OITA -- Oita Airport will be temporarily renamed "Oita Hello Kitty Airport" during the World Expo in Osaka Prefecture, which kicks off April 13.

The initiative, announced by the Oita Prefectural Government and other related parties on March 17, was made possible because a subsidiary of Sanrio Co., which owns licensing rights of Hello Kitty, operates the theme park Harmonyland in the southwest Japan prefecture. The prefectural government hopes that the global popularity of Hello Kitty will attract foreign tourists and domestic visitors.

In December 2024, Oita Prefecture, Sanrio and the theme park's operating company signed an agreement to promote tourism. During the Expo period through Oct. 13, the airport, located in the city of Kunisaki, will feature photo spaces with Hello Kitty and other Sanrio characters, as well as flags with Sanrio character designs showcasing Oita Prefecture's specialty products. Plans also include a bus service connecting the airport to Harmonyland in the town of Hiji.

At the March 17 press conference, Oita Gov. Kiichiro Sato stated, "By promoting the prefecture's charm both domestically and internationally, we expect to generate significant synergistic effects."

(Japanese original by Yongho Lee, Oita Bureau)