#Japan #Tokyo #Cross Marketing #Waterside Experience #Mizubering Project

Exploring the Coolness of Waterside: Insights and Precautions

In a recent survey conducted by Cross Marketing, an in-depth exploration into how people enjoy water bodies was carried out among 20- to 69-year-olds across Japan. As temperatures continue to rise, the appeal of watersides is increasingly recognized as a source of refreshment, tranquility, and relaxation. The survey aimed to gather perspectives on what people associate with waterside areas, their favorite activities, necessary precautions, interest in the Mizubering Project, and memorable waterside scenes.

Survey Findings

1. Associations with Watersides: When participants were asked to describe what they envision when thinking of watersides, many responded with feelings of coolness derived from the sounds of wind and water, a sense of connection with nature, and peacefulness. Notably, respondents in their 60s particularly highlighted the refreshing quality of breeze and water sounds, indicating a strong association with relief from heat.

2. Popular Activities at Watersides: The survey revealed that the top three enjoyable activities at watersides are walking, water play, and barbecuing. Notably, interest in walking increased with age, demonstrating a generational shift in preferred waterside experiences.

3. Safety Precautions: Approximately 40% of respondents emphasized the importance of taking litter home and avoiding fast-running or deep waters. Furthermore, about 30% expressed caution about entering restricted areas and being aware of sudden water level changes. Interestingly, younger respondents showed a lower awareness of manners and safety measures, suggesting a need for increased education in these areas.

4. Interest in the Mizubering Project: Interest in the initiative promoted by the Ministry of Land, Infrastructure, Transport, and Tourism—known as the Mizubering Project—was called into question, with 33.8% of respondents showing some level of interest. The 20s age group notably indicated a higher curiosity of 38.6%, contrasting with the nearly 40% of 20- to 40-year-olds who had no interest in the project at all, highlighting a divide among younger adults.

5. Memorable Waterside Scenes: Respondents shared fond memories associated with various waterside locations, often reflecting on enjoyable or extraordinary experiences, which reinforce the positive emotional connection individuals have with these natural environments.

Survey Method

This survey utilized internet research through Cross Marketing's self-questionnaire tool, QiQUMO. Conducted across all 47 prefectures in Japan, the study took place from June 27 to 28, 2025, with respondents totaling 1,100.

Company Overview

Cross Marketing, established on April 1, 2003, is headquartered in Shinjuku, Tokyo. Under the leadership of CEO Miki Igarashi, the company specializes in marketing research and related consulting services. For further inquiries, please reach out via their contact methods listed on their website.

In conclusion, as the allure of watersides continues to grow as a preferred escape from the summer heat, it is crucial to remember the importance of nature conservation, adhering to safety practices, and the cultural significance that these spaces hold. Whether it is a serene walk or a fun-filled day of activities, fostering an appreciation and understanding of these environments can lead to a more enjoyable and safe experience for everyone.