USJ Co, the operator of Universal Studios Japan, has said the Osaka theme park is on course to break its annual attendance record, drawing more than 10 million visitors to the park since the beginning of its fiscal year in April 2014.

Having launched in 2001, the theme park has now surpassed the 10 million mark on three occasions. In its opening year, the park received its highest numbers, drawing in 11 million visitors – a record which it expects to surpass this year having unveiled its new Wizarding World of Harry Potter attraction in July.

The US$500m (€362m, £297m) attraction includes a giant recreation of Hogwarts Castle, a Hippogriff rollercoaster, the Three Broomsticks tavern and Hagrid’s Hut.

The Potter brand is extremely popular in Japan, with the first instalment of the movie franchise – Harry Potter and the Philosopher's Stone – ranked as the fourth-highest grossing movie of all time in the country.

A spokesman for USJ Co said increased business from overseas – particularly from Taiwan, Hong Kong and South Korea – also played a part, while visitor numbers from mainland China and Southeast Asia are also both steadily growing.