Why “There’s No Charm in Tochigi” Became a Beloved Japanese Meme

It started with a street interview. A man with a tough haircut, a microphone in his face, and one unforgettable line:
“Tochigi’s charm? There is none—That’s the thing.”
And just like that, a meme was born.

Let’s dive into the history, rise, and emotional pull of one of Japan’s most iconic regional internet memes.

🗺️ What Is “Tochigi’s Charm? There Is None” About?

Tochigi is a prefecture north of Tokyo, best known for its strawberries, Nikko’s temples, and hot springs. But despite its qualities, Tochigi has often ranked low in Japan’s “Regional Attractiveness” rankings—annual surveys measuring how appealing each prefecture is for tourism, living, or moving.

In 2008, a man in Tochigi was stopped for a street interview on Fuji TV’s Super News. The reporter asked him:

“What’s the charm of Tochigi?”

To which he replied:

“None. That’s the thing.”
Japanese: 「栃木の魅力？……ないんだな、それが」

His expression was serious. His delivery was deadpan. The line was so clean, so abrupt, that it instantly spread online.

📺 Why Did This Clip Go Viral?

1. Unexpected Delivery
   The man’s look—blond pompadour, tough aura—implied bravado. But his answer was modest, dry, and even self-deprecating. That contrast made it hilarious.
2. Textbook Meme Format
   The rhythm of the phrase “○○? ないんだな、それが” (“___? None. That’s the thing.”) is simple and adaptable. It became a format for endless remixes.
3. Cultural Humor
   Japanese meme culture often blends irony with respect. Mocking Tochigi became a gentle kind of teasing, not actual hate.

📈 The Rise of a Regional Meme

After the clip aired:

• The phrase spread on 2channel and Niconico Douga
• People started using it ironically to describe not just Tochigi, but anything underwhelming:
  • “Your grades?”
    “None. That’s the thing.”
  • “Your romantic prospects?”
    “None. That’s the thing.”

🧑‍💼 Example Use:

A viral X (Twitter) user once joked:

“I want to be Tochigi’s tourism ambassador.
Also me: ‘Tochigi’s charm? None. That’s the thing.’”
The contradiction is part of the joke—and the meme’s charm.

📚 The Real Origin Story: Verified Sources

According to Gimon Sukkiri, a site that explains the origins of Japanese slang, the clip was indeed broadcast in 2008, filmed in Utsunomiya’s Orion Street.

In 2014, J-Town Net, a regional culture site, even tried to find the original man but failed. His identity remains a mystery, adding to the folklore.

🔎 “We know where it came from, but not who said it.”
That makes it feel more like a shared myth than a personal quote.

🎯 The Line Gets Repurposed — Sometimes by Locals

At first, Tochigi residents hated the meme. It felt like an insult.

But over time, some leaned in—reclaiming the joke as a badge of honor.

• Posters appeared with ironic captions like: “Welcome to Tochigi: There’s nothing here—and that’s the charm.”
• Local products like T-shirts and keychains adopted the line.
• YouTube and TikTok creators began flipping the line: “Tochigi’s charm? It’s everywhere—that’s the thing.”

In a way, the meme became a launchpad for civic pride.

🎤 Fan Case Study: “I Used to Be Embarrassed… Now It’s Funny”

A blogger named 地図屋栄吉 (Eikichi the Map Guy) wrote in a note.com article:

“I used to cringe at the meme.
But then I started traveling across Tochigi and found my own favorite spots.
In a way, the meme made me curious—then proud.”

He later wrote a travel series titled:
“Chasing the Illusion of Nothingness: Three Trips in Tochigi”
Turning meme into meaning.

🧠 Why Do People Love This Meme So Much?

At first glance, it’s just a punchline. But beneath the joke lies something deeper:

🟡 1. It Reflects a Common Insecurity

Many rural or lesser-known regions in Japan (and globally) fear being forgotten. This meme gave people a way to voice that anxiety—with humor.

🟢 2. It’s Permission to Laugh at Yourself

By saying “There’s nothing,” you disarm criticism. You get the first laugh—before others can mock you.

This technique is used by comedians, brands, and even governments.
It’s not weakness—it’s tactical humility.

🌏 Global Parallels: Local Humor, Universal Feeling

This kind of humor isn’t unique to Japan.

Each expresses a mix of:

• Local frustration
• Regional loyalty
• A weird sense of pride in being “boring”

🧪 The Meme as a Cultural Mirror

This meme reveals several truths about online identity and humor:

🔷 The Best Memes Are Flexible

“ないんだな、それが” (“None. That’s the thing.”) can be:

• Self-deprecating
• Sarcastic
• Stoic
• Existentially profound

It fits serious and comedic moods. That’s why it stuck.

🔶 Humor Builds Community

When locals and outsiders both laugh, a meme becomes shared territory.

📺 Real-World Spin-Offs

The meme didn’t stay online:

🎤 1. YouTube Videos and Fan Edits

Creators remix the original quote with tourism footage, flipping the message:

“Nothing here? That’s what YOU thought. Welcome to Tochigi.”

🛍️ 2. Merch and Posters

Shirts, mugs, even official local events have used the phrase as ironic branding.

📸 3. TikTok Trends

Teenagers reenact the quote dramatically or use it to respond to everything from bad test scores to empty lunch boxes.

“Your lunch money?”
“None. That’s the thing.”

📝 Lessons for Creators and Marketers

What can brands, regions, or content creators learn from this?

✅ 1. Let People Laugh First

If you’re in on the joke, you control the tone.

✅ 2. Humor Makes Pain Bearable

Tochigi ranked low in tourism surveys. This could have hurt morale—but the meme gave people an outlet.

✅ 3. Don’t Overcorrect

The beauty of the meme is that it’s dry and minimal.
Too much positivity (“We actually have TONS of charm!”) ruins the punchline.

The secret is balance.
Embrace the cringe. Then slowly show the charm.

🏁 Final Thoughts: “Nothingness” as Identity

“Tochigi’s charm? None. That’s the thing.”
It sounds negative.
But in reality, it opened the door for pride, humor, curiosity, and conversation.

When people quote this line, they’re not mocking Tochigi.
They’re acknowledging it.
They’re saying:

“You may not know us. But we’re real. And funny. And worth your time.”

And maybe, just maybe, that’s the real charm.

🔗 References & Sources

• Gimon Sukkiri – Origin of the Meme
• J-Town Net – Search for the Interviewee
• Note.com – Local’s Travel Reflection
• X.com Post – Ambassador Joke
• YouTube – Local Tourism Remix