A growing Gen Z social media backlash, dubbed the "Japan effect," is satirizing the highly romanticized online image of Japan. This trend critiques the superficial portrayal of the country, which saw a record number of visitors last year.

• Japan welcomed a record 42.7 million tourist arrivals in 2025.
• The backlash is fueled by online content creators and YouTubers like Rocky Louzembi, who coins the term "Japan glazer" for those who excessively praise all things Japanese.
• Residents and locals, like marketing professional Marika Sato, express frustration with overtourism and unrealistic expectations, highlighting discrepancies between the idealized online image and daily reality.