🌏 “If it comes to it, I’ll immigrate to Japan” In recent years in Hong Kong, we have started hearing these words spoken like a joke, yet with a somewhat serious undertone. Japan, which was once a “dream destination” for tourism or cultural interests like anime and J-POP, is now being discussed as a “realistic option.” Economic backgrounds, social conditions, and shifting lifestyles are quietly propelling this trend. 📊 According to a 2023 survey (by the Hong Kong Trade Development Council), approximately 43% of Hong Kong residents in their 20s to 40s answered that they are “interested in a long-term stay or relocation to Japan.” This figure proves that it’s not just a joke.
🗣️ The Broadening Base of Japanese Language Proficiency There has always been a certain number of people who self-taught Japanese through anime and YouTube, but their level of proficiency has visibly evolved over the last few years. The styles are diversifying: some leverage their vocabulary to attempt remote work for Japanese companies, while others attend Japanese language schools aiming for a working visa. The number of people taking the Japanese-Language Proficiency Test (JLPT) exceeds 20,000 a year in Hong Kong alone (2022 data). A demographic is already emerging that is turning language skills into a “foundation for relocation.” This can be called the groundwork for becoming a resident—somewhere beyond a tourist, yet slightly short of a full immigrant.
■Related Article: JLPT “Changes in number of applicants (1984-2025)”
🍣 “Extraordinary Japan” is their “Ideal Ordinary” The impression people from Hong Kong hold of Japan is clear: “Delicious, cheap, clean, kind, and beautiful nature.” While these may all be very ordinary landscapes for Japanese people, for Hong Kongers leading a “high-density urban life,” they are the ultimate symbols of relaxation and quality. The phrase they frequently use on social media is “Japan = Country of healing.” Even in quiet residential areas, clean parks, or the well-stocked meal packs lined up in convenience stores, they find a rich sense of everyday life that cannot be felt in Hong Kong.
⚠️ However, the Distance Between “Dream” and “Reality” There are also many walls that only become visible once you actually relocate or start working here. Unpaid overtime, top-down corporate culture, and values that prioritize “correctness” over flexibility—these can sometimes induce culture shock for people from Hong Kong. Furthermore, practical reductions in take-home pay due to social security costs and resident taxes serve as another barrier. For example, estimates suggest that even with a salary of 5 million JPY, the amount deducted for taxes and insurance is about 20 to 25% more annually than in Hong Kong. How to balance ideals with reality has become the turning point in the decision to relocate.
🌸 Still, the Reason Japan is Chosen “It’s not perfect, but it gives peace of mind.” We hear this sentiment often. It may be a turning point in values, where the speed and competition of the city aren’t everything, and people want to prioritize living at their own pace. Looked at through the lens of marketing, this is the “emotional deepening” of inbound tourism. People whose hearts were moved by tourist experiences eventually want to put down roots as a lifestyle. It is precisely here that a new category called the “Stay-type Market” is being born. (To be continued)
Reference Article: From the Marketing Seed series.
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