Don’t be surprised if you find yourself boarding a flight to “Hello Kitty” — you’re definitely on the right plane.
Oita, a picturesque region in southwestern Japan known for its hot springs, has rebranded its airport as Oita Hello Kitty Airport to attract more visitors. This temporary six-month transformation, running until October 13, is aimed at infusing the airport with a burst of “kawaii” (cute) culture that Japan is famous for.
Hello Kitty, who is not actually a cat, is prominently featured throughout the airport. Passengers arriving at the airport will see her greeting them on the boarding bridge as they approach. As they move toward the luggage area, posters of Hello Kitty pulling a suitcase and riding a mini airplane add to the charm.
This rebranding is part of efforts to capitalize on the excitement surrounding the Osaka Expo 2025 while offering an alternative to Japan’s already crowded tourist destinations. The country has been experiencing a tourism boom, with a record-breaking 10.5 million visitors in the first quarter of 2025, which has created both opportunities and challenges for locals.
The goal of the rebranding is to encourage tourists who usually flock to busy spots like Tokyo and Kyoto to explore Oita instead. The prefecture is about an hour by plane from Osaka and around four hours by train.
In addition to Hello Kitty, visitors will encounter other Sanrio characters such as My Melody, Little Twin Stars, and Pochacco, all of whom bring their cuteness to the airport. Sanrio, the company behind these beloved characters, also operates a theme park called Harmonyland in Oita, where exclusive Hello Kitty merchandise, like keychains and T-shirts, will be available for purchase at the airport’s domestic terminal.
Oita is known for its natural hot springs, stunning landscapes, and delicious cuisine, making it a prime spot for tourists looking to experience traditional Japanese culture. However, it’s primarily visited by domestic travelers, with international tourism still on the rise.
This move to rebrand the airport follows a trend seen in other parts of Japan, where airports have embraced beloved manga and anime characters. Tottori, for example, renamed its airport after the “Case Closed” manga series, while Yonago Kitaro Airport is named after the “GeGeGe no Kitaro” anime series.
While Oita Hello Kitty Airport operates mostly domestic flights, it also offers routes to Seoul and Taipei. The airport’s new branding is part of Japan’s broader efforts to leverage its pop culture to attract both local and international visitors.