The Japanese government has begun promoting Fukushima tourism through large outdoor digital screens in downtown Seoul and Busan. The campaign comes as Korean visits to Fukushima have plummeted since the 2011 nuclear disaster amid persistent radiation concerns.
According to NHK and Mainichi Shimbun on Monday (local time), Japan's Reconstruction Agency has been broadcasting a 30-second promotional video titled "Now is the Time for Fukushima" across 15 large outdoor screens in Seoul and Busan since Sunday. The video is scheduled to air more than 1,200 times through Thursday.
The footage features Fukushima tourist attractions including Tsuruga Castle and local specialty sake. This marks the first time the Japanese government has used outdoor screens in Korea to promote Fukushima tourism.
The campaign appears aimed at addressing the persistent reluctance among Koreans toward Fukushima tourism and Japanese seafood following radiation concerns sparked by the 2011 Fukushima Daiichi nuclear plant accident.
While Koreans represent a significant share of Japan's tourism market, few visit Fukushima. According to Fukushima Prefecture statistics, approximately 4,300 Koreans stayed at accommodations in the prefecture last year—roughly one-tenth of pre-accident levels.
"Korea continues to ban seafood imports from Fukushima and seven other prefectures since the accident," NHK reported. "The campaign aims to promote Fukushima's recovery in Korea, where concerns about the nuclear accident 15 years ago remain deeply rooted."
Fukushima Crisis Far From Over After 15 Years
The Fukushima nuclear disaster occurred following the Great East Japan Earthquake on March 11, 2011. The massive earthquake and tsunami caused the cooling systems at the Fukushima Daiichi Nuclear Power Plant to collapse, triggering a major nuclear accident.
Approximately 160,000 residents within a 20-kilometer radius were evacuated. Fifteen years later, radiation levels still prevent residents from returning to some areas.
Decommissioning work has taken far longer than expected. Removing an estimated 880 tons of nuclear fuel debris is required to fully decommission the plant, but radiation risks continue to delay operations.
Debris removal, originally scheduled to begin in the early 2030s, has been pushed back due to technical challenges and is now expected to start after 2037.
Skepticism persists within Japan regarding the decommissioning timeline. According to a Tokyo Shimbun report on Saturday, a mail survey of 1,902 Japanese residents conducted by the Japan Press Research Institute from January to March found approximately 60% of respondents believe the government's target of completing decommissioning before 2051 is unlikely to be met.
Only 7% said decommissioning would proceed according to the schedule announced by the government and Tokyo Electric Power Company. Fifty-six percent rated the response by the government and TEPCO negatively.
"The results reveal public doubt about the plan's feasibility," Tokyo Shimbun analyzed.
Fukushima Agricultural Products Still Bear Image Burden
Agricultural products from Fukushima have not fully recovered public trust since the accident.
According to Nikkei on Saturday, prices for Fukushima rice and some vegetables have risen recently due to domestic supply shortages.
The average trading price for 2025 Fukushima Koshihikari rice reached 37,049 yen per 60 kilograms—about 2% above the national average. This represents significant improvement from 2014, when prices were 18% below the national average.
However, analysts attribute this more to Japan's rice supply shortage than improved consumer perception.
Fukushima bell peppers also traded at 7% above average at Tokyo markets due to supply constraints.
Premium agricultural products such as peaches and wagyu beef continue to struggle. Wholesale prices for Fukushima's signature peaches remain about 25% below the national average, failing to recover to pre-accident levels.
Analysts suggest consumers remain more sensitive to origin when purchasing premium products typically bought as gifts.
Korean Tourism to Japan Surges, But Fukushima Lags
Despite cautious sentiment toward Fukushima, Koreans are increasingly prominent in Japan's overall tourism market.
According to January statistics from the Japan National Tourism Organization, 3.597 million foreign tourists visited Japan, including 1.176 million Koreans.
Koreans accounted for nearly one-third of all visitors, up 21.6% year-on-year and a record monthly high. The weak yen and geographic proximity are cited as contributing factors.
However, even as demand for Japan travel grows rapidly, Fukushima remains a separate matter for many Koreans. Radiation concerns and seafood import bans following the nuclear accident remain sensitive issues.
Observers say it remains to be seen whether the Japanese government's direct tourism campaign in Korea will actually draw Korean visitors to Fukushima.