Experience Chichibugahama Beach
The Story of Japan’s Salar de Uyumi
Japan’s smallest prefecture, Kagawa, on the island of Shikoku, has a big surprise. It has a special beach called Chichibugahama. This beach is not a normal beach where you would take a dip in the ocean or catch some rays to tan your body. Quite the contrary, it is a beach where you can witness stunning scenery, put yourself inside that scenery, and take fantastic photos. As a result, it is considered Japan’s Salar de Uyumi. That is only part of the charm of the beach. The beach is also a place to fall in love and where dreams come true. For those reasons, Chichibugahama is not just a place to visit; it is a place to experience.
As I stand on the shores and look out around the beach and the ocean, I see some green islets and dark blue water. It looks like any other coastline in Japan. I also notice lots of couples snuggling tightly to pose for selfies. That is when I realize that this beach is no ordinary beach. I meander out to see why the beach strengthens the lovers’ bond.
I find the answer when I look down at some good-sized tide pools. I have the sun to my back with blue skies above and a patchwork of a few clouds. Within the tide pool, there is a clear reflection of me. This is the answer. Couples take photos of themselves hugging, standing cheek-to-cheek, all with stars in their eyes and smiles that stretch from ear to ear. With a dynamic background and a dual image of their silhouettes, they have captured a memory they can look at and enjoy for the rest of their relationship. It had the charm of Bolivia’s salt flats, but with a touch of romance.
But it was not always this special. For a long time, it was an ordinary beach. In fact, maybe it was worse as trash polluted the shores. As a result, the local government wanted to have a factory built on the beach. Locals decried this idea and began organizing to save the beach. It is starting to sound like a classic story of David and Goliath. In truth, the story is more than that. Grassroots organizing not only triumphed over the interests of big business but also fostered hope and restored the environment.
Seven people decided that by cleaning up the beach and focusing on the environment, corporations would not be able to locate on the beach, and it would stay with the people. Therefore, those seven people started cleaning all the trash that had washed ashore or dumped on the beach. They cleaned up the beach whether it was raining, snowing, or sunny. They made a difference, and the beach started to become beautiful again.
Those same locals created an organization called the “Chichibu no Kai” to clean up the beach. Today, the organization has over 300 volunteers, and they continue to keep the beach clean. As “Chichibu no Kai” cleaned the beach, residents became interested and appreciative of the beach. It became clear the factories would not be built in that area. They accomplished their dreams and goals. Their hopes and dreams inspired others, and the beach became an oasis of natural beauty. The factories had to go elsewhere as more people came around and the environment came back better than ever.
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Once Chichibu no Kai restored the beach, the local tourism authority took notice and also wanted to draw attention to the beach. They held a photo contest to gather ideas about how to make it into a tourist spot. One photo, which did not win, had some people standing on the beach in front of a tide pool with a crystal clear reflection. In the background, clear skies and a sunset also reflect in the water.
While the photo never won the contest, it gave authorities the idea of what the beach could represent. The photo had achieved more than a prize as it provoked ideas. The tourist authorities set about studying the best way to take pictures. They asked local photographers to visit the beach every day to practice the technique and figure out the best conditions for photography. They discovered that during low tide, the tide pools on bright sunny days at sunset offer stunning photographs. They learned that the photographer has to crouch down to maximize the effect. Now that they knew the potential, they had to share it with the world.
That proved no problem because social media quickly erupted with images of the beach. It quickly attracted people. Today, more than half a million travelers visit the beach. The visitors come from all across Japan to take pictures. Even people from many different countries come to take pictures of the amazing reflections of the scenery or with themselves within the photo.
The best time for pictures is between spring and fall. September is probably the best month as the weather is at its best. During the day, evening is recommended as sunsets create more contrast with the water. Also, there is a greater variety of colors. But you can take pictures anytime during the day or anytime during the year. Just be sure to find a wide tide pool. pose in front of it, make interesting poses, and jump to capture some interesting photographs.
While stunning photographic opportunities are a big reason to visit, there are many more reasons to visit. Another reason is the romantic ambiance. People fall in love with the beach. Couples, young and old, come to capture a special moment in their relationship. They take exquisite pictures and, in the process, bond and grow closer.
Some couples even want to make the beach a pillar of their relationship. God only knows how many couples propose on the beach. Near the beach is a wedding chapel. You might be lucky to see a photo shoot of a bride and groom. Expectant parents come to bless their unborn baby. The father will often put his hands on his wife’s tummy for pictures, giving his blessings to the baby. Later many of those families come again with the child to show the kid the bond of the beach. You might not see Cupid circling, but you can feel the love while visiting Chichibugahama Beach. If you go with that special somebody, you too will fall deeper in love.
The last big reason to visit is to experience hope. The beach offers a tidal wave of hope. The residents formed Chichibu no Kai in hopes of saving the beach. They achieved their dream. On top of that, in a time of environmental crisis, the beach offers tremendous hope because it shows how, when people work together, they can turn around environmental degradation and produce an oasis of environmental hope.
Walking along the beach, you can see lush green plants that grow plentifully due to the cleanliness of the beach. The tide pools themselves are teaming with life as little fish, shellfish, and crustaceans swim within them. Birds fly overhead in the brilliant blue and sunny skies. It is such a tremendous environmental turnaround that the city won an environmental award. In 2025, it was selected as one of the Green Destinations Top 100 Stories. Environmental hope now flows from the beach to humanity on how to take control of our troubled planet.
Volunteers from Chichibu no Kai wearing blue vests still stroll along the beach. They not only clean up the beach, but they also assist visitors in taking exceptional photos. You can, hopefully, with a special someone, stop and ask for their help. Also, ask them to share stories of the beach and tell you about all the love they have witnessed over the years. As you talk with the volunteers, notice the nature and scenery. Then you will understand why romance and hope are intertwined with the beach. You will be glad because you will have the true Chichibugahama Beach experience. Then you leave with not only stunning pictures of you and your silhouettes reflecting in the water and blue skies or a sunset above, but you will also leave with the feelings of love and hope. What more do you want from a travel destination?
