Japan National Tourism Organisation (JNTO) Dubai Office co-hosted Japan Festival in Riyadh 2025 on October 31 and November 1, in collaboration with the Embassy of Japan in Saudi Arabia, JETRO Riyadh, and the Riyadh Japanese Association.
Held at Cultural
Palace within the Diplomatic Quarter (DQ), the event celebrated the 70th
anniversary of the Establishment of Diplomatic Relations between Japan and Saudi
Arabia, marking a significant milestone in the friendship between the two
nations.
This fifth edition of
the event featured a special tourism promotion zone organised by JNTO, designed
to introduce visitors to Japan’s diverse regional attractions and lesser-known
destinations beyond the major cities. The aim was to inspire visitors to
explore new areas of Japan and discover authentic cultural and travel
experiences.
Within the Japan
Tourism Promotion Zone, guests were invited to participate in a range of
interactive cultural activities led by experts from Japan.
Stage performances and
experiential booths showcased traditional arts such as bonsai, tea ceremony,
kimono, and calligraphy.
At the kimono booth,
staff highlighted the harmony between Japan’s
traditional kimono and Saudi Arabia’s abaya, while
introducing the Kansai region’s renowned silk-weaving
culture.
Many visitors
expressed a desire to experience walking through Japanese streets wearing
kimono during their future visits to Japan.
At the tea ceremony
booth, participants enjoyed matcha and learned about Japan’s
tea culture through comparisons with Arabic coffee traditions.
The presentation also
featured tourism information from Japan’s Chubu region,
known for its fine tea-producing areas.
These engaging
cultural connections between Japan and Saudi Arabia were warmly received,
allowing guests to deepen their understanding of Japan’s
spirit and hospitality.
The two-day event
attracted approximately 10,000 visitors, including local residents.
Through direct
experiences with Japan’s traditional culture, attendees
developed a deeper appreciation for Japanese heritage and were inspired to
consider traveling to Japan.
The event took place
at a meaningful time—following the conclusion of Expo
2025 Osaka, Kansai, and leading up to Expo 2030 Riyadh—symbolising
a bridge of friendship and collaboration between the two nations.
Japan Festival in
Riyadh 2025 concluded on a high note, celebrating the growing ties between
Japan and Saudi Arabia through culture and tourism. “
Daisuke Kobayashi, Executive Director, JNTO
Dubai Office, said: “We were
delighted to welcome so many visitors to Japan Festival in Riyadh 2025. This
event provided a wonderful opportunity to celebrate the 70th Anniversary of the
Establishment of Diplomatic Relations between Japan and Saudi Arabia and to
showcase Japan’s unique culture and diverse travel attractions.”
He
added: “In the first half of 2025,
the number of visitors to Japan from GCC countries reached 25,224, marking a
19.9% increase compared to the same period in 2024. Saudi Arabia continues to
lead the region, with 17,443 visitors recorded in 2024 —
the highest among all GCC countries. These numbers reflect the growing interest
in Japan across the Middle East.”
He concluded: “Beyond the major cities such as Tokyo and
Osaka, Japan offers countless destinations where travellers can experience its
natural beauty, peaceful townscapes, and warm local hospitality. We hope this
event inspires more Saudi travellers to explore these regions and to enjoy
authentic Japanese cultural experiences, further strengthen mutual exchange and
understanding between our two countries.”