As cherry blossoms begin to bloom and revelers prepare to experience the seasonal spectacle, the nation will soon be blanketed with the dainty petals that not only bring people together but also boost the economy.
For the first time since the beginning of the pandemic — when large gatherings were discouraged and at times blocked by local authorities — cherry blossom viewing, or hanami, is expected to bring an influx of revelers estimated to have a positive economic impact of ¥615.8 billion ($4.57 billion), according to Katsuhiro Miyamoto, a professor emeritus at Kansai University. Miyamoto's latest study was released on Friday.
The 2023 estimate is triple that of last year's figure of about ¥201.6 billion. Miyamoto’s 2022 study found that roughly 57% of people polled were not thinking about eating or drinking at hanami and that only 11.1% of people felt the desire to have beer or any other alcoholic beverage when viewing cherry blossoms.
Miyamoto's study involved everything from the food and ingredients bought for hanami, the transportation costs to get to venues and increased revenue for businesses.
“People are back to appreciating them, especially with the easing of government masking guidelines, but I don’t expect a massive increase in foreign hanami-goers this year or that it’ll be back to pre-pandemic numbers,” Miyamoto said.
Miyamoto estimates that residents in Japan will account for most of the economic impact, with only around 2.29 million foreign tourists among the total of those participating in hanami, contributing ¥65.4 billion in total consumption expenditures to the economy.
Sightseeing bus company Hato Bus said that about 15,500 people have reserved bus tours specifically for cherry blossom sightseeing as of Tuesday. This includes tours for cherry blossom sights in the capital as well as day trips and overnight stays in other prefectures.
Nippon Travel Agency said that the number of foreign arrivals who have booked reservations through the company for March and April is at 70% of the pre-pandemic level.
A variety of factors bring people together to enjoy the pink, delicate flowers that bloom in succession across the archipelago.
For many in the nation, it’s an opportunity to spend time with family and friends, with people packing cooked food from home or buying takeout to enjoy under cherry blossom trees.
Chisato Aizawa, 30, a Tokyo-based account manager at a tech company, is excited to dive into hanami festivities, as she says it makes her feel nostalgic while also giving her a chance to see relatives.
“It makes me think of my grandpa and how my family takes it as an opportunity to talk about my childhood or ask me when I’m getting married,” she added with a laugh. “It feels so peaceful to be under those trees ... they make things seem so peaceful.”
On the other hand, Welcome Tokyo, a company that manages paid social events, holds annual hanami gatherings where strangers are welcome to mingle.
“We’ve had many people meet their future spouses at our hanami events. I think the cherry blossoms are just a very romantic backdrop where people can talk face-to-face. ... People still look for these opportunities,” said Kentaro Imagawa, a representative of the company.
Before the pandemic, the company's hanami events would have as many as 800 people in one gathering, but after the outbreak of COVID-19, the figure fell to around 100. The company expects more people to take part this year, Imagawa added.
Brands are also poised to take advantage of the cherry blossom craze — Starbucks is known for its limited edition beverages, convenience store aisles are lined with products with cherry blossom packaging and seasonal sweets, and Asahi Breweries offers its beer in cherry-blossom-covered cans.
Moeri Kano, 18, who recently graduated from a high school in Chiba Prefecture, said that when limited edition products become available each year, she feels that purchasing them is a must to fully enjoy the spring season.
“They’re something I look forward to every year, the way stores have all their cherry blossom-themed decorations and products. They make you feel like you’re part of a nationwide celebration,” she said.
With the cherry blossoms in Tokyo blooming 10 days earlier than average and the Meteorological Agency expecting them to be in full bloom within the next week, the capital can expect hanami-goers to be rushing to experience the beauty of the season while it lasts.
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