Otaru, a picturesque town on Japan’s Hokkaido island, has long been a favorite winter getaway, thanks to its appearance in the beloved 1995 romance film Love Letter. But lately, the town’s peaceful charm is being overshadowed by overtourism, leaving locals and officials scrambling to manage the influx.

With its snowy streets and stunning views of the Sea of Japan, Otaru has become a hotspot for international travelers. Last year, the town welcomed a record 98,678 overnight foreign visitors, not counting day-trippers from nearby Sapporo. But the surge in tourism has brought challenges, from trespassing to traffic disruptions.

The situation reached a breaking point after a tragic incident in January, when a Hong Kong tourist was killed by a train while snapping photos on the tracks. Since then, Otaru officials have taken action, deploying security guards to hotspots like Funamizaka, a popular filming location featured in Love Letter. Guards now remind visitors to avoid littering, blocking roads, or entering private property.

Social media hasn’t helped. Platforms like Xiaohongshu are flooded with posts encouraging tourists to recreate scenes from the film, driving even more visitors to the area. “Because of your letter, I came to Otaru,” one user wrote, capturing the town’s romantic allure.

Otaru isn’t alone in facing overtourism. Other Japanese destinations, like Mount Fuji and Ginzan Onsen, have also introduced measures to control crowds. Last year, a town near Mount Fuji even erected a giant net to block a popular photo spot after residents complained about the chaos.

For now, Otaru’s security measures will remain in place until March 31. But with its enchanting scenery and cinematic history, the town’s battle with overtourism may only just be beginning.