The rising prices in Japan’s popular tourist areas are raising questions about how much visitors are willing to pay for a bowl of noodles or a serving of sushi.
In Niseko, a renowned ski resort in Hokkaido, a bowl of crab ramen can cost up to 3,800 yen ($24.68), and katsu curry can reach 3,200 yen ($20.78) – roughly three times the prices in nearby Sapporo, a culinary hub of Japan.
At Toyosu Senkyaku Banrai, a dining area adjacent to Tokyo’s largest seafood market, a bowl of rice topped with sashimi can cost nearly 7,000 yen ($45.46) – five times what locals typically pay.
Street vendors in Tokyo’s Tsukiji Market, Kyoto’s Nishiki Market, and Osaka’s Dotonbori district have also drawn attention for pricing their offerings significantly above the standard rates.
As Japan witnesses a surge in tourism driven by a weak yen, some businesses have started charging premiums. This practice has even led to the creation of the term “inbound-don,” referring to rice bowls priced for wealthy tourists.
According to the Japan National Tourism Organization, nearly 17.8 million people visited Japan in the first half of 2024, surpassing the previous record of 16.63 million in 2019. The influx is partly due to the yen’s low value against the dollar, encouraging travelers to spend on higher-priced meals comparable to those in their home countries.
Some restaurants, wary of alienating local customers, have implemented a two-tiered pricing system for residents and tourists. For instance, Tamateboko, a seafood buffet restaurant in Tokyo’s Shibuya district, offers a 1,000-yen ($6.49) discount to Japanese citizens and residents. A weekday lunch costs 5,478 yen ($35.58) for locals and 6,578 yen ($42.72) for foreign visitors.
While it is not uncommon for establishments to have separate pricing on Japanese and English menus, Tamateboko’s decision has sparked international discussion about the ethics of two-tiered pricing in Japan’s hospitality industry.
Kumi Kato, a professor of tourism at Wakayama University in Japan’s Kansai region, expressed concern about the perception of such practices, warning against policies that might be seen as discriminatory. “Identifying foreign guests invited by Japanese or tax-paying foreign residents at restaurants will be difficult,” Kumi Kato told Al Jazeera. “Japanese and non-Japanese-type segregation will bring unpleasant tension and discontent.”
Tourism industry insiders are divided on the issue. While some believe Japan should capitalize on tourists’ increased spending power, others caution against two-tiered pricing. Andres Zuleta, founder of Boutique Japan, a luxury travel company, argued that different prices based on nationality could generate resentment. “Discounted pricing for locals could make sense, but having different prices on an English menu versus a Japanese menu is bound to leave a bad taste,” Andres Zuleta told Al Jazeera.
Andrew William, founder of Kyoto-based tour company An Design, suggested that while it’s understandable for businesses to charge foreigners what they might expect to pay at home, visibly different pricing structures could appear unfavorable. “A sign with a two-tiered pricing would look very bad,” Andrew William said. “Plus, are locals going to have to show their ID everywhere they go? Maybe that isn’t so bad, but it seems awkward.”
However, some Japanese officials seem undeterred by potential negative perceptions. Hideyasu Kiyomoto, the mayor of Himeji City, proposed that foreign tourists pay up to four times more than the standard admission rate to visit Himeji Castle, Japan’s first UNESCO World Heritage Site. Osaka Governor Hirofumi Yoshimura has expressed support for a similar model for Osaka Castle. The head of the Hokkaido Tourism Organization has also called for different pricing for tourists and locals.
Proponents of charging more to foreign tourists cite reasons ranging from heritage conservation costs to the need for English-speaking staff. Kumi Kato, the Wakayama University professor, suggested that these businesses should be more transparent about their expenses. “Heritage conservation itself shouldn’t be the reason for charging foreigners more,” Kumi Kato said. “And language issues shouldn’t be the onus of individual businesses or establishments. There should be government support for implementing multilingual interfaces and training English-speaking guides.”
There is precedent for asking visitors to pay more than locals in Japan. Miyajima Island, known for its forests and the “floating” gate of Itsukushima shrine, introduced a tourist tax in October 2023. Since July, hikers on Mt Fuji’s most popular trail have been required to pay a 2,000-yen ($12.99) entrance fee. Since 2019, foreign travelers have also been levied a 1,000-yen departure tax to help improve tourism infrastructure, such as Wi-Fi and multilingual support.
Kumi Kato emphasized that Japan should only charge more if the price matches the value of the experience. “I don’t want to see a confrontational approach: charge extra for everything and charge money to enter everywhere,” she said.
