Beyond the Metropolis: Discovering Rural Japan’s Hidden Cultural Renaissance

As Japan's most popular cities grapple with intense overtourism and rural areas face an aging population, a surprisingly vibrant cultural renaissance is taking root far beyond the metropolis.

In Another Japan, photographer Irwin Wong and writer Rob Goss venture off the beaten path to document the creative regeneration of overlooked regional towns, moving past typical exoticism to reveal an authentic, nuanced Japanese culture. Showcasing everything from contemporary art islands to villages reviving ancient traditions, this timely guide offers inspiring alternative destinations for travelers seeking warmth, sustainability, and a deeper connection to rural Japan.

Photo Irwin Wong, Another Japan, gestalten 2026

The following is an abridged version of the introduction to Another Japan, by photographer Irwin Wong and writer Rob Goss.

This book started as a series of texts between two friends about interesting towns we’d stumbled upon here in Japan. First on the list was Gujo Hachiman with its laid-back, creative vibe. Then came Tono and its rural traditions. As the list grew, we began to wonder what made these places different—not only from Tokyo, but from the many other rural and regional communities we had visited, where derelict homes, boarded up shops, and other signs of decay told a different story.

Traveling around Japan in recent years, it had become apparent that the gap between urban and non-urban areas was widening. Most obviously, Japan’s population is aging rapidly, with nearly 30% of the country now over 65. Yet as younger people gravitate to opportunities in big cities like Tokyo and Osaka, aging is disproportionately affecting rural and regional areas. At the same time, Japan’s population continues to fall on the back of a dwindling birthrate. It’s currently 124 million, but projections suggest it could fall below 90 million by 2070, with 40% of that number above the current retirement age.

Photo Irwin Wong, Another Japan, gestalten 2026

The communities we feature in this book are by no means unaffected by these issues—far from it. But each offers some green shoots, some elements of hope. The small village of Kitayama in the rugged mountains of the Kii Peninsula is attracting newcomers by resurrecting a traditional form of rafting and tapping into the appeal of a superfruit. In the Hokkaido town of Higashikawa, photography has helped breathe new life into the community. Sustainability initiatives, contemporary art projects, the promotion of folklore, and more can all play a role in building and regenerating communities.

Another aim of this volume was to more broadly open a window on the culture of Japan’s largely overlooked rural and regional communities. Overseas coverage often views Japan through a narrow lens. Frequently, it frames the ancient against the ultra-modern and paints the Japanese as either shy and formal or comically quirky. At its worst, such coverage resorts to exoticism.

In reality, countless layers and nuances exist between these extremes; there’s cultural diversity and an authenticity that can take many forms. Highlighting that is important for us because Japan is our home. It’s where we are raising families and have spent years documenting the culture in our respective work. This book has been an opportunity for us to show Japan in (we hope) a more honest and balanced light.

Photo Irwin Wong, Another Japan, gestalten 2026

Finally, while we didn’t set out to create a book full of alternative tourist destinations, many of the communities featured do offer that potential. And the need for alternative destinations has never been timelier. Japan saw inbound traveler numbers jump from 10 million in 2013 to 42 million in 2025, and with that the country’s most popular destinations are suffering from overtourism. 

Yes, all that paints a grim picture. But in the communities we spent time in for this book, things feel different. We met positivity and contentment. There was a warmth that sometimes gets lost in the chaos of life in Tokyo; farmers and artisans welcomed us into their workshops and homes; conversations with strangers unfolded in local cafes and bars; life slowed down enough to appreciate the simple moments more deeply. That’s something we hope you can experience too, as you turn the pages on Another Japan.

Photo Irwin Wong, Another Japan, gestalten 2026

Discover the Life and Culture Beyond the Metropolis

Local communities are stretching far beyond the narrow lens of the metropolis, proving that preserving a rich cultural tradition doesn't require locking it inside a museum. Whether found in a mountain village reviving ancient log rafting, a coastal port town reclaiming its mercantile past, or a cluster of islands rejuvenated by contemporary art, Japan's next chapter belongs to the regions bold enough to rewrite their own narrative. 

Explore the intersection of regional craft, sustainable travel, and authentic community life with our new title, Another Japan - Life and Culture Beyond the Metropolis.

Order your copy of Another Japan today via the gestalten shop.