Japan’s record tourism boom offers a lesson in soft power: countries gain influence not only through what they say or do, but through how they make others feel.

In 2025, Japan attracted 42.7 million foreign visitors, a record high in history. This represented a 15.8% increase over the previous record in 2024, despite a significant decline in the number of Chinese visitors, amid rapidly worsening Japan–China relations. The weakening of the Japanese yen is certainly a big push factor, but the resilience of inbound tourism points to the success of Japan’s soft power promotion and its appeal as a cultural brand worldwide.