The rise of the local Golden Week in Japan

Golden Week always sneaks up on me, and this year has been no different. When fellow blogger ToneToEdo asked about everyone's plans, I thought it was good timing to share this press release I came across. A recent survey by Nippon Information Co., Ltd. suggests that while around 70% of people have made plans, a huge chunk of them are simply planning to stay home.

Personally I found that relatable. Travel during Golden Week can be a lot, and I find being on crowded trains or packed expressways just does a number on my overall stress levels. Even though some younger people are still planning trips or outings, spending increases this year are largely down to rising prices rather than a big appetite for splurging. Another check for relatability there!

Instead, it seems that many people in the study are leaning into what I'd call "local Golden Week." This year seems to be more about casual days out, coffee runs, sweets, and easy meals like bento or bakery stops. I like that it focuses on small, enjoyable moments nearby, which aren't going to break the bank.