Over the 2025 Labor Day weekend, downtown San Antonio came alive with the energy of nearly 30,000 fans as San Japan, South Texas’s premier anime and gaming convention, took over the Henry B. González Convention Center from August 29 to August 31. What began in 2005 as a modest, fan-run gathering has evolved into one of the region’s most anticipated pop culture events, bringing together a dynamic blend of Japanese animation, video games, music, cosplay, and community.
This year’s event underscored just how deeply anime and gaming culture have embedded themselves into the American cultural fabric. Attendees flooded the convention center, many dressed in detailed cosplay outfits that paid tribute to characters from anime, video games, and manga. From intricately constructed armor to hand-sewn robes and props, the creativity on display reflected both the personal passion of fans and the vibrant culture that defines San Japan.
The guest lineup offered something for every enthusiast. A major highlight was the appearance of Katsuhiro Harada, the iconic director behind the long-running Tekken video game series. Fans lined up for hours to meet Harada, attend his panels, and gain insight into the creative process behind one of the most enduring franchises in gaming. Also drawing large crowds was voice actor Jonah Scott, widely recognized for his roles in anime series such as Beastars and SK8 the Infinity. Scott’s engaging stage presence and willingness to connect with fans added to the warm and inclusive atmosphere of the convention.
Musical energy played a prominent role in this year’s celebration, thanks to appearances by Japanese music talents including Naoki Maeda, best known for composing for the DanceDanceRevolution franchise, as well as Ash Da Hero and YUC’e, both of whom bring international flair and genre-blending sounds to the anime and gaming scenes. Live performances, meet-and-greets, and Q&A sessions made the convention feel as much a music festival as it did a fan convention.
The convention center itself transformed into a vibrant marketplace and gathering hub. More than 150 vendors and artists filled the sprawling 183,000-square-foot exhibit area, offering everything from custom art and handmade crafts to rare imported merchandise. The Artist Alley was especially popular, giving attendees the chance to meet creators face-to-face and purchase one-of-a-kind pieces directly from independent artists.
A unique and colorful feature of San Japan is the Itasha car show, which brought an automotive twist to the anime theme. Dozens of vehicles were parked outside the convention center, each decorated with elaborate wraps and decals featuring anime characters, series logos, and original designs. This subculture of anime-themed car customization has grown in popularity in recent years, and the show provided a visual feast for fans of both cars and animation.
Gaming also played a central role throughout the weekend. Attendees competed in high-stakes tournaments, ranging from classic fighting games like Street Fighter and Tekken to rhythm-based titles and retro arcade challenges. For casual gamers, open play areas allowed fans to experience new titles and revisit nostalgic favorites. Meanwhile, panel discussions and workshops covered topics such as anime history, character design, Japanese language and culture, cosplay craftsmanship, and the future of gaming technology.
San Japan’s ticketing options reflected the event’s growing scale and appeal. One-day general admission tickets ranged from $32.45 to $55.55, depending on the day. A full three-day general pass was available for $97.11, providing access to all major programming. For those seeking an elevated experience, premium passes like the Gold Pass and Premiere Pass were offered, priced at $299.10 and $221.48 respectively. These included early access to vendor areas, special merchandise bundles, and even a private brunch with select celebrity guests.
Perhaps the most defining element of San Japan is its sense of community. As a fan-operated convention, it stands apart from more commercial pop culture expos. Volunteers and local contributors fuel much of the programming and logistics, fostering a grassroots feel despite the event’s large scale. Attendees often describe it as a “homecoming” for anime fans in Texas—a space where newcomers and long-time enthusiasts alike can celebrate a shared passion in an inclusive and welcoming environment.
The convention’s success this year highlights the continued rise of anime and gaming culture in the U.S., not as niche interests, but as mainstream phenomena that unite generations and cross cultural boundaries. With programming that ranges from playful to profound, and an audience that spans casual fans to hardcore collectors, San Japan 2025 has solidified its reputation as a cultural pillar in South Texas.