Japan's World Heritage Site Search Ranking [Shrines and Temples of Nikko] ~Global Demand for 'Shrines and Temples of Nikko' as Seen Through Search Behavior in the AI Era~

Aun Consulting Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo; CEO: Akira Shida; TSE Standard: 2459) is engaged in marketing businesses including AI marketing (AI optimization and marketing support utilizing AI)* and global marketing (sales promotion and AI utilization support for domestic and overseas markets)**.

We are pleased to announce the results of a survey we conducted on the trends of interest in "Shrines and Temples of Nikko," a World Cultural Heritage site in Japan, targeting various countries and regions around the world***.

* AIO (AI Optimization: AIO×SEO) [Service Overview: https://www.auncon.co.jp/solutions/aio/]

** Domestic and international SEO (Search Engine Optimization), domestic and international advertising [Service Overview: https://www.auncon.co.jp/service/]

*** The ranking of each search keyword in this survey is based on the estimated number of searches from Google Keyword Planner from February 2025 to January 2026 as a reference indicator.

■Background of Registration: A World Heritage Site Where Architecture, History, and Faith Thrive

"Shrines and Temples of Nikko" was registered as a UNESCO World Cultural Heritage site in 1999. It is a World Cultural Heritage site composed of the "two shrines and one temple" of Nikko Toshogu, Nikko Futarasan Shrine, and Nikkozan Rinnoji, as well as the cultural landscape of their surroundings, and includes a total of 103 building groups, including 9 National Treasures and 94 Important Cultural Properties.

The key point for its evaluation as a World Heritage site lies in its "integrated value of architecture, history, and faith," with the main evaluation points as follows:

1. A masterpiece of human creative genius

The shrines and temples of Nikko are an exquisite and magnificent group of buildings that demonstrate the high level of architectural and decorative techniques of the Edo period. In particular, the "Yomeimon" gate of Toshogu Shrine and its numerous sculptures are widely known as symbols of architectural and decorative beauty.

2. An outstanding example of a historical architectural style

The shrine and temple complex, centered on Nikko Toshogu which enshrines Tokugawa Ieyasu, is highly regarded as being representative of the architectural style of the Edo period. In particular, Toshogu and Taiyuin (Rinnoji) are known as representative examples of "Gongen-zukuri" architecture, conveying the aesthetics and technology of the Edo period to the present day.

3. Deeply associated with living culture and history

As the place where Tokugawa Ieyasu is enshrined, Nikko developed as a political and cultural symbol under the patronage of the Edo shogunate. The shrines, temples, and the surrounding natural landscape are also linked to mountain worship that has continued since ancient times and are regarded as symbols of religious culture.

■Country-Specific Search Ranking: Background Analysis of the Top 5

In this survey, keywords related to "Shrines and Temples of Nikko" were carefully selected from 32 countries and regions around the world, and the results are an aggregation of the number of searches by country.

The results of the survey showed that the top 5 countries in terms of searches were the United States, Taiwan, the United Kingdom, Australia, and Hong Kong, in that order. The search background in each country strongly reflects an interest in historical and cultural backgrounds in addition to tourist information.

In the 1st place United States and 3rd place United Kingdom, it is believed that searches for "Shrines and Temples of Nikko" increased due to the worldwide success of a historical drama in 2024 based on Tokugawa Ieyasu and the establishment of the Edo shogunate. *1