Exploring the Fascination of Halloween and Cosplay among Foreign Tourists in Japan
As Halloween approaches, Japan has become a magnet for foreign tourists, especially those enticed by the country’s vibrant cosplay culture. A recent survey conducted by TST Entertainment's inbound research service, ‘youknowme’, highlighted this trend among 102 foreign visitors in Shinjuku’s Tokyu Kabukicho Tower on October 31, 2025. The survey aimed to gauge their awareness and expectations regarding Japan's Halloween celebrations.
One of the most striking findings was that 90.1% of respondents expressed excitement about visiting Japan during the Halloween season. This enthusiasm stems from the unique blend of cosplay culture and the overall celebratory atmosphere that defines Halloween in Japan. Participants described their anticipation of witnessing lively street festivities and engaging in costume play, with comments such as, “I want to see many people dressed up for Halloween in Japan,” (25, Female, USA) and “I’m looking forward to seeing tons of cosplay on the streets,” (24, Female, France).
The survey also revealed that 67.6% of respondents planned to view others in costumes, 55.9% wanted to participate in Halloween events, and 42.2% intended to dress up themselves. This shows that the anticipation of engaging in these activities is embedded in their plans for a memorable Halloween experience in Japan. Many respondents also shared their excitement about preparing for Halloween by purchasing new costumes or accessories during their stay, further emphasizing their commitment to experiencing this unique celebration.
When asked about places to buy costume items, 43.1% cited Don Quijote, with additional mentions of popular shops like Daiso and GU, reflecting the tourists' enthusiasm for sourcing their Halloween gear locally. This reinforces their dedication to fully immersing themselves in the Japanese Halloween experience.
The differences between Halloween in Japan and in their home countries were also discussed. Respondents noted that Halloween celebrations vary greatly across nations, with some describing their local festivities as ‘boring’, ‘small-scale’, or ‘unpopular’. In contrast, many were drawn to the lively festival atmosphere that engulfs Japanese cities during Halloween.
An interesting insight from the survey revealed that around 20% of participants are willing to spend over 10,000 yen on cosplay items, indicating a strong appreciation for Japan's ‘cosplay-friendly’ culture. Nearly half (48.0%) of the respondents stated they have prior cosplay experience, while 38.2% expressed a desire to try it for the first time. Opportunities for cosplay extend beyond Halloween, with many respondents mentioning participation in cosplay festivals and events like Comic-Con worldwide.
When asked what aspect of their Halloween or cosplay experience impressed them the most in Japan, many highlighted the friendliness and kindness of the people they encountered. This openness fosters a unique environment, making the event more than just a celebration; it’s a blend of cultural exchange and community spirit.
The most desired themes for cosplay echoed the popularity of anime and manga, with 75.0% of participants wanting to embody characters from franchises like ‘Naruto’, ‘Demon Slayer’, and ‘Jujutsu Kaisen’. Themes from video games also garnered interest, while general Japanese culture elements such as maids and uniforms were noted too.
As observed on Halloween day at Tokyu Kabukicho Tower, both typical costumes and anime/game character cosplays were prevalent, capturing the essence of the Japanese Halloween experience.
Youknowme’s survey results illuminate how Halloween in Japan resonates powerfully with international visitors, integrating the rich culture of anime and cosplay that tourists find wildly appealing. The collaborative atmosphere of street-level Halloween celebrations further enhances its uniqueness, showcasing Japan’s charm as a global Halloween destination. Despite some tightening regulations, the enthusiasm for cosplay remains undeterred, with tourists eager to indulge in costume-related purchases and festivities each year.
As they transition to indoor celebrations, tourists seem to adapt by celebrating Halloween and cosplay within venues like the Tokyu Kabukicho Tower itself. Offering participatory events and Halloween-themed food and drinks could further enhance their experience, catering directly to the desires of these international visitors.
Period: October 31, 2025
Location: Tokyu Kabukicho Tower
Target Group: Foreign Tourists
Method: Interview based survey
Total Respondents: 102
(Percentages may not total 100 due to rounding.)
‘Youknowme’ is a dialogue-based research service created by TST Entertainment, merging the Japanese term for ‘teacup’ with a playful inquiry into understanding through conversation. The vision reflects Japan’s cultural practice of bonding over tea and conversation, allowing for meaningful insights into the real voices of foreign visitors.
One of the most striking findings was that 90.1% of respondents expressed excitement about visiting Japan during the Halloween season. This enthusiasm stems from the unique blend of cosplay culture and the overall celebratory atmosphere that defines Halloween in Japan. Participants described their anticipation of witnessing lively street festivities and engaging in costume play, with comments such as, “I want to see many people dressed up for Halloween in Japan,” (25, Female, USA) and “I’m looking forward to seeing tons of cosplay on the streets,” (24, Female, France).
The survey also revealed that 67.6% of respondents planned to view others in costumes, 55.9% wanted to participate in Halloween events, and 42.2% intended to dress up themselves. This shows that the anticipation of engaging in these activities is embedded in their plans for a memorable Halloween experience in Japan. Many respondents also shared their excitement about preparing for Halloween by purchasing new costumes or accessories during their stay, further emphasizing their commitment to experiencing this unique celebration.
When asked about places to buy costume items, 43.1% cited Don Quijote, with additional mentions of popular shops like Daiso and GU, reflecting the tourists' enthusiasm for sourcing their Halloween gear locally. This reinforces their dedication to fully immersing themselves in the Japanese Halloween experience.
The differences between Halloween in Japan and in their home countries were also discussed. Respondents noted that Halloween celebrations vary greatly across nations, with some describing their local festivities as ‘boring’, ‘small-scale’, or ‘unpopular’. In contrast, many were drawn to the lively festival atmosphere that engulfs Japanese cities during Halloween.
An interesting insight from the survey revealed that around 20% of participants are willing to spend over 10,000 yen on cosplay items, indicating a strong appreciation for Japan's ‘cosplay-friendly’ culture. Nearly half (48.0%) of the respondents stated they have prior cosplay experience, while 38.2% expressed a desire to try it for the first time. Opportunities for cosplay extend beyond Halloween, with many respondents mentioning participation in cosplay festivals and events like Comic-Con worldwide.
When asked what aspect of their Halloween or cosplay experience impressed them the most in Japan, many highlighted the friendliness and kindness of the people they encountered. This openness fosters a unique environment, making the event more than just a celebration; it’s a blend of cultural exchange and community spirit.
The most desired themes for cosplay echoed the popularity of anime and manga, with 75.0% of participants wanting to embody characters from franchises like ‘Naruto’, ‘Demon Slayer’, and ‘Jujutsu Kaisen’. Themes from video games also garnered interest, while general Japanese culture elements such as maids and uniforms were noted too.
As observed on Halloween day at Tokyu Kabukicho Tower, both typical costumes and anime/game character cosplays were prevalent, capturing the essence of the Japanese Halloween experience.
Youknowme’s survey results illuminate how Halloween in Japan resonates powerfully with international visitors, integrating the rich culture of anime and cosplay that tourists find wildly appealing. The collaborative atmosphere of street-level Halloween celebrations further enhances its uniqueness, showcasing Japan’s charm as a global Halloween destination. Despite some tightening regulations, the enthusiasm for cosplay remains undeterred, with tourists eager to indulge in costume-related purchases and festivities each year.
As they transition to indoor celebrations, tourists seem to adapt by celebrating Halloween and cosplay within venues like the Tokyu Kabukicho Tower itself. Offering participatory events and Halloween-themed food and drinks could further enhance their experience, catering directly to the desires of these international visitors.
Survey Overview
Period: October 31, 2025
Location: Tokyu Kabukicho Tower
Target Group: Foreign Tourists
Method: Interview based survey
Total Respondents: 102
(Percentages may not total 100 due to rounding.)
Respondent Demographics
- - Nationality: A diverse range including Spain, Germany, and Brazil among others.
- - Gender: Varied
- - Number of Visits to Japan: Varied
- - Accompanied Travelers: Varied
About Youknowme
‘Youknowme’ is a dialogue-based research service created by TST Entertainment, merging the Japanese term for ‘teacup’ with a playful inquiry into understanding through conversation. The vision reflects Japan’s cultural practice of bonding over tea and conversation, allowing for meaningful insights into the real voices of foreign visitors.
Topics Entertainment & Media）
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