Japanese pop culture events in Portugal: Bridging cultures and enhancing regional tourism

Japanese pop culture events in Portugal have emerged as an important platform for fostering intercultural exchange, enhancing cultural appreciation, and supporting regional tourism. This study investigates their perceived impacts on local tourism dynamics and economic development through the perspectives of organisers, participants, and other stakeholders. Drawing on a qualitative approach, the study is based on 22 in-depth interviews, which reveal that these events are perceived to improve regional attractiveness for tourists, support local economic activity through visitor flows reported by interviewees, and help mitigate tourism seasonality. The findings underscore their perceived effectiveness in promoting cultural authenticity, strengthening community engagement, and attracting younger audiences. They also suggest perceived economic benefits associated with expenditure on local goods and services, thereby potentially supporting local businesses. By focusing on the Portuguese context, which remains relatively underexplored, this study provides new insights into the role of Japanese pop culture events in cultural tourism and community development. The study offers theoretical contributions to cultural event management and practical recommendations for stakeholders seeking to maximise the cultural and economic potential of these events.