The ASEAN-Japan Centre (AJC), in close collaboration with the Ministry of Commerce of Cambodia and the Ministry of Tourism of Cambodia, hosted a captivating tourism talk show at the Cambodia Pavilion of Expo 2025 Osaka-Kansai on October 4, 2025.
This event aimed to significantly boost Cambodia’s visibility among Japanese travelers by offering a fresh and contemporary perspective on its attractions, particularly Siem Reap. By showcasing this inter-ministerial cooperation, we highlighted Cambodia’s unified national effort to promote tourism to Japan.
Influencer-Led Storytelling: Connecting with the Audience
The talk show featured two well-known Japanese travel influencers and photographers, 6151 (@6151) and Noel Someya (@noel_engeki). Both had previously participated in an AJC-organized Familiarization (Fam) Trip to Siem Reap, where they created stunning, exclusive media content that transformed the event into a compelling storytelling experience.
The influencers shared their personal journeys and recommendations on:
- Beyond Angkor Wat: Exploring lesser-known cultural activities, elephant sanctuary
- Modern Khmer Cuisine: Discovering diverse culinary experiences, from street food to contemporary Khmer dining.
- Contemporary Comforts: Reviewing unique accommodations tailored to Japanese tourists.
Their vibrant stories, coupled with their visually striking content, captivated the audience and brought Siem Reap to life in an engaging way.
Active Engagement and Impact: Measurable Success
Held on Saturday, October 4, 2025, from 14:00 and 15:30, the event was a remarkable success. Despite the lack of a pre-registration system, the high foot traffic at the Cambodia Pavilion led to a steady flow of engaged walk-in attendees. The buzz around the event was palpable, with attendees sharing their excitement about Siem Reap’s offerings.
The most powerful takeaway came from the exit survey: a stunning 99.4% of the 348 respondents indicated they were inspired and eager to visit Cambodia. This result validates the effectiveness of leveraging trusted digital influencers to promote tourism.
Conclusion: A Winning Strategy for Cambodian Tourism
The Cambodia Tourism Talk Show at Expo 2025 Osaka proved the power of combining physical presence at major international events with high-impact digital media promotion. This collaboration with Cambodia’s Ministry of Tourism and Ministry of Commerce ensured the seamless execution of the event, maximizing its impact.
By repurposing and amplifying content from the Siem Reap Fam Trip, the AJC significantly raised Cambodia’s profile as a destination for Japanese travelers. This integrated approach is a clear example of how modern digital influencers and collaborative government efforts can reshape perceptions and drive tourism.
