In an unprecedented move, Oita Prefecture is set to rebrand its airport as "Oita Hello Kitty Airport" beginning April 13, 2025, coinciding with the Osaka-Kansai Expo. This initiative aims to attract both domestic and international tourists using the beloved character from Sanrio, which also operates the nearby character theme park, Harmony Land.
Oita's Governor, Hiroshi Sato, stated during a press conference on March 17 that the airport will undergo extensive decorations featuring Sanrio characters throughout its premises. "We will welcome everyone visiting Oita Airport, aiming for a grand decoration with Sanrio characters everywhere," he said, emphasizing the local government's commitment to enhancing the airport experience for all travelers.
According to the prefecture's announcements, the rebranding will last until October 13, 2025, and is part of a broader tourism campaign in collaboration with Sanrio Entertainment. This campaign is intended to boost recognition of Oita, especially during the six-month period surrounding the expo. The campaign aims to capitalize on Hello Kitty's worldwide popularity to bring more tourists to the region.
Notably, this initiative marks the first time a Japanese airport will use Hello Kitty's name as part of its branding. In addition to the character-themed decorations, there will also be various photo opportunities where visitors can take pictures with Sanrio characters inside the airport. Flags showcasing Oita's local products will further enhance the celebratory scene.
"I feel truly happy to contribute to raising awareness of Oita and help people enjoy their visit to the region," said Ayako Komaki, president of Sanrio Entertainment. She added that the partnership with local authorities aims to create a festive atmosphere that resonates with visitors from all over the world.
The airport will also become a transportation hub with a trial bus service connecting Oita Airport to Harmony Land, set to run starting in August. The bus service will link travelers to local attractions, including the hugely popular theme park which celebrates its 35th anniversary in 2026.
Moreover, Harmony Land will participate in the expo by setting up a booth to showcase the attractions of Oita, further inviting guests to experience what the region has to offer. This commitment reflects a larger strategy by the Japanese government to promote its pop culture abroad, seeking to draw tourists fascinated by manga, anime, and characters like Hello Kitty.
With Oita aiming to be recognized as "the warmest airport in the world," the prefecture is amplifying its promotion of its many hot springs and picturesque landscapes, factors that are often highlighted in tourism and travel materials. The initiative appears timely, considering that Oita boasts the highest number of hot spring sources and yield in Japan, making it a desirable spot for health and wellness tourism.
The combined efforts of Oita Prefecture and Sanrio aim to rejuvenate interest in the region and capitalize on the expected influx of travelers for the Osaka-Kansai Expo, which will run until October 13, 2025. With the ongoing global tourism recovery, officials hope the airport's festive allure will entice even more visitors to Oita, fostering a robust economic revival.
In summary, the transformation of Oita Airport into "Oita Hello Kitty Airport" not only serves as a unique branding effort but also embodies the region's ambitions to boost tourism, celebrating its local culture and engaging visitors in a joyful and memorable manner. This creative approach aligns perfectly with Japan's overall campaign to promote its cultural heritage while also addressing contemporary economic challenges through a focus on international tourism.
