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If you ever book a flight to Japan's Oita Prefecture and see "Hello Kitty" listed as your destination, don't panic—you're absolutely on track. In a bold and adorable tourism move, Oita Airport has officially transformed into Oita Hello Kitty Airport for a six-month rebranding blitz, running through October 13. This isn't just another PR stunt—it's a full-on kawaii invasion. From the moment you land, Hello Kitty is there to greet you on the boarding bridge, and she'll follow you through baggage claim, posters in tow, dragging her suitcase and riding a cartoon plane.
The rebranding isn't just about cuteness—though there's plenty of that. It's also a strategic push to lure tourists away from overcrowded Tokyo and Kyoto, offering them an alternative that's just as culturally rich and scenic. With Japan seeing a tourism boom—10.5 million visitors in just the first three months of 2025—officials are pulling out all the stops. And what better way to stand out than with one of the world's most beloved characters?
But why Oita? It's no random pick. The prefecture is home to Sanrio's Harmonyland, a Hello Kitty theme park, and it boasts some of Japan's most famous hot spring towns like Beppu and Yufuin. Although these spots are already popular with local tourists, international visitors have been slower to catch on. This campaign hopes to change that. Alongside Hello Kitty, fans will spot Sanrio friends like My Melody, Little Twin Stars, and Pochacco peppered throughout the airport.
Hello Kitty merch—including exclusive airport keychains and tees—is flying off the shelves at the domestic terminal, and the cuteness overload has a clear goal: to make Oita the kawaii capital of Kyushu. According to Sanrio, the aim is to "connect countless smiles" through this campaign.
This isn't Japan's first character-themed airport. Tottori Sand Dunes Conan Airport and Yonago Kitaro Airport also pay homage to beloved manga icons. And if you think Hello Kitty is limited to airports—think again. She's already on Japanese trains, proving her global dominance in everything from planes to platforms.
So if you're ready for hot springs, scenic getaways, and a full-on immersion into Sanrio-style charm, Oita Hello Kitty Airport might just be your next favorite destination.
