Fujiyoshida, a town of 46,000 at the base of Mount Fuji, is pushing back against overtourism. Residents are taking to the streets to enforce respect for local culture after an influx of visitors drawn by social media.
Junichi Horiuchi, 54, now leads a patrol group after he broke nearly 30 bones last year crashing his bicycle while avoiding tourists taking photos. "This is a matter of life and death," he said.
Japan saw roughly 42 million foreign visitors in 2025, doubling the number from a decade ago. This year, the town canceled its marquee cherry blossom festival, declaring the "peaceful lives of our citizens are being threatened."
Mayor Shigeru Horiuchi noted the patience of residents is reaching its limit. Signs of strain are everywhere, from tourists using backyards as bathrooms to congestion blocking local traffic. Despite the cancellation, tens of thousands still flock to the Chureito Pagoda for selfies.
Some local business owners want more spending, not just drive-by photos. One resident, Coji Maeda said, "I really do have this feeling that I want to escape. I want to move."
Patrol leader Horiuchi wants visitors to connect with Japanese traditions, not just take photos. "You have to adapt to the local people, not just your own manners and feelings," he said.