The popular Japanese series 'Vivant' is driving tourist interest in Azerbaijan, according to reports from The Japan Times. Fans of the show are traveling to the country to visit locations where the second season was filmed, including the Palace of the Shirvanshahs in Baku and the Bukinist bookstore.
The phenomenon, known as 'set-jetting,' has led to increased demand for package tours to Azerbaijan, with one travel company reporting sustained high interest. Special tours of the series' filming locations have been launched in Japan, and waiting lists have formed for departure dates between late November 2026 and October 2027.
Among the visitors was Mayumi Kishi, a 47-year-old Tokyo resident, who toured the Palace of the Shirvanshahs in late October. She photographed a bathhouse ruin featured in the series as part of Jerusalem, noting it matched the show's depiction. The Bukinist bookstore, which serves as the headquarters of a fictional intelligence unit in the series, has also seen daily visits from Japanese tourists.
Rashad Azizov, director general of the Azerbaijan Film Agency, said the series is strengthening ties between Azerbaijan and Japan and acting as a cultural bridge. He expressed hope that more Japanese tourists will discover Azerbaijan's historical monuments, architecture, and cuisine through the show.
