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The Ministry of Agriculture, Forestry and Fisheries (MAFF) has decided to entrust the JF Consortium (lead organization: Japan Foodservice Association) with operating the restaurant at the Japan Pavilion during the Milan International Exposition (May 1 - October 31, 2015, in the suburbs of Milan, Italy). A press conference announcing this was held on June 13 at the MAFF press conference room in Chiyoda Ward, Tokyo. The consortium includes seven companies: Ichibanya, Kakiya Honten, Sagami Chain, Mos Food Services, Ningyocho Imahan, Minokichi, and Yoshinoya Holdings.
At the outset, Tatsuya Kato, Japan's Government Representative for Expo Milano, took the stage to deliver remarks, expressing his determination to advance restaurant preparations alongside all involved parties. Emphasizing the Expo's theme, "Feeding the Planet, Energy for Life," he stated, "One of our missions is to introduce Japan's initiatives and contributions regarding the common challenges humanity faces concerning food. This is an excellent opportunity to showcase the appeal and depth of Japanese food culture."
Next, Minister of Agriculture, Forestry and Fisheries Yoshimasa Hayashi took the stage. Citing the Japan Pavilion's theme "Harmonious Diversity," he stated, stated, "This time, we will offer both kaiseki cuisine and a food court. I have high hopes that traditional Japanese cuisine and modern, accessible Japanese dining will harmoniously express 'Harmonious Diversity.' I want people worldwide to experience authentic Japanese food, and I aim for this to provide significant momentum for the overseas expansion of Japanese food, agriculture, forestry, and fisheries products."
Next, Yoko Shibata, the restaurant's producer, took the stage. She presented the restaurant's concept, "Feel the Japan Passion: Transforming Understanding into Empathy through Japanese Food Experiences," expressing her ambition: "We want this to be a place where, through the experience of eating and enjoying food, we communicate the depth of Japan's passion for food, transforming its appeal into empathy, understanding, and ultimately, inspiration." She also outlined the features of the two restaurants to be developed: an authentic Japanese restaurant aiming for a space embodying traditional Japanese beauty while utilizing ingredients in the spirit of Japanese cuisine, and a food court where visitors can enjoyably and casually experience the breadth of Japan's unique culinary culture in a Japanese-modern space.
Finally, Atsushi Sakurada, Chairman of the Japan Foodservice Association, provided further details, revealing that Minokichi will offer authentic Kyoto kaiseki cuisine at a traditional Japanese restaurant, while six other companies will handle the food court. He explained the concepts: the former will showcase tradition through Japanese "hospitality" and "presentation," while the latter will demonstrate the Japanese ability to reinterpret food. "The 1970 Osaka Expo marked the birth of Japan's foodservice industry. Next year's Milan Expo presents an excellent opportunity for us in the food service industry to help the world understand Japanese dining. As a team, with the nation's support, each company will pour blood, sweat, and tears into ensuring a highly successful launch next May," he expressed his determination.
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