Hong Kong has seen a significant increase in tourist arrivals from Japan this year, with more than 470,000 visitors from January to August, representing a year-on-year surge of over 35 percent.
The Hong Kong Tourism Board (HKTB) reported that August was a robust month, seeing over 76,000 Japanese visitors—a nearly 55 percent increase compared to the same period last year.
Riding a surge in Japanese visitor numbers, HKTB showcased the unique blend of culture and heritage of Hong Kong alongside tourism industry partners in one of Japan's largest and most influential travel fairs -- the JATA Tourism EXPO Japan 2025 Aichi / Central Japan -- which was held from September 25 to 28.
To attract potential visitors, the pavilion is themed around 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 as the film has risen to popularity among the Japanese.
A promotional campaign on social media earlier in September built significant excitement, resulting in lines at the booth for interactive games where attendees sought to win the film merchandise.
Complementing the nostalgic theme was the HKTB Tokyo office's "Kawaii Hong Kong" campaign, which featured giant pandas and vibrant neon signs to create a distinctive photo spot that attracted considerable attention.
The creative appeal of the HKTB's exhibition booth earned them the "Grand Prize of the Booth Award Selected by the Professionals," awarded by the event organizers.
Anthony Lau Chun-hon, Executive Director of HKTB, also traveled to Japan to engage in discussions with Hiroyuki Takahashi, chairman of the Japan Association of Travel Agents (JATA), and local industry leaders about expanding business opportunities between the two regions.
Looking ahead, the HKTB Tokyo office plans to continue leveraging pop culture trends to attract young Japanese travelers, including developing themed travel products and inviting internet influencers to explore Hong Kong's unique appeal.
