When Ding Xiaohan, a software engineer from Shanghai, took her 18-year-old son to Japan for a weeklong holiday this summer, she did not hold back.

The 47-year-old spent freely as they explored the affluent neighbourhood near the Tokyo Tower and the tea-producing city of Shizuoka, splashing out on sushi lunches, barbecue dinners and dolls modelled on iconic Studio Ghibli anime characters.

“Japanese food and merchandise are different, higher quality – like if you buy clothing it’s more comfortable,” Ding said. “I don’t think Japan is too expensive.”

Chinese tourism to Japan is soaring this year as a weaker yen attracts middle-class and wealthy families looking to splash out on high-end branded goods and cultural experiences – from pricey wellness packages to stays in traditional ryokan guest houses.

More than 6.7 million visits by Chinese travellers to Japan were recorded during the first eight months of 2025, up from 4.6 million over the same period last year, data from the Japan National Tourism Organisation showed.

The statistics do not cover tourists’ income levels, but wealthier people rank prominently among the recent arrivals, according to Shiroto Obata, who works in the body’s research and marketing team.