Five Values That
Define Japan
Japanese culture is shaped not only by what is visible—its architecture and landscapes—but also by the inner values that give meaning to everyday life. It appears in mannerism, in cultural etiquette, in our way of looking at nature, and in the beauty found in quiet moments.
These values have been refined through daily life and passed down over generations.
Through the five values that define Japan, we introduce the cultural spirit that lies within.
A culture shaped by the everyday practices that define a way of life—mannerisms, greetings, and the customs woven into daily living. It embodies a mindset of learning from each day and continually evolving over time.
Beauty is found in quiet moments and lingering stillness—an essence of Japanese sensibility.
A mindset that pays respect not only to people but also to nature and to those whose presence or efforts are not always visible. It reflects a uniquely Japanese value—living with gratitude, self‑restraint, and a quiet awareness of the many forces that support our lives.
A sensitivity grounded in consideration for others—caring without words, noticing what someone might need, and responding before it is spoken. In these modest, understated gestures, warmth and thoughtfulness quietly come through.
Treasuring unexpected encounters and the connections they create—between people, and between a place and its visitors.
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If you have inquiries regarding the initiatives on this site or the tours and programs run by local municipalities, please contact us here.
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Shizuoka Prefecture Atami City
Ishikawa Prefecture Kaga City
Shimane Prefecture Matsue City
Oita Prefecture Beppu City
Ehime Prefecture Matsuyama City
Wakayama Prefecture Shirahama Town(Member municipalities of the Hot Spring Tourism Promotion Council)
Fukushima Prefecture Tamura City
Nagano Prefecture Yamanouchi Town
Mie Prefecture Taki Town
Kyoto Prefecture Kyotango City
Osaka Prefecture Izumiotsu City
Osaka Prefecture Sennan City
Hiroshima Prefecture Jinsekikogen Town
Oita Prefecture Taketa City
Oita Prefecture Yufu City
Kagoshima Prefecture Isen Town
Okinawa Prefecture Kitanakagusuku Village(Member municipalities of the Health, Beauty & Longevity Promotion Council)
Nara Prefecture Katsuragi City
Osaka Prefecture Sakai City
Shimane Prefecture Izumo City
Oita Prefecture Usa City(Member municipalities of the SUMO Promotion Council Connecting the World)
Nagano Prefecture Nagano City
Nagano Prefecture Ueda City
Gunma Prefecture Higashiagatsuma Town
Kanagawa Prefecture Odawara City
Mie Prefecture Iga City
Mie Prefecture Nabari City
Shiga Prefecture Koka City
Osaka Prefecture Kishiwada City
Wakayama Prefecture Wakayama CityShimane Prefecture Matsue City
Saga Prefecture Ureshino City
Osaka Prefecture Izumisano CityWakayama Prefecture Susami Town
Tokushima Prefecture Mugi Town
Tokushima Prefecture Kaiyo TownFukushima Prefecture Tamura City Abukuma Cave
Iwate Prefecture Iwaizumi Town, Shimohei District Ryusendo Cave
Tokyo Okutama Town, Nishitama District Nippara Limestone Cave
Gifu Prefecture Takayama City Hida Limestone Cave
Kochi Prefecture Kami City Ryugado Cave
Yamaguchi Prefecture Mine City Akiyoshido Cave
Kagoshima Prefecture Chinachō, Oshima District Shoryu Cave
Nagasaki Prefecture Saikai City Nanatsu-gama Cave
Kumamoto Prefecture Kuma Village, Kuma District Kyusendo Cave