How Japan learned to love the train, and how your country can, too

Not every country can build a Shinkansen network overnight. But any country can start tomorrow with making trains cool again!

If you’ve ever visited Japan, you probably loved taking the trains.

From sleek bullet trains to charming local trams, Japan’s railways are an experience woven into the very fabric of daily life. Even during rush hour, a train whisks you from A to B far faster (and more predictably) than fighting traffic.

And if you had the luxury to traverse the country by rail, you know the feeling: The comfort of a plush seat, the spotless cars, the quiet hum of a punctual train gliding through stunning landscapes, it’s enough to make anyone a lifelong rail fan.

Tourists return home dreaming, “I should really take the train more often,” only to be hit with the reality elsewhere: Ultra-expensive fares, delays, rundown cars, and generally shitty train service that shatters the reverie.

Why can’t trains back home be more like Japan’s?

In many countries, people (and politicians) lost respect for trains. Rail is treated as a relic or an afterthought, starved of funds and cultural significance. Meanwhile in Japan, trains are national pride, pop culture icons, and beloved daily companions.

The good news: Other nations can rekindle that love of rail. Japan shows two paths to fix our relationship with trains:

1. Pour serious money into modern rail infrastructure and

2. Deeply integrate trains into the culture.

Japan did both, but even where budgets are tight, embracing the cultural strategy can make trains attractive again. Let’s explore how Japan pulled it off, and how the US and Europe could copy the playbook.

The allure of Japanese trains – Where culture meets connectivity

Japanese people LOOOVE trains

In Japan, trains are part of the culture. Railways are celebrated in daily life, media, and local traditions in a way virtually unseen in the West. Children grow up with toy train sets and cartoon characters who are trains; adults have favorite trains and fond memories of scenic journeys. Rail stations host shopping malls and festivals, and each line has its own identity. Far from being seen as a “lesser” form of transit, trains here are beloved.

How did Japan cultivate this love affair?

By making trains fun, imaginative, and integrated with local culture.

One way this manifests is through the incredible variety of themed and special-event trains crisscrossing the country.

Every other month there’s news of a new cultural collaboration on rails – and people go nuts for them. Take the character-themed trains: Japan’s pop culture icons regularly grace the railways and turn a simple ride into a joyful adventure. One famous example is the Pokémon train, officially called Pokémon With You.

Originally launched by JR East in 2012 to cheer up children in the Tōhoku region after the 2011 tsunami, this bright yellow train decorated with Pikachu characters was an instant hit. Tickets had to be booked a month in advance and would sell out immediately, yes, people pilgrimage to a rural corner of Japan just to catch ’em all on a train!

Then there’s the anime and manga collaborations that turn trains into moving theme parks for fans. The latest buzz in 2025 is the One Piece Shinkansen – a bullet train decked out in honor of the blockbuster One Piece manga/anime.

Launched on the 50th anniversary of the Sanyō Shinkansen line, this special service lets you ride with Luffy and the Straw Hat Pirates between Osaka and Kyushu. The exterior is wrapped in bold One Piece artwork (one train, named Setouchi Blue, evokes the Seto Inland Sea that the route passes), and inside you’ll find headrest covers, doors, and even bathroom mirrors adorned with pirate-themed designs. Fans absolutely love the touches: the departure jingle played onboard is “We Are!”, the anime’s first theme song, and at certain stations you’ll even hear in-train announcements made by the Japanese voice actors of Luffy and Tony Tony Chopper.

JR West plans to run three differently themed One Piece trains (including ones dedicated to Luffy and Chopper) throughout the year.

You don’t need anime characters to make a train ride special, sometimes a gorgeous design and a connection to local heritage does the trick.

A case in point is the Kyoto-themed train known as the Kyo-train Garaku on the Hankyu Railway. This is a regular commuter express between Osaka and Kyoto, but it looks nothing like your usual city train.

Each car is designed with classic Kyoto aesthetics: think wood paneling, lattice screens, elegant artwork, and in two of the cars, even a miniature Zen rock garden surrounded by seats with tatami-style mats!

And unlike luxury tourist trains that cost a fortune, this one charges no extra fee at all, it’s the same price as the standard train (about ¥410, or about $3 dollars, for the full ride).

It runs on weekends, and believe me, people line up for it. Riders (locals and visitors alike) plan their schedule to catch this specific train, because it’s that delightful.

The Kyo-train Garaku shows how even historical culture can be integrated seamlessly: the train literally becomes a moving Kyoto garden, preparing you for the old capital’s atmosphere before you even arrive.

Crucially, these cultural trains are not rare novelties. They’re part of a broader philosophy that keeps trains in the spotlight. 

Japanese rail companies actively cultivate rail fandom with frequent events and campaigns. They organize stamp rallies where kids ride trains to collect stamps at various stations (often featuring anime tie-ins).

When a new train is introduced or an old one retires, railfans young and old turn out in droves with cameras – the way people elsewhere might line up for a new smartphone release. Museums devoted to rail history in Tokyo, Kyoto, and Nagoya draw families on weekends. Even in pop culture, trains are treated with affection: Ghibli films have iconic train scenes, popular songs sing about train journeys, and there’s even a category of celebrities who are famous for loving trains.

All of this keeps rail travel feeling exciting, modern, cool, and integral to life. In short, Japan romanticized and celebrated its trains, even as it relentlessly invested in making them efficient.

That one-two punch: Great service + great cultural presence – is why stepping off a Japanese train can feel like stepping out of a dream.

So, what’s stopping other countries from doing the same?

Yes, money and politics are big factors, building shiny new high-speed lines or replacing aging fleets requires serious commitment that’s often lacking. In the US and some parts of Europe, decades of underinvestment have left trains slow, unreliable, or expensive, reinforcing public indifference.

But the cultural piece is just as important. Many countries fell into a vicious cycle: trains were neglected, so people lost interest or respect, which made it easier for leaders to neglect them further. To break out, we need to make people care about trains again!

Making trains cool again

Not every nation can suddenly spend billions on bullet trains and new tracks – though they should certainly invest as much as they can in improvements. But every country can start integrating their trains into the cultural imagination.

Here are some ideas (and a few real examples) of how the US and European countries could copy Japan’s culture-centric approach to make their trains more attractive:

Themed trains featuring beloved characters or themes

Every culture has its icons. Why not put them on the train? In Japan, putting Pikachu or Hello Kitty on a train turned a routine trip into a fan pilgrimage. Other countries could do similar in a locally resonant way.

For example, in the United States, imagine Amtrak running a Marvel superheroes train or a Star Wars-themed car on a popular route, families would flock to ride it, even if just for the novelty of battling Darth Vader in the café car. Or think of a Disney train connecting major cities to Disney parks, where kids can meet characters onboard.

Europe can draw on its rich literature and art: A Harry Potter train in the UK, beyond just the private studio tour, could run as a special service for fans (the Jacobite steam train in Scotland, aka the real-life Hogwarts Express, shows people will buy tickets just for the magical branding). How about a Tintin train in Belgium for a summer festival?

Cultural showcase on wheels

Trains can serve as moving ambassadors for a country’s heritage and tourism. Countries could use trains to showcase local culture or history.

France actually provides a brilliant case: on the RER C line to Versailles, SNCF worked with the Palace of Versailles to decorate the interiors of trains to look like the palace rooms – Hall of Mirrors, the royal library, the gardens – using high-quality printed murals.

Riders going to Versailles suddenly feel like they’re already inside the palace! It’s both a treat for tourists and a source of pride for locals (who wouldn’t want their commute enlivened by a bit of grandeur?). The project was so well-received that those trains ran with the special decor for years and millions experienced a bit of French cultural heritage in their daily ride.

This idea can travel: Italy could wrap high-speed trains with artwork from the Uffizi and Vatican museums (imagine a carriage that feels like the Sistine Chapel or ancient Roman ruins), Spain could adorn trains with images of Gaudí’s architecture or scenes from Don Quixote, India could have trains celebrating Bollywood or regional festivals – the possibilities are endless. Such trains essentially become rolling exhibitions, educating and entertaining passengers. It makes the journey part of the destination, blurring the line between travel and sightseeing.

Local Flavor and Events Onboard

One reason Japanese trains charm riders is that they often incorporate local flavor in the experience, be it a bento box of regional foods sold on the train, or a small gift shop corner with local crafts. European railways could revive the romance of dining and culture on trains by featuring regional cuisine or even live events.

For example, Switzerland already draws tourists with panoramic sightseer trains; they could go further and host cheese and chocolate tasting sessions in a dining car while traversing the Alps.

Austria or Germany might run a Mozart music train where chamber musicians play for passengers between Vienna and Salzburg. Why not? Japan routinely has events like jazz performances on overnight sleeper trains, or specialty “sake tasting” trains where brewers come aboard to share their craft.

In the US, where long-distance trains take days, Amtrak could partner with National Parks to have park rangers onboard certain segments, turning the train ride into a guided nature tour (they do something a bit like this on one route in the Pacific Northwest, and it’s well-liked). Or consider holiday-themed trains: Japan has seasonal trains (the kotatsu train in winter, for instance); similarly, American or European operators could run Christmas market trains in December decked out in holiday lights and music, or Halloween “haunted” trains in October for fun.

Japan’s Kotatsu train

Interactive Tech and Social Media Integration

This is more of a modern twist, but part of cultural integration is meeting people where they are, today, that’s often online. Japanese rail companies are savvy in marketing their special trains on social media and encouraging riders to share. Other countries’ railways can amplify the cultural impact by creating Instagram-worthy train interiors (people will post a cool train on Instagram).

Gamify the experience: Perhaps a rail operator’s app could have a digital scavenger hunt or trivia about the route’s history, rewarding frequent riders with collectible badges or discounts (JR East has done digital stamp rallies like this). The idea is to turn riding the train from a chore into something engaging, once people start actively enjoying the time spent on transit, public perception shifts profoundly.

Now, some might scoff: “Cute mascots and themed trains? Will that really fix our transit?”

Of course, cultural gimmicks alone won’t solve punctuality or funding issues. But they create goodwill and public interest, which can translate into political support for better service. It’s a lot easier to push through rail investments when the public is excited about trains rather than apathetic.

A passionate plea for a train lover!

It’s time to stop thinking of trains as a lesser form of transit.

In too many places, we’ve treated rail as something we can neglect, and that attitude becomes a self-fulfilling prophecy (neglect leads to poor service, which leads to fewer riders, which “justifies” more neglect).

Japan’s example shows the opposite is also true: respect and celebrate your trains, and people will flock to them. When riders are met with efficient service and a sense of delight or cultural pride, they respond with loyalty and love. They speak up to protect their trains, and even casual users become repeat customers. Just look at how visitors rave about Japanese trains and long for them back home, that’s the kind of public sentiment we need to cultivate for our own rail systems.

Not every country can build a Shinkansen network overnight. But any country can start tomorrow with the cultural integration strategy. 

Paint a train in vibrant local art. Team up with popular franchises or local sports teams for a special train. Host a little concert on a Friday evening service. Name a train after a national hero or fictional character and hold a festive launch event.

These things don’t break the bank. They just require imagination and the will to do something different, to treat trains not as boring metal boxes people have to endure, but as moving experiences people can enjoy.

Japan has done the big stuff (the billions in infrastructure) and the small stuff (the Pokémon and zen gardens), and it’s exactly that combination that makes their railway ecosystem the envy of the world.

Other nations might have fallen behind on the big stuff, but there’s no excuse not to start doing the small, cultural stuff right now. In fact, it’s arguably even more important in places where train service today is lacking. If you can spark people’s curiosity and affection with a dash of culture, you lay the groundwork for broader improvements.

When trains become part of the cultural fabric, they stop being “lesser” anything.

As long as we regard trains as unremarkable, second-class transportation, they will remain so. It’s time to take a page from Japan’s playbook and make trains a source of pride and joy once again.

In the end, trains can be so much more than a way to get from point A to B. They can be experiences, destinations, and cultural icons unto themselves. Japan has proven it ten times over: From bullet trains that feel like futuristic rockets to local lines that double as moving museums or playgrounds. Other countries should absolutely copy this approach.

This is a nation-building strategy in a way, because a great train system knits a country together physically and emotionally. So, let’s respect our trains, invest in them, and infuse them with our unique cultural flavor!