What is the “Japan Effect” on TikTok? All About the Viral Trend

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Plus, why the effect works & why it’s so popular

Co-authored by Devin McSween Reviewed by Candace Gasper

Last Updated: December 5, 2025 Fact Checked

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What is the “Japan effect” trend?

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Why does the “Japan effect” work?

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Why is the trend popular?

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Why is there a “Japan effect?”

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If you’ve been on TikTok recently, you’ve probably seen popular posts where users share 2 identical photos: one labeled “Japan” and the other labeled with the real location. And if you thought the photo labeled Japan looked better, you’re not alone! Called the “Japan effect,” this trend highlights how people tend to view Japan through rose colored glasses. In this article, we’re deep-diving into the “Japan effect” trend and explaining what it is, why it works, and why it’s so popular. Keep reading to learn more!

Explaining the “Japan Effect” Trend

The “Japan effect” is a trend on TikTok where users share 2 identical photos of a town or landscape. They label one with the real location and the other with a city in Japan. What happens is that the viewer tends to perceive the “Japan” photo more favorably, even though the photos are exactly the same.

Section 1 of 4:

What is the “Japan effect” TikTok trend?

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The trend shows how people view Japan more positively than other areas. The “Japan effect” trend involves TikTok users posting 2 identical videos or photos of a landscape or cityscape in their hometown. They label one with the actual city the video or photo was taken in, and label the other with a city in Japan. While the pictures are usually the exact same, the “effect” is clear: people tend to view the photo labeled “Japan” as better and more beautiful!^{[1]
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Research source}
- This trend is definitely visual, so check out these popular examples:
  - This video by @belascacao
  - This slideshow by @pangeamisu
  - This video by @bobbyandava
  - This video by @thehelenhai
  - This video by @chickenbuffalowings_
- In some videos and slide shows, the poster touches up the “Japan” photo to emphasize the effect. They might raise the saturation, add a pink filter, or even edit trees and buildings.
  - For instance, they might make the trees cherry blossoms or add Japanese text to signs.
- Some people post the “Japan effect” trend genuinely to indicate that they believe their local area would be more beautiful if it were actually in Japan.
- On the other hand, some people post the “Japan effect” trend to mock how people overly romanticize Japan and think everything is better there (in other words, people who “glaze” the country).

Section 2 of 4:

Why does the “Japan effect” work?

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The trend might be related to a real phenomenon called contextual framing. Contextual framing is the idea that presenting the same information in different ways causes people to perceive it differently.^{[2]
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Research source} So, the “Japan effect” might work simply because you’re presenting the same old landscape or city views as being in a place that’s new and different to you—and importantly, one that most people admire—which makes it seem better.
- Contextual framing is a common effect in movies. For instance, you might read an actor’s neutral expression as sad if somber music is playing, or happy if upbeat music is playing.
The mere-exposure effect is the idea that people tend to rate things that are familiar to them as more favorable. However, if they’re repeatedly exposed to the same thing too much, that familiarity causes them to lose interest.^{[3]
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Research source} It’s no secret that pretty views and charming city streets often lose their novelty and “shine” when you see them every day. But, if you simply pretend that they’re in a new location, they might just appear exciting, fresh, and simply better.

Section 3 of 4:

Why is the “Japan effect” trend so popular?

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Simply put, the “Japan effect” trend is popular because Japan itself is popular! The country is renowned for its rich history, exciting culture, delicious food, colorful cities, and beautiful scenery, giving it a unique charm that everyone seems to love. This makes Japan a worldwide tourist destination, and content about visiting it or simply praising its positive qualities tends to generate views on social media.^{[4]
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Trustworthy Source

National Geographic
Website of the National Geographic Society

Go to source}
Some people are using the “Japan effect” trend to shift their perspective and appreciate the beauty surrounding them. If the view in their town appears beautiful when it’s labeled as “Japan,” that means it’s still beautiful right where they are! So, the trend is a way to romanticize and be grateful for where you live.

Section 4 of 4:

Why is there a “Japan effect” in the first place?

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People tend to romanticize Japanese culture. Because Japan is so popular and culturally relevant around the world, a lot of people agree that things are just better and cooler in Japan, from their convenience stores to their high-speed trains. On social media, people often wish that their technology, stores, food options, TV shows, and general culture were more like Japan’s.
- For lots of Westerners, Japan seems totally opposite to their culture. So, that difference and novelty makes the country seem even cooler and “better.”
- The idea that Japan is so much better than other places has caused some people to push back against the idea, which is why some TikTokers participate in the “Japan effect” trend in a more mocking way.