HKTB Presents Hong Kong’s Contrasting Appeals of Nostalgia and Modern Metropolitan Charisma in Travel Fair in Japan

The Hong Kong Tourism Board (HKTB), together with Hong Kong tourism industry partners, participated in one of the largest and most influential travel fairs in Japan, “JATA Tourism EXPO Japan 2025 Aichi / Central Japan” from 25 to 28 September 2025.

This year, HKTB set up a pavilion showcasing Hong Kong’s contrasting appeals of modern metropolitan charisma and nostalgic touches, while incorporating the meticulous sets and decors of local blockbuster Twilight of the Warriors: Walled In, which have risen to popularity among the Japanese, into the exhibition halls. Meanwhile, HKTB also infused the exhibition experience with giant panda, neon light billboards to highlight HKTB’s Tokyo office’s promotional theme “Kawaii Hong Kong”, creating Instagrammable photo hotspots with Hong Kong uniqueness that captured EXPO visitors’ attention.

Prior to the EXPO, HKTB has previously launched a series of promotions in September on its social media platforms. The HKTB pavilion also featured interactive games, distributing souvenirs of the blockbuster to game participants. The design attracted crowds of EXPO participants to join the game and was well-received. HKTB won the “Grand Prize of the Booth Award Selected by the Professionals” by the organiser with the innovative design and appeal to on-site participants.

Mr Anthony Lau, HKTB Executive Director, led the team as HKTB joined the EXPO, and met with JATA’s Chairman, Mr Hiroyuki Takahashi and the Japanese travel trade partners, exploring business opportunities together.

Japanese visitors to Hong Kong increase by 35% year-on-year from January to August

Hong Kong has seen a progressive increase of visitor arrivals from Japan throughout 2025. From January to August, Hong Kong has received a total of more than 470,000 Japanese visitors, a 35% increase year-on-year. In particular, more than 76,000 travellers visited from Japan in August, increasing by almost 55% from the same period last year, making it the short-haul market with most significant increase.

HKTB’s Tokyo office will continue to promote Hong Kong’s diverse tourism elements through the theme “Kawaii Hong Kong” to present the city as an adorable and instagrammable destination with the “kawaii” concept that the Japanese market is familiar with. HKTB partners with the travel trade to launch related thematic tourism products, inviting media and KOLs to explore Hong Kong’s newest Instagrammable points of interests, and curating a brand new “Kawaii Hong Kong” travel guide to attract young and trend-sensitive visitors.