Less than two months until the Milan Expo

With less than two months until the opening of the first Expo focused on food, the 2015 Milan International Exposition (hereafter referred to as the Milan Expo), the organizers of the Japan Pavilion—the Ministry of Agriculture, Forestry and Fisheries, the Ministry of Economy, Trade and Industry, and the Japan External Trade Organization (JETRO)—held a press conference on March 5 to introduce details of the exhibition. Scheduled to run from May 1 to October 30 in Milan, Italy, Expo Milano 2015 will feature over 140 countries and international organizations participating across an approximately 110-hectare site under the theme "Feeding the Planet, Energy for Life." It anticipates welcoming 20 million visitors.

In opening remarks, Masamichi Hasebe, Director-General of the MAFF Minister's Secretariat, stated, "The Milan Expo is an excellent opportunity to promote Japanese cuisine globally. We aim to build on this for sustained support." Ryo Sasaki, Director-General of the METI Minister's Secretariat, said, "We want to actively showcase Cool Japan elements like Japanese tableware and anime." Hiroyuki Ishige, President of JETRO, remarked, "The wisdom and techniques of Japanese cuisine will open up the future. We want to show Japan's contribution."

The Japan Pavilion's theme is "Harmonious Diversity." It conveys the message of "cherishing nature and feeling gratitude towards all those involved in food" through an experience of a "long journey around food" from production areas to the dining table. The exhibition consists of nine parts, each scene unfolding in rooms modeled after an old Japanese house. Exhibition producer Jun Naito of Dentsu Inc. introduced the overall concept via video, expressing enthusiasm: "Finally, you can see what we've built over the past two years." Toshiyuki Inoko, CEO of teamLab and responsible for the exhibition design in two rooms, then took the stage. He explained that the production focused on creating "an experiential rather than observational space," "the world's first immersive video space," and "art."

National Days celebrating each participating country are scheduled during the event period, with Japan's "Japan Day" set for July 11. Official ceremonies and events will be held throughout the venue that day, with the cultural performances being the largest indoor event. At the presentation, Hosho Kazuhide, the 20th Head of the Hosho School of Noh, and the taiko drum group Daidaidan Tenko took the stage to showcase their performances. Additionally, singer Kyary Pamyu Pamyu, calligrapher Shishu, and the shamisen duo Yoshida Kyodai sent video messages. Furthermore, "Emmi-chan," the mascot character of the JA Group sponsoring the Japan Pavilion, appeared in a "Milan-specific" costume inspired by the Italian flag, declaring, "I want to convey the wonders of Japanese food and agriculture."

In the restaurant area, the Japan Star Dining food court will feature Minokichi, serving Kyoto-style counter kaiseki cuisine representing the pinnacle of Japanese cuisine, alongside Ichibanya, Kakiya, Sagami Chain, Mos Burger, Ningyocho Imahan, and Kyotaru. At the press conference, Mr. Tatsuya Kato, the Japanese Government Representative for Expo Milano, expressed his enthusiasm: "This is the first time Japan's food service industry is being introduced abroad in such a unified manner."

Additionally, the attendant uniforms designed by fashion designer Ryuichiro Shimazaki and produced by Toray were unveiled. Finally, Hello Kitty, Japan's iconic character, was appointed as the Japan Pavilion's Special Ambassador. Kitty, dressed in the "Anteprima" brand by fashion designer Izumi Ogino, who is active in Milan, took the stage for the inauguration ceremony. Yoichiro Shimomura, Director of Sanrio, expressed his delight, stating, "Hello Kitty is currently available in 130 countries and regions, and Milan is a key hub in Europe. Being selected as Special Ambassador is truly an honor."