Geographic variations in reproductive traits are important for evolutionary biology, but often difficult to investigate because of the need for a large‐scale survey and the ephemeral nature of secondary sexual characteristics. Here, using web image searches (Google Images and Twitter), we revealed large‐scale geographic variations (>1500 km) in breeding timing and nuptial coloration in the mutually ornamented fish, Japanese dace (Tribolodon hakonensis). As this fish is easily caught and many anglers upload their photographs on the web, we were able to find a total of 401 high‐resolution photographs from all over Japan. Breeding periods were determined from dates of photographs with/without nuptial coloration, which matched with previous studies. We also found that breeding periods might have advanced three weeks over the last 80 years in the Chitose River, potentially because of climate change. Additionally, the pattern of latitudinal cline for breeding timing revealed delayed timing in higher latitudes, although regional variations were also high. Finally, we quantified the patterns of nuptial coloration for this mutually ornamented fish, and confirmed that over 80% of individuals showed typical colorations, but others showed rare phenotypes that were never previously described, including an intermediate coloration between T. hakonensis and a potentially hybridizing species, T. brandtii. Our web‐based method for estimating breeding phenology could be adopted for organisms with temporal sexual characteristics, such as plants (e.g., flowering time) and some fishes. Web image analyses are still preliminarily with many limitations, but could be promising for investigating variations in visible traits.