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

Aun Consulting, Inc. (Headquarters: Chiyoda-ku, Tokyo; CEO: Akira Shida; Tokyo Stock Exchange Standard: 2459) is engaged in marketing businesses such as 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 recently conducted on the interest trends in various countries and regions regarding Japan's World Cultural Heritage site, the 'Shrines and Temples of Nikko'***.

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

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

*** The ranking of each search keyword in this survey is compiled using 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 Breathe

The 'Shrines and Temples of Nikko' were 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'—Nikko Toshogu, Nikko Futarasan Jinja, and Nikkozan Rinnoji—and the surrounding cultural landscape, including a group of 103 buildings: 9 National Treasures and 94 Important Cultural Properties.

The points of evaluation as a World Heritage site lie in the 'integrated value of architecture, history, and faith,' with the main evaluation points as follows:

1. A masterpiece of human creative genius

The group of shrines and temples in Nikko is an exquisite and gorgeous collection of buildings that demonstrates the high level of architectural and decorative technology 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 group of shrines and temples, centered on Nikko Toshogu which enshrines Tokugawa Ieyasu, is evaluated as representative of the architectural style of the Edo period. In particular, Toshogu and Taiyuin (Rinnoji Temple) are known as representative examples of 'Gongen-zukuri' architecture, conveying the aesthetics and techniques of the Edo period to the present day.

3. Deep connection with living culture and history

As the place where Tokugawa Ieyasu is enshrined, Nikko developed under the patronage of the Edo shogunate as a symbol of politics and culture. In addition, the shrines, temples, and surrounding natural landscape are linked to ancient mountain worship, and are regarded as symbols of religious culture.

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

In this survey, we have selected keywords related to the 'Shrines and Temples of Nikko' in 32 countries and regions worldwide, and the results are the aggregated number of searches by country.

The results of the survey show that the top 5 countries in terms of searches were, in order: the United States, Taiwan, the United Kingdom, Australia, and Hong Kong. In the search background of each country, in addition to tourism information, there is a strong interest in the historical and cultural context.

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