Singaporeans have a love affair with Japan that shows no signs of cooling. In 2025, a record-breaking 726,200 of us touched down in the Land of the Rising Sun. We’ve memorised the backstreets of Shinjuku, mastered the Kyoto bus system, and can tell our Hokkaido soft cream from our Kyushu-sourced matcha.
But now, as the two nations celebrate a major diplomatic milestone, the Japan National Tourism Organization (JNTO) has a friendly challenge: venture beyond the Golden Route.
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Image credit: Japan National Tourism Organization
To mark the 60th anniversary of Singapore-Japan diplomatic relations (SJ60), JNTO’s Singapore office has launched “GO Japan Lah!”: a campaign with a distinctly local voice and a clear mission to inspire deeper, more meaningful travel into Japan’s lesser-known regions.
The message is clear: Japan’s hidden corners aren’t just for the hardcore adventurers. They’re for anyone seeking wellness, slow travel, and stories they can’t find in a typical city itinerary.
Your New Japan Travel Inspo, Straight from Familiar Faces
To prove the point, JNTO has handed the camera to three prominent Singapore-based content creators, each tasked with uncovering a different facet of regional Japan. Forget perfectly polished TV commercials; this is real, unfiltered storytelling from people who speak our language — literally and culturally.
Image credit: Japan National Tourism Organization
Aiken Chia (@aikenchia) takes the lead as the SJ60 Travel Ambassador. His brief? The raw, untamed energy of Southern Kyushu. Expect breathtaking footage from the ancient, moss-covered forests of Yakushima (a UNESCO World Heritage site) and mouth-watering encounters with Kagoshima’s rich culinary scene. This is nature with the volume turned all the way up.
Xenia Tan (@hotcheekylace), fresh from her wedding to actor Shawn Thia, steps into the role of Travel Curator for Okinawa. With Scoot’s new direct flights making the island more accessible than ever, Xenia’s self-drive itinerary is a masterclass in slow, restorative travel. Think wellbeing, local immersion, and the kind of beachside sunsets that reset your soul.
Leslie Koh (@leslie.koh) rounds out the trio as the Travel Curator for Tohoku, a region rapidly climbing the bucket lists of well-travelled Singaporeans. His lens will focus on the poetic beauty of Tohoku’s distinct seasons and its deeply rooted food culture, an edible journey through a side of Japan that feels a world away from the city lights.
Beyond the Scroll: How You Can Get Involved
This isn’t just a digital spectacle. The SJ60 celebration spills into the real world with a series of events designed for the Singapore community.
Feeling nostalgic about your own past trips? A photo contest launching this July will invite you to share your favourite Japan travel memories, with attractive prizes up for grabs. Later in the year, those who purchase Japan travel products with JNTO’s official partners can snag an SJ60-exclusive giveaway item.
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With more details to be announced, JNTO is urging everyone to bookmark the official SJ60 feature webpage to stay in the loop!
AloJapan.com