The Rose Golden Route "The Modern Hokkoku Kaidō"

The Classic Golden Route
In 1980s, Japan wanted to show people the best of Japan with something called now "The Golden Route". In Japan is a popular travel itinerary for first-time visitors, offering a balanced introduction to Japanese culture, history, and modern life. It typically includes major areas with big cities like "The Tokyo-Kyoto-Osaka Path", and sometimes Hiroshima, making it a convenient way to experience a range of Japanese experiences. The route often follows the Tokaido Road, which historically connected Tokyo and Kyoto. The Golden Route was termed as a tourism-industry nickname that allowed international visitors in China, Taiwan, Korea, and Western agencies to bring tours in 1980s and onward. Its attraction came from the selling point of "Authentic Japan" and "City Travel" as well as "Japan Cool" (JNTO. japan national tourism organization)

Hokuriku Shinkansen Arch Pass: When the Hokuriku Shinkansen extension from Nagano to Kanazawa opened in March 2015, it dramatically shortened travel time between Tokyo and the Hokuriku region (Toyama, Ishikawa, Fukui). To encourage foreign tourists to explore this less-traveled side of Japan. Specifically designed for foreign passport holders only. Diverting visitors from the overcrowded Golden Route (Tokyo–Kyoto–Osaka). The Tourism Strategy was Promoting Toyama (unknown), Kanazawa (alternative Kyoto), Fukui (dinosaur) destinations. Highlighting the modern rail connection as part of the experience. 

The problems of the pass: in 2016 survey explains that established Guidebooks, YouTubers, V-Tubers, Travel Channels, and Japanophiles still are not aware of why they should go there as it was stated "A Lack of a Hook" when being compared to The Golden Route's "Mt.Fuji", "Kyoto Temples", and "Osaka Street Food". Some stated they were too similar (not distinct), comparable but not comprable (experience) with Ishikawa being compared to Kyoto. A Lead draw was a Subculture Magnet like "Tokyo" where it had a strong-identity for experience-seekers as places like Akihabara, Ikebukuro, and Harajuku inside a single prefecture, so they looked for a strong Urban-Center with nothing in the Hokuriku Arch Pass to compare it to. When comparing Fukui people were looking for a foodie destination and while nich-dinosaurs led to some laughs it didn't attract the larger casual audience that globally is a tourism force of "Foodies" and the power of "Gastrotourism". Three sections people are looking for: Prefecture Specialty of Subculture Tourism, Prefecture Specialty of Gastronomy Tourism, Prefecture Specialty of History Tourism. 

Oversaturated The Golden Route: With over tourism in Japan being primarily a problem of tourist areas on the golden toure a parallel experience to the original golden route is needed to distribute the tourists coming to Japan. 

The Rose Golden Route: In the 2020s, Japan began looking beyond its famous classic-circuit and have people travel to other places enjoying a convenient alternative that starts from Tokyo Station, with a solution that could be known as "The Rose Golden Route". In Japan it could be a popular travel itinerary for first-time visitors, offering a balanced introduction to Japanese culture, history, and modern life. In this case it would include areas that are attempting a balance of big-cities and scenic-views like "Niigata→Gunma→Miyagi Path loop", and sometimes Toyama. The Rose Golden Route would be based on the Hokkoku Kaidō 北国街道 "North Country Highway" (Edo period. 1603–1868) that connected Edo (Tokyo) to the Hokuriku region, just as the classic used the old tokaido road — this route was especially important to the coastal cities as a gateway inland. Getting it done would most likely involve: JR, JTB, and JNTO. japan national tourism organization).

Hokkoku Shinkansen Arch Pass: As 

Niigata (Taisho-Subcultures-Futuristic Urban): Niigata Prefecture would place itself against Tokyo Prefecture trying to reclaim title as a strong commercial complex. It would need to be a comparable experience that is distinct enough, contrasts enough that people leave Tokyo, and choose Niigata with somehow mitigating the travel cost differences of if they were staying in Tokyo.

Tourism Battle Niigata Vs. Tokyo: Tokyo (International-Subcultures-Futuristic Urban) Niigata Oiran vs Tokyo Geisha

Gunma (Futuristic Heisei-Transportation Paradise-Street Food Paradise)

Tourism Battle Gunma Vs. Osaka: Osaka (Futuristic Showa-Kansai culture-Food Paradise)

Miyagi (Sengoku Jidai Traditions--Temples & Shrines)

Tourism Battle Miyagi Vs. Kyoto: Kyoto (Imperial Capital Traditions-Geisha History-Temples & Shrines)

The Rose Golden route (JR East) was chosen for its familiar-yet-fresh sound that sounds official and goes well as a brochure next to the classic golden route and leaves room for other possible golden routes like: Kodama Golden Route (JR West: Yamaguchi, Okayama, Tokushima), and Treasure Golden Route (JR West: Hiroshima, Ehime, Kochi), . The words Golden Route already rings a bell for travel planners, especially overseas, a different golden route option to the classic. Geographically it can connect mountains, coastal towns, and historic cities.