Globe Trotters Guide Editor Explains How JoJo and Sengoku Series Became Hits After COVID Sales Collapse

Since its launch in September 1979, the overseas travel guidebook series “Chikyu no Arukikata” (“Globe-Trotting Guide”) has been loved for decades. In recent years, the series has explored unconventional themes. Readers may wonder why a guidebook targeting individual overseas travelers would cover manga, history, or domestic guides. The answer lies in the unique planning skills that prevented the team from falling into creative stagnation, even in tough times. Here, Editor-in-Chief Akayo Yura discusses the struggles of “Chikyu no Arukikata,” drawing on her own overseas experiences as a student.

“I was influenced by my older brother, who was two years my senior and very talented at drawing. I loved painting from a young age, particularly Western art. I wanted to see the real thing someday, and that sparked my interest in foreign countries. When I entered Waseda University, my first overseas destination was Italy—Rome, Florence. I spent about two weeks visiting the classic cities and enjoyed Western art. That trip hooked me, and I visited many countries, gaining valuable experiences.

In New York, I performed on stage with the interactive Broadway show ‘Blue Man Group.’ On my graduation trip to Vienna, I visited the UNESCO World Heritage Schönbrunn Palace. A Japanese student approached me—it turned out we were classmates from the same university and department (Faculty of Letters, First Division). We had never met on campus during four years of study, but we encountered each other in a faraway country. That meeting sparked a lasting friendship, and we are still close, including our families.”

After graduating from Waseda in March 2000, Yura joined Diamond Bigsha, then the publisher of “Chikyu no Arukikata.” She worked two years in sales before transferring to the editorial department of her desired series in her third year.

“While we have local collaborators, most reporting begins with the editorial staff leaving Japan. We want to provide information from a traveler’s perspective, including issues at airports and on flights. To direct content accurately, I personally visit the destinations whenever I can.

We also include tips from our experiences in the magazine. For example, if a solo female traveler is persistently approached by men, we suggest she firmly say, ‘I have another appointment.’ In Italy, there are many pushy vendors selling friendship bracelets, so be cautious. Sometimes, these notes in the margins are read before the main text.”

Crisis of Survival

In March 2010, Yura launched aruco, a local and deep-travel guide targeting adventurous women in their 20s and 30s. While “Chikyu no Arukikata” readers were mostly in their 40s and 50s, this aimed to reach a younger audience.

However, her editorial career faced a sudden downturn.

“It was around 2020, when COVID-19 spread. With stay-at-home orders, overseas travel became extremely difficult. Sales plummeted by 90%. ‘Chikyu no Arukikata’ was in a survival crisis—truly rock bottom.”

When Diamond Bigsha transferred the series to the Gakken Group in December 2020, Yura was expected to propose projects that would revitalize the brand.

“Being paralyzed by adversity only worsens the situation. Travel is similar. Unexpected troubles happen abroad, but panicking doesn’t change anything. To make travel enjoyable, you must keep challenging yourself. I call this the traveler’s mindset.”

Fortunately, the series’ first domestic edition, “Tokyo,” released in July 2020 in line with the postponed Tokyo Olympics, sold 100,000 copies. The collaboration with the mystery magazine “Mu,” titled “Mu ~Isekai no Arukikata~,” exceeded 140,000 copies.

“These two hits changed our approach. If overseas isn’t possible, we guide readers domestically. By collaborating with content that pairs well with travel, we create interesting reading even without leaving home. For instance, we feature not only popular sightseeing areas like Kyoto and Hokkaido but also narrow regions like Suginami Ward and Yamaguchi City. Viewing walks as a type of travel, the content is enjoyable even for local residents. As a result, about 70% of readers of the domestic series are local.”

Real and Imaginary Places

One of the collaborations Yura oversaw was the July 2022 release of “Chikyu no Arukikata: JOJO’s Bizarre Adventure.” The book became the series’ first to reach number one on Amazon’s overall book ranking, drawing attention for the unusual pairing with a popular manga.

“I had been reading ‘JoJo’ in real time since its serialization began in 1987 in ‘Weekly Shonen Jump.’ ‘JoJo’ features many countries that appeal to travel enthusiasts, such as Egypt and Mexico. I thought, why not introduce the history and customs of those countries while weaving in the story of ‘JoJo’?”

“However, editing it was challenging. ‘JoJo’ blends real and imaginary locations. For the fictional places, we clearly indicated that they do not currently exist, while providing detailed explanations of the story. While ‘Chikyu no Arukikata’ is primarily a practical guidebook, the collaboration with ‘JoJo’ was designed to be enjoyable as reading material, which may have captured the readers’ interest.”

Since then, “Chikyu no Arukikata” has continued with projects that attract attention, such as “Sengoku,” featuring lands associated with famous samurai and battlefields, and “Showa Retro,” highlighting nostalgic streets and popular Showa-era restaurants. Sales have recovered to about 80% of pre-COVID levels.

After being appointed editor-in-chief in October 2023, Yura shared her future goals:

“I want to continue publishing travel books that resonate with younger generations. Traveling the world is fun! I hope many people can experience that firsthand.”

Starting in March, “Chikyu no Arukikata” launched a new service: a members-only, participatory online community where travelers can connect with each other and exchange information.

“From March, ‘Chikyu no Arukikata’ began an online community for travelers to connect and share information.”

URL: https: //community. arukikata .co.jp/