Texas is bigger in Japan
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Musician Dicky Kitano warms up before a set at Little Texas Bar in Meguro, Tokyo. Photo: Gregory Castillo/Axios
From BBQ joints in Tokyo to "Texas-style" steakhouses and bars draped in Lone Star memorabilia, the Texas brand is thriving in Japan.
Why it matters: It's not just cultural crossover. Economic ties between the two powerhouses are stronger than ever, with billions of dollars in trade and a surge in direct travel connecting the two.
Driving the news: Travel from Texas to Japan is booming. Budget airline Zipair in October announced a new direct flight from Houston's Bush Intercontinental to Tokyo's Narita Airport starting in March.
By the numbers: Air arrivals from the U.S. to Japan surpassed 900,000 in the first five months of 2024 — up 35% from pre-pandemic levels.
- A weaker yen is giving Texans more spending power abroad, fueling interest in Japanese vacations and investments.
- Flights from Houston to Japan rose 25% in September 2024 year-to-date compared to 2019, Houston Airports tells Axios. They also increased 3% from the same period in 2023.
Zoom in: In July, Gov. Greg Abbott signed a landmark agreement with Aichi Prefecture to boost cooperation in sectors like life sciences, energy and biotechnology.
- Japan is already Texas' fifth-largest trade partner, with $31.2 billion in trade last year.
- In November, a group of Dallas city officials took a weeklong taxpayer-funded trip to Japan to explore how high-speed rail could shape the development of the city's new convention center.
The intrigue: While Texans flock to Japan, Japan is embracing Texas.
Tokyo's Little Texas bar is a shrine to Texan culture, with walls covered in cowboy hats, Buc-ee's merch and memorabilia.
- In 2011, then-Gov. Rick Perry named owners Takeshi and Natsuco Yoshino honorary Texans. That declaration is proudly displayed behind the bar.
- Texans visiting Japan can also dine on Texas-style BBQ, tacos and steaks inspired by Texan cuisine.
- Texas pop culture influence extends into anime, fashion, sports and music.
What to watch: The economic partnership could face uncertainty as global trade shifts. Policies under the Trump administration could influence trade with Japan, especially as companies like Nippon Steel navigate U.S. regulatory hurdles.
Greg's thought bubble: This trip to Japan was my first time leaving the Americas, and it was eye-opening in ways I didn't expect. It was the first time I visited a place where I didn't speak the language, but despite that, I found plenty of reminders of home. It made me feel like I was part of something much bigger.
- Chicken-fried steak and whiskey at Little Texas wasn't just a meal. It felt like a moment of genuine connection. Here I was, 6,500 miles away from home, but somehow, Texas was still right there with me.
