Japan's Cherry Blossoms

The Big Business of Japan’s Cherry Blossoms

By Chloe Whiteaker, Marika Katanuma and Paul Murray

April 5, 2019

There’s a popular saying in Japanese: dumplings over blossoms—meaning substance is better than beauty. But that might sell short the phenomenon of cherry-blossom season in Japan. Over the course of a few weeks, cherry trees across the country burst into bloom, painting the country in shades of pink and white. It’s become a national obsession with growing global appeal—and it’s a boon to Japan’s economy.

An estimated 63 million people travel to and within Japan to view the bloom, spending around $2.7 billion (301 billion yen) in the process, according to an analysis from Kansai University. With the bloom currently underway and the number of tourists up in the first two months of the year, a record number of visitors is expected again.

Hong Kong & Macau 381K

Indonesia 65K

Singapore 68K

Philippines 108K

Vietnam 35K

India 17K

Israel 12K

South America 20K

China 1.1M

Taiwan 819K

Thailand 252K

North America 324K

Korea 1.2M

Malaysia 89K

Australia & Oceania 108K

Europe 303K

Mongolia 2K

Turkey 4K

Hong Kong & Macau 381K

Indonesia 65K

Singapore 68K

Philippines 108K

Vietnam 35K

India 17K

Israel 12K

S. America 20K

China 1.1M

Taiwan 819K

Thailand 252K

N. America 324K

Korea 1.2M

Malaysia 89K

Oceania 108K

Europe 303K

Mongolia 2K

Turkey 4K

OsakaJapan Mint Osaka700,000

Nagoya, AichiTsuruma Park400,000

Hirosaki, AomoriHirosaki Park2,000,000

Senboku, AkitaKakunodate town1,300,000

TokyoUeno Park4,000,000

Tokyo

Kyoto

March 25

March 30

April 10

April 20

April 30

May 10

Kyoto

Tokyo

Before March 20

May 10

April 30

April 20

April 10

March 30

Before March 25

Tokyo

Kyoto

As winter recedes, the rosy wave is making its way up the archipelago. Full bloom reached Tokyo on March 27 and is expected to last until at least April 7 thanks to a fortuitous return to cooler temperatures that extends the life of the fragile flowers.

The exact timing of the season varies year to year. In 2018 most of Japan peaked a full week sooner than normal because of an especially warm, early spring. If temperatures climb too quickly or a rough storm rolls through, the blooms may fall faster.

The flowering trees, called sakura, are ubiquitous in Japan. They’re so culturally significant that in Japanese, the act of viewing them has its own word: “hanami.” There are more than 600 viewing spots all over the country tracked by Shoubunsha, a Tokyo-based map publisher. These include most of the country’s major parks, temples, shrines and other attractions.

Among sites where Shoubunsha reported visitor totals (373 locations in 2018), Tokyo’s Ueno Park was the most popular, with an estimated 4 million hanami visitors. But their popularity spans the country: Available data show that most visitors ventured beyond Japan’s three megacities—Tokyo, Nagoya and Osaka.

Nearly 5 million tourists from all over the world visited Japan in March and April of 2018, according to Japan’s National Tourism Organization. More than 2 million came from South Korea and China alone. Americans make up the largest portion of visitors from the Western hemisphere—247,000 during the same period.

The wave of cherry-blossom fever certainly isn’t limited to Japan. In Washington, D.C., cherry trees gifted by Japan more than a century ago have reached peak bloom, and are a major tourist-draw in their own right. To see even more trees, there’s Macon, Georgia—a city in the central part of the state. It’s home to more than 300,000 cherry trees, celebrated at an annual festival. But Japan’s tradition—millennia old—is hard to top.

The Japanese government wants to attract 40 million foreign visitors by 2020—when it hosts the Olympics—up from a record 31.2 million in 2018. To reach that target, the country has relaxed visa policies, spent more on infrastructure and eased restrictions for low-cost carriers and cruise lines. The number of international flights on low-cost carriers each week has risen from fewer than 20 in 2007 to nearly 3,000 in 2018.

The weaker yen is a boon for tourists looking to stretch their vacation money further. For the government, it’s a chance to spur economic growth and convince investors that it’s still got a lot to offer despite its fading global importance. The cherry blossoms’ total economic impact is about $5.8 billion, according to an estimate by Kansai University professor emeritus Katsuhiro Miyamoto.

Many companies are poised to capture a slice of that. Hanami is an excuse to party, with friends gathering among bento boxes and plenty of beverages. Starbucks, Coca-Cola and Asahi are just some of the businesses trying to influence what drinks are on hand at hanami hangouts with sakura-themed ads and products. UberEats encourages hanami-goers to order delivery straight to their picnic spot.

Tokyo-based companies that run errands for customers, such as Nandemo Yutao, are now offering to save your coveted viewing spot—for a fee. Yuta Konno, the owner of Nandemo Yutao, charges roughly $26 (3,000 yen) per hour—or more, if customers want him to outfit the space with tables, cushions, food and drink. “I can take 24 spots in a day,” he said. He says his service is becoming increasingly popular as competition for spots heats up.

Visitors at Shinjuku Gyoen in Tokyo. Photographer: Keith Bedford/Bloomberg

If a picnic on the ground sounds too rugged, there’s a “glamping” equivalent for high-brow revelers: clear, plastic igloo-shaped domes under the trees with café tables and heating for comfortable dining al fresco. Groups can rent the space from CHANDON Blossom Lounge for about $80 (9,000 yen)—and be treated to an assortment of finger foods and champagne for an hour and a half.

Some companies are ditching the outdoors altogether. Indoor hanami—private rooms complete with artificial grass and images of cherry blossom scenery projected on walls—are growing in popularity. Takeshi Takeoka, director of the real estate company that runs one such project called Ikejiri Select House, says demand for its sakura-themed rooms is up 50 percent since last year.

1. Hanami-goers view cherry blossoms from inside plastic igloo-shaped domes at Tokyo Midtown's CHANDON Blossom Lounge. Photographer: Takaaki Iwabu/Bloomberg 2. Visitors take photos at Shinjuku Gyoen in Tokyo. Photographer: Shiho Fukada/Bloomberg 3. People pose for photos along the Meguro River in Tokyo. Photographer: Shiho Fukada/Bloomberg

Cherry blossoms and elaborate hanami setups are practically made for social media—particularly Instagram, which has fueled the boom in cherry-blossom tourism. Japan is one of Instagram’s most active markets, with the number of users more than doubling in the past two years to 29 million.

And the government is taking advantage of this to boost tourism—especially away from congested cities. Japan’s national tourism organization collaborated with Instagram last year to promote a new hashtag, #UnknownJapan, which challenged users to share images of less-iconic locales and led to more than 5 million foreign visitors sharing posts, according to Ryoko Ichimura, a spokeswoman for Instagram in Japan. With much of the country in peak bloom, a search for the hashtag shows photo after photo of pink-hued branches.

Sakura In Every Prefecture

Click on a thumbnail image to zoom 👆

Many visitors are taking note and venturing beyond the cities. In 2018, more than 40 percent of foreign visitors stayed in hotels outside of Tokyo, Nagoya and Osaka, according to the Japan Tourism Agency. In Aomori, a remote northern prefecture home to 1.3 million people, there were 3.1 million visitors during sakura in 2018, according to Shoubunsha data. Earlier this year, Travel + Leisure magazine ranked Aomori as a top place to visit in April—when blossoms are in peak bloom.

Back in Tokyo, hanami-goers are relishing the happy hues while they last. The bloom in the capital is expected to go from “peak” to “peaked” in the next few days, when the pink petals will start to fall. But there’s still beauty in the season’s end, with grass, ground and rivers awash in blossoms—a reminder of the magic just experienced.

Contributors: Takaaki Iwabu, Elaine To, Maria Wood, Kurumi Mori and Won Jae Ko

Sources: Japan Meteorological Corporation; Shoubunsha Publications; Japan’s National Tourism Organization; Japanese Ministry of Land, Infrastructure, Transport and Tourism; Japanese Statistics Bureau

Methodology: Data showing visitor totals by viewing location is based on Bloomberg analysis of 2018 daily and seasonal totals provided by Shoubunsha. It represents an estimate of the number of visitors during the entire bloom period.

Banner video: Vice and Virtue/Getty Images

Prefecture grid photos:

Hokkaido: The Yomiuri Shimbun/AP Images

Aomori: Koichi Kamoshida/Getty Images

Iwate: Toshifumi Kitamura/AFP/Getty Images

Miyagi: Kazuhiro Nogi/AFP/Getty Images

Akita: MIXA/Getty Images

Yamagata: Shinichiro Saka/Getty Images

Fukushima: Yoko Okamoto/Getty Images

Ibaraki: Toshifumi Kitamura/AFP/Getty Images

Tochigi: Yoshikazu Tsuno/AFP/Getty Images

Gunma: Kazuhiro Nogi/AFP/Getty Images

Saitama: Kazuhiro Nogi/AFP/Getty Images

Chiba: Lo Chun Kit/Getty Images

Tokyo: Shiho Fukada/Bloomberg

Kanagawa: Behrouz Mehri/AFP/Getty Images

Niigata: Getty Images/iStockphoto

Toyama: MasaoTaira/Getty Images/iStockphoto

Ishikawa: Keita Sawaki/Getty Images/amana images RF

Fukui: Buddhika Weerasinghe/Getty Images

Yamanashi: Prasit Chansareekorn/Flickr Vision/Moment Editorial

Nagano: Getty Images/iStockphoto

Gifu: Prasit Chansareekorn/Flickr Vision/Moment Editorial

Shizuoka: Nopasorn Kowathanakul/Getty Images

Aichi: David A. LaSpina/Getty Images

Mie: Jeff Case/Getty Images

Shiga: MIXA/Getty Images

Kyoto: Buddhika Weerasinghe/Getty Images

Osaka: Buddhika Weerasinghe/Bloomberg

Hyogo: Buddhika Weerasinghe/Getty Images

Nara: Carl Court/Getty Images

Wakayama: Paco Alcantara/Getty Images

Tottori: Getty Images/iStockphoto

Shimane: Jiro Yamakawa/Getty Images/amana images RF

Okayama: Aaron Chen/Getty Images

Hiroshima: Nobutoshi Akao/Flickr Vision

Yamaguchi: Hisako Tanaka/Getty Images

Tokushima: Chng Shng Zhi/EyeEm/Getty Images

Kagawa: Jacob Jung/Moment Editorial/Getty Images

Ehime: Christian Boehmer/EyeEm/Getty Images

Kochi: The Yomiuri Shimbun/AP Images

Fukuoka: Koichi Kamoshida/Getty Images

Saga: MIXA/Getty Images

Nagasaki: MIXA/Getty Images

Kumamoto: STR/AFP/Getty Images

Oita: Getty Images/iStockphoto

Miyazaki: Getty Images/iStockphoto

Kagoshima: Alexander Gatsenko/Getty Images

Okinawa: Getty Images

The Big Business of Japan’s Cherry Blossoms

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