New Japan Theme Park Aims to Tap Tourism Boom, Become Springboard to Asian Markets

The company behind Junglia, a new nature adventure park located on Japan’s southern island of Okinawa, is keenly anticipating the potential impact of Japan’s burgeoning tourism boom. This innovative venture aspires to not only capture local attention but also to establish a platform for expansion into broader Asian markets.

Spanning 60 hectares, Junglia is constructed on what was once a golf course and boasts more than 20 attractions. Visitors can look forward to an assortment of experiences ranging from hot air balloon rides and buggy adventures to treetop walks and a thrilling “Dinosaur Safari.” The park is set to welcome its first visitors on July 25.

This ambitious project, costing approximately 70 billion yen, was conceived by Tsuyoshi Morioka, the chief executive of the entertainment firm Katana. Morioka is no stranger to the theme park industry; he previously revitalized attendance at Universal Studios Japan in Osaka by introducing popular Harry Potter-themed attractions.

Japan is witnessing an unprecedented surge in tourism, largely driven by a weaker yen, with overseas visitor numbers climbing by 47% to a record 36.9 million last year. Their spending increased by 53%, totaling 8.1 trillion yen, solidifying tourism as the country’s second-largest export sector following automobiles.

Theme parks hold a special place in the hearts of the Japanese, as evidenced by the enduring popularity of Tokyo’s Disney resorts and Universal Studios Japan. However, not all amusement ventures succeed, and many have struggled to stay afloat.

Yu Shioji, chairman of the Amusement Park Society of Japan, is skeptical about Junglia’s long-term prospects. He cites competition from other nature adventure parks in Japan and Junglia’s relatively high pricing of 6,930 yen for locals and 8,800 yen for international visitors as potential hurdles.

Morioka, however, remains optimistic. As a self-professed maths enthusiast, Morioka believes that Junglia has more than a 70% chance of success based on his calculations. He anticipates attracting several thousand visitors daily and asserts that profitability is achievable even at half the attendance of the nearby Okinawa Churaumi Aquarium, which draws around 3 million visitors annually.

Morioka noted that Japan’s demand for theme parks and high-value tourism services is set to endure, particularly as many Asian nations continue to experience economic growth. “The weak yen is a tailwind, but the number of people who want to visit Japan will increase structurally regardless of the currency effect,” he stated.

With the Japanese government targeting 60 million overseas visitors per year by 2030, the potential for expansion seems promising. Should Junglia prove successful, Morioka envisions developing smaller attractions that are less costly than mega theme parks like Disney and Universal Studios. Such attractions could be strategically launched in other Asian markets such as Taiwan and Indonesia.

Considering future growth avenues, listing Katana could be a potential option for funding. Morioka also sees tremendous potential in theme parks centered around Japanese anime, provided he can secure licenses from content creators for their intellectual property.

“I think it would be good if there was a third option in cities around the globe after Disney and Universal,” Morioka expressed. “I want to develop niches where they can’t go and create a third force in attractions in the world that originates from Japan.”