Chichibuga beach on Shikoku island was barely known until photographs of stunning sunsets started to appear on social media. Now visitors flock to capture images of the fiery sea and skies at dusk
People were running down the beach. Not for exercise but to get into position before the sun slipped below the horizon. I hurried along, swept up by the sense of urgency. Mini tripods were lined up on the sand at the water’s edge, and selfie sticks were held aloft. Groups of friends, silhouetted against the pink sky, were trying to synchronise their star jumps, while women instructed their boyfriends on exactly how to photograph them as they stared into the sea. One woman posed holding her pet dachshund. The entire beach was a mass Instagram shoot.