Download the app and point your phone at specific Osaka landmarks to enjoy photos with Hello Kitty. (©Sankei by Keiko Tamura)
On June 27, the Osaka Convention & Tourism Bureau updated its tourism app, Discover OSAKA, approximately a year after its launch. The latest version features a special collaboration with Japan's iconic character, Hello Kitty. Users can interact with Hello Kitty through extended reality (XR), blending the physical and virtual worlds.
Expo 2025
The XR feature allows users to take photos with Hello Kitty at 13 locations across the prefecture, including Osaka Castle and Tsutenkaku Tower. By pointing their smartphones at these spots, users can see Hello Kitty appear on their screens. Starting in July, the app will expand its photo opportunities beyond the prefecture to boost regional tourism.
With the expected increase in inbound visitors for Expo 2025 in Osaka, the tourism bureau aims to enhance app usage through its collaboration with Hello Kitty. The popular character has been appointed as the Special Supporter for Expo 2025.
More Updates
Future updates to the app will include a transit planner and facial recognition for payments. Beginning in September, the app will introduce a ride-sharing service that uses artificial intelligence to match users. Additionally, from October onwards, live-feed cameras will be installed at 5 to 10 locations across the prefecture, providing users with real-time views of tourist spots. These enhancements aim to address congestion and overtourism.
The Osaka tourism bureau launched its app in July 2023, initially featuring XR experiences with a different character. However, by the end of March 2024, the user base had stagnated at 1,122.
As of June 11, total app downloads had reached 72,835, surpassing the target of 50,000. However, approximately 60% of users are domestic visitors. A bureau representative noted, "One of our challenges is the low number of international users." By revitalizing the app, the tourism bureau aims to increase usage among inbound tourists and double downloads to 150,000 by fiscal 2026.
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(Read the article in Japanese.)
Author: Keiko Tamura, The Sankei Shimbun
