Key Facts
• In 2025, Saitama ranked 47th, its first-ever last place in attractiveness rankings.
• Hokkaido maintained its top position for the 17th consecutive year.
• Kyoto and Okinawa ranked 2nd and 3rd, respectively, with Kanagawa rising to 4th.
• Saitama’s low score was attributed to poor perceptions of its local cuisine.
• Saitama is home to top-class eel restaurants and 18 unique local udon varieties.
• Kawahaba Udon, with 8 cm-wide noodles, originated in Saitama’s Kōnosu City.
• The rankings are conducted annually by the Brand Research Institute.
• In 2024, Saitama ranked 46th, while Saga, previously last, improved to 45th.
• Residents expressed disappointment, citing a lack of standout features.
• Local specialties like eel and udon are underappreciated despite their quality.
Summary
Saitama Prefecture ranked last in Japan’s 2025 Attractiveness Rankings, marking its first time at the bottom. The rankings, led by Hokkaido for the 17th year, highlighted Saitama’s low scores in food-related evaluations. Despite this, the prefecture boasts culinary gems like top-class eel restaurants and unique udon varieties, including the 8 cm-wide Kawahaba Udon from Kōnosu City. Residents expressed mixed reactions, with some acknowledging the lack of standout features, while others emphasized the need for better promotion of local specialties. The Brand Research Institute attributed Saitama’s poor performance to its underappreciated food culture. Efforts to improve its image could focus on showcasing its hidden culinary treasures.
