AsianFin -- After the passing of Barbie Hsu (Hsu Shiyuan, also known as Big S), the famous Taiwanese actress and TV host, which was attributed to complications from influenza, discussions surrounding the flu in Japan have garnered wide attention on Chinese social media.
Netizens are sharing their personal experiences of contracting the flu in Japan, and conversations are emerging regarding Japan’s approach to treating flu patients.
Hsu, 48, tragically died from pneumonia after contracting the flu while traveling with her family in Japan, according to media reports.Japan witnessed a record 64.39 influenza patients per clinic on average in the final week of December, the country's health ministry said, marking the highest number of reported cases since ministry records began in 1999, the Japan Times reported on January 10.
In the week through December 29, there were a total of 317,812 reported cases of the flu, which is nearly three times the number from the same period in 2023. The average number of cases per clinic jumped from 42.66 the week before, the Japan Times reported.
Since late December 2024, when the number of influenza cases in Japan reached a record high, some medical institutions and pharmacies have experienced shortages of treatment medications, Japanese media Nikkei reported on Monday.
Nikkei noted that the direct reason for the shortage is a delay in shipments from manufacturers. However, the total shipment volume during this period actually exceeded the number of patients. Some believe that some facilities over-ordered, leading to an imbalance in inventory. In preparation for the next outbreak, the government is being urged to take measures.
The flu outbreak had a noticeable impact on bookings. According to Ctrip, a leading consolidator of hotel reservations, air ticketing and packaged tours in China, flight cancellations to Japan spiked by 178% within 48 hours of the news of Hsu's death, with hotel bookings in Hokkaido plunging by 80%. Despite this temporary dip, many Chinese travelers remain undeterred in their travel plans.
Japan’s tourism market has experienced a strong resurgence following the pandemic's trough. In 2024, the country welcomed 36.87 million foreign tourists, surpassing the pre-pandemic record of 31.9 million in 2019. The growth momentum continues in 2025, and Japan’s JTB Research Institute forecast a total of 319.1 million domestic and international tourist visits, a 3% increase from 2024. Foreign tourist numbers are expected to exceed 40 million for the first time, representing a 9% increase from the previous year.
To attract more international visitors, the Japanese government has introduced several initiatives to enhance the shopping experience. Starting in 2025, Japan will eliminate the tax-free purchase limits for foreign tourists, abolishing restrictions on the amount of consumables they can purchase without tax. Additionally, Japan plans to remove the tax exemption cap for high-end consumables like cosmetics, alcohol, and food. These changes aim to cater to foreign tourists’ growing demand for luxury products and streamline the process at tax-free stores.
The government is also working to divert tourists from major cities to other regions, in line with their "Tourism Nation" strategy. By 2030, Japan aims to double both the number of foreign visitors and their spending, targeting 60 million tourists and 15 trillion yen in tourism revenue.
A key driver behind the resurgence in Japan's tourism industry is the weak yen, which recently dipped below 160 yen to the U.S. dollar, its lowest level in 37 years. This makes Japan an increasingly attractive destination for global travelers, offering more value for money.
Chinese tourists, in particular, play a pivotal role in Japan's tourism recovery. In 2024, the number of Chinese visitors surged 187.9% to 6.98 million, making China Japan’s second-largest source of international tourists. Ctrip data shows that multi-entry visas for Chinese travelers to Japan now account for nearly half of all tourist visas, a substantial jump from 2019.
During the 2025 Spring Festival, the number of bookings for flights to Japan more than tripled compared to the previous year, with Tokyo, Osaka, Sapporo, Nagoya, and Fukuoka emerging as the most popular destinations. Major Chinese airlines have increased the Japan-bound flights by 75% compared to 2023. Cities like Sapporo and Fukuoka now provide direct flights to Chinese cities, further facilitating travel.
In response to this surge in demand, Japan has also been enhancing services for Chinese visitors, such as integrating Alipay and WeChat Pay in more than 50% of local businesses. Popular attractions, including Universal Studios Japan, have introduced features like "one smartphone to tour the park," making it easier for Chinese tourists to navigate.
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