Rural areas in Japan are seeking to draw wealthy tourists by offering custom-made swords priced at around $40,000. This initiative aims to capitalize on the cultural heritage and craftsmanship associated with traditional Japanese sword-making, presenting these swords as exclusive luxury items for affluent travelers.

The effort reflects a broader strategy to boost tourism and economic activity in less urbanized parts of Japan by leveraging unique local products. The campaign was reported by Nikkei Asia on July 15, 2026.

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