Stories

Our Journey

July 22, 2026

An interview reflecting the vision of our founding members (courtesy of WORLD REPORT CHANNEL)

Hello. My name is Yu Ohara, President of OtaCute Inc. and organizer of MATSURI.

OtaCute's journey began in 2019 with otaku events in the Philippines. Since then, our activities have expanded into cosplay communities, digital platforms, music and artist support, and cultural exchange between Japan and the Philippines.

We have kept the enthusiasm of a small community alive while continuing to connect people. Those accumulated experiences have led to today's large-scale Japanese cultural festival, MATSURI in MANILA.

From OtaCute to MATSURI

A community fostered through cosplay and anime has grown into a place of cultural exchange where music, food, tradition, tourism, companies, and creators come together.

It All Began with “Happiness to Everyone”

OtaCute has always embraced the philosophy of Happiness to Everyone.

We believe that everyone should be free to enjoy what they love, regardless of nationality or economic circumstances—and that people should be able not only to attend as spectators, but also to help create the experience as cosplayers, artists, exhibitors, and staff. OtaCute has worked to build such a community, both online and in person.

This philosophy lives on in MATSURI's vision of connecting the world through festivals.

Our Journey in Facts and Figures

2019: Began organizing otaku events in the Philippines
2020: Established OtaCute Philippines Inc.
2021: Officially launched the cosplay community app “Otasuke!” in the Philippines, recording 2,000 downloads on the first day of its pre-release
2022: Otasuke! reached 10,000 downloads, while in-person events expanded to include cosplay, J-POP, anime songs, kimono, and art
2023: Exhibited at Japan Fiesta 2023, attended by approximately 80,000 visitors, and organized a cosplay contest
2023: Participated as an event partner in a performance organized by The Japan Foundation, Manila
2025: Held the first MATSURI in MANILA at Quirino Grandstand / Rizal Park, welcoming more than 25,000 visitors
2026: Held MATSURI in MANILA as an official commemorative event for the 70th anniversary of the normalization of diplomatic relations between Japan and the Philippines, welcoming more than 26,000 visitors

From OtaCute to MATSURI—Four Stages of Growth

1. Connecting the Community

As in-person events were canceled one after another during the COVID-19 pandemic, OtaCute launched “Otasuke!”, an app connecting cosplayers and fans. Through photo sharing, contests, open chats, and other features, it created a place where people could share the cultures they loved even while apart.

2. Creating a Place to Belong in the Real World

After COVID-19 restrictions were eased, OtaCute continued to hold the Otasuke Cosplay Festival, primarily at Laperal YOU.suites / Brooklyn Warehouse in Manila.

Beyond cosplay contests, the festival incorporated artist alleys, maid cafés, karaoke, DJs, kimono fashion shows, dance, and live performances, growing into a place where participants could enjoy Japanese culture in many different ways.

3. Connecting the Cultures of Japan and the Philippines

In 2023, OtaCute participated in Japan Fiesta 2023, organized by the Japan Fiesta Council, whose members include the Embassy of Japan in the Philippines, the Japan National Tourism Organization Manila Office, The Japan Foundation, Manila, the Japanese Association, Manila, Inc., and the Japanese Chamber of Commerce and Industry of the Philippines, Inc. OtaCute operated a booth and organized a cosplay contest.

In October of the same year, OtaCute participated as an event partner in “ITO KASHITARO: ASEAN Tour 2023 in the Philippines,” organized by The Japan Foundation, Manila. The performance was held in cooperation with ANA and with the support of the Embassy of Japan in the Philippines to commemorate the 50th Year of ASEAN-Japan Friendship and Cooperation.

4. Becoming a Comprehensive Japanese Cultural Festival

In 2025, our activities expanded beyond cosplay and anime into MATSURI in MANILA, integrating music, food, traditional culture, tourism, corporate exhibits, and automotive culture.

In the same year, MATSURI supported a product promotion for ITO EN in the Philippines. The approximately one-month campaign at a dedicated booth inside a café combined an event activation and local influencer initiatives to build awareness across both offline and online channels.

In 2026, the event was recognized as an official commemorative event for the 70th anniversary of the normalization of diplomatic relations between Japan and the Philippines and listed on the official event calendar. Its second edition was held at Quirino Grandstand, growing into a cultural exchange platform that brings together performers, companies, creators, and fans from both countries.

Activity Timeline

Date	Activity	OtaCute's Role and Achievements
2019	Event activities began in the Philippines	Began organizing events founded on the local otaku and cosplay communities
February 2020	OtaCute Philippines Inc. established	Established an operational base in Manila
January–July 2021	Launched the cosplay community app “Otasuke!”	Following its pre-release, the app officially launched in the Philippines and reconnected the community online
May 2021	Established a Japanese corporation	OtaCute Inc. was established in Japan
July–August 2021	Co-produced the Filipino vocal duo “polar”	Connected Japan and the Philippines through online music production; the debut music video surpassed 100,000 views within ten days of release
December 2021	Otasuke Cosplay Festival	Held an in-person event at Laperal YOU.suites, marking the starting point of continuous local event operations
February 2022	Otasuke February Cosplay Festival	A community event combining cosplay, exhibits, live streaming, a maid café, and more
July 2022	Otasuke Cosplay Festival / JAPANIGHT	Expanded activities to cosplay, J-POP, anime-song DJs, kimono, live music, and an artist alley
October 2022	Renamed the Philippine corporation	OtaCute Philippines Inc. was renamed HTE Marketing Services Inc.
February 2023	Japan Fiesta 2023	Participated as an official exhibitor, operating a booth and cosplay contest; JNTO reported approximately 80,000 total visits to the event
February 2023	Launched the OtaCute Event DAO	Explored a community-led operating model in which participants could contribute event ideas and proposals
October 2023	ITO KASHITARO: ASEAN Tour 2023 in the Philippines	Supported the local presentation as an event partner for a performance organized by The Japan Foundation, Manila
November 2023	JAPANIGHT+	Added idols and bands to anime-song DJs, connecting Japanese and Filipino music, club, and cosplay cultures
December 2023	OtaCute Cosplay Festival	Invited a Japanese cosplayer as a guest, combining cosplay, music, food and beverages, and digital payments
2025	ITO EN Product Promotion	Ran an approximately one-month campaign at a dedicated in-café booth, combining an event activation and local influencer initiatives to support awareness in the Philippine market
May 2025	MATSURI in MANILA 2025	Held for the first time at Quirino Grandstand / Rizal Park, evolving into a comprehensive Japanese cultural festival
April 2026	MATSURI in MANILA 2026	Held as an official commemorative event for the 70th anniversary of the normalization of diplomatic relations between Japan and the Philippines; local media reported more than 25,000 visitors

Connections with Public and Cultural Institutions

Japan Fiesta 2023

Japan Fiesta 2023 was organized by the Japan Fiesta Council, comprising the Embassy of Japan in the Philippines, the Japan National Tourism Organization Manila Office, The Japan Foundation, Manila, the Japanese Association, Manila, Inc., and the Japanese Chamber of Commerce and Industry of the Philippines, Inc.

OtaCute participated as an official exhibitor, operating a booth and cosplay contest. According to JNTO, the event recorded approximately 80,000 total visits.

Participation in a Performance Organized by The Japan Foundation

For “ITO KASHITARO: ASEAN Tour 2023 in the Philippines,” OtaCute Philippines Inc. is officially listed as an event partner alongside Cosplay.ph and Brooklyn Warehouse Inc.

Our experience supporting the local presentation of an international performance organized by a cultural institution demonstrates that OtaCute has served not only as a community event organizer, but also as an operational partner bringing Japanese cultural content to the Philippines.

The 70th Anniversary of the Normalization of Diplomatic Relations between Japan and the Philippines

MATSURI in MANILA 2026 was recognized as an official commemorative event and listed on the event calendar for the 70th anniversary published by the Embassy of Japan in the Philippines.

This recognition symbolizes MATSURI's growth beyond an entertainment event into a place where visitors can experience cultural exchange and friendship between the two countries.

What OtaCute Has Brought to MATSURI

Trust with the local community: Years of direct engagement with cosplayers, fans, artists, and exhibitors
The ability to keep events going: Experience accumulated through operations ranging from small community events to a large-scale outdoor festival
An understanding of both Japanese and Filipino cultures: A commitment to co-creating with Filipino performers and communities rather than simply exporting Japanese culture
Connecting online and in-person experiences: An approach that combines apps, social media, community management, and on-site experiences
A network spanning cultural fields: The ability to connect cosplay, music, food, tradition, tourism, companies, and creators

Our Main Activity Base

Our principal base for early in-person events and music performances was Laperal YOU.suites / Brooklyn Warehouse, a property we own in Manila's Sampaloc district.

Laperal YOU.suites / Brooklyn Warehouse
2119 C.M. Recto Avenue, Sampaloc, Manila, Metro Manila, Philippines

MATSURI Is the Culmination of Our Journey—and the Beginning of the Next

What OtaCute has nurtured is more than a series of events.

It is a community where people come together through the cultures they love, participate across national and linguistic boundaries, and recognize one another's passion. MATSURI in MANILA is a project that brings this experience to a broader spectrum of Japanese culture.

What began as a cosplay event has now become a festival of cultural exchange between Japan and the Philippines, welcoming tens of thousands of people.

Happiness to Everyone.

We will continue to bring this philosophy, passed down from OtaCute to MATSURI, to more communities and people.