When the lights go down
Tourism industry seeks to light up the night in Japan.
JAPAN had more than 30 million foreign visitors in 2018, but its nightlife is not as extensive as in other nations. Spurred by the 2020 Tokyo Olympics and Paralympics, efforts are spreading to diversify tourism in the evening and vitalise the nighttime economy.
Kawaii culture
The Kawaii Monster Cafe Harajuku in Shibuya Ward, Tokyo, is known as the birthplace of the kawaii culture that is now popular all over the world. Passing through the doors, you see a line of colourful objects such as gigantic cakes and animals, creating a fairy-tale atmosphere.
On a Wednesday evening in July, a 20-year-old woman who had come to Japan from the United States for short-term study exclaimed with delight as a monster girl in a colourful costume performed a cute dance. It’s hard to find a cafe as cute as this anywhere else in the world, she said.
Kawaii Monster Cafe Harajuku opened in 2015 ahead of the Tokyo Games, which is expected to attract a large number of foreign visitors to Japan. Located in Harajuku, which is bustling with people during the day, it features a three-hour night show four times a week. The performances vary each day, in a bid to draw customers.
“The number of foreign visitors particularly increases during the night. I want them to experience a unique Japanese culture that can only be seen here,” a cafe spokesperson said.
Lack of resources
According to a survey conducted by the Japan Tourism Agency in fiscal 2018, the number of foreigners who visited night-time attractions in Japan, and their level of satisfaction, were lower than those who travelled to other overseas destinations.
Other countries offer more selection. For example, the Louvre Museum in Paris closes later than 9pm on some days, and there are abundant night performances of musicals in New York.
The Tokyo National Museum stays open on Fridays and Saturdays until 9pm. But according to an official of the tourism resources division at the Japan Tourism Agency, “Compared to overseas, there are still fewer sightseeing spots for the evenings.”
Spending per foreign visitor to Japan is sluggish, at slightly over ¥150,000 (RM5,895). There are hopes that the promotion of night-time tourism can provide a breakthrough.
Night tourism ambassador
Tokyo’s Shibuya Ward, which has many restaurants and tourist spots, is particularly active. The ward’s tourism association has produced a night tourism map and organised night tours for foreign visitors. In 2016, the ward appointed hip-hop artist Zeebra as a Shibuya Ward night tourism ambassador. As his activity is based in a club, Zeebra advises the administration on how to enjoy nightlife and ensure safety.
A major issue is cooperation with the transportation sector, including railways and buses. In London and New York, buses and subways operate around the clock mainly on weekends. Another problem is how to secure people who work at night. To share these issues and explore the possibilities of the night-time economy, people related to tourism from inside and outside the country are scheduled to hold a meeting for the first time in Tokyo in November.