What Ibaraki and Saitama Have in Common

Ibaraki and Saitama, separated just by the Tone River, share an unlikely bond: both are regularly crowned among Japan’s "least attractive" prefectures. Each autumn, the Brand Research Institute releases its annual Prefectural Attractiveness Rankings, and both regions have become familiar fixtures near the very bottom of the list.

Ibaraki has famously finished dead last more times than any other prefecture, while Saitama, often playfully dubbed Dasaitama ("Uncool Saitama") by Tokyo neighbors, consistently hovers just above the cellar, even placing 47th itself for the first time last year, 2025. For years, the rankings have sparked nationwide memes and light-hearted regional teasing.

Yet, rather than taking offense, both prefectures have turned their underdog status into a badge of honor. Moreover, anyone who has actually spent time in either prefecture knows the rankings miss the mark; proving that sometimes the best parts of Japan are the ones flying comfortably under the radar.