JUNGLIA Okinawa: From Sky-High Expectations to Struggling Reality - What Went Wrong?
Introduction
On July 25, 2025, JUNGLIA Okinawa opened its doors in the Yanbaru region of northern Okinawa, Japan. This ambitious theme park project, spearheaded by Tsuyoshi Morioka and his marketing company Katana (刀) - the team credited with reviving Universal Studios Japan - was hyped as potentially becoming "Okinawa's Disneyland." The anticipation was so immense that even Prime Minister Shigeru Ishiba attended the pre-opening press conference.
However, six months after its grand opening, the park's reputation has taken a dramatic turn. What was supposed to be a revolutionary tourist destination has faced massive backlash, declining visitor numbers, and significant financial losses. This article explores what happened to JUNGLIA Okinawa and what the future might hold.
What is JUNGLIA Okinawa?
JUNGLIA Okinawa is a large-scale theme park spanning approximately 60 hectares (about 13 Tokyo Domes) across Nakijin Village and Nago City in Okinawa Prefecture. Built on the site of the former Orion Arashiyama Golf Club, the park positions itself as a "nature-immersive" experience, leveraging the subtropical environment of the Yanbaru forest.
The park features dinosaur-themed attractions, outdoor activities like ziplines and buggy rides, and spa facilities including a Guinness World Record-certified infinity bath.
Key Attractions
The park offers several signature experiences:
- Dinosaur Safari: An immersive experience of escaping from T-Rex
- Sky Phoenix: A zipline soaring above the jungle canopy
- Horizon Balloon: A balloon ride offering 360-degree panoramic views
- Buggy Voltage: Off-road buggy adventures through nature
- Spa JUNGLIA: Hot spring facilities with the world's largest infinity bath
Ticket Pricing
Admission costs 6,930 yen for adults (12+) and 4,950 yen for children (4-11). Combined park and spa tickets run 9,570 yen for adults and 6,490 yen for children. Premium passes for priority access to popular attractions cost an additional 990-2,970 yen each.
Why Did Public Perception Collapse?
1. The Gap Between Advertising and Reality
Pre-opening TV commercials featured Hollywood-quality CGI depicting thrilling encounters with realistic dinosaurs. Visitors expecting an experience comparable to Universal Studios were instead met with dinosaur statues scattered throughout a natural setting. Social media exploded with complaints about "misleading advertising" and the stark contrast between promotional materials and the actual experience.
2. Extreme Wait Times and Capacity Issues
During the opening period, wait times for popular attractions reached a staggering 430 minutes (over 7 hours). Many visitors reported only being able to experience one or two attractions during their entire day at the park despite paying premium admission fees.
The fundamental problem lies in structural capacity limitations. Experiential attractions like Sky Phoenix can reportedly accommodate only about 200 guests per day due to the time required for each experience, creating inevitable bottlenecks despite low overall park attendance.
3. The Google Review Deletion Controversy
Within days of opening, over 400 reviews had been posted on Google Maps, with ratings averaging in the low 2s out of 5. However, the review count suddenly dropped to single digits, sparking accusations of review manipulation by the park operators.
While JUNGLIA issued a statement denying involvement and it was later determined that Google's spam detection algorithms were responsible for the deletions, the incident fueled a major public relations crisis.
4. Operational Problems
Numerous operational issues were reported during the initial period:
- The official app crashed under heavy traffic, preventing guests from obtaining attraction passes
- Tickets purchased through travel agencies required on-site exchange, forcing visitors to wait in multiple lines
- Insufficient shade and rest areas left guests suffering in the subtropical heat
- Weather-dependent outdoor attractions frequently suspended operations
5. Poor Accessibility
Located in the mountainous northern region of Okinawa's main island, JUNGLIA requires approximately 90 minutes by car from Naha Airport. Public transportation options are extremely limited, making rental cars essentially mandatory. Even with a car, visitors must park at partner locations and take shuttle buses, adding significant time and complexity to the journey.
Financial Situation
Japan Entertainment (JE), the operating company, reported a net loss of 5.098 billion yen for the fiscal year ending June 2025. While this reflects pre-opening preparation costs, the company's ongoing financial health remains under scrutiny.
The project has received substantial public funding, including 8 billion yen from the Cool Japan Fund and 36.6 billion yen in syndicated loans led by Shoko Chukin Bank, along with additional financing from the Okinawa Development Finance Corporation. This significant public investment has intensified public interest in the park's success or failure.
Closure of Katana's Other Venture
On December 25, 2025, Katana announced that Immersive Fort Tokyo, its theme park in Odaiba, Tokyo, would close on February 28, 2026 - just two years after opening in March 2024.
Morioka attributed the closure to the facility being "oversized" for actual demand. The original business plan anticipated demand for large-scale "light experiences," but guests gravitated toward limited-capacity "deep experiences" instead. This miscalculation raises questions about similar projections made for JUNGLIA Okinawa.
Improvement Efforts
In response to criticism, the management has implemented various improvements:
Key Changes Since November 2025
- Transition from first-come-first-served to app-based lottery system for attraction passes
- Introduction of special evening experiences starting at 5 PM
- Addition of new shows including "Kachashi Party"
- Launch of discounted afternoon tickets with added benefits
- Okinawa residents' campaign offering free child admission with paying adult
The park also released its second "Progress Report" in December 2025, documenting improvements made in response to guest feedback. A new attraction called "Yambaru Tornado" is scheduled to open around Golden Week 2026, indicating ongoing investment in content expansion.
Future Outlook
JUNGLIA Okinawa continues to face significant challenges. Reports indicate that parking lots often operate at only 20-30% capacity, suggesting visitor numbers far below initial projections.
However, from a regional tourism development perspective, JUNGLIA represents an important investment in northern Okinawa. Nearby hotels have reported increases in international visitors, suggesting some positive economic ripple effects are beginning to emerge.
Theme park experts have suggested that "humbly demonstrating the improvement process" is crucial for recovery. While the potential for a turnaround exists, structural issues like attraction capacity limitations and accessibility problems will require considerable time to address. A dramatic short-term recovery seems unlikely.
Conclusion
JUNGLIA Okinawa stands as a cautionary tale about the gap between expectations and reality. The combination of oversized promotional claims, operational challenges, and difficulty differentiating from existing attractions has contributed to its troubled debut.
Japanese consumers have particularly high expectations for theme parks, and the trust placed in Morioka based on his USJ success created even higher standards. However, few new facilities achieve perfect operations in their first year, and there remains significant room for improvement.
What do you expect from theme parks in your country? In Japan, short wait times, experiences matching expectations, and value for money are highly valued. How does this compare to theme park culture in your country? We'd love to hear your thoughts in the comments!
References
Reactions in Japan
Went to JUNGLIA and honestly was surprised by the difference from the CM. But the staff were great and the spa was amazing. I think you can enjoy it if you adjust your expectations.
Paid 7000 yen and could only ride one attraction... What's with this system where you can't do anything without a Premium Pass?
JUNGLIA has been empty lately, might actually be a good time to go. Wait times were around 30 minutes and improvements seem to be progressing.
I'm from Okinawa and local opinions are mixed. Many say it's hard to afford with local salaries. Maybe they should have better pricing for residents.
Maybe expectations for Morioka-san were too high. But no new theme park is perfect in its first year, we should take a long-term view.
Immersive Fort closing for real? Starting to worry JUNGLIA might follow the same path.
Dinosaur Safari was genuinely fun. My kids loved it so it was worth going just for that.
Isn't it contradictory to make artificial dinosaurs the main feature while touting Yanbaru's natural beauty? They could have done more with native species like the Yanbaru Kuina.
This project has public funding so they should operate more responsibly. They're being too aggressive in responding to criticism.
Used the afternoon ticket and went in the evening, had a pretty good time. The night festival atmosphere was nice, this might be the way to go.
Being so far from Naha is a fatal flaw. Would have been completely different reviews if it was more towards the south.
They lost all credibility with that review deletion controversy. Turns out it was Google's fault but their explanation came way too late.
As a theme park enthusiast, opening chaos isn't unusual. Even TDL was terrible at first. The question is whether they'll improve.
Was looking forward to Horizon Balloon but it was closed due to wind. Isn't having a wind-sensitive attraction in Okinawa a design flaw?
Spa JUNGLIA is genuinely recommended. The view from the infinity bath really lives up to being called world-class.
Feels more fair since they switched to the lottery system. The previous first-come-first-served meant you had to line up before opening.
Was planning to visit during my Okinawa trip from Taiwan, but changed plans after seeing reviews. Will reconsider once improvements are made.
Compared to American theme parks, 7000 yen for one attraction does feel expensive. But I still have high expectations for Japanese hospitality.
We have similar dinosaur theme parks in Australia, but they might actually be less value for money. Japan's expectations might just be too high.
In Germany, it's normal for new theme parks to take 2-3 years to get on track. I think Japanese people are too harsh with initial evaluations.
Was interested as a Korean inbound tourist, but the poor access is a dealbreaker. Would consider if there were tours combining it with Churaumi Aquarium.
Spanish theme parks also faced lots of criticism at first. I think it'll improve with time. With Japan's service spirit, it should be fine.
Speaking as a Brit, having weather-dependent outdoor attractions as the main draw is risky. Okinawa gets lots of typhoons too.
This is being discussed on Chinese social media too. The gap between advertising and reality is a universal issue.
From Canada, seems worth going just for the infinity spa. A hot spring in nature sounds appealing.
From a French perspective, 7-hour waits are unbelievable. Even Disneyland Paris isn't that bad.
Vietnamese tourists are increasing too, maybe they should market more to Asian markets.
From Poland. I learned about Morioka's marketing methods in textbooks, but this time maybe they overhyped expectations too much.
Mexico has dinosaur theme parks too, but being Japan, you expect a more high-tech experience. That might be the problem.
From a New Zealand perspective, it's disappointing that a nature-themed attraction seems to be damaging nature.
In Sweden, the balance between admission and experience value is important. Japanese fans might want to wait for improvements.