A growing backlash among Gen Z users is challenging the idealised image of Japan widely portrayed on social media, as viral trends exaggerating the country’s beauty and culture come under scrutiny.
Dubbed the “Japan effect,” the trend involves transforming ordinary scenes—such as suburban train rides—into dreamy, anime-like visuals using filters, music, and captions like “Tokyo, Japan.” While the content has captivated millions online, it has also sparked criticism for promoting unrealistic expectations.
In cities like Kyoto and Tokyo, residents have voiced frustration over the surge in tourism driven partly by such portrayals. Overcrowding, particularly in popular attractions, has intensified concerns, with some locals blaming viral content for encouraging mass travel based on romanticised imagery.
French content creator Rocky Louzembi explains that the trend is often satirical, aimed at mocking clichés surrounding Japan’s “cute” and flawless online persona. He describes “Japan glazing” as the tendency to excessively praise everything about the country while dismissing one’s own culture.
Tourism numbers reflect the global fascination, with Japan recording a historic 42.7 million visitors in 2025. Factors such as the global popularity of anime franchises like Pokémon and a weaker yen have further fueled the influx.
However, critics argue that the online image often glosses over real societal issues. Marketing professional Marika Sato notes that life in Japan differs significantly from its portrayal in anime and viral posts, highlighting concerns such as public safety and social challenges that are rarely depicted.
Others point to exaggerated claims about cleanliness and perfection. Some social media users have pushed back humorously, demonstrating that while Japan is clean, it is “not that clean,” challenging myths that streets are spotless to an extreme degree.
The tourism boom has already prompted action. A cherry blossom festival near Mount Fuji was recently cancelled following complaints from residents over overcrowding and disruption.
According to Seio Nakajima, the country’s global image is shaped by its visual appeal and cultural emphasis on aesthetics, which translates easily into viral content. However, he warns that such simplified portrayals often prioritize appearance over deeper understanding.
Despite the backlash, many visitors maintain that their experiences in Japan meet or exceed expectations, highlighting the ongoing tension between online perception and reality as the country remains one of the world’s top travel destinations.
