Hokkaido Official Tourism Site HOKKAIDO LOVE!

On 21st September 2025, the 15th "Japan Matsuri" took place at Trafalgar Square in the heart of London. Since its inception in 2009, this event has grown into one of the largest celebrations of Japanese culture in the UK, organised primarily by the Embassy of Japan in the UK and the Japan Association in the UK.

Blessed with fine autumnal weather, the event attracted a crowd of over 35,000 vistors. The festival showcased the diverse charms of Japan, ranging from traditional performing arts to contemporary pop culture and culinary delights.

Venue: Trafalgar Square, London, United Kingdom

Date & Time: Sunday 21st September 2025, 10:00 – 20:00

Total Attendance: Over 35,000 visitors

During the opening ceremony, His Excellency Hajime Hayashi, Ambassador Extraordinary and Plenipotentiary of Japan to the UK, offered his congratulations on the event's success and expressed his profound gratitude to the visitors, organisers, and all those involved. In addition, guest of honour Seema Malhotra, Parliamentary Under-Secretary of State at the Foreign, Commonwealth & Development Office, remarked on the ongoing strengthening of the robust friendship between the UK and Japan, expressing her delight at the increasing flow of people between the two nations.

The ceremony commenced with a traditional Kagami-biraki (sake barrel breaking) ceremony, performed by the Chair of the Japan Matsuri Executive Committee, the Japanese Ambassador, and other distinguished guests, officially marking the start of the vibrant festivities.

The main stage offered a diverse array of performances that captivated audiences throughout the day. It kicked off with a powerful Taiko drumming display during the opening ceremony, which enthralled the crowd with its commanding resonance. This was followed by a series of vibrant performances, including Soran Bushi by students from Rikkyo School in England, Awa Odori by the Japan Association in the UK, and Yosakoi by the London-based group Temizuya.

The discipline and technical skill of Japanese martial arts were also showcased in demonstrations by Shiranami-kai Karate and Ryukyu Kobujutsu. A particular highlight was the Mikoshi (portable shrine) procession through the square; the rhythmic chants of "Wasshoi!" resonated across the venue, creating a powerful sense of unity among the spectators.

The musical programme covered a broad spectrum, ranging from J-Pop and Kayokyoku to Showa-era classics and a performance by the UK’s only anime choir. Creative Japanese arts were further showcased through soulful Shamisen recitals and a live calligraphy performance by Rikkyo School students. Additionally, "Myaku-Myaku," the official mascot for Expo 2025 Osaka, Kansai, made a special appearance, engaging with the crowd through Bon Odori dancing.

For the grand finale, a lineup of special guests joined forces to bring the event to a spectacular close. The crowd erupted for the legendary hit "Matsuken Samba" and the festival anthem "IBUKI," ending the celebration on a high note.

In addition to the main stage performances, the square hosted over 60 stalls, ranging from authentic street food and traditional crafts to booths providing tourism information from across Japan. This allowed visitors to immerse themselves throughout the day in Japan’s culinary culture, artisanal products, and travel insights.

The Hokkaido Tourism Organisation (HTO) hosted a tourism promotion booth on the North Terrace. Operating under the "HOKKAIDO LOVE!" brand, the booth was managed by a joint team of seven staff members representing the Hokkaido Prefectural Government, the City of Sapporo, and private sector partners.

The HTO collaborated closely with the adjacent "Hokkaido Fine Foods" booth (run by the Hokkaido Society in the UK) to provide a unified showcase of Hokkaido’s rich culinary heritage and tourism assets. During the event, His Excellency Hajime Hayashi, Ambassador Extraordinary and Plenipotentiary of Japan to the UK, visited the booth to offer his encouragement to the staff and lend his support to the local promotion efforts for Hokkaido.

Visitor Feedback and Tourism Potential at the Hokkaido Booth

Based on visitor surveys conducted during the event and insights gained from in-person promotion, our assessment of the awareness and demand for Hokkaido within the European market is as follows:

1. Visitor Demographics and Communication Trends

A Strong Base of Repeat Visitors to Japan 

The survey revealed a significant base of experienced travellers, with 66.1% of respondents having previously visited Japan. Notably, 36.5% of those were frequent visitors who have travelled to the country "five times or more". Conversely, fewer than 20% (19.8%) had ever visited Hokkaido. This highlights a substantial untapped demand for regional tourism among those who are already familiar with Japan.

Distinction between Social Media and In-person Engagement

While digital platforms such as Instagram and YouTube are the primary sources of information for most visitors, providing in-person explanations using maps proved to be exceptionally effective. In particular, many visitors expressed surprise at the ease of access, such as Hokkaido being "only a one-to-two-hour flight from Tokyo," which helped bridge the gap between digital awareness and practical travel planning.

Target Demographics 

The survey showed that 58.4% of respondents were female, with approximately 70% of the total falling within the 20 to 40 age bracket. This segment tends to show a strong interest in experiential tourism and photogenic landscapes.

2. Key Areas of Interest

Majestic Nature and Seasonal Landscapes "Seasonal landscapes" received the highest level of interest at 23.6% as the primary attraction visitors wish to experience in Hokkaido. The colourful, ever-changing nature of the National Parks, such as the Daisetsuzan Mountains, perfectly aligns with the European market's desire for "harmony with nature."

Promotion of Local Gastronomy and Culinary Culture Interest in food was also high at 20.7%. A soup based on "Ishikari-nabe," a traditional Hokkaido hot pot dish sold at the adjacent booth, was particularly well-received by the crowd.

Intellectual Curiosity towards Ainu Culture There was a tangible sense of growing awareness for tourism assets unique to Hokkaido, such as Ainu culture (9.4%) and regional spirits, including sake and whisky (7.5%).

Conclusion

Following the participation in Japan Week in Manchester, our exhibition in London has successfully deepened appreciation for Hokkaido’s multifaceted charms throughout the UK. Looking ahead, we believe that further tourism from the European market can be promoted by proposing specific travel itineraries to experienced repeat visitors, centred on the themes of "seasonal beauty" and "unique regional culture."