and skyscrapers that symbolize the future, tea ceremonies in a quiet environment, and glittering game centers. This comment makes us realize that enjoying traditional culture in a quiet way is the exact opposite of Japan’s current urban lifestyle.
・Male in his 30s・Nationality: American I want to drink and eat at an izakaya, soak in a soothing hot spring, and explore art and
architecture on an art island. A luxurious night at a luxury hotel in Tokyo. I would like to participate in a Japanese festival. Taste the world’s finest sushi and sashimi. I want to travel around Japan on the Shinkansen.
This is a comment from someone who is familiar with daily life in Japan. Izakaya is a uniquely Japanese style of eating and drinking, and is popular among foreigners as it is delicious and lively. The Shinkansen, which is also well-known as a comfortable vehicle, is one of Japan’s leading safe and comfortable vehicles, with no fatal accidents. This comment shows how Japan is viewed by foreigners. ・Male in his 30s・Nationality: American I love Japanese karaoke, much more than the Western version of karaoke where one person sings in front of everyone. In classic Japanese style karaoke, you and your friends go into a private room.
This is a comment from America saying that he likes Japanese karaoke. Karaoke is a culture that was born in Japan, and since it was exported overseas, it has undergone various changes in each country and region. In the United States, singing on stage, and in the EU, singing in public at pubs and bars is the mainstream style. There are differences between Japanese and foreign karaoke cultures, and singing in a private room is unique to Japan.
・Female in her 20s ・Nationality: American Japanese architecture, art, tradition, and crafts. Also, globally known pop culture (manga, anime, video games, etc.). That is definitely something only Japan can offer. No other country has the same characteristics.
This survey revealed that there were a large number of foreigners who wanted to experience historical buildings, art, and crafts. Modern pop culture such as manga and anime is also a part of Japanese culture that is popular overseas. There is no other country that exhibits such a diverse culture.
Information sources that foreigners refer to when visiting Japan Where do foreign visitors to Japan refer to information? The last part of this survey asked respondents about the information sources they refer to when planning trips and experiences.
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The most consulted sources of information were from travel agents and tour coordinators. Not only does it prove to be a highly trusted source of information, but social media is a close second. In today’s world, where individuals can share a variety of information, many people make travel plans based on social media. Many of the photogenic sightseeing spots and experiences are eye-catching in and of themselves. For the Japanese tourism industry that wants to attract foreign visitors to Japan, it can be said that the use of social media is essential.
■Survey overview
Title: Questionnaire about experiences when traveling to Japan Survey period: November 24th to November 26th, 2023 Survey method: Internet survey Respondents: 507 (383 men, 123 women, 1 non-response) Respondents by nationality: 497 Americans, Canada, India, UK 3 people, 1 French person
■About “Cress Co., Ltd.”
We develop inbound and outbound businesses for foreigners visiting Japan and companies considering expanding into the Chinese market. In our inbound business, we plan and provide the “Motenas Nippon” program, where you can experience Japanese traditional performing arts and culture. We also provide consulting services such as attracting foreign tourists visiting Japan and planning new inbound business. In our outbound business, we provide support for overseas promotions using short videos and cross-border e-commerce. For companies considering entering the Chinese market, we provide operational agency and consulting services for Douyin and Xiaohonshu (RED).
Company name: Watercress Co., Ltd.
Address: 2F Central Building, 1-1-5 Kyobashi, Chuo-ku, Tokyo Established: October 2, 2015
Representative: Tsuyoshi Aoki, Representative Director and President Capital: 3 million yen
URL: https://creson.jp/
■About “Motenas Japan”
We provide services that provide experiences such as Japanese traditional performing arts, culture, and martial arts to foreign VIPs and wealthy people. The stage production combines a wide range of experiences such as kabuki, ninja, samurai, tea ceremony, flower arrangement, calligraphy, karate, sumo, and Japanese dance, with live music and entertainment as well as dance performances. We also offer private live performances in luxurious Japanese-style rooms and parties where we rent out the sake brewery.
URL: https://www.motenas-japan.jp/
[Contact information for inquiries regarding this matter]
Cresson Co., Ltd. Media & Solutions Division (person in charge: Akatsu) TEL: 03-4500-2069
E-mail: support@motenas-japan.jp
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