2025年中國「十一國慶」與「中秋節」假期重疊，形成長達八天的「超級黃金週」。據中國文化和旅遊部統計，這段期間中國出境旅遊人次突破兩千萬，創下歷史新高。其中，日本依然穩居中國旅客最熱門的出境目的地首位，超越泰國、韓國與法國等傳統熱門國家。這一現象在社會上引起廣泛討論：為何中國民眾在網路上常常批評甚至敵視日本，卻又在現實生活中最喜歡前往日本旅遊？

首先，從文化心理層面來看，中日之間的情感複雜且矛盾。中國對日本的歷史記憶深刻，尤其是二戰期間的侵華歷史，長期以來在教育、影視與輿論中被反覆強調。許多中國人因此對日本懷有「民族情緒」或「歷史怨恨」，在社交媒體上容易出現激烈的言辭。然而，這種情緒並不等同於全面的仇視，而更像是一種歷史陰影與愛國情感交織的表現。當涉及現實層面的生活與個人經驗時，多數人仍能區分政治立場與個人感受。

而日本之所以深受中國遊客喜愛，最直接的原因在於其旅遊體驗幾乎完美地契合中國中產階層的消費需求與審美期待。日本乾淨、安全、秩序井然，公共設施完善，商業環境友好，商品品質優良，服務細緻周到。從東京、大阪到京都、札幌，無論是逛街購物、美食溫泉、賞櫻賞楓，還是動漫文化、傳統工藝、寺廟神社，日本的旅遊多樣性與文化包容度都遠超多數亞洲國家。對中國人而言，這是一個「既陌生又熟悉」的國度：語言不同、文化差異明顯，但生活習慣、飲食口味卻又有相通之處，既能感受到異國風情，又不至於產生文化隔閡。

此外，日本在旅遊行銷與基礎設施建設上投入極大。自2015年起，日本政府便積極推行「訪日遊客倍增計畫」，為中國遊客提供簽證便利、中文指示牌與支付寶、微信支付等服務，令中國旅客感到賓至如歸。許多商場甚至有專門的「中國旅客櫃台」與中文導購，旅館亦習慣以中文迎賓。這種細緻的「旅遊友好環境」，是吸引中國人反覆造訪的重要原因。

而從經濟角度來看，中國中產階層的崛起與消費升級也推動了出境旅遊的爆發。對於許多中國人而言，日本不僅是購物天堂，更是展示生活品質與個人品味的象徵。購買日本電器、藥妝、服飾甚至食品，早已成為一種生活習慣，也象徵著對品質生活的追求。這使得「去日本旅遊」成為社交媒體上炫耀生活、體現格調的熱門話題。

最後，這種「罵日本卻愛去日本」的現象，也反映出中國社會在全球化時代的多重心理。民族情感與個人經驗之間存在張力：人們在意識層面維護民族立場，但在實際行動中追求真實、舒適與美好的生活體驗。網路上的情緒化言論往往放大了對立，但現實世界中的個體選擇卻更加理性與務實。

因此，2025年黃金週兩千萬出境人次的盛況，不僅是中國旅遊市場復甦的象徵，也揭示了當代中國人心理結構的微妙轉變——在歷史記憶與現代欲望之間，在民族情感與個人幸福之間，越來越多的人學會了「分開看待」：可以記住歷史，也可以熱愛旅行。日本，正是這種矛盾而成熟的情感投射的最佳載體。

During China’s 2025 National Day and Mid-Autumn Festival holidays, which overlapped to create an eight-day “super golden week,” outbound tourism from China reached a record-breaking 20 million trips, marking the highest figure in history. Among all destinations, Japan remained the most popular choice for Chinese travelers, surpassing Thailand, South Korea, and France. This phenomenon has sparked widespread discussion: why do many Chinese people often criticize or express hostility toward Japan online, yet continue to flock there for tourism in large numbers?

At the cultural and psychological level, the answer lies in a complex and contradictory relationship between China and Japan. Historical memory, especially regarding Japan’s actions during World War II, has been deeply ingrained through education, media, and public discourse. As a result, many Chinese feel a sense of historical grievance or nationalistic sentiment toward Japan, which often manifests in strong online criticism. However, this emotional response does not equate to outright animosity in everyday life. When it comes to personal experiences such as travel, most people can separate political sentiment from practical and aesthetic preferences.

Japan’s enduring appeal for Chinese tourists is largely practical and experiential. The country offers a safe, clean, and orderly environment, high-quality services, and reliable infrastructure. Whether visiting Tokyo, Osaka, Kyoto, or Sapporo, tourists can enjoy a wide range of experiences—from shopping, gourmet cuisine, hot springs, and seasonal foliage to anime culture, traditional crafts, and historic temples. For many Chinese travelers, Japan is a country that feels both foreign and familiar: the language and culture are distinct, yet lifestyle and dietary habits are sufficiently accessible, providing an ideal balance of novelty and comfort.

Tourism policies and infrastructure also play a significant role. Since 2015, Japan has actively promoted inbound tourism from China, offering visa facilitation, Chinese-language signage, acceptance of Alipay and WeChat Pay, and other conveniences. Many shopping malls provide Chinese-speaking staff and dedicated service counters, while hotels routinely accommodate Chinese guests. This level of tourist-friendly service encourages repeat visits and enhances the overall travel experience.

Economically, the rise of China’s middle class and upgrading of consumer lifestyles has fueled outbound tourism. Japan is not only seen as a shopping paradise but also as a symbol of quality living. Purchasing electronics, cosmetics, apparel, and food in Japan has become a lifestyle habit and a marker of personal taste. Visiting Japan, therefore, combines leisure, consumption, and social signaling, making it highly appealing for social media sharing and status display.

The apparent paradox of “criticizing Japan but loving to visit Japan” reflects broader social and psychological dynamics in contemporary China. National sentiment and individual preference often exist in tension: people may uphold patriotic positions on a cognitive level, while simultaneously pursuing comfort, enjoyment, and cultural enrichment in real life. Emotionalized online rhetoric exaggerates conflict, whereas individual choices in travel are more pragmatic and nuanced.

Thus, the record-breaking 20 million outbound trips during China’s 2025 golden week not only indicate a post-pandemic rebound in tourism but also reveal the subtle complexity of modern Chinese attitudes toward Japan. In balancing historical memory with contemporary desire, and national sentiment with personal happiness, many Chinese travelers have learned to compartmentalize: they remember the past, yet openly embrace experiences that bring joy and quality to their lives. Japan, in this sense, serves as a compelling stage for navigating these contradictions.