Summary
- “Japan Effect” trend mocks overly romanticised views of Japan online.
- Japan recorded a surge in tourism, with 42.7 million visitors in 2025.
- Locals and creators are pushing back against unrealistic portrayals.
NAIROBI, Kenya- A viral Gen Z trend dubbed the “Japan Effect” is gaining traction online, poking fun at how social media romanticises everyday life in Japan.
The trend shows how ordinary scenes can appear magical simply by adding anime-style music, filters, and captions like “Tokyo, Japan.”
Viral trend turns ordinary scenes into ‘dream Japan’
Popular on platforms like TikTok, the trend highlights how easily content can be transformed into an idealised version of Japan.
Creators exaggerate the country’s “cute” and aesthetic image, often referencing anime culture and cherry blossom visuals.
French YouTuber Rocky Louzembi said the trend is meant to satirise stereotypes and clichés surrounding Japan’s global image.
He described “Japan glazers” as people who overly praise everything about Japan while dismissing their own countries.
Tourism boom fuels online obsession and backlash
Japan recorded a record 42.7 million visitors in 2025, driven by a weak yen and global interest in anime and gaming franchises like Pokémon.
However, the surge has led to overcrowding in cities like Kyoto, with residents raising concerns over overtourism.
Some local voices say the online image does not reflect everyday realities.
Marketing professional Marika Sato noted that social media often overlooks social issues, including safety concerns experienced by women.
Reality check as locals challenge ‘perfect Japan’ image
Critics say the trend exposes how social media prioritises aesthetics over reality.
Experts like Seio Nakajima argue that visually appealing content spreads easily because it requires little context or deeper understanding.
Meanwhile, some creators are pushing back by showing less glamorous aspects of life in Japan, including cleanliness myths and cultural complexities.
Despite the backlash, many tourists say their experiences still match expectations, highlighting the enduring appeal of Japan’s global image.
