Oita Becomes”Hello Kitty Airport”: Japan Bets on Kawaii Tourism for Expo 2025
Oita Airport, located in southwestern Japan, has been temporarily renamed Oita Hello Kitty Airport as part of a bold strategy to attract domestic and international tourists. This transformation will remain in effect until October 13, 2025, as part of a campaign to capitalize on the tourism boom generated by the 2025 World Expo in Osaka.
From boarding gates to baggage claim, the iconic Hello Kitty character takes center stage throughout the airport. Decorated boarding bridges, posters featuring her dragging suitcases or flying a toy plane—every corner of the terminal is infused with kawaii (cute) charm.
Tourism Boom and Overcrowding in Traditional Destinations
Japan is experiencing an unprecedented surge in tourism. In the first quarter of 2025 alone, the country welcomed a record 10.5 million visitors, boosting its economy—the fourth largest in the world—but also causing overcrowding in popular destinations like Tokyo and Kyoto.
With this initiative, local authorities aim to redirect some of the tourist flow to Oita, a hidden gem on the island of Kyushu, renowned for its hot springs in towns like Beppu and Yufuin.
A Branding Strategy with Local Roots
The choice of Oita for this rebranding is no coincidence. The prefecture is home to Harmonyland, the Sanrio theme park. Sanrio, the company behind Hello Kitty and other beloved characters like My Melody, Little Twin Stars, and Pochacco, has also incorporated these figures into the airport’s new decor.
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Sanrio will seize this opportunity to sell exclusive Hello Kitty merchandise, such as keychains and T-shirts, in the domestic terminal. In a company statement, they emphasized:
“Beyond attracting visitors from metropolitan areas like Tokyo and Kansai, we aim to highlight Oita and Kyushu’s unique charms—their hot springs, nature, and cuisine—leveraging the global popularity of Sanrio characters.”
Aya Komaki, President of Sanrio Entertainment, expressed hopes that the airport would become a hub for spreading smiles. The campaign’s slogan encapsulates this vision: “Hello from Oita to the world.”
Beyond the Name: The Trend of Themed Airports
Oita Hello Kitty Airport is not the first Japanese airport inspired by manga or anime characters. In 2015, Tottori renamed its airport Tottori Sand Dunes Conan Airport in honor of the manga Case Closed. Similarly, Yonago Kitaro Airport took its name from the popular series GeGeGe no Kitaro.
Even without official name changes, other airports have incorporated iconic characters like Mario Bros. or Pokémon into promotional campaigns. Japan has also brought this kawaii aesthetic to its rail network—one of the world’s most complex—with trains decorated with characters, including, of course, Hello Kitty.
An Accessible and Charming Destination
Located just an hour’s flight or four hours by train from Osaka, Oita offers an accessible and appealing alternative for travelers seeking to escape the crowds. While the airport primarily operates domestic flights, it also maintains international routes to Seoul (South Korea) and Taipei (Taiwan).
The decision to transform Oita Airport into an immersive Hello Kitty experience is more than a marketing ploy—it’s an open invitation to explore a region rich in offerings. In a country where animated characters are deeply woven into the culture, Oita is boarding the themed tourism trend with style and ambition—or rather, taking flight.
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