Wilderness Tourism: Whereas many Tokyo trends are based solely on fashion, Yama Girls have developed a lifestyle to complement their outfits. Trips to so-called power spots have led to both a national hiking boom (especially among females 25 to 29) and a marketing frenzy, with hotels offering Yama Girl weekend packages and tour groups organizing women-only outdoors excursions.
Meanwhile, this past September’s Arth Camp drew hundreds of stylish outdoor enthusiasts from Tokyo to the forests of Shizuoka. The sold out festival included art installations, hands-on workshops, corporate sponsors (among them, outdoor shoe brand KEEN), and views of one of Japan’s most vaunted power spots, Mt. Fuji.
- TrendCentral, The Great Outdoors