To Truly Understand Japan's Third Trail Running Boom — A Research Report
The phrase 'Japan's Third Trail Running Boom' has been appearing more and more frequently. Media coverage paints a bright picture: lotteries with four-times oversubscription for popular races, international brands opening flagship stores one after another, young mountain runners featured in fashion magazines. And yet, long-running local races are quietly folding, volunteers are nowhere to be found, and aging organizers have no one to pass the torch to.