Young Brits Flock to Japan as Social Media Hype Reaches Fever Pitch

Young Brits are flocking to Japan in record numbers, with 483,157 British tourists visiting last year, up 24.8% on 2024 and 40.8% on 2019. The Japanese National Tourism Organization cites the boom in total tourism since the pandemic, with a record number of foreign visitors in 2025.

The Brits in their 20s and 30s interviewed for this story gave a long list of reasons for wanting to go to Japan, including its cityscapes, food, anime, nature, history, gaming, temples. But they largely agreed that social media was the main driving force behind so many young people heading there.

Many visitors talk about being entranced by Japan's convenience stores and affordable prices. With the yen weakening, tourists can get a bowl of 'life-changing' ramen for £3-4 compared to £20 in the UK.