Assessing Japan's Use of Mega-Events to Drive Cultural Tourism
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Authors
Sierra Scott
Issue Date
2026
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Language
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Abstract
My research examines how Japan leverages mega-events, specifically Osaka Expo 2025, to promote cultural tourism and rebrand its global image asa leader in innovation and sustainability. My study addresses the central problem of whether these large-scale events produce sustainable, long-term benefits or merely short-term gains, while also investigating the tension between national branding efforts and the preservation of local community identity.
The goal for this research stems from Japan’s strategic shift in cultural policy from strict preservation to active utilization as a tool for regional economic revitalization. By investigating the regional dynamics between centralized national mandates from the Diet and localized prefectural adaptations, the project aims to evaluate how mega-events can merge innovation, culture, and sustainability to foster long-term regional vitality. Furthermore, it addresses the “infrastructure gap” between tech-heavy hubs such as Osaka and Tokyo to more isolated, depopulated regions.
The research employs a qualitative-method approach. This includes literature review of past mega-events – such as the 2002 Fifa World Cup, Australia’s Motor Racing Events, and the 2020 Tokyo Olympics – to identify historical patterns in infrastructure utilization and shifting public policies.
The research argues that Japan’s cultural tourism strategy is an adaptive, century-long evolution. Preliminary findings suggest that while early postwar policies focused solely on protection, modern frameworks – such as the 2018 Law for the Protection of Cultural Properties – empower local governments to transform heritage into “living experiences.” Ultimately, the study looks to identify the effects of Osaka 2025 from a national standpoint and from the local level.