Currently, "Japan's Hidden Gems" are attracting tourists from all over the world. We'll explore the secrets behind their global appeal.

■ "A Dreamlike Valley" Attracts Global Attention

Visitor from Poland:
"This is truly a hidden gem. This is the real Japan."
Visitor from Spain:
"This hidden gem is a continuous series of amazing discoveries."

The "hidden gem of Japan" that is currently receiving rave reviews and in droves from foreign tourists is the Iya area in Miyoshi City, about a two-hour drive from Tokushima Airport.

Surrounded by mountains over 1000 meters high and emerald green rivers, it is known as one of Japan's "Three Great Hidden Gems," boasting magnificent and mystical nature.

Visitor from France:
"Amazing!"
"I just wanted to see nature. I searched for the most rural part of rural Japan and finally arrived here."

On social media abroad, it's attracting attention from all over the world, with comments like "It's like something out of a movie" and "A dreamlike valley!" A couple from France were completely overwhelmed by the breathtaking scenery of their river rafting trip through the deep valley. A person from France:
"The greenery is really dense. This is what green should be."

The gateway to this secluded area is Oboke Station. Despite being a small station more than an hour and a half away from Tokushima City in Shikoku, it is always filled with many foreigners.

■To a destination two years in the making

A couple from Switzerland are actually big fans of Japan.

Frank (50):
"I love Japan and have been here 12 times."
Citi (43):
"I loved the nature here last year, so this is my second time in Iya."
"I want to go to a very exciting place that I couldn't go to last year."

The place the couple desperately wanted to visit, a place that can only be found here in the world…

Citi:
"The winding roads. There are some in Switzerland too. We live in the suburbs of Switzerland, and the scenery is a little similar."

A winding mountain road. This area is said to have been a hidden village with legends of Heike clan refugees, and with its scattered small mountain settlements, it's a popular spot for foreigners who want to experience a quintessential Japanese landscape.

After a 20-minute drive along the mountain road...

Taxi driver:
"It's really scary here. 'Thrilling' in Japanese is 'kowai'."

That "scary" is their destination, the Iya Vine Bridge, a place they've been wanting to visit for two years. It's a 45-meter-long suspension bridge made from woven wild vines. It's a nationally designated Important Tangible Folk Cultural Property.


Finally, they arrive at the Vine Bridge. It's 14 meters above the water.

City:
"It's scary!"

"It has such a complex structure."

There's a legend that this bridge was made by Heike warriors fleeing the Genpei War, using woven plants so they could "cut it down at any time" to escape their pursuers.


Along the way, the two are captivated by the scenery.


Frank:
"What a spectacular view! Such a beautiful river. So pretty!"

Then he posed for a photo. It's a lovely picture, but his smile looks a little strained... doesn't it?

City:
"It has a unique way of swaying."

They crossed safely.

Frank:
"It was a truly beautiful view. But I have a fear of heights, so I was quite nervous."
City:
"A little scary... Just kidding! Very scary!"

■"Unsolicited guidance" too?

On weekends, resident volunteers give a grand welcome. An 84-year-old famous lady blows a conch shell to entertain. Foreigners who happened to be there also joined in.

A visitor from Germany:
"It was so much fun!"
A visitor from Germany:
"I've never seen this kind of hospitality in Germany."

A local resident (84):
"(Q. Did you connect with the world?) Yes, I did. Anything is possible. Anyone can connect. Welcome!"

This is the tourist information center at Oboke Station.

Tourist information center staff:
"The river rafting is canceled due to the typhoon. How about cycling with rental bicycles instead?"

It has become a haven for many foreign visitors.

A visitor from China:
"My plans changed, but she gave me a great idea. It all worked out in the end."

Sometimes, staff members come out of the information center to offer "helpful guidance," which is also a form of hospitality.

Tourist information center staff:
"May help you? Where are you going?"
A visitor from America:
"Boke Mart"
Tourist information center staff:
"There are some good local ingredients inside."

If a foreigner wants to shop, they will guide them to the store. Foreigners are fascinated by the local supermarkets stocked with local vegetables and regional ingredients.

A visitor from America:
"This store is wonderful! I love local food. The fact that it's not geared towards tourists makes it perfect."

What caught the attention of the family from America?

Tourist information center staff:
"This is 'Bokeage.' Regular fried tofu is about this size, but this is huge! It's made from fried tofu."
A visitor from America:
"Fried? Fried to...