ong a favorite of lovers and honeymooners, a Japanese beach town with fading sparkle has found a new tourism niche in the wired age by drawing young men and their virtual girlfriends.

One recent sweltering summer's day, a tour bus from Tokyo pulled up at a sun-kissed beach at Atami, a Pacific coast resort southwest of the metropolis, and disgorged more than a dozen excited, iPhone-clutching young men.

The determined youngsters, paying scant attention to the bikini-clad girls frolicking on the sand, instead headed straight for a bronze statue that depicts Kanichi and Omiya, a couple from an old love story set in Atami.

The focus of the men's attention -- and of their smartphone cameras -- was a tiny black and white square, a two-dimensional barcode that, thanks to "augmented reality" (AR) software, brought to life the object of their desire.

"Look, it's like I'm in a snapshot with her," said Shu Watanabe, 23, as he showed off his iPhone display, featuring himself next to the image of a doe-eyed cartoon character named Rinko, a smiling high school girl.