Hokkaido: The domestic champion

Every year, Condé Nast Traveler releases its “Best Cities in the World” rankings. Tokyo and Kyoto consistently dominate the global imagination as the undisputed icons of Japan. However, if you ask the Japanese people, the answer is different.

In the annual “Regional Brand Research”—a massive survey of 30,000 people—Hokkaido has been ranked as the most attractive prefecture for 15 years straight. Within Hokkaido, cities like Sapporo, Hakodate, and Otaru consistently occupy the top 10. While the world looks to Tokyo, Japan looks to Hokkaido.

This ranking, however, can be quite cruel, as it lists all 47 prefectures from top to bottom. As a “Dosanko” (a Hokkaido native and member of the winning team), I can’t help but feel a twinge of pity for those branded as “unattractive” simply by birth. Interestingly, the bottom spots are often occupied by prefectures like Ibaraki, Tochigi, or Saitama—all clustered just north of Tokyo. It seems as though the massive gravitational pull of the capital has sucked all the charm right out of its neighbors.

The “Test Marketing” lab: A spirit of rebellion

Sapporo holds an intimidating reputation in the business world as the ultimate “test marketing” ground. Its population structure mirrors the national average, but the real secret lies in the unique psychology of its people.

Unlike the mainland with its centuries of rigid tradition, Hokkaido has a relatively short modern history. As a Dosanko, I believe this lack of “historical baggage” is tied to our ancestors—pioneers who often couldn’t own land on the mainland and came here to carve out a new life. This history sometimes manifests as a subtle inferiority complex toward the “center” of Japan, but that complex fuels a fierce, rebellious pride. We aren’t impressed by things labeled “popular in Tokyo.” Instead, we are drawn to what “even Tokyo hasn’t discovered yet.” This makes us the first to try what’s next, welcoming innovation not just for its novelty, but as a way to challenge the status quo.

The harsh reality of a “fickle” market

However, being open to the “new” is a double-edged sword. While Sapporo consumers are quick to embrace a brand, they are equally quick to discard it if it lacks substance. In the marketing world, it’s said that if you can survive in Sapporo, you can survive anywhere—not because the people are conservative, but because their standards are high and their attention spans are short.

Sapporo is a place of constant, cold evaluation. At CondeHouse, we have maintained our presence in this demanding market for decades, keeping two shops in Sapporo as a testament to our quality. When you visit us, you are seeing a brand that has survived the most rigorous scrutiny in Japan. Once travel is fully back to normal, I invite you to skip the usual Tokyo-Kyoto route and experience the “domestic favorite” that even the most rebellious locals have come to love.

---

In a market that values what even the capital doesn’t have, true originality is the only currency that lasts. Why not bring home a piece that stands apart from the trends and speaks to your unique passion?

---

---