Lines of people waiting to enter the merchandise store at the Expo venue — June, Konohana Ward, Osaka City. (©Sankei)
When Expo 2025 Osaka, Kansai opened in April, expectations were low. Costs had ballooned, construction lagged, and public enthusiasm appeared tepid at best. Safety concerns over methane gas and half-finished pavilions only deepened the sense of unease.
To some critics, the event was little more than a pretext for future casino development on a reclaimed landfill island. A Kyodo News poll taken in April showed nearly 75% of Japanese were indifferent to the event.
But four months into its run, the picture is shifting. By August 8, the Japan Association for the 2025 World Exposition announced that ticket sales topped 18 million, surpassing the break-even point. On certain days, attendance has exceeded 180,000, more than double the usual crowd at Tokyo Disneyland.
From Indifference to Buzz
At first, few in Tokyo or elsewhere in eastern Japan could imagine making the journey to Yumeshima, the Expo's remote artificial island. "Too far, too inconvenient" was the common refrain. Tickets cost around $40 USD per adult, and the mascot, Myaku-Myaku, drew ridicule.
But social media soon told a different story. Visitors shared glowing reviews of national pavilions, interactive exhibits, and exotic foods. Photos of the soaring "Grand Ring," the world's largest wooden structure built without nails, became a SNS staple.
By summer, the online conversation had clearly shifted:
"Much more fun than I expected."
"I bought a season pass — I want to come back."
"Myaku-Myaku is… actually kind of cute."
Discounted season tickets, available through May, helped draw more crowds. With the yen at historic lows and making overseas travel expensive, the Expo offered Japanese families a rare opportunity to experience the world without leaving the country. With participation from 158 nations and regions, the fair has delivered just that.
The Anatomy of a Reversal
Analysts highlight several factors behind the turnaround.
First, organizers embraced transparency, openly reporting construction delays and inviting visitors to cheer on struggling pavilions. The once-mocked mascot, Myaku-Myaku, evolved into a figure of affectionate parody.
More importantly, the Expo delivered enticing exhibitions, efficient crowd management, and a sense of being part of something larger than life.
As one observer put it, "Every comeback needs both a reason and a story." The Osaka Expo offered both, providing a narrative of resilience in the face of doubt and an experience that exceeded expectations.
A Stage for Diplomacy
Another factor behind the dramatic reversal is the Expo's emergence as a hub for diplomacy.
Heads of Sweden, Finland, Germany, the Philippines, and Hungary have visited, while US Treasury Secretary Scott Bessent represented President Donald Trump amidst ongoing trade tensions.
European leaders, including European Council President Antonio Costa and European Commission President Ursula von der Leyen, also attended the event. Several members of Japan's imperial family have toured the site, engaging with various international pavilions.
The presence of these high-level figures, combined with continued media coverage, has enhanced visibility and made the Expo a platform for global dialogue and cooperation
Buoyant Economic Outlook
In June, The Sankei Shimbun reported that the Kinki region had not yet felt an economic boost from the Expo. That may be changing as well.
West Japan Railway reported a 28% rise in second-quarter net profits year-on-year, crediting higher Shinkansen and commuter traffic alongside increased demand for buses and hotels linked to the Expo.
Nearby attractions such as Universal Studios Japan, Osaka Castle, and Nara Park have likewise seen surging visitor numbers.
Merchandise and souvenir sales are surpassing projections, and the Expo 2025 association now predicts that total attendance could go over 25 million by the closing day.
RELATED:
- Taiwan Shines at Expo 2025 with TECH WORLD Pavilion
- Is MYAKU-MYAKU the Unsung Hero of Expo 2025?
- Expo 2025's 'Grand Ring' Gets Guinness World Record for Largest Wooden Structure
Author: Kenji Yoshida
