Oita, a picturesque region known for its natural hot springs in southwestern Japan, has rebranded its airport as Oita Hello Kitty Airport to attract fans and tourists. The six-month renaming will run through October 13, featuring the popular character Hello Kitty throughout the airport. The move comes as Japan grapples with record numbers of tourists and aims to draw visitors away from congested destinations like Tokyo and Kyoto.
Hello Kitty, along with other Sanrio characters, will welcome passengers at the airport, which is located about one hour from Osaka by plane. The rebranding is also tied to the popularity of the Osaka Expo 2025 and aims to showcase the unique appeal of Oita Prefecture and Kyushu, such as hot springs, nature, and cuisine.
Sanrio, the company behind Hello Kitty, will offer exclusive merchandise at the airport to further entice visitors. In addition to Hello Kitty, other airports in Japan have also featured characters from popular manga and anime series in their tourism campaigns, showcasing the country’s rich cultural exports.
With Japan’s complex train network also featuring beloved characters like Hello Kitty, the country continues to leverage its iconic figures to attract both domestic and international travelers. The rebranding of Oita Airport exemplifies Japan’s commitment to creativity and innovation in promoting its tourism industry.
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