The Tohoku region has become an increasingly popular destination among tourists from countries and regions that observed the Chinese New Year holiday from late January to early February, according to a travel booking site.

The region’s breathtaking winter scenery, including “monsters,” and seasonal experiences have gained growing international interest.

KKday Japan, a tour booking site operator, analyzed reservation data from Jan. 25 to Feb. 4, focusing on travelers from nine countries and regions that observe the Chinese New Year, including Taiwan, Hong Kong, South Korea, China, Singapore and Malaysia.

Four of the top five prefectures were in the Tohoku region in the operator’s list of “travel experiences rising in popularity.”

Top-ranked Yamagata Prefecture saw a 1.94-fold increase in bookings compared with the previous year, followed by Miyagi Prefecture with a 1.84-fold increase.

Gifu, Fukushima and Aomori prefectures rounded out the top five among the Chinese New Year tourists.

Many visitors explored Yamagata and Miyagi prefectures together on an increasingly popular bus tour.

Favorite spots on the tour in Yamagata Prefecture include Zao’s famous “juhyo” (frost-covered trees), known as snow monsters, and the nostalgic, snow-covered streets of Ginzan Onsen in Obanazawa.

In Miyagi Prefecture, tourists are flocking to see foxes playing in the snow at Zao Fox Village in Shiroishi.

Bookings for these bus tours reached 2.18 times last year’s numbers.

“Images combining traditional Japanese scenery covered in snow have spread widely on international social media,” a KKday representative said.

Tours to Ouchi-juku, Fukushima Prefecture, which was a small post station in the Edo Period (1603-1867), as well as Oirase Gorge and Mount Hakkodasan in Aomori Prefecture have also seen strong demand, the tour operator said.

Sendai Airport now receives direct flights from Taiwan, South Korea and Hong Kong, making travel more convenient for visitors from around Asia, the travel booking company said.

Overall, Tokyo took the top spot on the list of “popular travel experiences,” followed by Osaka Prefecture and Kyoto Prefecture.

In the Tohoku region, Miyagi Prefecture ranked ninth overall.

TAIWANESE FAMILY’S TRIP

Justin, 35, a Taiwanese who works for a Japanese company and lives in Tokyo, spent four nights in Yamagata Prefecture with his family.

His parents in their 60s and his sister and brother in their 30s traveled from Taipei to visit him in Japan for the Chinese New Year holiday.

The family had previously traveled to Tokyo and Kyushu together. This year, they chose Yamagata Prefecture.

“Snow monsters, hot springs, delicious food and cultural experiences―Yamagata Prefecture has it all,” Justin said.

It was his second visit to the prefecture.

Ten years ago, as a graduate student, he spent a week there through an academic exchange program with Yamagata University.

The sight of Zao’s snow monsters stayed with him, and he had long dreamed of showing them to his family. He planned a four-night, five-day trip in Yamagata Prefecture.

The family stayed at a hotel near JR Yamagata Station and used trains and other public transportation to get around.

The ropeway to see Zao’s snow monsters had a three-hour wait. But they saw them twice, during the day and at night.

Between those visits, they warmed up in a hot spring and enjoyed a night cruise.

“Seeing the ever-changing snow monsters and feeling their energy and mystical beauty was like a dream for our family,” Justin said.

The family also visited Ginzan Onsen and took a boat ride down the Mogamigawa river, while eating local specialties, like Shonai pork.

WARM WELCOME

The family’s journey got off to a rocky start on their first day when a flight delay forced them to arrive in Yamagata Prefecture late at night.

While having a late dinner at a ramen shop near Yamagata Station, two locals struck up a conversation with the family and paid for their meals. They even invited the family to a sushi restaurant.

“Enjoy all that Yamagata Prefecture has to offer,” one of them said. They treated the family to another meal.

“Even though we had just met, they welcomed us with such warmth and kindness,” Justin said. “Their generosity and heartfelt sincerity truly moved me.”

Reflecting on the trip, Justin said they experienced breathtaking nature, delicious food and encounters with warm-hearted people.

“There are priceless memories that money could never buy,” he said.

(This article was written by Noriyuki Kaneta and Masahiro Takahashi.)