The 2025 Osaka-Kansai Expo is rapidly approaching its opening date on April 13, 2025, with only one month to go.
Despite the anticipation surrounding this major event, ticket sales have been disappointingly low, with approximately 8.06 million pre-sale tickets sold as of March 5, which is less than 60% of the target of 14 million tickets. This poses serious financial concerns as ticket sales are integral to offsetting operational costs for the Expo, which runs for 184 days, concluding on October 13, 2025, on Yumeshima, Osaka's artificial island.
The Japan International Expo Association, led by Director-General Ishige Hirō, remains optimistic but acknowledges the challenges at hand. Ishige emphasized at a press conference earlier this month, "The goal of 14 million is ambitious, but we need to maintain our overall sales target of 23 million by the closing.” The 23 million figure is significantly higher than the target, underlining the importance of ramping up sales as the event draws near.
Historically, the last domestic Expo was two decades ago at the Aichi Expo in 2005, which sets the stage for high expectations this time around. Nevertheless, current ticket sales fall short, putting strain on the Expo’s operational viability. The projected operational costs of 116 billion yen require financial backing primarily through ticket sales, with 96.9 billion yen expected to come from admission fees alone.
The Expo's financial planning was originally premised on selling 18.4 million tickets to break even, presenting significant pressure to boost current sales. If ticket sales through to the opening remain low, the potential for the Expo to run at a deficit looks increasingly likely. With each ticket primarily contributing to the revenue needed for personnel costs, security, and other expenditures, the stakes couldn't be higher.
One of the challenges cited for the sluggish ticket sales is the cumbersome purchasing process designated by the organizers, which requires electronic tickets and pre-reservation of entry dates. This led to complaints and subsequent adjustments by the association, including the introduction of on-site tickets sold without online pre-registration, making it easier for attendees to join the event. Ishige announced this improvement, aiming to alleviate the challenges customers faced.
Despite these hurdles, there is some encouraging news. Ahead of the Expo, Osaka Prefecture is preparing to conduct 'test run' events, inviting local residents for free entry early next month as part of rehearsals. This event has seen overwhelming interest, with close to 350,000 applicants competing for limited spots—nearly nine times the available capacity. This indicates high local engagement and interest which could translate to greater attendance once the Expo officially opens.
“We hope those who experience it will share their positive impressions,” the executives of the Expo association remarked, showing faith in word-of-mouth and local engagement to bolster anticipation for the Expo.
Nevertheless, some experts warn of the insufficient promotion of the Expo's attractions and exhibits, echoing sentiments we hear frequently—there are concerns about whether the innovative displays and cultural exchanges will resonate with visitors. The Osaka Governor, Hirofumi Yoshimura, articulated this precarious balance, noting, "If we are told by stakeholders, 'If business can't be made to work...' it's going to be hard for us.” His comments reflect worry among local officials and business owners who are interested stakeholders, emphasizing the need for the event to succeed to benefit the regional economy.
Going forward, the organizers are faced with the challenge of not only achieving their ticket sales targets but also conveying the Expo's unique offerings to the potential visitors effectively. With only one month remaining before the opening day, the pressure is mounting on stakeholders to create buzz and excitement, and to attract the numbers needed to see the Expo thrive.
The Osaka-Kansai Expo is positioned as not just another event but as a pivotal moment for the region, reflecting its potential as Japan continues to navigate the exciting yet challenging waters of global tourism recovery post-pandemic.