Japan World Heritage 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; Representative Director & CEO: Akira Shinta; TSE Standard: 2459) operates marketing businesses including AI marketing (AI optimization / AI-powered marketing support)* and global marketing (domestic and overseas sales promotion / AI utilization support)**.

We have conducted an interest trend survey*** on "Shrines and Temples of Nikko", a UNESCO World Cultural Heritage Site in Japan, targeting countries and regions around the world, and we are pleased to share the results.

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

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

*** The rankings for each search keyword in this survey were compiled using estimated search volumes from Google Keyword Planner for the period from February 2025 to January 2026 as reference indicators.

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

"Shrines and Temples of Nikko" was registered as a UNESCO World Cultural Heritage Site in 1999. It is a World Cultural Heritage composed of the "two shrines and one temple" — Nikko Tosho-gu Shrine, Nikko Futarasan Shrine, and Rinnoji Temple of Mt. Nikko — along with the surrounding cultural landscape, encompassing a total of 103 structures including 9 National Treasures and 94 Important Cultural Properties.

The key points recognized as a World Heritage Site lie in the "integrated value of architecture, history, and faith," with the main evaluation criteria as follows:

1. A Masterpiece Demonstrating Human Creative Genius

The shrine and temple complex of Nikko represents an elaborate and splendid group of structures demonstrating the high level of Edo-period architectural and decorative craftsmanship. In particular, the "Yomeimon Gate" of Tosho-gu and its many sculptures are widely known as iconic symbols of architectural and decorative beauty.

2. An Outstanding Example of Historic Architectural Styles

The shrine and temple complex centered on Nikko Tosho-gu, which enshrines Tokugawa Ieyasu, is recognized as representative of Edo-period architectural styles. In particular, Tosho-gu and Taiyuinbyo (Rinnoji Temple) are known as prime examples of "Gongen-zukuri" architecture, conveying the aesthetic sensibility and craftsmanship of the Edo period to the present day.

3. Deep Association with Living Culture and History

As the site enshrining Tokugawa Ieyasu, Nikko developed under the patronage of the Edo Shogunate as a symbol of politics and culture. Furthermore, the shrines, temples, and surrounding natural landscape are connected to ancient mountain worship traditions and are regarded as a symbol of religious culture.

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

This survey presents search volumes compiled by country using carefully selected keywords related to "Shrines and Temples of Nikko" across 32 countries and regions worldwide.

The survey results show that the top 5 countries by search volume were, in order: the United States, Taiwan, the United Kingdom, Australia, and Hong Kong. The search background in each country strongly reflects not only interest in tourism information, but also in historical and cultural context.

1st place: the United States and 3rd place: the United Kingdom — It is believed that searches for "Shrines and Temples of Nikko" connected to its historical background increased due to the global hit of a historical drama in 2024 based on Tokugawa Ieyasu and the establishment of the Edo Shogunate.*1