More Chinese tourists to visit Japan and South Korea 2024

Japan and South Korea have always been top destinations for Chinese travelers. Geography helps: both countries are short flights from most major Chinese cities. But the real draw runs deeper. Cultural curiosity, food obsession, K-pop fandom, cherry blossom season, duty-free shopping. In 2024, Japan welcomed over 3.5 million Chinese tourists, a strong recovery from pandemic lows. South Korea welcomed back over 2 million Chinese visitors, with numbers rising sharply in the second half of the year.

Why Chinese tourists love Japan

1. Cultural depth: From Kyoto temples to Tokyo’s contrasts of old and new, Japan offers the kind of layered cultural experience that educated Chinese travelers actively seek.
2. Food: Japanese cuisine is arguably the biggest single draw. Ramen, sushi, izakaya culture, and regional specialties are a huge part of why Chinese tourists keep coming back.
3. Seasonal beauty: Cherry blossoms in spring and red maple leaves in autumn both produce annual surges in Chinese bookings. These are experiences you can only get at the right time of year.
4. Shopping: Ginza, Shibuya, and Osaka’s Dotonbori all offer premium shopping, from global luxury brands to Japan-exclusive electronics and beauty products.
5. Pop culture: Anime, manga, and J-pop bring younger Chinese travelers to Akihabara, Harajuku, and the Universal Studios Japan theme park. These are genuine pilgrimage sites for Chinese Gen Z.

Why Chinese tourists love South Korea

1. Hallyu (Korean Wave): K-drama filming locations, K-pop concert venues, and celebrity-linked experiences are real booking motivators. Chinese fans plan entire trips around their favorite groups or shows.
2. Korean beauty and skincare: Myeongdong and Hongdae are essentially Xiaohongshu content factories. Chinese tourists come specifically to buy Korean skincare and cosmetics at source.
3. Historical sites: Gyeongbokgung Palace, Bukchon Hanok Village, and Suwon Hwaseong offer the cultural heritage experiences that Chinese travelers increasingly want beyond Asia’s beach destinations.
4. Food culture: Korean BBQ, street food, and café culture are documented obsessively on Chinese social media. Jeju Island, in particular, has built a strong reputation as a photogenic food destination.
5. Natural landscapes: Jeju Island, Seoraksan National Park, and the southern coast offer clean outdoor experiences that appeal to health-conscious younger Chinese travelers.

Key trends shaping Chinese tourism to Japan and South Korea in 2025-2026

• Solo and small-group travel dominates: The era of 40-person Chinese bus tours is fading. Most Chinese travelers to Japan and Korea today are going independently, booking on Ctrip, using Douyin for destination research, and creating their own itineraries.
• Visa improvements matter: South Korea expanded its visa-free and e-visa access for Chinese nationals in 2024. Japan simplified its visa process. Both moves directly boosted arrival numbers.
• Weak yen, strong appeal for Japan: The Japanese yen’s continued weakness against the Chinese yuan has made Japan significantly more affordable for Chinese travelers. Premium experiences that felt out of reach a few years ago are now accessible to a much wider audience.
• Douyin drives discovery: A single viral video of Japan’s autumn leaves or a Seoul street market can send booking searches spiking within 48 hours. Tourism boards and operators who understand Douyin’s mechanics have a real edge.

Source: CNTA 2024 outbound tourism report shows Japan and South Korea together account for nearly 20% of all Chinese outbound trips in Asia, second only to Thailand in volume.

Source: Mafengwo.cn 2024 destination data confirms that Japan and South Korea remain the top two most-searched destinations on the platform, with Japan cherry blossom season generating 3x normal search volumes in February and March.

Why Your Chinese Digital Presence Matters

Whether you run a hotel in Tokyo, a tour operator in Seoul, or a luxury shopping experience in Osaka, your Chinese digital presence is what drives bookings. Here is what works:

• Chinese website with ICP license: A site that loads fast in China gives you credibility. Hosting on Alibaba Cloud or Tencent Cloud is the right call.
• Douyin: The main discovery channel for Japan and Korea travel content. The algorithm rewards consistency. Post regularly, use trending audio, add Chinese captions.
• Xiaohongshu (XHS/RED): Trust-building platform. Chinese travelers check RED before booking experiences abroad. A well-managed profile with real guest reviews is your best sales tool.
• Baidu SEO and PPC: When Chinese travelers search “Japan travel tips” or “Seoul hotel Chinese guide,” being on Baidu page one matters.
• WeChat: Loyalty and direct communication. Repeat visitors and referrals come through WeChat.

Our team helps tourism businesses across Japan and Korea build their Chinese presence: our services, Douyin marketing, WeChat marketing.

FAQ

How many Chinese tourists visit Japan and South Korea?

Japan welcomed over 3.5 million Chinese tourists in 2024, a strong recovery from the pandemic period. South Korea received over 2 million Chinese visitors in the same year, with the second half of 2024 showing particularly strong momentum. Both countries expect continued growth in 2025-2026, driven by visa improvements, more direct flights, and growing interest in long-stay travel among Chinese millennials and Gen Z.

Why is Japan so popular with Chinese tourists right now?

The weak Japanese yen is a major factor. Japanese experiences that felt expensive a few years ago now feel very affordable for middle-class Chinese travelers. Add cherry blossom season, Japan’s global reputation for food quality and service, and the explosion of Japan travel content on Douyin and Xiaohongshu, and you have a destination that practically markets itself to Chinese audiences. The cultural connection between China and Japan also matters. Many Chinese travelers feel a deep familiarity with Japanese aesthetics and historical sites.

What do Chinese tourists do in South Korea?

They come for Korean beauty products, K-pop experiences, Korean food, and the photogenic urban and natural scenery. A typical Chinese tourist in Seoul spends time in Myeongdong for skincare shopping, visits a filming location from a K-drama, eats Korean BBQ, and documents everything on Xiaohongshu. Jeju Island is increasingly popular as a secondary stop for its coastal scenery and local food scene. Chinese travelers to Korea are among the highest per-capita spenders of any visitor nationality.

How can businesses in Japan and Korea attract more Chinese tourists?

Start with the platforms Chinese travelers actually use. Douyin for discovery, Xiaohongshu for trust-building, Ctrip for bookings, and WeChat for communication. Accept Alipay and WeChat Pay. Have at least basic Mandarin signage or staff. And make your experience Xiaohongshu-worthy: photogenic, authentic, and share-able. If you want help building this presence from the ground up, our team at Chinese Tourist Agency works with tourism businesses across Japan and Korea regularly.

Capture the Japan and Korea opportunity

Chinese tourists are back in Japan and South Korea in growing numbers. The destinations are popular, the cultural interest is real, and the digital tools to reach Chinese travelers are clearer than ever. Build your presence on the right platforms and you will see the results. Visit our services page and let’s start building your China strategy today.

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Marcus Zhan is a digital strategist at CTA with over 10 years of experience helping international brands grow in China. He specializes in Douyin, Xiaohongshu, and Chinese SEO.