Festivals - Japan Expo 2025 : Pop Culture, Nostalgia and Innovation Collide on the Show Floor

By Mulder, Villepinte, Parc des Expositions de Paris-Nord, 03 july 2025

It’s hard to walk through the massive 140,000m² of Japan Expo 2025 at Paris-Nord Villepinte without being absolutely swept away by the energy, diversity, and creativity erupting from every corner. With 969 exhibitors and over 670 events lined up, this year's edition feels like a return to form after the logistical hurdles of 2024. The booths at Japan Expo aren’t just commercial showcases; they’re immersive worlds unto themselves—vivid windows into Japanese pop culture, where each visitor can play, dream, and connect.

Take for instance the vibrant TCG Kingdom. Imagine entering a buzzing haven where every aspect of the trading card world is brought to life: from tournaments to live grading demonstrations, retail spaces brimming with rare boosters, and even exclusive first-looks at upcoming decks. Heavy hitters like Disney Lorcana, Yu-Gi-Oh!, Asmodee, eBay, and Parkage all converge here. The zone even has its own dedicated “Mana” stage, making this space a true beating heart for collectors and duelists. It’s a thrilling sight to witness longtime Magic players chatting with young Pokémon fans while watching live commentary on nail-biting finals—it’s a multigenerational passion center like no other.

Just a few halls away, another nostalgic milestone is celebrated in a uniquely heartwarming fashion. Sylvanian Families marks its 40th anniversary with an irresistibly cute booth that’s impossible to miss. Hosted by Epoch d’Enfance, the stand features a series of exclusives available only at King Jouet, a themed photocall, meet-and-greets with the cuddly mascots, and a mini-stage show. It’s like stepping into a miniature storybook village, drawing both longtime collectors and children discovering the franchise for the first time. You hear delighted squeals from a little girl hugging a life-size bunny mascot while her parents reminisce about playing with the exact same toys decades ago—it’s that rare mix of marketing and memory that feels genuinely wholesome.

Meanwhile, the Gundam Base Pop-Up booth makes a dramatic entry as the first international stop of its global tour, and fans couldn’t be more ecstatic. With the release of Mobile Suit Gundam GQuuuuuuX, excitement is peaking in France like never before. Fans line up for hours to snag limited edition Gunpla kits and get hands-on in a free workshop to assemble their first mecha models. The pride on a first-timer’s face as they click their final Gundam piece into place is matched only by the awe of seasoned builders admiring exquisitely detailed dioramas. Add to that the cultural gravitas of Kazuya Tsurumaki, Mahiro Maeda, and Yoji Enokido—all present at related events—and you’ve got a veritable pilgrimage site for mecha lovers.

But if one booth made the inner child in everyone scream with joy, it was Bandai’s Tamagotchi Paradise. Celebrating the launch of the latest iteration of the virtual pet—available here before its global release—Bandai offers a tech-meets-nostalgia experience. With over 98 million units sold to date, the franchise has clearly struck a chord across generations. Visitors test out the new Tamagotchi on sleek demo devices, and you can overhear exchanges like “Wait, it poops again?” as parents awkwardly rediscover the digital anxieties of their youth while their kids master the game in minutes.

Beyond the product-centered booths, Japan Expo never forgets its soul: the artistic essence of Japanese culture. The 3,000m² Wabi Sabi pavilion returns with its 15th anniversary, and it’s a sensory feast. Under the watchful motifs of Fujin and Raijin, the gods of wind and thunder, this space hums with calm dignity. Visitors weave through displays of traditional laquerware, calligraphy, and kimonos, meet artisans from Japan who explain age-old techniques like "togidashi", and attend performances blending classical instruments with J-Rock flair. Watching a kimono unfold live on stage, choreographed to poetic music, feels like attending a fashion show woven straight out of Kyoto’s past.

Everywhere you turn, the booths are not just selling, they’re storytelling. And perhaps that’s the secret behind Japan Expo’s massive draw of over 255,000 expected visitors this year. Whether you’re in the middle of an intense Beyblade duel or capturing selfies with a life-size Evangelion unit, the event’s booths serve as anchors to larger cultural narratives—fueled by passion, steeped in heritage, and gleaming with innovation. Japan Expo 2025 isn't just a pop culture event. It’s a portal. And the booths? They're the gateways.

Check out our curated cosplay photo selection on our Flickr page

Photos: Mulderville