There has been tremendous growth from Japan to Hong Kong. This is due to the interest bottomline of Hong Kong tourism due to the mix of modern attractions and traditional culture. The Hong Kong tourism board has pointed out possibly the most significant growth in travel for the region. From Japan to Hong Kong from Jan to Aug of 2025, the number of visitors grew to 470,000, representing a 35% growth from the previous year. It is obvious to see that Hong Kong is becoming a primary destination of travel for Japanese visitors.

Record-Breaking Growth in Japanese Tourists

In the first eight months of 2025, Hong Kong saw a notable rise in the number of Japanese tourists, with 470,000 visitors arriving, reflecting a 35% increase compared to the previous year. The surge in Japanese arrivals underscores the city’s growing appeal in Asia, as Hong Kong continues to position itself as a vibrant and accessible destination for regional travelers.

August 2025, in particular, proved to be an exceptional month for Hong Kong tourism, with over 76,000 Japanese visitors—a nearly 55% increase compared to the same month in 2024. This impressive rise reflects both the improving economic conditions and the effectiveness of Hong Kong’s promotional efforts aimed at attracting international tourists, particularly from Japan.

The Role of Cultural Appeal in Attracting Japanese Tourists

Hong Kong’s ability to attract Japanese tourists lies in its unique mix of contemporary metropolitan energy combined with traditional and nostalgic elements. This blend of cultural appeal has proven effective in capturing the interest of Japanese travelers, who are known for their affinity for both cutting-edge modernity and cultural heritage.

The Hong Kong Tourism Board has worked tirelessly to showcase the city’s rich cultural history and modern allure through targeted promotional campaigns. At the heart of these efforts is the HKTB’s participation in one of Japan’s largest and most influential travel fairs, the JATA Tourism EXPO Japan 2025, held from September 25 to 28 in Aichi, Central Japan. This event allowed Hong Kong to highlight its diverse offerings and engage directly with potential visitors.

Promoting Hong Kong at JATA Tourism EXPO Japan 2025

The JATA Tourism EXPO Japan 2025, held annually, is one of the most significant travel fairs in Japan, drawing thousands of attendees from the travel industry and potential tourists alike. The Hong Kong pavilion at the fair stood out due to its unique thematic appeal, emphasizing Hong Kong’s dual nature: the vibrant modern metropolis alongside its deep-rooted cultural heritage.

To attract Japanese visitors, the HKTB designed a captivating pavilion that featured elements from the popular Hong Kong film Twilight of the Warriors: Walled In. The film, which has gained significant popularity in Japan, was incorporated into the booth’s decor, making it both a nostalgic and interactive experience. The booth featured meticulously designed sets and props from the film, drawing in attendees eager to experience Hong Kong’s cinematic appeal firsthand.

A social media-driven promotional campaign helped build excitement around the booth, encouraging visitors to engage with interactive games and win exclusive film merchandise. This innovative approach to cultural engagement not only showcased Hong Kong’s creativity but also demonstrated how the city can tap into international pop culture trends to enhance its tourism offerings.

Creative Campaigns and the “Kawaii Hong Kong” Theme

Complementing the film-inspired theme, the HKTB also launched the “Kawaii Hong Kong” campaign, targeting younger Japanese tourists. The campaign featured iconic elements of Hong Kong culture, such as giant pandas and vibrant neon lights, which are synonymous with the city’s atmosphere. The “Kawaii Hong Kong” theme was designed to create photo-worthy moments for visitors, allowing them to capture unique, Instagram-worthy shots that would appeal to the social media-savvy young generation.

This campaign resonated with Japanese tourists, who are highly active on social media and often seek unique experiences to share with their followers. The combination of visually appealing themes and pop culture references effectively drew in large crowds to the booth, generating significant buzz and attracting attention from media outlets.

At the conclusion of the event, the HKTB was awarded the prestigious “Grand Prize of the Booth Award Selected by the Professionals,” recognizing the creativity and effectiveness of the booth’s design and presentation. This accolade not only highlighted the success of the event but also reinforced Hong Kong’s growing status as a destination that can creatively engage with international audiences.

Strengthening Bilateral Relations and Business Opportunities

In addition to the promotional efforts, Anthony Lau Chun-hon, Executive Director of the HKTB, traveled to Japan to engage in discussions with Hiroyuki Takahashi, chairman of the Japan Association of Travel Agents (JATA), and other local industry leaders. The discussions centered around strengthening tourism ties between Hong Kong and Japan, with a focus on expanding business opportunities in both directions. These high-level talks are crucial in further developing tourism partnerships, enhancing travel experiences for Japanese visitors, and fostering greater cultural exchange between the two regions.

As Hong Kong continues to make strides in attracting Japanese tourists, fostering relationships with travel agents and industry leaders in Japan is essential for sustaining long-term growth in this important market. These discussions also reflect the HKTB’s commitment to ensuring that Hong Kong remains a top destination for Japanese travelers by addressing their specific travel preferences and interests.

Targeting Young Japanese Travelers and Pop Culture Trends

Looking ahead, the HKTB plans to build on its success by targeting younger Japanese travelers who are increasingly attracted to cultural experiences, modern attractions, and pop culture phenomena. The Tokyo office of the HKTB intends to continue leveraging trends like internet influencers and pop culture to develop themed travel products tailored to the interests of this demographic.

The goal is to create travel packages and experiences that resonate with young Japanese tourists, incorporating elements of Hong Kong’s rich cultural offerings along with contemporary themes. By tapping into the growing influence of internet culture and social media, Hong Kong can continue to attract a steady stream of young visitors who are looking for unique, engaging, and shareable travel experiences.

A Bright Future for Hong Kong-Japan Tourism

Japan’s growing interest in visiting Hong Kong is proof of how the city has successfully marketed itself as a modern and culturally rich tourism destination. By emphasizing creative marketing initiatives, collaborations with popular culture, and networking with Japanese travel agents, Hong Kong is establishing itself as a destination of choice for Japanese tourists.

The Hong Kong Tourism Board (HKTB) adopts a forward-thinking approach by promoting unique Hong Kong tourism products at travel fairs and focusing on young, digitally engaged travelers. With the continuous growth of Japanese tourists, Hong Kong’s future is filled with tourism opportunities poised for further expansion.