Foreign tourists come from all over to attend Fuji Rock festival – The Japan Times

In the summer of 2025, the annual Fuji Rock Festival emerged as a monumental success, drawing music lovers from around the world to the scenic Naeba Ski Resort in Niigata Prefecture. The event, held from July 25 to 27, reached a pinnacle, as three-day passes and Saturday tickets sold out a fortnight in advance. Festival organizer Smash reported that ticket sales soared to their highest level since the onset of the COVID-19 pandemic, reflecting a resurgence of interest in live music across Japan. The festival’s burgeoning popularity was, in part, fueled by an influx of international visitors, who contributed approximately 10% of all ticket sales. Moreover, it is believed by organizers that this figure might be underrepresented, as many overseas attendees may have acquired their tickets through intermediaries in Japan. Tickets were distributed in 60 countries this year, with a substantial portion finding their way to fans in Taiwan, South Korea, and China. These trends are in line with a recent report by the World Economic Forum, underscoring the substantial growth in tourists embarking on journeys for experiential purposes, including music festivals and sporting events. Qingzhe Chen, known as Jimmy, a dedicated attendee of Fuji Rock from Michigan, has observed this burgeoning international presence firsthand. At the age of 39, Chen actively moderates a Fuji Rock group on Reddit, using the platform to facilitate informal gatherings, particularly for attendees arriving from abroad. Each year, he arranges a communal dinner, extending invitations to new and returning guests as a means to forge connections before the festival kicks off. Chen notes, “There are a handful of people who come from within Japan, but a significant number come from regions like Southeast Asia and Australia.” This dynamic illustrates the festival’s growing global appeal, transcending geographical boundaries to foster a rich tapestry of cultural exchange and musical celebration. As the Fuji Rock Festival continues to evolve and captivate audiences worldwide, its allure as a premier music event only seems to heighten. The recent surge in ticket sales and international attendance signals a promising trajectory for the festival, solidifying its status as a cherished gem in the realm of live music experiences. The convergence of diverse cultures, shared passion for music, and unwavering camaraderie among attendees exemplify the festival’s unwavering spirit and its ability to unite music enthusiasts from far and wide.