Kanagawa ranks first in Japan's 2026 desire-to-live survey

The Brand Research Institute has released its 2026 regional brand survey, ranking Japanese prefectures based on residents' desire to live in them. Kanagawa Prefecture secured the top spot for the second consecutive year, driven by positive perceptions of design, sense, and convenient living. Tokyo followed in second place, maintaining the highest percentage of respondents who stated they 'definitely want to live' there.

Kyoto saw a significant rise, jumping from ninth to third place, bolstered by its top-tier reputation for history, culture, and the arts. Other notable performers included Fukuoka in fourth, Hokkaido in fifth, and Osaka in sixth, which saw a substantial increase in score. Aichi Prefecture also reached its highest historical ranking at seventh, supported by its strong industrial image.

In the Hokuriku region, Toyama overtook Ishikawa to become the top prefecture in the area, while Fukui continued its three-year upward trend, rising from 37th to 32nd. In Kyushu, Kumamoto saw a notable climb to 15th place, attributed to its growing image as an IT and advanced technology hub following the entry of TSMC.