I’ve personally been using Rurubu since 2003, back when car navigation systems were still new and many roads weren’t even mapped. It still amazes me that Rurubu has been around since 1973, and that it has grown into Japan’s most iconic travel-guide brand.
Rurubu — whose name comes from “see, eat, play” — has always been a trusted source for domestic travel. Over the years, it has expanded into countless guidebooks, a digital platform, and even special collaboration products. For example, the Rurubu × Hachi Collaboration Series includes regional specialties like the Shinshu Mushroom Curry, made with local ingredients such as bunashimeji mushrooms, milk, and apple juice from Nagano.
When I first moved to Japan, I spent years exploring the backcountry and camping deep in the wilderness. We used to go onsen-hopping every day and enjoy gourmet ramen and other memorable meals. Rurubu’s detailed maps, recommendations, and regional highlights made planning our itineraries incredibly easy, and every trip turned into an epic adventure.
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I’ve always been a big fan of this travel magazine. It has shaped so many of my travels and taught me so much about Japan and its hidden treasures.
