A comparative study of Japanese and Chinese perceptions of Kyoto based on “Little Kyoto” posts on social media

During the COVID-19 pandemic, China has developed many alternative destinations to traveling abroad. “Little Kyoto” is one of the most popular examples, attracting visitors who want to experience the atmosphere of Kyoto without leaving China. This study examines the city image of Kyoto perceived in Japan and China by analyzing popular social media posts describing Little Kyoto from Instagram (Japan) and Xiaohongshu (China). By comparing textual and image data, the study explores differences in how users from both countries describe and represent Kyoto. The textual analysis shows that Japanese users focus on historical authenticity, cultural heritage, and emotional connections to traditional places. In contrast, Chinese users emphasize the visual and experiential aspects of a “Kyoto-esque” atmosphere, often linking it to photography, themed spaces, and entertainment. Image analysis further supports these findings – Japanese posts commonly feature daily life and historical streetscapes, while Chinese posts highlight carefully arranged environment and settings. These results suggest that while both groups engage with Kyoto’s cultural image, their perspectives differ. Japanese users value cultural depth and historical protection, whereas Chinese users reinterpret “Little Kyoto” as an experience that can be recreated and consumed. This study helps explain how users from different cultural backgrounds perceive cultural landscapes.