Mazda Fan Festa Japan is undoubtedly every Mazda motorsport enthusiast’s dream. The overwhelming excitement and palpable thrill could be felt from the moment you step foot on the grounds of Fuji Speedway, all the way through to the paddocks, and on to the pitlane. The main highlight of the show was, of course, the Mazda 787B, the first Japanese car to ever win in the grueling 24 Hours of Le Mans endurance race back in 1991. Driven up to this day by Yojiro Terada, nicknamed “Mr. Le Mans,” it has become a legend in its own right. As spectators watching from the sidelines, the deafening, high-pitched sound that it leaves in its wake as it speeds by sends thrilling shivers down the spine and a lasting impression that no words could describe.

On the track, the Mazda 787B leads the way for a parade of some of Mazda’s most iconic race cars, ranging from the classics to the current line-up of the Mazda Spirit Racing team. In one fell swoop, Mazda gives enthusiasts a live chronicle of its motorsport legacy from one generation to the next.

But more than the thrill of the race, what Mazda achieves with Fan Festa is bringing the brand experience to the ground level. Since its inception in 2016, the goal of the event is to increase the touchpoints in fueling the joy of driving to every single attendee. What started as an intimate show to drive the passion in Mazda Japan’s domestic staff quickly expanded to include 21 Japan domestic dealers, and now further includes partners and brands, such as Autoexe.

What Mazda has done was establish a foundation for the brand, starting with those that contribute the most to its growth – its very own team. Mazda Fan Festa was the brainchild of an entire organization, with over 450 employees running the show from start to finish. The recently concluded 2025 edition featured 61 different content points throughout the venue, all conceptualized by team members and are based off actual customer interests.

This level of inclusivity extends to how the brand welcomes the local media, as well. In 2025, Mazda Fan Festa had a Media Endurance Race category that featured 21 media teams competing in a 3-hour race. For special attendees, there is a Circuit Car Safari that allows VIPs to take a bus ride around the circuit track alongside the race cars for a full experience.

At the end of the day, any show means nothing if it holds no meaning for the audience. For those of us who attended Mazda Fan Festa, the emotions that it invoked were indescribable. Suffice to say that Mazda has achieved what it set out to do with this grandstanding event; and that is to create memories for enthusiasts of every age and to weave the kind of magic that make moments like these unforgettable.

This is what it truly means to ensure the longevity of a brand – to be the one that engages the most, be aspired for the most, and of course, be loved the most. With Fan Festa, Mazda has done it in the best way.