Edward Hewes

Of the 42 million tourists who visited Japan in 2025, many relied on an excess of short-form online videos for travel inspiration, tips and guides. Be it Instagram reels aggregating the best of Japan has to offer or TikTok clips promising “hidden gems” and “the real Japan,” the online content creation scene centered on optimizing visits to Japan has become its own cottage industry.

Once something is dubbed cool, it is often just a matter of time before it ceases to be so. Ranked No. 8 on Time Out’s “world’s coolest neighborhoods” list, Nakatsu in Osaka has gained international attention — but locals worry its distinctive character faces a greater threat than fleeting fame. Home to a population of little more than 10,000 and crammed between two train lines and the Yodo River, you’d be forgiven for never having heard of or been to Nakatsu.