There’s a popular saying in Japanese: dumplings over blossoms—meaning substance is better than beauty. But that might sell short the phenomenon of cherry-blossom season in Japan. Over the course of a few weeks, cherry trees across the country burst into bloom, painting the country in shades of pink and white. It’s become a national obsession with growing global appeal—and it’s a boon to Japan’s economy.
An estimated 63 million people travel to and within Japan to view the bloom, spending around $2.7 billion (301 billion yen) in the process, according to an analysis from Kansai University. With the bloom currently