With just three months to go before the opening of the Osaka-Kansai Expo 2025, the atmosphere surrounding Japan's high-profile event is teetering on the edge of uncertainty. Set to take place from April 13 to October 13, 2025, on the artificial island of Yumeshima, the expo is aiming to welcome approximately 28.2 million visitors during its six-month run. Yet, as of January 8, 2025, ticket sales have only reached about half of the targeted goals, leaving the organizers scrambling for solutions.
The Japan International Expo Association has set ambitious ticket sales targets, planning to distribute 23 million tickets overall, with 14 million earmarked for pre-sale. Currently, only around 7.51 million tickets have been sold, which translates to 53% of their goal. Most of these tickets have been purchased by corporations, highlighting the urgent need to attract more individual buyers.
Governor Hirofumi Yoshimura expressed his concerns, stating the grim realities, "We must work hard to avoid deficits. If we incur losses, discussions will be held among the national government, local governments, and the private sector on how to address the situation." His comments convey the pressing concern about the operational costs, which rely heavily on ticket revenue to stay afloat. Analysts estimate about 18.4 million tickets need to be sold to prevent the expo from operating at a loss.
Masakazu Tokura, chairman of Keidanren (Japan Business Federation), also highlighted the urgency, stating, "Ticket buying actions peak from January to March," emphasizing the importance of maximizing sales during these months to meet expectations.
The Expo organizers are exploring various promotional measures to improve ticket sales. Collaborations with popular destinations like Universal Studios Japan (USJ) are one strategy to boost engagement, aiming to spark interest among the general public.
Despite these efforts, public interest appears to be waning. A survey conducted by the Mitsubishi Research Institute last autumn revealed only 24% of respondents expressed strong intentions to attend, down three percentage points from the previous spring. Particularly concerning is the sharp decline of interest within the Keihanshin area, which encompasses Osaka, Kyoto, and Kobe, falling by 7.2 points to 36.3%.
Compounding these issues is the complexity of the ticket purchasing process and the perceived ambiguity surrounding the expo's exhibits. Noting the lack of detailed information on what visitors can expect, Yoshimura has urged participating countries to actively promote their displays to stimulate interest.
Starting January 13, individual guests can begin making reservations for popular pavilions, with 36 pavilions initially available for booking. This reservation system aims to alleviate congestion. Visitors will need to purchase their tickets first and can then reserve specific times for their pavilion visits through the expo's specialized site.
Japanese and international pavilions alike are subject to varying degrees of reservation adoption. Out of 42 international pavilions built by participating countries, only nine have opted for pre-booking as of now. Some countries may even prefer to encourage attendee lines to showcase popularity visually.
This is all part of the initiative to achieve what the expo organizers describe as "a non-queuing expo." For visitors, the reservation windows offer multiple opportunities to apply: they can register to enter several times and revisit their chosen pavilions whenever there is space available.
Events planned for the expo include live performances by popular artists like Ado on opening day, alongside various themed shows throughout the event's run. Other activities will feature outdoor attractions, including saunas and vibrant water shows.
Despite the brisk line of activities planned, the challenge now remains: will ticket sales rebound enough to meet their goals? With less than three months to go, the expo’s future success hinges on rekindling public interest and maximizing ticket sales before the April opening. The hopes are tied to early visitor experiences spreading through social networks, fostering word-of-mouth marketing and driving subsequent attendees to the event.