Naoshima, Japan — Once plagued by pollution and depopulation, the small island of Naoshima in Japan’s Seto Inland Sea has undergone a dramatic transformation, emerging as the country’s most talked-about contemporary art hub. Now, signs suggest that the island’s long-declining population may finally be stabilizing, with renewed interest from young residents and entrepreneurs.
The turnaround began in the late 1980s, when Benesse Holdings, in collaboration with famed architect Tadao Ando, began converting the island into a center for contemporary art. The initiative, known today as Benesse Art Site Naoshima, has attracted international acclaim for its innovative blending of modern art, architecture, and nature.
Naoshima is now home to world-renowned cultural landmarks, including the Chichu Art Museum, the Lee Ufan Museum, and numerous outdoor installations. Artist Yayoi Kusama’s iconic yellow pumpkin sculpture has become one of the most recognizable symbols of Japan’s modern art movement. The island also plays a central role in the Setouchi Triennale, a major international art festival held every three years, which brings together artists and visitors from around the world.
Tourism has surged as a result of these developments. According to local tourism officials, Naoshima now receives more than 500,000 visitors annually. Hotels, guesthouses, and restaurants have flourished, boosting the local economy and providing new employment opportunities. The influx of tourists has also inspired many former residents to return and young creatives to relocate to the island.
Recent government data suggests early signs of demographic recovery. While the island’s population remains small—hovering below 3,000—there has been a modest rise in school enrollments and new business registrations in the past three years. Some local schools that once faced closure are now seeing stable student numbers, fueled by families choosing to settle on the island.
Neighboring islands such as Teshima and Inujima have followed suit, developing their own art attractions under the broader Benesse initiative. This regional approach has turned the Seto Inland Sea into a thriving cultural corridor.
Despite the successes, local leaders emphasize the importance of sustainable development. Concerns over over-tourism, limited infrastructure, and waste management remain. In response, Naoshima’s administration has introduced visitor reservation systems, promoted eco-tourism, and launched educational programs on environmental preservation.
Experts say Naoshima’s model could serve as a blueprint for other rural and depopulating areas in Japan. By leveraging art and culture to drive sustainable revitalization, the island has shown that economic and social renewal is possible without sacrificing heritage or environment.
As Naoshima continues to draw global attention, its journey from environmental ruin to artistic renaissance stands as one of Japan’s most compelling stories of regeneration. The island’s residents, once on the brink of abandoning their hometown, are now helping shape its promising new chapter.
