Japan’s Factory Tours Are Free. But You Probably Won’t Leave Empty-Handed.
Temples? Onsen? Anime pilgrimages? Sure, all good.
But if you’re traveling in Japan and want something unexpected (and totally underrated), here’s a tip:
Go on a factory tour.
“Wait, what? That sounds… educational?”
True. But factory tours in Japan are surprisingly fun. And often free. You might get to watch food being made, taste fresh products, grab limited-edition souvenirs—and do it all with your kids, partner, or random travel buddies.
But here’s the twist: it’s not just wholesome fun.
It’s marketing. Seriously clever, memory-based, emotionally manipulative marketing.
Experience-Based Marketing: How Japan Raises Brand Fans
Japanese companies don’t just sell products—they raise lifelong customers.
For example, in some Japanese elementary schools, kids get Häagen-Dazs ice cream in their school lunch. Why? Because when kids love it, they beg their parents for it at home—creating a new generation of ice cream lovers.
In magazines, it’s similar: girls read “Seventeen,” then move to “Non-no” as college students, then “More” as young professionals, and so on—each magazine evolving with them, carrying the same models and loyal readers through life stages.
Factory tours are the same kind of strategy, but with more senses involved. You see, smell, taste, and even feel the product. That strong, multi-sensory experience stays in your memory—months later, you find yourself grabbing that brand on the supermarket shelf without thinking.
By starting young and offering unforgettable experiences, Japanese companies build brand loyalty that lasts decades.
Factory Tour Picks (by Category)
⚠️ Tour content varies by facility. Some include tastings or gifts, others don’t. Always check the official site in advance. Reservations often required!
Fun for Families Sweets, Snacks & Soft Drinks
Fun, colorful, and often popular with school kids. Some allow you to see inside the factory through huge windows.
- Glico Pia East (Saitama)
https://www.glico.com/jp/enjoy/experience/glicopiaeast - Calbee (Hokkaido, Tochigi, Hiroshima)
http://www.calbee.co.jp/factory/ - Akagi Nyugyo (Saitama)
home of the famous Gari-Gari-Kun ice pop
http://www.akagi.com/factory/index.html - Coca-Cola Tama Plant (Tokyo)
Family-friendly + English reservation site available
https://www.ccbji.co.jp/plant/reserve/calendar?f=enjoy
Hands-on Sauces & Seasonings(and Kewpie!)
These tours smell amazing and teach you just how intense soy sauce production really is.
- Yugeta Shoyu (Saitama)
http://yugeta.com/oukoku/contents/kengaku.html - Kikkoman (Chiba / Noda) (English pamphlet available)
https://www.kikkoman.com/jp/shokuiku/factory/ - Kewpie Mayonnaise Factory (Ibaraki / Kobe / Saga)
https://www.kewpie.com/education/openkitchen/
Free tours with advance reservation. Reddit users say:
“My daughter loves Kewpie mayo so I might try to check that out.” “They have locations in Saga, Kobe, and Ibaraki. Reservations open a month in advance.”
Adults-Only Cheers: Beer & Sake
Beer
Japanese beer is generally easy to enjoy, even for non-beer drinkers. Most breweries offer tasting sessions too.
- Kirin Yokohama Brewery (English OK / reservation required)
https://www.kirin.co.jp/experience/factory/ - Asahi Kanagawa Brewery (Some English materials)
https://www.asahibeer.co.jp/brewery/ - Suntory Musashino
https://www.suntory.co.jp/factory/ - Sapporo Brewery
https://www.sapporobeer.jp/brewery/
Sake Breweries
Traditional, cool, and often very photogenic. Great for adults who want to understand Japan’s fermented soul.
- Sawanoi (Tokyo / Ome)
http://www.sawanoi-sake.com/service/kengaku - Ishikawa Brewery (Tokyo / Fussa)
http://tamajiman.co.jp/tour/
Gearhead Picks: Cars & Bikes
For the JDM crowd and gearheads. These are museums and showcases more than full-on plant tours, but still excellent.
- Toyota Kaikan (Aichi) (English signs available)
http://www.toyota.co.jp/jp/about_toyota/facility/toyota_kaikan/index.html - Honda (multiple locations)
http://www.honda.co.jp/kengaku/index.html - Mazda Museum
https://www.mazda.com/ja/experience/hofu-factory/ - Yamaha, Suzuki, Kawasaki—check local sites
Not All Tours Include Freebies
Don’t assume you’ll get free snacks or souvenirs at every factory.
Some focus on educational content, others on tasting or shopping.
And English support varies a lot—so check the website before you go!
Free, Fun, and Weirdly Unforgettable
You walk in for a free tour.
A month later you’re buying that same product, without really knowing why.
Sound familiar?
That’s the beauty (and slightly creepy genius) of Japanese factory tours.
It’s marketing with memories.
And honestly? Totally worth it.
※This information is current as of July 1, 2025. Factory tours are often subject to change, so we recommend always checking the official website.
You might also be interested in these articles
■The Nobel-Winning Theorem Solved 100 Years Early
Born in Japan, raised in Toronto. I dive deep into anime, pop culture, and history — bringing both otaku vibes and global views.
