I wasn’t expecting Toyama to leave an impression.

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On a 2-days trip to the countryside, I stopped there for a few hours. Toyama is charming, with its riverside walks, quiet streets, fresh seafood... but not exactly your typical touristy destination. And yet, something caught my attention: foreign tourists were everywhere.
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The reason became clear when I saw a Times article listing Toyama as one of “52 Places to Go in 2025.”

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What stood out from the article wasn’t an exhaustive list of attractions. They highlighted two things: the Toyama Glass Art Museum, and the Owara Kaze no Bon festival.

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The museum has no massive exhibitions, but the architecture of the monument is really interesting. Its geometric, dramatic wooden shapes makes for stunning cinematic photos.
On the other hand, the festival is traditional and beautiful, not unique to Toyama, but its vibrant imagery evokes authenticity and emotion. Together, these visuals captured the imagination of readers, making Toyama feel both unique and real.

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_{Visual Storytelling That Works}

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Content creators face the same challenge every day : how to make a design, video, or photo stand out among endless feeds. Toyama’s example illustrates a key principle, which is to balance uniqueness with authenticity.

1. Highlight the Unique
   The Glass Art Museum isn’t crowded with exhibits, but its bold, photogenic design is instantly shareable. In digital marketing, unique visuals attract attention faster than generic ones. On Instagram, posts featuring striking architecture or unexpected perspectives get more than 50% higher engagement than standard photos (Social Media Today, 2023).
2. Celebrate the Authentic
   Owara Kaze no Bon is traditional, and similar festivals exist across Japan, but capturing real, authentic moments makes the content relatable. Authentic visuals build trust: 64% of consumers say they’re more likely to purchase after seeing genuine imagery rather than staged stock photos (Stackla, 2022).
3. Frame, Don’t Just Capture
   In the Times article, Toyama’s visuals were framed intentionally: angles, lighting, and composition highlighted the emotional and aesthetic story of the place. For creators, framing transforms ordinary content into something memorable.

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Lessons for Designers and Video Editors

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• Contrast Matters: Pair something unique with something familiar. Unique visuals grab attention; familiar ones evoke emotion and relatability.
• Think Beyond Resolution: It’s not just pixels : it’s perspective, composition, timing, and context. A simple festival shot can outperform a high-budget studio render if it tells a story.
• Amplify With Strategic Placement: Even the best visuals need visibility. Platforms like Instagram Reels, YouTube Shorts, or TikTok prioritize content that stops users mid-scroll. Pair your visual strategy with distribution for maximum impact.
• Leverage “Visual Hooks”: Like the Glass Art Museum, find elements that are inherently photogenic or cinematic. These hooks make content inherently shareable.

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Brands Doing It Well

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• Airbnb: Uses architectural and cultural uniqueness in listing photos to stand out in a crowded travel market.
• Patagonia: Combines authentic outdoor experiences with visually striking landscapes. People don’t just see products. They feel stories.
• National Geographic: Their photographers pair unique subjects (rare animals, remote locations) with authentic storytelling, creating visuals that go viral on every platform.

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The Takeaway

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Toyama’s feature in Times shows how content succeeds when it balances the unusual with the authentic. A visually striking location makes people stop and take notice; traditional elements make them care and share.

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As creators, designers, and video editors, this is the principle to keep in mind: find the extraordinary in the ordinary, and show the ordinary in an extraordinary way. When you do, your visuals won’t just exist : they’ll resonate, inspire, and spread.

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—

Lisa Anglade,
Co-founder at Pont Miyabi🌏

🔗 Connect: LinkedIn | Website
📩contact@pontmiyabi.com

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