The Japanese public has been left outraged after an Australian Instagrammer, Lochie Jones, was filmed desecrating a sacred burial site by drinking an offering left on a gravestone.
The incident, which quickly went viral on social media, has reignited heated conversations about tourist misconduct and cultural insensitivity in Japan, a country struggling with the challenges of over-tourism.
The now-deleted clip showed Jones flipping a coin to decide whether to open a beverage can that had been carefully placed at the gravesite as an offering to ancestors — a common practice in Japanese tradition.
He then proceeded to drink from the can, burp in front of the grave, and post the footage online.
The behaviour was widely condemned by locals and social media users, who described it as deeply disrespectful to Japanese customs and spiritual practices.
Following the uproar, the Australian embassy in Japan issued a statement urging travellers to respect local laws, traditions, and cultural sensitivities.
Although the embassy did not directly reference Jones’s video, it reminded Australians visiting Japan to demonstrate “appropriate behaviour” at all times.
“The embassy works closely with Japanese authorities to ensure that travellers from Australia respect and observe local laws and rules,” the statement read.
The backlash online was immediate and intense. “Graveyards are sacred places in any country… I want the government to make sure he can never enter Japan again,” one user on X (formerly Twitter) wrote.
Others called for stricter enforcement of penalties for disruptive foreign tourists who show disregard for cultural norms.
In response to the criticism, Jones posted an apology video on Instagram, acknowledging his actions were offensive.
“I made a huge mistake. I did not understand the significance of what I was doing, and I deeply regret my behaviour,” he said.
However, the apology has done little to quell public anger, with many arguing that the act reflected a growing trend of foreigners exploiting Japanese spaces for online fame.
This incident is not isolated. In recent years, Japan has witnessed multiple cases of foreign influencers and content creators engaging in disruptive or disrespectful behaviour.
In 2023, a YouTuber with over 2.4 million subscribers, known as Fidias, drew criticism after free-riding public transport in Japan with three friends before issuing a public apology.
That same year, American livestreamer Johnny Somali (real name Ismael Ramsey Khalid) was arrested for trespassing at a construction site.
He also provoked outrage after harassing train passengers and mocking Japan’s history with references to Fukushima and the atomic bombings of 1945.
These incidents highlight how social media-driven tourism often clashes with Japan’s cultural emphasis on respect, harmony, and order.
With Japan experiencing record-breaking tourism numbers — millions of visitors flock annually to destinations such as Tokyo, Kyoto, and Mount Fuji — many locals have become increasingly vocal about the strain on their communities.
The Japanese government and local authorities have been forced to take measures to curb disruptive behaviour.
Last year, a town near Mount Fuji erected a large barrier at a popular photo spot after tourists repeatedly ignored safety rules, stepping into roads to capture “Instagram-worthy” shots.
The rise in unruly tourist conduct has also given momentum to nationalist political groups such as the Sanseito Party, which advocates for stricter immigration policies and stronger protections for Japanese cultural sites.
The party has gained support from citizens who feel that the cultural integrity of Japan is being eroded by careless visitors.
In Japanese culture, leaving offerings such as food, drinks, or flowers at burial sites is a deeply symbolic act meant to honour the spirits of ancestors.
Tampering with or consuming these offerings is considered highly offensive and a violation of spiritual respect.
Cultural experts say such actions, though sometimes done out of ignorance, reflect the need for greater cross-cultural awareness among tourists.
“When you visit another country, you are not just a tourist — you are a guest. Disrespecting sacred traditions creates distrust and damages relationships between nations,” said Hiroshi Tanaka, a Tokyo-based sociologist.
The incident involving Jones has reignited calls for Japan to impose tougher restrictions and penalties on tourists who disrespect cultural sites.
Some commentators suggest mandatory cultural orientation for visitors, while others argue that repeat offenders should face travel bans.
With Japan projected to receive even higher numbers of international visitors ahead of upcoming global events, including the Osaka Expo 2025, the government faces pressure to balance tourism revenue with preserving cultural dignity.
The outrage sparked by Jones’s actions at a Japanese burial site underscores the importance of cultural sensitivity in global tourism.
While social media may tempt some travellers to chase viral moments, the consequences can be damaging not only to individuals but also to international relations.
As Japan continues to welcome millions of visitors, the message from both locals and authorities is clear: respect traditions, honour sacred spaces, and behave as responsible guests.
Anything less risks further backlash and could lead to tighter restrictions for foreign travellers in one of the world’s most culturally rich destinations.