Klook, a leading pan-regional experiences platform in Asia Pacific, unveils its Spring Readiness Index. This index serves as a seasonal pulse-check, an extension to Klook's broader Travel Pulse^[1] annual research that offers a real-time view of how travelers are preparing for the upcoming peak travel period.

Based on insights drawn from 900 travelers across nine Asia markets — Singapore, Malaysia, Philippines, Indonesia, Thailand, Vietnam, Hong Kong, Taiwan, and India — Japan (78%) continues to hold the crown as the top spring travel destination, followed by South Korea (52%) and Mainland China (42%).

The primary reason travelers choose to visit these destinations during the March–April window is clear: to experience seasonal attractions. Q: Which best describes why you chose March-April for this trip?

This aligns with Klook's Travel Pulse 2026 findings, which show that "time-limited natural sights or spectacles", including flower blooms, rank among the top experiences travelers are most likely to pursue in 2026.

Another key insight from the Spring Readiness Index — echoing Klook's Travel Pulse trends — is the growing shift toward discovery-driven travel, with travelers looking to maximize the value of every journey.



The experience chase: multi-destination itineraries in full bloom

Rather than choosing between major cities or less-touristy cities, many are combining both within multi-destination trips.
Q: Which best describes how you plan your itinerary for this trip?

According to Klook's Travel Pulse, two-thirds of travelers plan to visit multiple destinations per journey, signaling a shift away from single-stop itineraries.

Major cities are no longer the final destination; instead, they are becoming gateways that enable travelers to extend their journeys beyond familiar hotspots.

Klook's owned data from March–April 2025 also shows strong growth across emerging destinations:

• Japan: Fukuoka, Nagoya, Hiroshima
• South Korea: Gyeonggi-do, Gangwon-do, Gyeongju
• Mainland China: Qingyuan City, Yinchuan City, Lijiang City

Flexible planning and confident travel define Asia's spring travel trends

When asked about their potential concerns traveling during this popular season, respondents cited crowding at popular attractions — including long queues or wait times — as their top worry (47%), followed by the risk of missing peak seasonal moments such as cherry blossoms (41%).

Beyond these, most travelers feel largely neutral or unconcerned about other travel stressors, such as weather uncertainty and higher prices during peak periods.

Seven in 10 respondents say they plan to book spring activities, tours and attractions within two months of departure — a relatively short booking window that suggests travelers are maintaining flexibility to respond to evolving bloom forecasts and seasonal conditions.

Together, these findings highlight how spring travelers are approaching the season with greater flexibility and confidence.

"Spring travel today reflects a more intentional mindset," says Marcus Yong, Vice President, Global Marketing, Klook. "Through the Spring Readiness Index, we see how travelers are infusing greater flexibility into their planning while prioritizing experiences that matter most, from cultural sightseeing to trying local food."

"These insights help shape how Klook supports travelers, both online and on the ground, throughout the season."



From insight to action: how Klook is supporting travelers this spring

As part of its broader spring travel campaign, Klook started hiring for a Chief Spring Officer in February 2026 — a time-sensitive role designed to help travelers better navigate the complexities of peak-season travel.

Following an overwhelming response of over 150 candidates from 43 cities, Klook expanded the role from one into a council of 25 Chief Spring Officers who will be deployed across Japan, South Korea, and Mainland Mainland China from 20 March 2026 to 10 April 2026.

The council will be sharing LIVE insights from the ground, translating their firsthand travel experiences into practical guidance, content, and real-time recommendations to help travelers plan and move with greater ease. Their content will also be reposted on @klooktravel.




Exclusive experience with Everland

In partnership with local merchants, Klook has introduced curated offerings, including an exclusive experience with Everland, South Korea's largest theme park.

Through two Klook-exclusive tours, travelers can gain access to the Secret Garden for cherry blossom viewing, with one experience held during the day and another at night, followed by a fireworks show.

Both tours are led by guides who will bring travelers to lesser-frequented spots, offering a more intimate way to enjoy the blooms.



Bloom Back Guarantee

With missing peak cherry blossom moments ranking among travelers' top concerns in the Spring Readiness Index, Klook is introducing the Bloom Back Guarantee to give travelers greater confidence during spring travel.

Available as an add-on to selected cherry blossom tours across Japan and South Korea, this Klook-only guarantee offers a 30% refund if the blossoms did not bloom during the official forecasted periods.

The Bloom Back Guarantee reflects Klook's commitment to turning seasonal insights into actual solutions that help travelers plan spring journeys with greater flexibility and peace.
 

Klook Travel Pulse is an annual global consumer research uncovering emerging travel behaviors and sentiment from Millennials and Gen Z, which makes up Klook's core user base and the dominant force in the global travel market. This year, in its fourth edition, the survey covers 11,000 consumers from Hong Kong, Taiwan, Mainland China, Japan, Korea, Singapore, Malaysia, Vietnam, Thailand, Philippines, Indonesia, Australia, New Zealand, India, Germany, France, Spain, Italy, United Kingdom and USA.

About Klook

Klook is a leading pan-regional experiences platform in Asia Pacific, purpose built to digitalize experiences and make them accessible to every traveler.

Our mission is to build the digital infrastructure for the global experience economy — empowering merchants to share their passions and travelers to discover the heartbeat of each destination. We operate a mobile-first, curated platform featuring diverse experiences across global destinations.
 

Niigata Omusubi Yukari is a take-out–only rice ball shop nestled in the heart of Nagaoka, Niigata. Founded on a simple yet deeply cherished belief—the perfect harmony between rice and filling—it celebrates Japan’s timeless comfort food with care and craftsmanship.

Every omusubi is made using locally grown Nagaoka Koshihikari, one of Japan’s most renowned premium rice varieties, prized for its sweetness, fragrance, and delicate texture.

Each rice ball is gently hand-shaped while still warm, allowing the grains to hold together softly without losing their natural fluffiness.

At Yukari, we value both authenticity and creativity. Our menu features beloved classics such as salmon, ume plum, and kelp, while also showcasing original fillings created by a former French chef.

These inventive combinations bring a refined touch to the humble rice ball, elevating it into something new and exciting while honoring its traditional roots. With every bite, you can taste the care that goes into balancing simplicity and sophistication.

We proudly offer more than ten varieties each day, complemented by a playful monthly special inspired by seasonal ingredients. This ever-changing menu invites guests to discover new favorites time and time again.

Whether enjoyed as a quick lunch, a light snack between errands, or part of a comforting home bento, our omusubi remain delicious even after they’ve cooled—a hallmark of truly well-made rice balls.

At Niigata Omusubi Yukari, we are dedicated to using only high-quality local ingredients and traditional handcrafting methods. Each omusubi embodies the warmth of Niigata’s rich rice-growing culture and the simple joy of homemade comfort food.

Our philosophy is to let the rice shine—every grain telling its own story of the land, the farmers, and the seasons that nurture it.

We also strive to make our shop a place that feels welcoming to everyone—from local residents who stop by daily to travelers discovering Niigata for the first time. Many customers say that our rice balls remind them of their childhood, of family meals shared with warmth and laughter.

That nostalgic comfort, paired with the excitement of new flavors, is what makes Yukari special.

Conveniently located about a 17-minute walk from Nagaoka Station, our shop invites you to experience the genuine taste of Niigata—where every omusubi is shaped with sincerity, filled with heart, and meant to bring a small moment of happiness to your day.


Getting there

About a 17-minute walk from Nagaoka Station.
 
 

A new kind of museum experience is coming to Yamaguchi Prefecture this summer. Opening on June 21st in the historic port town of Yanai, the Secret Museum Yanai Yamaguchi invites visitors to uncover hidden artworks and untold stories through a blend of cultural immersion and puzzle-solving.

Set in the White Wall Street district where rows of traditional Edo-period merchant houses still stand, this museum takes a completely different approach than most. Instead of housing its collection in a single building, the Secret Museum is what organizers are calling a "distributed museum."

Exhibits are tucked away in multiple private spaces throughout the district, and their exact locations are kept secret. Visitors begin their journey at the Kisaka Shobundo reception, where they receive their first clue. From there, the town itself becomes part of the experience as guests follow riddles and hints to hidden doors and rooms that are not normally open to the public.

 

What sets the museum apart is its narrative-driven design. The experience is framed as a mystery adventure, where visitors may be challenged by a store manager before being allowed into a secret room, or they might uncover codes to exchange with local shopkeepers.

A mystery production team from Tokyo collaborated with curators to craft the storyline, and local staff take on the role of storytellers, bringing characters and plot to life along the way. For those less interested in puzzles, a viewing-only option is available, offering direct access to several exhibition sites revealed at the reception.

The artworks on display are just as eclectic as the setting, with the collection including light-based installations and crafts gathered from across the country. For instance, visitors can expect to see striking pieces like a giant Nebuta lantern from Aomori towering over two meters tall, among other exhibits.

In addition to the ticketed exhibits, several public-facing installations are set up at locations such as the Sagawa Soy Sauce Shop and the Midorigaoka Library, allowing passersby to catch a glimpse of the project. 

 

The museum is also part of a broader regional tourism effort, linking with local accommodations and businesses to create joint promotions and travel incentives. Organizers hope the project will serve as a model for revitalizing historic towns by creatively reimagining cultural spaces.

The Secret Museum is designed to evolve over time, with rotating displays and new stories that keep the experience fresh for repeat visitors. It will operate on weekends and holidays, and tickets are available online in limited quantities. For more details, please visit the official website.

 

Getting there

The reception venue (Kisaka Shobundo) is located under 10 minutes on foot from Yanai Station, which is served by the Sanyo Main Line.