Hokkaido and Sapporo top Japan's 2026 Regional Brand Survey

The Brand Research Institute released the results of its 21st Regional Brand Survey 2026, revealing that Hokkaido has maintained its position as the most attractive prefecture for 18 consecutive years. In the municipality category, Sapporo ranked first for the tenth time, marking its first top spot in three years.

Hokkaido cities dominated the top three rankings, with Hakodate in second and Otaru in third. Other notable performers included Osaka Prefecture, which saw the largest increase in attractiveness among prefectures due to new commercial developments, and Niigata Prefecture, which saw a rise in tourism interest following the Sado Island Gold Mine's designation as a UNESCO World Heritage site.

In the municipality rankings, Kobe ranked 8th nationally and maintained its position as the 2nd most desirable city to live in. Hot spring towns, such as Beppu, saw significant climbs in rankings. While overall attractiveness scores for both prefectures and municipalities reached record highs, the survey noted a decline in the recall of local food products and regional specialties.