Future of Japan

Discover the magic of Ichinohe's Food & Fireworks Festival, where local food stalls, vibrant fireworks, and the inspiring spirit of junior high school students come together for an unforgettable summer night in Iwate. From unique ice cream flavors to surprise concerts, this local festival shows the true charm of rural Japan.

Three towns. Three stories. One question: What’s next for the Japanese countryside? Around the world, big cities attract younger generations with promises of opportunity, culture, and connection, but facing overcrowding, overtourism, and skyrocketing living costs. Meanwhile, rural towns are shrinking, often overlooked and underimagined. This piece explores how small Japanese towns are rewriting that narrative with creativity, community, and bold ideas.