Exploring the Trends of Chinese Tourists Visiting Japan: Insights from Yoren's 2025 Report

Understanding the Trends of Chinese Tourists in Japan: Insights from Yoren's 2025 Report

Yoren, a company dedicated to bridging the business landscapes of Japan and China, recently unveiled a significant report at their event, which studied 1.6 million user-generated comments from Chinese social media platform RED (小紅書) regarding travel to Japan. This comprehensive analysis delves into how Chinese residents perceive their travels to Japan, the decision-making processes they follow, and the objectives behind their visits. The study aims to shed light on the evolving nature of travel demand and the essential customer relationship management (CRM) aspects that Japanese companies need to prepare for.

Overview of the Research

The research was conducted between January 2024 and September 2025, relying solely on user-generated content (UGC) from RED, excluding any advertising posts. The total number of analyzed posts reached an impressive 1,605,817.

Key Findings

1. Increased Interest on Chinese Social Media: The engagement around travel to Japan has surged, with a remarkable increase of 43% in user-generated content (UGC) pertaining to travel compared to the previous year.

2. Shift in the Focus of Travelers: The language around travel has transformed, with over 90% of travelers opting for independently organized trips.

3. Rise of Individual Travelers and Repeat Visitors: There has been a noted increase in solo travel and repeat visitors to Japan.

4. Expanding Travel Objectives: The motivations for visiting Japan have diversified, shifting towards experiential values such as cultural engagement, light outdoor activities, and self-satisfaction experiences.

5. Common Challenges During Travel: Travelers highlighted five primary areas of inconvenience: reservations, language barriers, transportation, payment processes, and tax refund systems.

Insights into Customer Interaction

Pre-Travel Phase: Building Travel Intentions

To cultivate reasons for travel during the pre-journey phase, the report emphasizes the importance of making travel motivations visible based on trending themes. By designing compelling experiences and products, and ensuring seamless booking and access processes, companies can optimally present their values to stimulate inbound demand through Chinese social media.

During the Journey: Enhancing Experience Value

During the travel phase, companies should focus on integrating experience value with customer data. Improving aspects that minimize confusion and time loss can lead to deeper engagement through unique travel experiences, including fan-focused itineraries, natural explorations, and local exclusives. By accumulating behavioral data throughout the journey, businesses can establish a connection to post-visit CRM initiatives through platforms like WeChat.

Post-Travel Phase: Creating Lasting Connections

After travel, creating ongoing connections with customers is crucial for fostering repeat visits and purchases. Follow-up communications based on experience and purchasing logs help build a narrative that encourages customers to return. Designing touchpoints that allow customers to engage with the brand even in the absence of travel can further solidify these relationships.

Closing Remarks from CEO Masaru Kaneda

In his statement, CEO Masaru Kaneda emphasized that this report, based on data gathered until September 2025, does not reflect any immediate political changes. He acknowledged the complexities of the current political relationship between Japan and China, which adds layers of uncertainty to inbound tourism. However, it is evident that the Chinese market for travel to Japan is evolving, with shifts toward more personalized and repeat travel experiences. He underscored the significant opportunity for businesses to cultivate lasting relationships and adapt to these changing dynamics. Yoren will continue to support sustained growth for companies in the realm of inbound travel from China by leveraging consumer data and practical insights.

About Yoren

Yoren, based in both Japan and China, is dedicated to professionalizing Sino-Japanese business ventures. With partnerships in the Chinese market, including Lawsons, Yoren provides marketing and operational support, utilizing extensive user data collected from over 70 million members.

- Company Name: Yoren Corporation / 游仁信息科技（上海）有限公司
- CEO: Masaru Kaneda
- Head Office: 9F, PREX South, 2-5-1 Kojimachi, Chiyoda-ku, Tokyo
- Branch Office: 20F, Honghui International Plaza A, 1600 Zhongshan West Road, Xuhui District, Shanghai
- Employee Count: 198 (as of June 2025)