Nativex METAP

To drive footfall to Saudi Arabia’s “Wonders of Arabia” experience at Expo Osaka 2025, Visit Saudi partnered with Japan’s beloved cultural icon, Doraemon.

The seven-day activation blended Saudi storytelling with Japanese nostalgia through an animated discovery video, a mobile quiz, influencer content, and a limited-edition Doraemon & Visit Saudi tote bag.

The result: 64,500 visitors, 315% above target, attended the activation. The campaign generated 1.95 billion in media reach, 8.9 million organic Social Media impressions, 6.7 million organic views, and 127,000 engagements, 153% above benchmarks. With long queues, viral user-generated content, and strong media pickup, the campaign succeeded in turning Expo visitors into active participants at the Wonders of Arabia. By aligning Saudi’s destinations with a character deeply loved in both markets, the collaboration sparked curiosity, emotional resonance, and measurable impact. This culturally intelligent and performance-driven campaign exemplified destination marketing at its best—transforming a local activation visit into a cross-cultural moment of discovery.