Oita Airport is set to be temporarily renamed "Oita Hello Kitty Airport" as part of a vibrant campaign linked to the upcoming Osaka-Kansai Expo, which commences on April 13, 2025. This initiative, announced on March 17, 2025, by Oita Prefecture and Sanrio Entertainment, aims to attract visitors and showcase the charm of Oita Prefecture during the period when the Expo is open.
The nickname "Oita Hello Kitty Airport" will be effective from April 13 to October 13, 2025, with the airport bursting with decorations featuring beloved Sanrio characters, including the iconic Hello Kitty. These themed embellishments are intended to create a festive atmosphere and delight travelers arriving at one of Oita's main gateways. Throughout this six-month period, the airport will be adorned with character displays, welcoming signs, and flags depicting local products alongside Sanrio figures.
Governor Sato Juichiro expressed aspirations for Oita Airport to become the go-to entry point for tourists drawn to its Sanrio-themed charm. He stated, "I want to make it the gateway to Oita filled with Sanrio characters," highlighting the significance of using the Expo as a platform for promoting the region.
Sanrio Entertainment, which operates the popular theme park Harmony Land located approximately 30 minutes from the airport, is enthusiastic about the collaboration. President Komaki Aya articulated the vision behind the partnership, asserting, "Through this collaboration, we want to make Oita Airport the hub welcoming tourists from home and abroad." This collaborative effort is poised to ignite international curiosity and draw visitors to Oita, leveraging the allure of Sanrio's characters.
To facilitate access, a trial bus service will link Oita Airport with Harmony Land and other local attractions, running from August to October 2025. This shuttle service aims to bolster connectivity between the airport, the nearby Kitsuki Station, and the vibrant Harmony Land, known for its entertaining offerings centered around Sanrio characters.
During the Expo, visitors can also expect exclusive merchandise featuring Hello Kitty and her friends, allowing for tangible takeaways from their experience. The plan includes establishing a designated booth for Harmony Land at the Osaka Expo, showcasing the park's offerings and promoting Oita’s tourism options.
Harmony Land, which has remained popular since its establishment with Oita Prefecture's collaboration, enjoys about 500,000 visitors each year. The campaign marks not just the renaming of the airport but also emphasizes the importance of regional promotion and revitalization efforts spurred by the Expo's international spotlight. Both the prefecture and Sanrio have entered a comprehensive cooperation agreement aimed at tourism promotion and regional revitalization, which was formalized in December 2024.
"We want to utilize this opportunity presented by the Expo to broadcast the incredible assets of Oita to both domestic and international audiences," stated Sato, underlining the latest tourism campaign's potential impact. Meanwhile, Komaki reinforced the objective of transforming Harmony Land as it approaches its 35th anniversary next year, calling it "a wonderful spot with global appeal." She underlined the importance of building on this foundation to attract even more visitors.
This temporary renaming of Oita Airport to "Oita Hello Kitty Airport" is seen as part of broader efforts by Oita Prefecture to position itself as the ultimate destination for tourists seeking unique experiences filled with joy and entertainment. The warm and welcoming spirit of Oita, combined with the delight of Sanrio characters, aims to create unforgettable experiences, solidifying its identity as "the most heartwarming airport in the world."
