The multilingual free magazine att.JAPAN launched in the year 2001 and with this edition, proudly marks its 100th issue. Over the past 23 years, through firsthand reporting, we have brought the best of Japan to the world, from classic sightseeing spots to little known hidden gems, from food culture to festivals and performing arts.

att.JAPAN’s editors know every corner of this country, and here have selected 100 experiences we hope every traveler to Japan can try. Have faith in these recommendations as everything here was directly experienced by members of our team at att.JAPAN. You’re sure to uncover a new side to this island nation, and open the door to unforgettable experiences.

Whether you’re a first-time traveler wondering where to start, or a seasoned, well-traveled fan of the country, read on to find the perfect something for you!

Take a ride on the Norokko Train to feel the grand wilderness of Kushiro Marsh

In Kushiro Marsh, the biggest marsh in Japan, you can take a ride on the “Kushiro Shitsugen Norokko” train, which is in service from April to October, to travel to Toro while enjoying scenery of the Kushiro River. From Toro, you can join a canoe tour to feel the grand wilderness of the area on the slow-flowing Kushiro River.

During your trip, you may be able to come across Japanese cranes, white-tailed sea eagles, Yezo deer, and Ezo red foxes.

Feel the culture of the Ainu at Upopoy

“Upopoy National Ainu Museum and Park” in Shiraoi Town, Hokkaido, is a facility which aims to promote a proper understanding and awareness of Ainu history and culture.

Surrounded by grand nature, you can learn about the culture of Ainu people and their symbiotic relationship with nature while experiencing traditional Ainu dance, entertainment, and food.

Spend a night enjoying a parfait and alcohol in Sapporo

In Sapporo, it is common to eat a refreshing parfait after drinking at night. Ice cream made with high-quality milk – Hokkaido is famously a big dairy region – is served with pieces of fruit shining like jewelry!

Many parfait shops are open until late at night, so you might find yourself “parfait shop hopping” in quest of delicious and beautiful parfaits.

Watch how lively the animals are at Asahiyama Zoo

Asahiyama Zoo is famous for its “behavioral exhibition,” in which people can observe how the animals live and spend time in their natural habitats.

Among others, highly recommended is Penguin-kan! At the glass tunnel, you can see penguins close-up swimming as if they are flying, which was so amazing that I was just speechless.

Enjoy hiking along the Oirase Stream

Awarded two stars in the Michelin Green Guide, the Oirase Stream runs through the mountains for about 14 km, with one great view after another, such as waterfalls and strange-shaped rocks!

In the pristine forest, you can relax and enjoy hiking comfortably along the banks of the stream, where it is cool even in summer. One of the great points of this hiking is the well-maintained walking trails.

Founded in 1620 by lord Ashina Yoshikatsu, Kakunodate prospered as a castle town and still retains the old streetscapes from several hundreds years ago. The streetscapes, which makes you feel as if you were back in time, and the view of full-blown cherry blossoms create an indescribable quaint atmosphere.

It is highly recommended to visit the two weeping cherry trees in front of Kakunodate Kabazaiku Denshokan museum. The trees and the historic gate create a perfect harmony.

Risshakuji Temple in Yamagata Prefecture is famous as the temple which was visited by the famous haiku poet Matsuo Basho in “Oku no Hosomichi” (The Narrow Road to the Deep North) and where he created the famous poem about cicadas.* It is really hard to reach the top by climbing up 1,015 stone steps, but you can get a great view from Godaido Hall on top while feeling a refreshing breeze.

‘shizukesa ya iwa ni shimiiru semi no koe’ | ‘deep silence / the shrilling of cicadas / penetrates the rocks’

Awarded two stars in the Michelin Green Guide, the Oirase Stream runs through the mountains for about 14 km, with one great view after another, such as waterfalls and strange-shaped rocks!

In the pristine forest, you can relax and enjoy hiking comfortably along the banks of the stream, where it is cool even in summer. One of the great points of this hiking is the well-maintained walking trails.

Matsushima is a scenic site, with Matsushima Bay facing the Pacific Ocean with more than 260 small islands. You can get a great view of beautiful nature each season, and the most recommended one is autumn foliage.

Among others, the garden of Entsuin Temple presents a gorgeous landscape with red, orange, and yellow leaves. It is also recommended to visit some of the islands on a sightseeing boat while feeling the ocean breeze.

Aizu Sazaedo is a tower built in 1796 with a double-helix structure, which is rare worldwide. The tower was designed so that visitors won’t have to pass each other to ensure their safety in the tower.

Once you step inside, you will find a single spiral slope going up. As you go up, you will lose your sense of balance and feel funny…

Kairakuen Garden in Mito City was created in 1842, and is one of the Three Great Gardens of Japan. It is famous as a plum blossom viewing spot. In February and March, you can enjoy plum blossoms on as many as 3,000 plum trees of about 100 kinds.

Kairakuen Park, which includes the plum trees and adjacent Lake Senba, is one of the largest parks in the world.

Tochigi Prefecture is famous as a producer of Oya stone, which is preferred as a building material.

Oya History Museum is a place to learn the history of this stone. The underground mining site of the museum is a huge space of about 20,000 sq. m., making you feel like you are in an ancient palace in a video game.

The space, where you can hear a sound resonating far into the dim-lit darkness, is really mysterious and even makes you feel a kind of beauty.

Eat Nikko’s specialty Japanese dessert

One of the famous specialties of Nikko is yuba, made with soy-bean milk. There are various ways to eat yuba, and I especially recommend a dessert version of yuba, deep-fried yuba manju. The crispy texture of the deep-fried batter and salty-sweet taste on the surface with a hint of rock salt are just addictive!

This yuba sweet is available at Nikko Sakaeya, right outside Tobu Nikko Station.

See the fish at natural aquarium “Katsuura UnderSea Park” Facing the Pacific Ocean, Katsuura UnderSea Park has an underwater observatory eight meters below the sea, from which you can see inside the ocean through a window.

You can observe fish swimming around while feeling as if you are exploring in the ocean yourself. Depending on the weather and season, you can see different kinds of fish.

Located in Matsudo City, which can be accessed in 30 minutes by train from Tokyo, “Tojotei House” used to be the house of Tokugawa Akitake, the younger brother of Tokugawa Yoshinobu, the last Shogun of the Tokugawa shogunate. Along with the garden, it is now open to the public as a National Cultural Property. Sent by the government to the International Exposition of 1867 in Paris, Akitake had lots of experience with Europe.

You can see how he created such a peaceful space with a fusion between Japanese tradition and Western tastes.

About att.JAPAN

The magazine att.JAPAN is for non-Japanese visiting from overseas and those residing in Japan. This quarterly magazine written in English, Mandarin, and Korean offers a wide range of information about Japan—from travel and sightseeing to various aspects of traditional culture and the latest trends. The magazine is distributed at major airports, hotels, and tourist information centers throughout Japan. 

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