A geographical look at the process of “reconstruction” as a tourism resource
Kashiya Yokocho is one of Kawagoe’s most famous tourist destinations. While it is now known as a popular spot for tourists from both within Japan and abroad, its origins date back to the Meiji period. At the time, the concept of tourism had not yet taken hold, but this was a place where locals nurtured a “sweet daily life” that they enjoyed as part of their daily lives. Lined with candy stores, it was a place that brought smiles to the faces of local children, and also functioned as a production base supplying dagashi to Tokyo.
During this time, Kashiya Yokocho was truly one of the centers of the local economy. Starting with around 10 stores during the Meiji period, demand rapidly increased from the Taisho period through the early Showa period. By the 1950s, after the war, it had grown to around 70 stores, and the area became known as a vibrant commercial street. Artisans handcrafted each and every confectionery, and the simple flavors were deeply rooted in the lives of ordinary people.
Postwar Change and Decline
However, with the passage of time, the appearance of Kashiya Yokocho also changed dramatically. During the period of rapid economic growth, the rise of major confectionery manufacturers led to the mass production and nationwide distribution of cheap sweets, gradually putting small local stores at a disadvantage in price wars. With the spread of supermarkets and convenience stores, the habit of children visiting cheap sweet shops faded.
Furthermore, with the change in the economic structure in the 1980s, many stores closed, and the alley came to be known as a “declining alley.” At its peak, there were 70 stores, but by this time the number had dropped to around 30. Fewer people were passing by on the street, and its former bustle had faded. For the local community, Kashiya Yokocho became a symbol of a nostalgic past.
The Beginning of Reevaluation and Revitalization as a Tourist Destination
A turning point came in the 1990s. As Kawagoe’s historic streets began to rediscover itself as “Little Edo,” Kashiya Yokocho also became a part of that trend, and efforts to develop it into a tourist attraction began. The street, retaining its nostalgic Showa-era atmosphere, found new value as a place for tourists to evoke nostalgia.
A revitalization project for the alley was launched with the cooperation of the local government, local shopping districts, and NPOs. Old buildings were restored, and traditional wooden architecture and signs were preserved. The street is now lined with products that reflect the local culture, such as handmade candy, snacks, and hand-baked rice crackers.
As the area has been revitalized as a tourist destination, it has transformed from a playground for children into a nostalgic place that resonates with adults. It has once again attracted attention as a new tourist hub where a diverse range of people gather, including people reminiscing with sweets in hand, young people taking photos, and foreign tourists.
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.
Looking at it this way, we can see that the history of Kashiya Yokocho has been a cycle of growth, decline, and revival. This is not just a change in commerce, but also a reflection of the changing relationship between the local community and the outside world.
A Geographical Perspective on “Place Reconstruction”
In geography, this phenomenon is called “place reconstruction.” Kashiya Yokocho, originally a living space for local residents, is being redefined as a “staged space” for tourists. Through this reconstruction, the value of the space has shifted from a “place of production” to a “place of experience.”
The storefronts and signs retain a handmade feel, creating a “consumer landscape” by deliberately creating a retro atmosphere. At first glance, this may seem like an artificial production, but behind it lies the strong desire of the local people to “preserve the memory of the area.” The uniqueness of Kashiya Yokocho can be seen in the fact that it is not simply commercialism, but rather tourism to preserve culture.
The Challenge of Balancing Tourism and Local Culture
However, tourism development has both pros and cons. As the number of tourists increases, the area’s role as a living space for locals fades, raising concerns that local culture may become increasingly “staged.” In fact, some stores are primarily focused on offering products for tourists, resulting in a decline in daily use by local residents.
This phenomenon is a classic example of the intersection of “cultural consumption” and “reconstruction of local culture.” While tourism revitalizes local economies, it also carries the risk of local culture losing its original form. Therefore, the challenge for the future is how to strike a balance between tourism development and cultural preservation.
The coexistence of nostalgia and newness in the modern world
Still, Kashiya Yokocho has a unique charm not found in other tourist destinations. This is not an artificially constructed theme park, but a multi-layered space built upon the history of local life and commerce.
Through the simple act of buying dagashi, Kashiya Yokocho is a place where you can experience the lifestyle and culture of Japan of the past, a place of warmth that can be appreciated by people of all ages. Walking down the street, the sweet aroma fills the air, and the sounds of handmade candy being made echo—people still thrive there, unchanged to this day.
What is needed in modern cities is a perspective on how to maintain these “spaces that carry on people’s memories.” Kashiya Yokocho is an extremely important model case when exploring the coexistence of tourism and culture.
