A geographical look at the process of “reconstruction” as a tourism resource
Kawagoe’s “Kashiya Yokocho” is now widely known as a tourist spot, but its history dates back to the Meiji period. It was once a commercial space lined with over 70 confectionery stores, beloved by local children and serving as a base for supplying cheap sweets to the Tokyo area. This street, deeply rooted in the lives of ordinary people, played an important role in the local economy.
However, with postwar lifestyle changes and the rise of major confectionery manufacturers, local confectionery stores gradually decreased, and in the 1980s it was remembered as a “declining alley.” However, since the 1990s, as Kawagoe has been reevaluated as a tourist city, it has once again attracted attention as a place that evokes feelings of nostalgia.
1890 (Meiji period): About 10 stores
1920 (Taisho to early Showa): The number of stores increased due to increased demand
1950 (Post-war): Peak (approximately 70 stores)
1980: Decrease in number of stores (30 stores) due to changes in commercial structure and disasters
2000: Slight recovery due to tourism (40 stores)
2020: Due to the changing times, the number of stores is once again decreasing (22 stores). The current stores in Kashiya Yokocho can be seen here.
From a geographical perspective, this is a process of “reconstruction of place,” in which Kashiya Yokocho, originally a living space for local children and merchants, is redefined as a “consumable landscape” for tourists.
Thanks to the efforts of the local government and local organizations, the alley was renovated to make use of its history, and the unique store signs, handmade sweets, and traditional manufacturing methods and storefronts were promoted as “cultural attractions.” As a result, what was once a simple commercial space has taken on a new role as an “experiential tourist spot.”
On the other hand, the identity of the space has changed as a result of the area becoming a tourist destination. Places that were once part of the local people’s lives have become “staged spaces” for visiting tourists, bringing about changes in the way local culture is shared and recognized. This can be said to be a phenomenon at the intersection of “cultural consumption” and “reconstruction of local culture.”
However, Kashiya Yokocho has a unique charm not found in other tourist destinations. It is not simply a place created for tourism, but a “multi-layered space” that has been built up with the accumulated history of local culture and commerce. Even after its revitalization, the area continues to be a place where the activities of the local community over the years continue to thrive.
A challenge facing modern cities is how to balance the economic benefits of tourism development with the preservation and utilization of local culture. Kashiya Yokocho is a symbolic place for this question, and is an important subject of study from a geographical perspective.
