Help Mark Misunderstood? How a Travel Hack Ignited SNS Backlash

The controversial video quickly went viral

“In Japan, you can do anything as long as you have a Help Mark.”

——A video circulated with these words, stirring up social media. The footage showed a group of tourists, believed to be Chinese, wearing the Help Mark—a red symbol with a white cross and heart—blocking the entrance of a restaurant.

The video was reportedly shot by a Japanese customer and spread along with rumors that “Chinese travel agencies are distributing Help Marks to Chinese tourists.” The truth is unclear, but it was said that the marks were handed out with explanations like “If you wear a Help Mark, you can enjoy your Japan trip advantageously,” which caused the clip to spread rapidly.

On X (formerly Twitter), posts circulated such as: “Even at Disneyland, tourists who seemed fully able-bodied borrowed wheelchairs and used them as passes to skip lines,” and anger and anxiety quickly snowballed.

The background includes the existence of a special distribution at the Osaka-Kansai Expo. During the 2025 event, Help Marks were distributed at the venue and major stations to foreign visitors who required assistance. Some images from these notices were cropped, spreading the misconception that any foreigner can receive one without documentation.

Some internet users then added fuel to the fire. They did not see it as Chinese tourists misunderstanding the system, but rather as knowingly abusing it as a travel hack. The system, designed to request small acts of consideration, was suddenly viewed as a get-out-of-jail card for cheating, making Japan’s social goodwill appear betrayed.

A convenient item for traveling in Japan!?

Outrage often outpaces facts. This case was no exception, with comments escalating rapidly: “Ignore them if you hear Chinese,” “Chinese people are criminals,” “If they have energy to travel, they don’t need it,” and “The system based on human goodness no longer works.”

Satoshi Sato, Secretary-General of DPI Japan, the Japanese branch of an international disability organization, lamented, “The purpose of the system has been abandoned.”

“The Help Mark is a small red tag introduced by Tokyo in 2012. It was created to help people with invisible difficulties—such as internal disabilities, intractable diseases, or early pregnancy—signal to those around them so they can receive assistance more easily.

Today, it has spread to municipalities nationwide and is useful in situations like giving up seats on trains or buses or approaching station staff for help. It is not a special past but a marker to make it easier to receive small acts of consideration in daily life.”

A major feature of the Help Mark system lies in its simplicity and flexibility. Without needing certificates or medical documents, anyone can request a Help Mark verbally and receive it free of charge. Family members or caregivers can also obtain it on behalf of someone else.

By not restricting eligibility, the system accommodates people with invisible conditions or those temporarily in need of assistance. With cooperation from railway and bus operators, it has gradually become integrated into daily life.

Satoshi Sato, the aforementioned Secretary-General, issues a warning:

“Nationality does not matter. Anyone who needs assistance can use it, but if people who don’t need it start using it, the purpose is distorted. For example, if others begin to doubt whether someone truly needs help, it could result in disadvantages like not being offered a seat or not receiving assistance. Ultimately, this could undermine trust in the system itself.”

Why did the Help Mark come to be seen as a travel hack? A travel industry professional familiar with Chinese social media explains:

“On Chinese SNS platforms such as Xiaohongshu (RED) and Weibo, posts introducing convenient items for traveling in Japan are popular. Sometimes the Help Mark appears in these posts, along with personal experiences like ‘It’s easier to get a seat’ or ‘I received help when I was in trouble.’ In reality, it is not a priority pass, but the misunderstanding likely spread this way.

There are also rumors that Chinese travel agencies acquired Help Marks in bulk in Japan and distributed them to tourists. The actual supply route is unknown, but once this spreads on social media, it becomes linked to the idea of a trick.”

The Help Mark is simply a sign to request consideration and has no legal backing. Nevertheless, it has been misperceived on social media as a symbol of privilege. Sato comments:

“I was not aware that Help Marks were being presented as a travel hack among foreign tourists. It is unfortunate that the system is being used in ways that deviate from its purpose. That’s why it’s important to carefully explain the system’s meaning and promote awareness in multiple languages, so that those who truly need it can use it safely. Correctly communicating who the system is for is crucial.”

The Help Mark is not a tool for cheating but a quiet request to society. Understanding this meaning correctly and ensuring that those who need it can use it safely is essential. Rather than allowing anger or distrust to undermine the system, it is our responsibility to protect it with calm, thoughtful measures.