Located in Mitoyo on the west coast of Kagawa Prefecture, Chichibugahama Beach has been selected as one of Japan's "100 Sunset Beaches". The shallow, calm beach, about a kilometer long and 400 meters wide, is especially picturesque at low tide.
Chichibugahama Beach is a popular tourist destination thanks to social media platforms. Once a little-known seaside destination in Japan's Kagawa prefecture, it has become a magnet for social media influencers.
Mirror Beach, which was little known, became famous thanks to social networks.
The beach is gradually becoming a magnet for KOLs.
The beach is famous for its mirror-like blue water.
It all started in 2016 when the Mitoyo City government held a photo contest to promote local tourism. One of the most impressive entries was a picture of a child reflected in the shallow waters of Chichibugahama. The mirror effect used in the photo became an idea to attract tourists. This was the beginning of a successful promotional story.
After the photo of the reflection gained local attention, officials decided to go all-in on the destination. The city website began posting tips on how to take the perfect photo at Chichibugahama, and also posted a calendar of tide and sunset times for the beach.
A travel magazine dubbed Chichibugahama Beach “Japan’s Uyuni Salt Lake,” comparing it to the world-famous tourist spot in Bolivia where the sky is reflected in a “natural, watery mirror.” National television stations began airing reports on the remote destination, and Chichibugahama became a must-see on the island of Shikoku.
Many families come here to have fun and take pictures on weekends.
Visitors should try to experience the sunset here.
What started as a spot largely unknown to locals has started attracting tens of thousands of tourists from all over Japan in just a few months. Crowds of tourists gather along the kilometer-long coastline of Chichibugahama at sunset to get a picture-perfect shot.
Low tide at sunset is also the best time to take photos in Chichibugahama. As the sea recedes, the water pools into shallow pools. From a low angle, the calm pools act like a natural mirror, reflecting the rays of the sun from the horizon of the Seto Inland Sea, creating a spectacular scene.
The ebb tide creates distinctive backwaters.
The beach looks beautiful from afar at any time.
Chichibugahama attracts over 200,000 visitors each year. The beach is also a popular destination for swimmers and sunbathers. It has fine sand and is mostly free of rubbish thanks to daily beach clean-up efforts by local residents.
The Covid-19 pandemic has had a devastating impact on tourism in Japan, and Chichibugahama Beach is no exception. However, this destination, which has become famous for its meeting of the sky and the ocean, is sure to bounce back soon.
