A Gen Z Urban Journalist Warns About Japan in the Age of Social Media

Even Tokyo’s renowned Koreatown, Shin-Okubo, is turning into Niseko

The book “Niseko-ization of Japan,” published at the end of January under the theme of Reiwa-era Urban and Consumer Theory, is attracting the attention of business professionals.

The author is Kazuki Tanigashira, a Gen Z urban journalist who analyzes Japan’s present state through cities and commercial facilities.

Hokkaido’s Niseko is known as a ski resort that attracts wealthy foreigners. In the book’s introduction, Tanigashira writes:

“Right now, Japan is undergoing ‘Niseko-ization’ in every aspect.”

So, what exactly does “Niseko-ization” refer to? He explains that “It refers to a place becoming like a theme park through selection and concentration.”

What made an urban journalist, who frequently covers chain stores and theme parks, turn his attention to Niseko? We asked him directly.

“Actually, I didn’t set out to write about Niseko from the beginning.

Observing recent trends in chain stores and commercial facilities, I noticed that more places were adopting strategies that precisely target specific demographics and aim to satisfy them. In other words, the approach of selection and concentration has become stronger.

Around that time, I happened to read Katsuhide Takahashi’s book Why Did Only Niseko Become a World-Class Resort? The book explained that Niseko became an international resort by implementing ‘selection and concentration’ for wealthy foreign visitors. That made me realize the same phenomenon was occurring in tourist destinations as well.

If that’s the case, I thought, using ‘Niseko’ as a lens, I could seamlessly discuss everything from urban areas and commercial facilities to our consumer behavior.

To be honest, I also wanted to make the title catchy by including the keyword ‘Niseko-ization’ (laughs). Interest in Niseko has been extremely high in recent years.”

If “Niseko-ization” is happening all over Japan, then where else, besides Niseko, is thriving due to “selection and concentration”?

Without hesitation, Tanigashira pointed to Shin-Okubo, which he also covered in Niseko-ization of Japan. In the 1980s bubble era, Shin-Okubo was known as a neighborhood where many Korean hostesses lived. Today, it has transformed into one of Japan’s leading Koreatowns, lined with Korean restaurants, K-POP idol merchandise stores, and Korean cosmetics shops.

“In my book, I wrote that Shin-Okubo’s selection and concentration happened naturally.

Triggered by events like the Japan-Korea World Cup and the rise of Korean dramas, Korean-themed shops concentrated in the area, attracting visitors who selected it, which in turn led to even more concentration.

I also enjoy Korean dramas, so I visit Shin-Okubo from time to time, and it’s truly astonishing. Most of the signs you see are in Hangul. From the store designs to the way signs are made, it really feels like you’ve stepped into Korea. For those who love Korean culture, it’s an incredibly fun place.

However, this phenomenon is occurring only within a specific area of Shin-Okubo. If you step just one block away, you’ll find a diverse mix of people from various nationalities, and a more everyday urban atmosphere. It’s like Disney Resort—one section has become a Korea within Japan due to selection and concentration, creating a theme park-like space.”