Perception and Relocation Intentions of Japanese Youth towards Rural Areas: A Case Study of Visitors in Hanyu-shi, Saitama Prefecture

As a highly urbanized country, Japan is facing the phenomenon of a continuous migration of young people from rural areas to cities, leading to an aging and decreasing population in rural communities. Influenced by the pandemic, people began to reconsider the issue of population concentration in large cities, causing urban residents to become interested in returning to rural areas. The focus of this study is on the perceptions and relocation intentions of Japanese youth towards rural areas, particularly in Hanyu-shi, Saitama Prefecture. Through semi-structured interviews with 26 urban university students who live in urban areas, this study explores the factors that attract or hinder them from having rural lives. The survey results show that childhood experiences and current lifestyle preferences have influenced their views on rural areas. The main hindering factors include backwards infrastructure, communication difficulties, and limited job prospects. This study reveals a significant cognitive gap in urban youth’s attitudes towards rural life in Japan. The study emphasizes the need to eliminate these hindrances and enhance the attractiveness of rural areas to promote reverse urban migration. This study provides important insights for policymakers and urban planners, highlighting the necessity of formulating development strategies that meet the needs of urban youth residents, which is crucial for the sustainable revitalization of rural Japan.