Azerbaijan Welcoming Set-Jetting Fans of Japanese TV Drama Vivant
Japanese tourists are flocking to Baku to visit filming locations from the hit series.
1Rising Set-Jetting Trend
Azerbaijan is experiencing a surge in Japanese visitors drawn by the television drama Vivant. Fans are traveling to Baku to see specific filming locations featured in the show's second season. This phenomenon, known as set-jetting, involves tourists visiting sites where popular movies or television series were filmed to experience the atmosphere firsthand.
2Iconic Filming Locations
Key sites such as the Palace of the Shirvanshahs, which stood in for Jerusalem in the drama, have become major attractions. Additionally, the Bukinist bookstore in Baku, depicted as a secret intelligence base, now sees daily visits from Japanese fans. These visitors capture photos and videos, turning local landmarks into significant cultural touchpoints.
3Structured Travel Packages
Travel agencies like Hankyu Travel International have launched specialized tour packages in collaboration with Tokyo Broadcasting System Television. Demand is high, with some departure dates between late November 2026 and October 2027 already reaching capacity. The company is currently evaluating the feasibility of opening additional booking slots to accommodate the growing interest.
4Diplomatic and Cultural Impact
Rashad Azizov, director-general of Azerbaijan’s Cinema Agency, described the drama as a historic bridge between the two nations. Local authorities view this influx as an opening moment to promote Azerbaijani history, architecture, and cuisine to a new audience. The show has effectively fostered a warm, tangible bond between Japan and Azerbaijan.
5Visitor Motivations
While some tourists like Mayumi Kishi planned to visit Azerbaijan independently, the drama served as a primary catalyst for their specific itinerary choices. Many fans watch the series before traveling to familiarize themselves with the geography of the filming locations. This preparation enhances their engagement with the sites they visit during their stay.
6Local Business Engagement
The Bukinist bookstore manager noted that the constant stream of Japanese visitors has created a unique atmosphere within the shop. By interacting with fans who are eager to document their visit, local businesses are becoming integral parts of the tourism experience. This trend highlights how media consumption directly influences international travel patterns.
7Strategic Tourism Development
Azerbaijan is actively leveraging this media exposure to diversify its tourism sector. By welcoming fans of the show, the country aims to transition from a niche destination to a more recognized spot for international travelers. The government hopes that these initial visits will lead to long-term interest in the nation's broader cultural offerings.
8Future Tourism Outlook
The sustained interest in Vivant suggests that set-jetting will remain a key driver for Japanese tourism in Azerbaijan throughout 2027. As travel agencies continue to refine their offerings, the collaboration between media producers and tourism boards could serve as a model for future international cultural exchange programs and regional economic growth initiatives.