State of the Word 2024: Legacy, Innovation, and Community

On a memorable evening in Tokyo, State of the Word 2024 brought together WordPress enthusiasts from around the world—hundreds in person and millions more online. This event marked the first time State of the Word was hosted in Asia, reflecting the platform’s growing global reach. The setting couldn’t have been more fitting: a city where tradition and technology coexist in seamless harmony. Tokyo, much like WordPress itself, reflects a powerful blend of legacy and innovation, craftsmanship and technology, and moments of vast scale balanced by serene stillness.

During the event, the concept of kansei engineering emerged as a central theme. This Japanese design philosophy seeks to create experiences that go beyond function and aesthetics, focusing on how something feels. As highlighted during the keynote, this principle has quietly influenced WordPress’s development, shaping its design and user experience in ways that resonate on an instinctive level.

The evening also celebrated Japan’s deep-rooted connection to WordPress. Nearly 21 years ago, Japan became the first country to localize WordPress, long before a formal translation framework existed. It all started with a single forum post from a user named Otsukare, launching a translation project that helped WordPress become a truly global platform. Seeing how far the Japanese WordPress community has come—both in market share and cultural influence—was a powerful reminder of what shared purpose can achieve.

Wapuu, WordPress’s beloved mascot, was also born in Japan. What began as a simple idea for a fun and friendly representation of WordPress evolved into a global phenomenon. Thanks to Kazuko Kaneuchi’s generous open-source contribution, Wapuu has been reimagined by WordPress communities worldwide, each version infused with local character. This uniquely Japanese creation has helped make WordPress more welcoming, approachable, and fun wherever it appears.

WordPress Growth in 2024

WordPress cofounder Matt Mullenweg highlighted significant achievements that underscored WordPress’s growth, resilience, and expanding global presence in 2024. He shared that WordPress now powers 43.6% of all websites globally, with a CMS market share of 62.3%. In Japan, WordPress’s influence is even more pronounced, powering 58.5% of websites and commanding an 83% CMS market share. This remarkable statistic reinforces the platform’s enduring role as a cornerstone of the open web and accentuates Japan’s deep-rooted commitment to the WordPress ecosystem and its developers’ significant contributions.

WordPress sites using languages other than English are expected to surpass English-language sites by 2025. German recently overtook Japanese as the third-most-used language, though Japanese remained close behind. Meanwhile, emerging languages like Farsi experienced rapid adoption, reflecting the platform’s expanding multilingual ecosystem. In Southeast Asia, languages such as Indonesian, Vietnamese, and Thai saw substantial year-over-year growth, signaling broader adoption across diverse regions.

Core downloads surged to nearly half a billion annually, with the notable releases of WordPress 6.5, 6.6, and 6.7.

WordPress’s design and development ecosystem flourished as well. Over 1,700 new themes were uploaded in 2024, bringing more than 1,000 block themes to the official repository and reflecting increased interest in modern, flexible site design.

The plugin ecosystem also saw record-breaking activity this year. Plugin downloads surged toward 2.35 billion, representing a 20% year-over-year increase. Plugin updates exceeded 3 billion and are on track to surpass 3.5 billion by year’s end. Notably, the Plugin Review Team made transformative improvements, drastically reducing the average review wait time. Their efficiency gains were complemented by the launch of the Plugin Check tool, which reduced submission issues by 41% while enabling the team to approve 138% more plugins each week.

These accomplishments showcase WordPress’s resilience, adaptability, and ever-expanding influence. As the platform continues to evolve, its global community remains at the heart of its success, driving innovation and ensuring that WordPress thrives as the leading tool for building the open web.

Advancing the Platform

WordPress lead architect,  Matías Ventura, highlighted WordPress’s evolution through the lenses of writing, design, building, and development, demoing various pieces of new and forthcoming enhancements.

Writing

The writing experience in WordPress saw notable advancements this year, with an improved distraction-free mode that helps users to focus on content creation without interface distractions. Now you can directly select the image itself to drag and drop it where you want, even enabling on-the-fly gallery creation when you drop images next to each other.

Additionally, the introduction of block-level comments in the editor, currently an experimental feature, promises to reshape collaborative workflows by enabling teams to leave notes directly on blocks.

These enhancements all work together to make writing, composing, and editing in WordPress feel more fluid, personal, and pleasant than ever.

Design

Along with new default theme Twenty Twenty-Five, more than 1,000 block themes offer tailored starting points for different site types, including portfolios, blogs, and business sites. Designers can also utilize the improved Style Book for a comprehensive view of their site’s appearance, ensuring a smooth design process.

Design work isn’t just about aesthetics—it’s also about creating the right environment and guardrails. It’s important that users can interact with their site, add content, replace media, and choose sections without needing to know the layout details. We’re implementing better default experiences to help you focus exclusively on the content or on the design, depending on your needs at the moment. 

This all works seamlessly with the zoom-out view, where users can compose content using patterns without having to set up every individual block. Having a bird’s-eye view of your site can really help you gain a different perspective.

These design capabilities scale with you as your WordPress projects grow. WordPress’s approach to design is systematic: blocks combine to form patterns, patterns form templates, and templates help separate content from presentation.

Building

WordPress’s content management capabilities allow working at scale and across teams. Central to this is the introduction of Block Bindings, which merge the flexibility of blocks with the structured power of meta fields. This feature allows block attributes to be directly linked to data sources like post meta, reducing the need for custom blocks while creating deeper, more dynamic content relationships. The familiar block interface remains intact, making complex data management feel seamless. This connects naturally with our broader work on Data Views for post types and meta fields. 

These updates reinforce WordPress’s role as a powerful content management system by connecting its core primitives—blocks, post types, taxonomies, and meta fields—more intuitively. 

Development

Lastly, Matías showcased a range of groundbreaking tools that empower WordPress developers and streamline their workflows. One of the highlights was the new Templates API, which has simplified the process of registering and managing custom templates. Future updates to the API will allow users to register and activate templates seamlessly, enabling dynamic site customizations such as scheduling different homepage templates for special events or swapping category archives during campaigns. This flexible approach offers developers greater creative control in a standardized way. 

The session also explored the Interactivity API, designed to deliver fast, seamless website experiences by enabling server-rendered interactivity within WordPress. Unlike JavaScript-heavy frameworks, this technology keeps everything within WordPress’s existing ecosystem, bridging the gap between developers and content creators. Attendees saw live demos showcasing instant search, pagination, and commenting—all without page reloads—while maintaining a perfect performance score of 100 on Lighthouse. In addition, it was announced that responsive controls will receive significant attention, with new features being explored, like block visibility by breakpoint and adding min/max controls to the columns block.

The WordPress Playground also emerged as a game-changer, allowing users to spin up WordPress sites directly in their browsers, experiment with Blueprints, and manage projects offline. With improved GitHub integration and expanded documentation, WordPress developers now have a more accessible and powerful toolkit than ever before.

An AI Future

Returning to the stage, Matt noted that Gutenberg’s evolution is paving the way for AI-powered site building while keeping creative control in users’ hands. A recent speed building challenge on WordPress’s YouTube channel showcased this potential, with Nick Diego using AI-assisted tools and Ryan Welcher building manually. While the AI-assisted approach won, the key takeaway was that AI isn’t here to replace developers but to enhance creativity and efficiency.

Community Impact and Global Reach

When WordPress Executive Director Mary Hubbard took the stage, she emphasized WordPress’s commitment to its open-source mission and the power of its global community. Mary shared her passion for defending WordPress’s principles, reaffirming that when users choose WordPress, they should receive the authentic, community-driven experience that the platform stands for. This commitment to clarity, trust, and open-source integrity is central to ensuring WordPress’s long-term sustainability and success.

In 2024, WordPress’s global influence surged through expanded educational programs, developer contributions, and grassroots initiatives. The platform’s social media following grew to 2.3 million, while major events like WordCamps and live-streamed gatherings attracted millions of attendees and viewers, connecting people worldwide.

Learn WordPress introduced Structured Learning Pathways, offering tailored tracks for beginners and developers, fostering a growing network of creators eager to learn and contribute. Grassroots programs flourished, with WP Campus Connect bringing WordPress education to Indian colleges and innovation competitions in Uganda empowering young creators. In Latin America, the Community Reactivation Project reignited meetups across nine cities, fostering a network of over 150 active members and setting the stage for three new WordCamps in 2025.

WordPress’s efforts also advanced through Openverse, which expanded its free content library to 884 million images and 4.2 million audio files, serving millions of creators worldwide and supporting WordPress’s broader mission of democratizing publishing.

Whether through educational platforms, developer-driven innovation, or community-led projects, WordPress’s ecosystem continues to nurture shared learning, creativity, and collaboration, ensuring its growth and relevance for future generations.

Japanese Community Highlights

Junko Fukui Nukaga—Community Team rep, program manager, and WordCamp organizer—noted that WordPress’s prominence in Japan contributes to an economy now estimated to exceed 100 billion yen.

In October of 2024, the Japanese WordPress community celebrated DigitalCube’s IPO on the Tokyo PRO Market, marking a milestone for the local WordPress ecosystem. Major contributors like Takayuki Miyoshi’s Contact Form 7 plugin surpassed 10 million active users, while companies like Sakura Internet and XServer built specialized WordPress infrastructure.

Community events in Japan have also flourished, with 189 local meetups held throughout the year, fueled by dedicated volunteers and organizers. Translation Night gatherings have ensured WordPress remains accessible to Japanese users, reflecting a thriving collaborative spirit.

Matt gave special recognition to Japan’s standout contributor, Aki Hamano, a Core Committer whose exceptional efforts elevated WordPress development over the past year. Hamano-san made an impressive 774 contributions to WordPress core, earning 162 props for WordPress 6.5, rising to 274 props for 6.6 as the second-highest contributor, and securing the top spot with 338 props for 6.7.Other notable Japanese contributors included Akira Tachibana, an active Docs Team member, and Nukaga, recognized for her exceptional community organizing efforts. Additionally, 13 Japanese contributors supported 5.4% of WordPress 6.6 development, showcasing the country’s growing influence in the WordPress ecosystem.

Data Liberation

Reflecting on the progress since the initiative’s launch last year, the focus remained on ensuring that WordPress not only becomes more powerful but also embodies freedom in its deepest sense—the freedom to move content anywhere, collaborate without limits, and create without constraints. This vision extends beyond individual sites to a broader web where content flows seamlessly across platforms, enabling unrestricted creativity and innovation.

One compelling example demonstrated how easily ePub files could be imported into a WordPress site, integrating seamlessly with existing designs. This represents the initiative’s broader goal: making content migration and integration effortless. WordPress Playground plays a critical role in this vision by enabling easy site migration through a simple browser extension. With Playground as a staging area, migrating and adapting sites becomes intuitive and accessible.

Q&A

The floor was opened to questions in both Japanese and English.

Questions from the audience, including Tokyo Vice author Jake Adelstein, covered the future of blogging, WordPress performance, the impact of AI search, and what democratizing publishing means today. Matt shared his excitement for more open platforms such as Mastodon and Bluesky, as well as his recommendations for optimizing your site for both humans and AI. A common thread throughout was that a personal website is an important part of your digital identity, and WordPress allows you to express yourself in fun and unique ways.

Panels

After attendees enjoyed a special performance by the pianist, Takai-san, industry leaders, creators, and innovators took the stage for panel discussions about the present and future of WordPress, moderated by Mary Hubbard.

Publishing in the Open

Featuring:

• Mieko Kawakami, Japanese Author and Poet 
• Craig Mod, Author of Things Become Other Things 
• Matt Mullenweg, WordPress Cofounder and Automattic CEO

This first panel explored the transformative power of open-source publishing. Panelists shared insights into how open publishing has influenced their creative journeys, expanded audience engagement, and shaped storytelling across cultural boundaries.

Publishing in the open has defined what I’ve done. All the best connections I’ve made in live have been the result of publishing in the open. – Craig Mod

Publishing in the open, like WordPress, is about building community, mutual connections, and putting power back into the hands of creators.

The Future of WordPress in Japan and Beyond

Featuring:

• Hajime Ogushi, mgn CEO
• Genki Taniguchi, SAKURA internet Inc. Senior Director
• Matt Mullenweg, WordPress Cofounder and Automattic CEO

The second discussion highlighted WordPress’s remarkable growth in Japan and its broader global impact. The discussion covered the drivers behind Japan’s adoption of WordPress, its thriving ecosystem of WordPress-based businesses, and emerging trends in web development.

Compared to other CMSs the WordPress Japanese is much easier to use. – Hajime Ogushi

The group discussed plugins such as Contact Form 7, the affordability of hosting WordPress, and local meetups and events

Closing

Thank you to all the guests who joined us on stage, those who ventured to Tokyo, and everyone who tuned in from around the world. Today’s event showcased how a free and infinitely flexible platform, an active global community, open innovation, and a commitment to a fully democratized web make us better at being who we are.

From Tokyo, Arigatou Gozaimashita!

For those interested in exploring past State of the Word keynotes, WordPress has curated a comprehensive YouTube playlist featuring keynotes from previous years. Watch them all here: State of the Word YouTube Playlist. Be sure to mark your calendars for major WordPress events in 2025: WordCamp Asia (Manila, Philippines), WordCamp Europe (Basel, Switzerland), and WordCamp US (Portland, Oregon, USA).

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