Asuka-Fujiwara no Miyako designated UNESCO World Heritage site

The Asuka-Fujiwara no Miyako site has been officially registered as a UNESCO World Heritage site. To commemorate this designation, Nara Prefecture is launching a collaborative tourism project with Sanrio featuring the character Hello Kitty.

Running from September 1, 2026, to March 15, 2027, the initiative includes a digital quiz rally across 19 constituent assets of the heritage site. The event features a specially designed Hello Kitty dressed in ancient attire reminiscent of the ‘Asuka Bijin’ from the Takamatsuzuka Tomb, incorporating traditional elements such as a ‘sashiba’ (fan) instead of her signature ribbon.

Participants can collect digital stamps by answering quizzes at various locations to earn original goods through a combination of first-come, first-served and lottery systems. A physical stamp rally will also be held at five specific spots within the Asuka area.