On the eve of the opening of the "Osaka Expo", which has become a social issue-What is the final breakthrough from the 25% approval rating?
With the end of the fiscal year on March 31, 2025, less than two weeks until the opening of the Osaka Expo. Today, however, it has become a new social issue, rather than a symbol of solving social issues. I would like to touch on the current situation and issues and present effective breakthroughs in a limited time.
What should be most important in holding large-scale international events for which new public budgets are being invested?
It is to secure "momentum" and "social consensus". As long as a large amount of tax money is invested, it is essential that the legitimacy of the project is not the support of a limited segment of people, but the support of the majority of society.
Society's voice is a harsh reality
Kyodo News on March 23, 2025 announcement According to the poll, 74.8% of respondents said they did not want to go to the Osaka Expo, while 24.6% said they would like to go.
It is a large-scale international event with a total budget of more than 1 trillion yen, and although more than 4 billion yen has been invested so far in "fostering momentum" (METI), no visible results have been achieved.
The fact that the majority of the people do not agree with the budget despite the fact that it is being spent, which should have reached 70 to 80 percent, means a clear failure in terms of "momentum" and "consensus building."
In addition, the Mitsubishi Research Institute, which is a member of Keidanren and a sponsor of the Osaka Expo, will announcement Even in the survey of consumers, 24% of respondents nationwide were "interested" and 39% in the Keihanshin area. "Intention to visit" was 24% nationwide and 36.3% in the Keihanshin area, both of which were down from the survey in April of the same year.
The positive appeal of "increase in repeat intent" attached to the title of the company's press release showed a glimpse of the healthy efforts of the person in charge.
The essence of the problem is a lack of leadership
The fundamental issue that is not supported by the Osaka Expo is not the technical problems of construction and operation, but the lack of "leadership that fosters empathy through repeated dialogue with society." No matter how much leaders emphasize the "economic effect," they may not see the value in itself, or they may not believe in it in the first place.
The leaders of the Osaka Expo include Osaka Governor Hirofumi Yoshimura (49 years old), who also serves as a director of the Expo Association, and Osaka Mayor Hideyuki Yokoyama (43 years old). There are more than 30 members of the association, including Mr. Masakazu Tokura (74 years old, Chairman of Keidanren), President of the World Expo Association, and Mr. Hiroyuki Ishige (74 years old, former Ministry of Economy, Trade and Industry), Secretary-General.
In addition, as a contractor, venue design producer Sou Fujimoto (53 years old, Sou Fujimoto Architects), who attracted attention with a large roof ring of 35 billion yen, is known.
What these leaders are critically lacking is the ability to persuade society and develop empathy "PR Mindset" Nothing else. Large-scale international events are fraught with pros and cons. However, they have treated dissenting voices as if they were enemies and have neglected to engage in dialogue.
The results are evident in Kyodo News and consumer surveys conducted by the Mitsubishi Research Institute. What was originally required was not to unilaterally impose the significance of the Expo, but to speak calmly, politely, and sincerely.
What is < PR (Public Relations)? >
PR is a concept that was introduced to Japan from the United States around 1945. In recent years, there are cases where it is confused with propaganda methods, but the original meaning is as follows. Ultimately, it comes down to whether or not you were able to elicit the favor and credibility of the other party.
"It is a continuous dialogue in which an individual or organization communicates and persuades itself through all means of communication to convey its direction and sincerity in order to gain the understanding and cooperation of the public concerned. Introduction to PR Strategy" (Diamond, 1969)
The people are at the greatest disadvantage
As a result of the widespread disapproval of the Osaka Expo, it can be said that it is none other than the public who have suffered the most. Despite the fact that more than 4 billion yen of public funds were invested in building momentum, sympathy has not spread, and voices of criticism have covered public opinion.
Essentially, no matter how unreasonable the opinions of the opposition may seem, momentum can be built by being close to their emotions and leading them to support them little by little. However, in the current situation, as if watering the desert, investments without results are repeated.
A painfully strategic approach that can be taken in the time left
Time is running out. It is almost impossible to fundamentally rebuild the momentum that should have been created now. However, given that large amounts of public money have already been invested, efforts to improve the situation should not be abandoned.
Even now, the possibility of building consensus with public opinion in a "one-shot reversal" has not completely disappeared. The first thing that is needed is a compromise between the organizers and the opposition. However, there is no clear leader in the opposition, and even if one of them suddenly shows understanding of the event, the situation will not change at all.
At this juncture, what is required is for Expo leaders with clear faces and positions to take responsibility and take concrete actions. It doesn't matter what the position of the individual leader or the circumstances are.
With less than two weeks to go until the opening of the Osaka Expo, there are two realistic directions that can be taken to alleviate, if not resolve, the physical feasibility of the leader's ideas and the current crisis facing the Expo Association.
1. Disclose issues at press conferences to foster public understanding
The first thing to consider is to hold a highly transparent press conference to explain the current situation and issues in an honest manner. In this way, if you show a willingness to face critical public opinion head-on, reflect on past responses, and carefully talk about future improvement plans, you can create an opportunity to restore trust.
Press conferences are the most official means of accountability to the public through the mass media, and can also be used as a place to redefine and reconstruct the social significance of the Expo.
However, the success or failure of a press conference depends largely on the speaker's own ability to communicate and adapt. Looking back at the attitude of the Expo leaders so far, it is difficult to expect the current regime to frankly admit its mistakes at the press conference and try to express its feelings in words. It's a realistic and constructive solution, but it's going to be difficult.
Incidentally, today is the day of the press conference between the third-party committee on the Fuji Television issue and the station.
2. Build bridges with opposition with leadership renewal
Another option is to overhaul the system through the mass resignation of leaders. When key leaders clarify their responsibilities and new leaders emerge on top of that, they can gain a certain level of convincing from society and show signs of a fresh start. At the same time, it is expected to have secondary effects such as improving the morale of on-site staff and resolving problems that have accumulated internally.
Resignation is a common form of responsibility in business and sports circles as an organization's survival strategy. At first glance, it may seem negative, but if you choose to resign of your own volition, it is often evaluated as a sign of your leadership.
That decision will later be said to have been a turning point for that decision, and will be evaluated as a leader's decision.
In resignation, the positions of Governor Yoshimura and Mayor Yokoyama in particular are rather suitable. Even if he resigns as a director of the Expo Association, his position as the head of the host municipality will not change, and he can set out a picture that "the problem lies with the Expo Association."
In addition, it is thought that the public support base for the Osaka Expo overlaps with the support base of Governor Yoshimura in particular. They are not supporting President Tokura or Secretary-General Ishige of the Expo Association.
A new image of a leader and its effect on the field
What is required of a new leader is not name recognition or title. Unknown but talented people who have been in charge of practical work in the field so far are the ones who are suitable for the next phase. In today's Japan, those who are knocked out from the field or unknown are more likely to be favored by society.
Even if some leaders of the Expo Association are replaced, the staff seconded from the Ministry of Economy, Trade and Industry and other ministries, local governments, and major companies will have high practical skills and will not have any problems with the execution of the project in the future. In fact, there is even a possibility that on-site decision-making will become smoother.
It is not surprising that the current leaders, who have experienced careers and are looking forward to the success and momentum of the Expo, have already thought of and are considering these solutions.
In fact, it's a staple of public relations and restructuring. The question is whether they can do it or not in the time left until the start of the season.
Dentsu's Peace of Mind and Realistic Choices
Even more reassuring is the presence of Dentsu. In FY2024, the suspension of bidding related to the bid-rigging scandal surrounding the Tokyo Olympics will be lifted, and the opening ceremony and promotional work of the Osaka Expo will already be carried out. Working on 。
If there is a change in the leadership of the World Expo Association, it will be possible to stabilize the correction of on-site work execution by concentrating on outsourcing to Dentsu in FY2025. Although there are still persistent voices of social criticism of Dentsu, it is also true that Dentsu has an unrivaled ability to respond to the situation required in a difficult situation such as this one.
Certainly, there is no denying the history of the business promotion that has been questioned, such as the bid-rigging problem and the middle-of-the-road structure. On the other hand, in order to move forward with the Osaka Expo, which has become a "social issue" in Japan, it is necessary to have someone who has the power to overcome it, even if there are issues with conduct.
There will be a social backlash against Dentsu's appointment. However, if a serious problem occurs during the Expo period due to the direction of another company, it may develop into an irreversible situation. Things are always trade-offs. It can be said that the active choice of "Dentsu" is also a necessary decision.
If the resignation of the Expo leader gains a certain level of public understanding, it will be easier to accept a realistic decision that prioritizes a system that works reliably over idealism about the contractor.
The Mission of the Osaka Expo and the Decisions of the Leaders
The mission that remains is "how to increase the momentum of this international event, increase the sense of satisfaction of the people, and turn it into something meaningful." This requires constructive ideas and positive action. Perhaps it will be easier than you think to solve the "social issues" of the Osaka Expo. In the remaining time, I look forward to the decisions of the leaders of the Expo.
Lastly: Fantasy or Reality?
So far, he has defined the Osaka Expo as a "new social issue" rather than a "symbol of solving social issues," and proposed a painful strategic approach that can be taken in the remaining time. It is not a sudden breakthrough, but only a basic countermeasure in general society.
However, when compared to the history of the Osaka Expo, they seem rather unrealistic. This may be because the existence of the Osaka Expo is a "fantasy spatial content" that cannot be captured by actual institutions or consensus-building mechanisms.
The author himself was not interested in the Osaka Expo at all. "If you're announcing a new technology, a press release will be enough," he said, to be honest.
However, over the past year or so, as I have been exposed to this fantasy through interviews and articles, the Osaka Expo has changed from a "subject of criticism" to an "object of interest" and now a "place I want to visit." It's a similar feeling to a parent, as if you're watching over a student who is not doing well.
That's why I'm thinking about going to ♪♪♪ see the scene where reality and fantasy intersect - spending time and money from Tokyo to Yumeshima. I'm completely captivated by the Osaka Expo (laughs). That's right, if you buy a ticket for USJ, you will get an advance sale for the Osaka Expo. Save 10% I remembered that it would be.
