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Expo 2015 Milano, which will be held in Italy for 184 days from May 1 through October 31, 2015, is now less
than two months away.
We are pleased to announce the exhibit details of the Japan Pavilion, details of Japan Day, the local
governments and organizations that will participate in the Event Plaza, restaurant menu offerings and attendant
uniforms.
* The Japan Pavilion official website: www.expo2015.jp/en/
<Press releases>
Exhibition of the Japan Pavilion
Japan Day
Event Plaza
Restaurants
Uniforms
Hello Kitty appointed as Special Ambassador
Exhibit message
Japan's agriculture, which coexists with nature, cherishing all forms of life. Japan's nutritionally balanced diet,
as represented by the traditional menu of "one soup, three dishes" that is rich with diverse fermented foods and
plant proteins. Japan's cherished food culture, produced and nurtured by tradition and innovation. Building
upon the spirit of mutual respect and appreciation of coexisting diversity, we will creatively address global
issues to pioneer a bright future.
Exhibit format
PROLOGUE
The world of aioi, where people and nature coexist
The front video screen will narrate the aioi (two tree trunks growing
from one root) of people and nature. Paintings and calligraphic works
will express the country of Japan blessed by rain and the
destruction/regeneration of the environment as caused by humans.
Lights and shadows, life and death the various phenomena that
seem to conflict yet cannot exist without the other shall be sculpted
into Japanese language. The walls on the left and right will resemble a
series of Ukiyoe prints, a Japanese cultural asset that is familiar in
Europe. These will render the story The Life of Rain, tracing the
abundant water that nurtures Japans soil over the course of four
seasons. The entrance will be like a picture scroll to represent the country of Japan where people and nature live hand
in hand. At the same time, it will serve to bring visitors into the world of the Japan Pavilion.
Scene I
HARMONY
Japan's food production centers that are respectful of nature and cultivate a rich variety of bounties
Developed amid steep land and a climate of abundant rain and humidity, Japan's paddies retain and cover the land
surface with water, creating native soil that preserves rich vegetation and biodiversity. This not only provides
bounties of food for people, it also serves to control nature that sometimes brings harm such as floods and droughts.
We will introduce this type of scheme as part of Japan's agriculture, forestry, and fishing industry that coexists with
nature, using the symbol of storks, which cannot make a habitat unless a rich ecosystem is maintained.
A magical space that combines the endless reflection of half-mirrors installed on the walls with video systems.
The latest projection mapping technology will render Japans rural scenery of the four seasons.
Zone 01
Image CG + text message
Zone 02
A journey of Japans production regions, guided by a stork.
The exhibition experience will be interactive in a space surrounded by video.
Scene II
CORRIDOR
A long, narrow corridor of hospitality, evocative of the stone pavement in a Japanese-style garden
The seasons will be depicted in the corridor with sound and smell to introduce the scenery and festivals of the four
seasons that can be seen around Japan.
Elements such as hanging scrolls with pressed flower art and aromas will
create the aura of the seasons, while eight show windows with video
systems will be placed on the wall.
Amid this, we will introduce rural scenery, creatures and festivals of the
four seasons. Speakers will emit sounds reminiscent of each of the seasons.
Scene II
DIVERSITY
The diversity and additional development of Japan's agriculture, food, and food culture
There is a great variety of agriculture in the world, with diverse food to match. Similarly in Japan, unique agriculture,
food and food cultures have been cultivated in the various regions according to weather and climate, with additional
developments based on learning from the world. In this zone, visitors will fully realize the diversity of Japan and the
world by taking in an overview of more than 1000 content items related to agriculture, food and food culture.
As visitors enter the room, they will launch the Japan Pavilion application on their smartphones installed in advance.
Set properly, their areas will light up in blue. When a visitor touches an image that interests her, the image will move
to a position in front of her and load onto her smartphone. Images acquired in this exhibit area will be accumulated
and can be seen along with other content on the archives page when the app is accessed after leaving the pavilion.
Scene II
LEGACY
Traditional wisdom and techniques that link to the future. Japanese cuisine is food of the future.
One soup, three dishes; fermentation and sun-drying; soup stock and umami; seasoning in the mouth; varied food
culture according to region and season. We will appeal that the rich wisdom and techniques deeply ingrained in
Japanese food since ancient times can become universal values and serve as food of the future, contributing to a
healthy diet for people around the globe.
Message Wall
An introduction to the future potential of
Japanese food, as well as Japans
climate and farming business
Food Showcase
A fun, lively display of an
astounding volume of exhibits
ranging from food ingredients,
processed food, and cuisine.
Scene III
INNOVATION
This future lab space will visualize the various issues faced by the globe today and introduce Japans newest
technology developments and international initiatives to help resolve these. At the Future Globe Stage at the front,
characters such as Morizo & Kiccoro, a stork, and a robot will appear to introduce Japans solutions to the various
global issues, interweaving a story that will resonate with the emotions.
Interactive Globe
Interactive Globes will introduce global-scale food issues and Japans solutions in response, using large data images
and photos.
Globe 1
Issue
Population
explosion and food
crisis
Globe 2
Issue
Globe 3
Issue
Food imbalance
(obesity/malnutrition)
Loss of traditional food
Food loss/waste
Climate change: a
crisis faced by the
worlds agriculture
Globe 4
Issue
Uneven food supply
distribution
Scene IV
Scene IV
Visit Japan
Cool Japan
Traditional crafts
Scene V
The sentiments and bonds between people that start from the dining table. Japanese food is a global
food that connects to the world.
The words itadakimasu and gochisosama express gratitude toward all people involved in food as well as toward the
bounties of nature. Sharing these words deepens family bonds, cultivates friendships and expands the circle of
communication. With shows that create a sense of unity by actively engaging the audience, visitors will experience
how Japanese food can be global, connecting people around the world with smiles.
The restaurant-style theater wraps up the Japan Pavilion. Visitors watch shows from dining table-like seats. This
arena theater-style emphasizes that this is a dining space with a sense of solidarity, in contrast with the conventional
theater space where the audience faces front. Dining table-style audience seats are arranged in an arc surrounding the
center stage, where cast members will perform according to the program. These will bring a sense of unity through
interaction via media tables surrounded by the audience, cast performances and large-screen video spatial
presentations. This will be a dynamic entertainment theater that actively engages the audience so that people from
around the world can share sentiments, joy and smiles.
INNOVATION
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Japan Day
During the expo, each participating country will have a National Day to honor their participation. Japan Day
will be on Saturday, July 11, 2015. Several official ceremonies and events will be held at the venue on this day.
The culture performance will be the largest-scale indoor event. This will be organized by the Global Industrial
and Social Progress Research Institute, which is an organization that succeeds the basic philosophy of the Expo
2005 Aichi and is providing special assistance to the Japan Pavilion, with the Japan Pavilion as joint organizer.
In the decade since Expo 2005 Aichi came to an end, its philosophy of Natures Wisdom has been steadily
passed on. With a focus on this heritage, we will harness cultural interaction to deliver the message of how rich
nature and life forms are relevant to cultivating food and life at the Milano Expo, which addresses global food
issues and solutions.
<Culture Performance outline>
Name: Japan Day Culture Performance (tentative)
Organizer: Global Industrial and Social Progress Research Institute (GISPRI)
http://www.gispri.or.jp/menu.html
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Arts and director at the Public Interest Incorporated Association Hosho Kai.
He is a chairperson of the Wa no Kai noh troupe.
Nohgaku Planning/NPO Sense: www.sense-nohgaku.com
Sisyu
Calligrapher and artist. Her work has sublimated Japan's traditional calligraphy
to painting, media art, and sculpture forms, promoting Japan to the world. She
is internationally acclaimed and represented Japan for the Societe Nationale
des Beaux-Arts Annual Salon Exhibition 2014 at the Louvre Museum
Carrousel Du Louvre. She won the gold medal among all works, as well as the
jury gold prize decided by judges from museums representative of France. She
successfully relayed to the world that calligraphy and Japanese culture are art.
She is a member of the Agency for Cultural Affairs committee for reviewing
cultural events in preparation for 2020 and also a supporter of the Japan
Pavilion at Expo 2015 Milano.
Yoshida Brothers
Ryoichi Yoshida: born July 26, 1977 / Kenichi Yoshida: born
December 16, 1979
Tsugaru shamisen performers, hailing from Noboribetsu, Hokkaido.
The brothers both began learning shamisen at the age of five and
studied under Takashi Sasaki I from 1990. After distinguishing
themselves at a national contest for Tsugaru shamisen, they made their
major debut in 1999 with the album Ibuki. This was a remarkable
hit in the Japanese music industry, and they have released 13 albums
since. Their latest release is HORIZON. Since achieving their US
debut in 2003, the duo has actively performed around the world and
collaborated with many artists internationally. The Yoshida Brothers
have transcended the borders of traditional Japanese arts and are
highly anticipated as artists who can achieve worldwide success.
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Dadadadan Tenko
An Osaka-based wadaiko (Japanese drum) group formed in 1987 by
the performing artist Isaya Mondori.
With the concept of intriguing and thrilling, the groups unique
concerts are in the spotlight for being entertainment-packed and
theatrical. They have appeared in many major events and television,
while their concerts are held in venues ranging from smaller clubs to
theaters with capacity of several thousand. They have performed over
1,100 shows in over 20 countries and are acclaimed as a unique team
that fuses tradition and modernism.
Event Plaza
At the Event Plaza next to the Food Court on the second floor, local governments and organizations will hold
workshops, performances, stream videos and display items or panels related to Japanese food and food culture.
As of March 2015, 27 organizations, 35 local governments, 19 groups and three ministries/agencies will
take part in the Japan Pavilion, the most ever.
We are hereby pleased to announce the content of the events.
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Restaurants
The Japan Foodservice Association (JF) Consortium will operate an authentic Japanese restaurant and food
court at the Japan Pavilion under the concept of Feel the Passion of JapanJapanese food experience to
change understanding into empathy. The following companies are participating in the consortium: Ichibanya
Co., Ltd.; Kakiyasu Honten Co., Ltd.; Sagami Chain Co. Ltd.; MOS Food Services, Inc.; Ningyocho Imahan
Co., Ltd.; Minokichi, Inc. and Yoshinoya Holdings Co., Ltd. (Kyotaru).
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Kakiyasu
Sagami
MOS Burger
Imahan
Kyotaru
Uniforms
<Attendant uniforms>
Japan Pavilion attendant uniforms were produced with the support of Toray Industries, Inc. and designed by
Ryuichiro Shimazaki, who is an international designer active in Tokyo, Paris, Milan and New York.
With the concept of clothing structured from one piece of fabric as used in traditional Japanese clothing,
design techniques such as folding fabric and gathering drapes were used for consistency with the Japan
Pavilion symbol.
The designer also insisted on creating uniforms that stepped away from the conventional image of attendants.
Rather than the usual costume-type design that is often seen in attendant uniforms, he prioritized an elegant,
stylish image.
With consideration of coordination with the Japan Pavilion symbol and Japanese uniqueness, traditional
Japanese colors such as washi (rice paper) beige, urushi (lacquer) red, and Fuji (Mt. Fuji) white were used.
A drape technique was applied to the knit dress and knit tunic of the female attendant uniforms. These will be
coordinated with a jacket that can be draped on, which is also evocative of traditional Japanese style. The tunic
blouse is coordinated with stretch fabric capri pants for an active look. The male attendant uniform comprises a
formal-looking tailored jacket with a short-sleeve polo shirt or long-sleeve shirt and pants.
Attendants will also wear Q&Q SmileSolar wristwatches, sponsored by Citizen Watch Co., Ltd.
Attendant uniforms
(with jackets)
Attendant uniforms
(for summer)
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<Staff uniforms>
Operations Office, PR Office and other Japan Pavilion staff uniforms were designed with the concept of
stylishness, combining that of simple beauty and an innovation awakening from unchanging style. The
messages we wish to convey are Japanese soul = kindness and coexistence.
Japan Pavilion staff will wear these uniforms with the support of Marubeni Mates Ltd.
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Exclusive logo
for Expo Milano Japan Pavilion
Special Ambassador
Hello Kitty
*Outfit: ANTEPRIMA
PRESS INFORMATION
Expo 2015 Milano Japan Pavilion PR bureau
KanekoAndoMiyajima
Tel: +81-3-6672-6139E-mail: press@expo2015japan.com
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