■ From “Tourist” to “Resident”
Over the past few years, the profile of foreigners visiting Japan has been gradually shifting. Previously, the mainstream consisted of “short-term tourists” walking the streets with cameras in hand. Recently, however, there is a noticeable movement of people who want to “live long-term” or “have a base” here. The traditional inbound tourism (spending by foreign visitors for sightseeing) has run its course, and we are now entering the next stage: the expansion of “Japan as a lifestyle.” 💬
According to the Japan National Tourism Organization (JNTO), the number of foreign visitors exceeded 25 million in 2023. Among them, those acquiring mid-to-long-term stay visas (over one year) increased by more than 20% compared to the previous year (data from the Immigration Services Agency, Ministry of Justice). The choice to “live, work, and reside,” which goes beyond simple tourism consumption, has taken on a sense of reality.
■ Japan from Hong Kong’s Perspective: A Second “Real Home” 🇭🇰→🇯🇵 People in Hong Kong have long smiled and said, “Japan is my second home.” In recent years, however, we can see that this phrase is no longer a metaphor but a “serious” reality. The background lies in the stark contrast between their economic and living environments. Housing prices in Hong Kong have skyrocketed to about 3 to 4 times those in Tokyo, with a single unit in the city center costing the equivalent of approximately 300 million JPY. On the other hand, there are still many areas in Japan where you can buy a detached house in the 30 million JPY range. Simply calculated, even if you sell one room in Hong Kong to buy a house in Japan, you would still have 270 million JPY left over. It is easy to see why this is no longer discussed as a “dream,” but as a realistic relocation strategy 💸.
■ A Marketing Perspective to Identify the Shift from “Tourism” to “Settlement” Not only the wealthy but also the middle class in places like Hong Kong, Taiwan, and Singapore are beginning to consider the option of “living” in Japan. Behind this is the safety of medical care and food, childcare environments, and an “atmosphere where one can live with peace of mind.” Japan’s cleanliness and social stability are being recognized anew as a brand. From a marketing perspective, this can be called the “second phase of the inbound market.” The structure is evolving from “one-time customers (tourists)” to “repeaters,” and eventually to “settlers (residential consumer segment).” A wave of multifaceted demand is emerging here, spanning new businesses, property, education, medical care, housing, and finance.
■ Changes in Online Ads! 📲 Recently, ads for “Japan Relocation Seminars” and “Permanent Residency Support Consultations” have been routinely delivered to users in Hong Kong, Taiwan, and Southeast Asia, primarily on social media and YouTube. The frequency of the term “Immigration Consultant” appearing in search suggestions is also increasing, symbolizing a shift in lifestyle values rather than just a passing trend.
■ How Should We Face This Going Forward? 🤔 The possibility of Japan transforming from a “tourism-oriented nation” to a “residence-oriented nation.” This reveals not only business opportunities but also challenges such as the social acceptance system, harmony with local communities, and cultural coexistence. From “visiting Japan” to “living in Japan.” The sensibility required of marketers now may be the ability to understand these current changes not as a fleeting boom, but as a long-term paradigm shift in value.
(To be continued)
Reference Article: JNTO “Press Releases” (Link to PDF files for the number of visitor arrivals to Japan)
You may also want to read our previous article →The Formula for Advertising Success: Abstract × Concrete (Part 5): Thee Seed of Marketing 57