Mega-events often act as powerful strategic shocks—disruptive opportunities that allow governments to fast-track transformation agendas under the guise of celebration. When combined with an existing crisis, such as a natural disaster or economic downturn, their catalytic effect can be magnified. In the case of Tokyo 2020, the Olympic Games followed the Fukushima nuclear disaster, producing a dual shock: an ecological crisis followed by an economic and symbolic opportunity to reposition the nation.

This dual shock enabled Japan to deploy the Olympics not just as a sporting event, but as a vehicle for rebranding itself as a safe, resilient, and culturally distinctive global destination. The Games were framed as a national recovery project, leveraging international visibility to rebuild confidence and attract foreign tourists. This re-imaging effort was further legitimised by the symbolic endorsement of hosting the Olympics, which signalled global acceptance of Japan’s recovery and preparedness.

Importantly, the mega-event served to accelerate long-term ambitions for tourism-led growth, acting as a justification for large-scale public investment in infrastructure, accessibility, and international marketing. Mega-events offer a window of opportunity during which new policies and priorities can be pushed through that might otherwise face bureaucratic inertia or political resistance.

However, while the potential for transformation is significant, it relies on a state’s capacity to strategically manage that momentum. Without clear vision, leadership, and coordination, the shock effect may expose institutional weaknesses rather than resolve them. In this sense, mega-events are accelerants—but not guarantees—of change.

Mega-events such as the Olympics serve a dual purpose for host destinations: they enable functional transformation through infrastructure and service improvements, while also facilitating representational re-imagining—a deliberate reshaping of how the place is perceived globally. These two processes are deeply interconnected. Physical improvements offer tangible evidence of renewal, while strategic communications and branding efforts narrate a compelling story of change.

In the Tokyo 2020 case, this dual strategy was evident in both the substantial infrastructure upgrades and the coordinated national branding campaigns like “Tokyo, Tokyo” and “Enjoy My Japan.” Functionally, Japan invested in transport upgrades, enhanced accessibility, and built new facilities designed to benefit both tourists and residents. These improvements aimed not only to support the Games but also to leave a lasting tourism legacy aligned with Japan’s long-term vision of attracting 40 million annual international visitors.

Representationally, the government curated a narrative of Japan as a modern, welcoming, and resilient society—one that had recovered from the Fukushima disaster and emerged stronger. Through careful control of imagery, symbols, and messages, Tokyo 2020 became a platform to showcase cultural richness, technological advancement, and hospitality.

When functional upgrades and representational strategies are coordinated, the impact of mega-events on national image and tourism potential is amplified. However, misalignment between the two—such as promoting inclusivity without accessible infrastructure—can undermine credibility. The Tokyo case illustrates how a harmonised approach can embed legacy ambitions into both material space and international imagination.

Mega-events are never just about sport or spectacle—they are stages for narrative control. Host governments and organisers use these global moments to promote carefully crafted stories about identity, progress, and values. But curating these narratives is not a neutral act; it involves decisions about what to highlight, what to hide, and whose voices are included or excluded. This makes narrative control both a political act and a cultural balancing act.

In Tokyo 2020, the Japanese government seized the opportunity to reframe the country’s global image, emphasising safety, sustainability, innovation, and resilience in the face of adversity. Yet behind these celebratory themes, there were real tensions. Activists, residents, and journalists pointed out how marginalised voices—especially those of Fukushima evacuees, unhoused populations, and critics of the Games—were silenced or sidelined in the official story.

This reflects a broader challenge: mega-events often involve selective storytelling. Success depends not only on the quality of the infrastructure or the brilliance of the event, but on how convincingly a city or nation can tell a story that resonates globally without triggering backlash at home. Achieving this balance requires understanding the diverse audiences who consume these narratives—from domestic citizens to international media, tourists, and investors.

Tokyo 2020 demonstrates that building a strong legacy involves more than constructing venues—it’s about constructing meaning. The way a story is told, and who gets to tell it, can shape perceptions for decades to come.