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Located in Mitoyo on the west coast of Kagawa Prefecture, Chichibugahama Beach has been voted one of "Japan's 100 Most Beautiful Sunset Beaches". The shallow, tranquil beach, approximately one kilometer long and 400 meters wide, looks particularly picturesque at low tide.
Chichibugahama Beach is a popular tourist destination thanks to social media platforms. Once a little-known coastal destination in Japan's Kagawa Prefecture, it has become a magnet for social media influencers.
The little-known Mirror Beach has become famous thanks to social media.
Beaches are gradually becoming a magnet for KOLs (Key Opinion Leaders).
The beach is famous for its crystal-clear, mirror-like waters.
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 an image of a child reflected in the shallow waters of Chichibugahama. The mirror effect used in the photo became the inspiration for attracting tourists. This was the beginning of a successful promotional story.
After the photo of the reflection garnered significant local attention, authorities decided to invest heavily in the destination. The city's website began posting tips on how to take perfect photos at Chichibugahama, as well as schedules for tides and sunsets on the beach.
A travel magazine dubbed Chichibugahama Beach the "Uyuni Salt Lake of Japan," comparing it to the world-famous tourist spot in Bolivia where the sky is reflected in a "natural mirror full of water." National television stations began broadcasting reports about this remote destination, and Chichibugahama became a must-visit location on Shikoku Island.
Many families come here to have fun and take photos on weekends.
Visitors should try experiencing the sunset here.
From a place virtually unknown to locals, it has begun attracting tens of thousands of tourists from all over Japan in just a few months. Along the one-kilometer-long coastline of Chichibugahama, crowds of tourists gather at sunset to capture a stunning photograph.
The low tide at sunset is also the most beautiful time to take photos in Chichibugahama. When the sea recedes, the water collects in shallow pools. With a low angle, these calm pools act like natural mirrors, reflecting the sun's rays from the Seto Sea horizon, creating a spectacular backdrop.
The receding tide creates unique patches of stagnant water.
The beach looks beautiful from afar at any time of day.
Chichibugahama attracts over 200,000 visitors annually. The beach is also a popular destination for swimmers and sunbathers. It boasts fine sand and is virtually litter-free thanks to the daily beach cleaning efforts of local residents.
The Covid-19 pandemic has had a severe impact on Japanese tourism, and Chichibugahama Beach is no exception. Despite this, this destination, once renowned as a place where the sky meets the ocean, is sure to soon experience a resurgence.
