Exploring the Experiences of Foreign Tourists in Japan's New Year Celebrations

The Tokyo-based company, TST Entertainment, conducted a fascinating survey among foreign visitors regarding how they spend New Year’s in Japan. The inquiry involved 125 international tourists gathered at the Tokyu Kabukicho Tower on December 31, 2025, during the grand event known as ‘NEW YEAR’S EVE KABUKICHO 2026,’ attended by approximately 6,000 people, mostly foreign travelers. This survey aimed to unearth what attracts these tourists to Japan for the year-end festivities and what cultural experiences they cherish during their stay.

Survey Overview

- Date: December 31, 2025
- Location: Tokyu Kabukicho Tower
- Target Participants: Foreign tourists visiting Japan
- Method: In-person surveys conducted by interviewers
- Total Respondents: 125

Note: Percentages may not total 100 due to rounding off.

Who Attends Shinjuku's New Year Countdown?

The survey revealed a diverse group of attendees, with the largest portion coming from Australia (14.4%), followed by the USA (9.6%), Italy (8.8%), and Canada (7.2%). The demographic skews younger, with a significant number of respondents in their 20s (42.4%) and 30s (27.2%). This demographic information highlights not only who participates but also hints at the rising trend of younger travelers seeking new experiences abroad.

Curiously, none of these young tourists have short vacations. Over 40% indicated planning to take 14 or more days off for their trip, with a considerable proportion of them intending to stay in Japan for a similar duration.

When asked why they chose Japan for their New Year’s celebration, many expressed a desire to experience Japan's unique New Year's customs (63.2%), while others indicated a wish to explore tourist attractions (56.8%). Shopping-related activities, including participating in “hatsu-uri” (the first sale of the year) and enjoying winter activities (28.0%), were also highlighted.

Planning Ahead: When Do They Start Thinking About Japan?

Interestingly, the survey also tracked when these foreign tourists begin planning their trips. A significant 31.2% plan their travel six months in advance, and 25.6% even more than a year ahead. This trend reinforces that many international visitors are not only excited about Japan’s offerings but are also methodically preparing for their trips far in advance.

The Cultural Differences of New Year Celebrations

The differences between New Year traditions in their home countries versus Japan were notable. Respondents frequently used words like “quiet,” “calm,” and “peaceful” to describe Japan’s New Year atmosphere. In contrast, popular customs from their native lands included celebrations filled with fireworks or vibrant gatherings, showcasing the calmer festive mood Japan embodies.

For instance, one participant mentioned Spain’s tradition of eating 12 grapes at midnight, with each grape representing good luck for the upcoming year. This contrasts starkly with Japan's typically family-oriented New Year’s celebrations, as many noted that while Japanese people celebrate together, Americans and French often prefer socializing with friends during New Year’s Eve.

Insights into Their Experience

Gathering at the Kabukicho area, foreign tourists also expressed their reflections on the past year, inspired by the Japanese custom of articulating a word to symbolize the year. Such exchanges provided authentic insights into what these visitors cherish and seek in their cultural engagements in Japan.

The findings highlight a trend where foreign tourists visiting Japan over the New Year period typically plan longer stays, aiming primarily to experience traditional Japanese cultural events and enjoy other activities. Moreover, many travelers prepare their itineraries well ahead of time, indicating that Japanese customs resonate strongly with international audiences seeking deeper cultural experiences. This presents an excellent opportunity for tourism businesses to effectively engage with these visitors, optimizing promotional strategies that emphasize Japan’s unique New Year traditions and cultural charm.

About youknowme

The foreign visitor research service, ‘youknowme’ (a combination of the Japanese ‘湯飲み’ meaning teacup and the English phrase ‘You know me?’) is a dialogue-oriented platform committed to gathering authentic feedback from international tourists. It reflects on Japan's unique relational culture, with interviewers engaging in meaningful conversations to extract valuable insights and a deeper understanding of visitors' experiences.

For tourism operators and businesses, understanding these insights is crucial, especially at a time when international travel is on the rise again. Monitoring, listening to, and embracing these cultural nuances will ensure that their services are appealing to a global audience.

Contact Details:
For inquiries concerning services tailored to foreign tourists, please reach out to us via the official website: youknowme.