You’d think climbing the rankings of a national poll on local charm would be a good thing. But some folks in one prefecture in Japan are upset that they’ve lost a coveted title.
From Last Place to Not-Quite-Last-Place
The ranking in question is the Prefectural Charm Ranking (都道府県別魅力度ランキング). Conducted yearly by the private think tank Brand Research Institute (ブランド総合研究所), the survey assesses how people in Japan think about the variouas prefectures as places to live, visit, or purchase products from, among other vectors.
Brand Research has been running the survey since 2009. And, since 2013, one prefecture has sat squarely at the bottom, occupying 47th place among Japan’s 46 prefectures: Ibaraki Prefecture. (Its performance in 2012 wasn’t great, either: it came in 46th – just shy of last place.)
But no more! This year, for the first time in eight years, Ibaraki managed to climb several notches to land itself in 42nd place.
Taking its place is poor neighboring Tochigi Prefecture. Long known for its gyoza and as a semi-popular travel spot, Tochigi apparently took a hit this year due to travel restrictions imposed by COVID-19. (The pandemic has hit tourist spots and restaurants especially hard, forcing many to adapt in interesting ways.)
So what accounts for Ibaraki’s sudden boost? The study’s authors attribute it partly to the increase of IT companies in the prefecture, which has brought with it an injection of young talent.
“We’ve Lost the Charm of Being Last”
Not everyone, however, is happy with the prefecture’s sudden rise to mediocrity.
One man in the city of Mito, for example, called the new ranking “half-baked.” “We were famous for being last. Last is better.” and a 20yo student in Naka said:
"It's weird we'd rank higher than Tochigi, which has famous tourist spots like Nikko and Nasu. This climb in rank means we've lost the charm of being last." Click To TweetThe Actual Charm of Ibaraki (Especially If You’re LGBT)
If you're LGBT, Ibaraki has something else to recommend it: a progressive, LGBT-friendly local government. Click To TweetOf course, being last in a charm contest in a place with as much natural beauty as Japan doesn’t mean you have nothing to recommend you! The prefecture is home to multiple attractions, such as the Torii gate in Ooaraimachi pictured at the top of this article, and the falls of Fukuroda.
If you’re LGBT, Ibaraki has something else to recommend it: a progressive, LGBT-friendly local government. In fact, it was the first prefecture in Japan to support a partnership system.
While the charm ranking is cute and fun, it’s best not to take it too seriously. Actually, it can be a handy reverse tourist guide. A prefecture regarded as less “charming” by locals is likely to have far less tourist traffic, for example, than hot spots like Kyoto, Nara, and Tokyo.
So if you’re in Japan now – or can enter once tourism restrictions lift next year – consider giving “less charming” prefectures like Tochigi and Ibaraki a visit. Not only will you have fun, but you’ll help support local businesses who can well use your money.
