Festivals - Japan Expo 2025: A Historic Celebration of Pop Culture, Passion, and Presidential Presence

By Mulder, Villepinte, Parc des Expositions, 06 july 2025

Japan Expo 2025 closed its doors on Sunday, July 6, with an air of both nostalgia and triumph, following four extraordinary days that once again turned the Parc des Expositions Paris Nord Villepinte into a beating heart of pop culture celebration. This 24th edition was not just another successful chapter in the history of Europe’s biggest event dedicated to Japanese culture—it was a milestone. With around 230,000 attendees (a figure expected to be certified this September), this year marked a return to pre-Olympics momentum after the 2024 edition had been partially eclipsed by the Summer Games. And while the midweek attendance dipped slightly—understandable given that France’s summer school holidays didn’t begin until Friday night—the weekend figures surged dramatically, a testament to the unwavering passion of fans. From cosplayers and collectors to families and industry insiders, the crowd was as diverse as the programming was dense, and the emotional charge in the air was palpable throughout the four days.

What truly set Japan Expo 2025 apart from its predecessors, however, was its symbolic resonance and growing political recognition. For the first time in its history, the festival welcomed a visit from a sitting President of the French Republic, a gesture that powerfully legitimized not only the cultural weight of Japan Expo itself but the broader place of Japanese pop culture within French society. The team behind the event described the moment as historic, and rightly so—it was the culmination of over two decades of tireless effort to bridge worlds, generations, and continents. This presidential visit, though brief, sent a clear message: that the passions shared by manga readers, anime watchers, gamers, and artisans are no longer fringe interests, but vibrant threads woven into the fabric of contemporary French identity.

Beneath the high-level symbolism, the core of the festival remained its extraordinary programming and an unprecedented volume of creative voices. Over 22 days of non-stop programming across four stages (when counting pre-festival and rehearsal periods), Japan Expo 2025 hosted no fewer than 674 events spread across 35 stages and conference rooms. A staggering 671 artists and creators from across the globe—ranging from manga authors and animators to musicians and martial arts performers—brought their talents directly to fans. The festival also accredited 2,861 professionals, including 740 international guests, and welcomed 835 exhibitors representing every possible niche of the industry. As for the press and digital sphere, 565 journalists and content creators were officially accredited, reflecting the festival’s continued media relevance and online reach. These numbers aren't just impressive—they're essential in understanding the scope and influence of Japan Expo as a true hub for creativity and international exchange.

This year, one of the most talked-about themes was the ever-growing market of manga licensing and rights negotiation. The Manga Business Meetings returned in full force, setting new records in both attendance and outcome. According to insiders, the meetings this year were particularly fruitful, as Japanese publishers arrived with an unprecedented openness to licensing deals in Europe, recognizing the booming demand in French-speaking markets. Anecdotally, several professionals shared off-the-record that 2025 may have marked a tipping point: manga is no longer seen as a “foreign trend” but as a permanent and deeply integrated part of Western pop culture infrastructure. The enthusiasm was so tangible that one editor-in-chief from a major publishing house reportedly described Japan Expo as “more vital than any book fair right now—this is where future publishing happens.”

But as much as the numbers tell a story of growth and institutional power, the soul of Japan Expo 2025 was best captured in the small, often personal moments. In the artist alleys, visitors could be seen queueing not just for autographs but for heartfelt exchanges with illustrators whose work had shaped their childhood. A cosplayer dressed as a character from Jujutsu Kaisen paused before the official Shueisha booth and whispered, “This is my home,” before being swept up in a group photo with strangers-turned-friends. In the food court, spontaneous gatherings around bowls of steaming ramen and taiyaki treats became moments of camaraderie. On the live stages, cheers erupted during concerts and showcases, none louder than for the indie idol group who traveled from Osaka for their first overseas performance—one of whom was reportedly moved to tears onstage at the reception. These moments remind us that Japan Expo is more than a convention: it’s a place where stories, emotions, and identities come alive.

As the festival team expressed in their closing statement, the success of this year’s edition is thanks to the collective energy of everyone involved—artists, exhibitors, professionals, press, and especially the public. The gratitude extended by the team was heartfelt, promising an even greater return in 2026, which will mark the festival’s 25th anniversary. That milestone, already announced to take place from July 9 to 12, 2026, is poised to be a monumental event, and anticipation is already building among fans and industry players alike. With the legacy of 2025 still fresh in memory and a quarter-century celebration on the horizon, Japan Expo Paris is more than ready to write its next chapter—not just as a festival, but as a cultural movement of global scale and emotional depth.   

Update July 9 2025 16h15

Photos : Boris Colletier / Mulderville