It wasn’t until 1964 that the average Japanese person could travel abroad freely, and Hawaii was the only foreign land they could reasonably visit. A year before, the game show “Up Down Quiz” premiered, offering as its grand prize an all-expenses paid trip to Hawaii, fortifying the aspirational appeal of the islands. At that time, a seven-night package tour of Hawaii offered by Japan Travel Bureau’s package tour service Look JTB cost ¥360,000 and the average starting monthly salary of a college graduate was only ¥20,000. Middle-class people couldn’t really afford to go until the ’70s. In 1976, the starting monthly salary of a college grad was up to ¥94,000 and the cheapest four-night Hawaii tour was ¥161,000. It wasn’t until 1994 that monthly salaries outstripped the cost of a package tour: ¥192,00 and ¥186,000, respectively. Now practically anyone can afford it. In 2007, the average monthly salary had only increased to ¥205,000, but the price of JTB’s cheapest package tour (five nights) had plummeted to ¥79,000. And it’s remained pretty much the same since then. Over the years, Hawaiians have taken full advantage of this “longing” by catering directly to Japanese wants and needs. A visitor can spend a week or two in Hawaii without ever having to use English or, for that matter, emerging from their Japanese comfort zone in terms of food and accoutrements. Many Japanese celebrities own condos there, and during the New Year’s break you can see dozens of TV travel specials showing them fishing and surfing in the 50th state. In recent years, some pop artists, like boy band Arashi, have held concerts in Hawaii attended almost completely by Japanese, who charter flights and book huge blocks of hotel rooms through their fan clubs. JAL even sponsors a marathon that is mostly made up of Japanese runners. For a while it looked as if it might be canceled due to declining interest, but local authorities have successfully kept it going. Even the Chinese tourist juggernaut that is now boosting the fortunes of the global travel industry doesn’t count for as much in Hawaii as Japanese tourists. Though the number of Chinese visitors to Hawaii has risen at a faster rate than any other nationality in recent years, and each Chinese traveler who comes spends more per person per day than any other nationality, the number is substantially smaller that the number of Japanese. Still, the Japanese media is sensitive about the competition. Last July, in an article about outbound reservations booked so far by Japanese for “Silver Week” in September, Nihon Keizai Shimbun reported that the number of Chinese tourists to Hawaii had overtaken the number of Japanese for the first time. Later, the paper printed a correction: 161,000 Chinese visited Hawaii in 2015, not 1.61 million as initially reported. Some editor had mistakenly moved the decimal point but no one had thought the inflated figure strange. Yen for Living covers issues related to making, spending and saving money in Japan on the second and fourth Sundays of the month. For related online content, see blog.japantimes.co.jp/yen-for-living.