Filipino travelers flocked to the Japan Pavilion at this year’s Travel Madness Expo (TME) 2025 to experience the country’s vibrant autumn celebrations. Held from July 11 to 13 at the SMX Convention Center Manila, the event gave visitors an immersive glimpse into Japan’s beloved autumn matsuri–festivals celebrated from September to November with colorful floats, traditional music, and dance. At the Pavilion, guests took part in engaging festivities that captured the spirit of the season.
Japanese Calligraphy at Travel Madness Expo 2025
At the Japanese Calligraphy booth, visitors had their names written in traditional kanji characters. Attendees then immersed themselves in the festivities, wearing a cultural pink or blue yukata and taking photos against the prepared autumnal backdrop. Then, the crowd was invited to the Omikuji Travel Fortune booth, where the shake of a box revealed their lucky destination in Japan.
Ema Wall featured in the Japan Pavillion at Travel Madness Expo 2025
The crowd favorite was the Ema Wall, where attendees wrote down their wishes for their next trip to Japan. The wall was populated with messages like “Manifesting Japan!”, “Hope to be in Japan in September!”, “”and “Autumn Matsuri 2025!!”, all decorated with stamps and patterns by the bright-eyed travelers hoping to witness Japan’s autumn magic.
After seeing the Ema Wall filled with wishes from Filipino travelers, Japan National Tourism Organization Director Maaya Honda felt the sincerity behind every message. “Reading all the wishes on the Ema Wall was very touching. I could truly feel how much love Filipinos have for Japan! So many mentioned places across the country, and it fills me with gratitude and hope that they can visit soon and experience the beauty they’ve been dreaming of!”
Kakunodate Autumn Matsuri. Photo from Japan National Tourism Organization.
Across Japan, regions celebrate autumn with distinct matsuri that highlight their local culture and colors. Near Tokyo, Mt. Takao offers vibrant foliage and live performances like taiko drumming and yosakoi dancing. In Nikko, samurai parades and archery honor Tokugawa Ieyasu in a powerful display of feudal tradition. Gokayama’s thatched-roof villages glow with autumn light, filled with folk music and dance passed down through generations. Meanwhile, Kakunodate’s dramatic float battles and samurai theatrics turn its historic streets into a cultural spectacle each September.
Also featured at the Japan Pavilion were sweet-making demos, fun trivia games, and expert travel tips from airlines and specialists. Visitors enjoyed exclusive deals and lively stage shows, including Anisong singer Nanao and comedian Yuki, who entertained with his mixed-culture humor.
The Japan Pavilion successfully brought the charm of autumn matsuri to life at Travel Madness Expo 2025, sparking inspiration and wonder among Filipino travelers to see the real thing. With heartfelt wishes, cultural experiences, and a vibrant showcase of seasonal traditions, the Japan National Tourism Organization left a lasting impression on attendees, further building excitement for future journeys and reaffirming Japan’s place in the hearts of many.
