Ginzan Onsen

A uniquely Japanese bathing culture built around natural hot springs born of volcanic geography. Cherished since ancient times for physical and mental healing as well as social bonding, onsen culture — together with ryokan hospitality and the charm of hot spring towns — has become an IP symbolizing the Japanese lifestyle.

A hot spring resort in Obanazawa, Yamagata Prefecture, preserving Taisho-era architecture. Ryokan lining the Ginzan River create a distinctive landscape illuminated by gas lamps. Once thriving as a silver mining town, its structures are now protected as important cultural properties. Particularly enchanting in snow season, it has inspired numerous artworks.

A fantastical onsen town with Taisho-era wooden inns along a river. Gas-lit snowy nights, known from TV drama 'Oshin,' represent the ideal Japanese hot spring town, popular overseas.

A hot spring city boasting the highest volume of spring water in Japan. Known for its 'Beppu Hatto' — eight distinct onsen areas — and 'Jigoku Meguri' (Hell Tour), the city has roughly 2,300 individual springs. Diverse tourism experiences leverage these thermal resources in creative ways.

One of Japan's 'Three Great Hot Springs' in Gunma Prefecture. Roughly 4,000 liters of hot spring water gush per minute from the Yubatake (hot water field), and unique bathing customs include yumomi (water stirring) shows. It consistently ranks among Japan's most popular onsen destinations.

Hokkaido's premier hot spring resort, nicknamed the 'Department Store of Onsen' for its nine different spring types. The Jigokudani (Hell Valley) with rising steam and sulfur scents conveys nature's overwhelming power. Welcoming about three million visitors annually, it excels at hosting international tourists.

A 1,300-year-old hot spring town in northern Hyogo. Seven public bathhouses are scattered along charming willow-lined streets, and the custom of strolling between baths in yukata and geta is the signature experience. Also known as the setting of Shiga Naoya's literary work 'At Kinosaki.'