"Find Japan’s Treasures" Discover Japan’s local charms and explore the real Japan!

Campaign Introduction
The campaign "Find Japan’s Treasures" introducing Japan's local charms.

Famous tourist spots are not the only things to see in Japan."Find Japan's Treasures", a campaign to introduce local charms of Japan, has been launched for travelers who want to 'travel to touch the ordinary life of Japan'.

All you have to do is read articles introducing local charms in Japan, such as a trip to Oboke, an unexplored region, and Kushimoto, a town full of sunshine!

Let's explore Japan's local charms!

Grandmother's fashion street is full of retro - Sugamo Jizou Dori Shopping Street

Suginami Jizo Street is a place where Showa-era ambiance blends with new shops, offering an opportunity to enjoy retro Japanese culture. The street features wagashi shops, cafes, and stores selling local specialties, with over 50 varieties of handmade candies that are popular. The "4th Day Market" on the 4th, 14th, and 24th of every month is also lively.

Unforgettable Japanese faces in unexplored regions Oboke,Tokushima Prefecture

In 'Oboke', an unexplored region in Tokushima Prefecture, where legends of yokai (monsters) have been passed down through the generations to protect people from the harsh natural environment, a village where 350 scarecrows based on real villagers live and a traditional box lunch box called "Yusan-bako" are introduced.


A town full of sunshine: Kushimoto, Wakayama Prefecture

Facing the Pacific Ocean, 'Kushimoto' in Wakayama Prefecture offers a dynamic landscape that changes with the movement of the sun from morning to night and a star-filled sky. It is truly a place where the sun's Instagrammable sites are all over the place. Also, we introduce the rare 'binchotan' souvenirs, which are excellent for interior decoration.


First Kyoho Wine In Japan: Tanushimaru, Fukuoka Prefecture

The 'winery' is located in the deep forest of 'Tanushimaru,' Fukuoka Prefecture. The winery handles everything from grape cultivation to winemaking and sales of 'Kyoho wine,' which was once considered difficult to make. Kyoho grape wine is said to be the king of grapes. So, what does it taste like?


A town where both deer and people coexist in harmony: Naramachi, Nara Prefecture

Nara, the ancient capital of Japan, is a World Heritage site. In 'Naramachi' in Nara Prefecture, famous as a sightseeing spot where deer live, we introduce a 'Chinese herbal medicine shop' that has long been a good adviser to residents, a famous shaved ice store, and a 'sock shop' where many people with foot problems visit.

Do you want to know more about Japan's local charms?

If there are places you'd like to visit or regions you're interested in, please feel free to let me know by email.

Enjoy "Japan's regions" and experience a fun trip!

Contact Information

"Find Japan’s Treasure" Secretariat
Email Address: jsf_support@jsto.or.jp

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*To local governments, if you wish to introduce the charms of your region to foreign tourists, please feel free to contact us.