Experience-Driven Showcase [21][Milan Expo] Japan Pavilion's Second Hub: "Japan Salone"
The world's first Expo focused on "food," the Milan International Exposition, is being held from May 1 to October 31.
The Japan Pavilion has been featured in various media as a popular attraction. The Japan Salon served as the second hub for the Japan Pavilion.
Organized in collaboration with the Japanese government and participating companies and organizations supporting the Japan Pavilion, it was held in Milan for 19 days from June 25 to July 13. This article introduces the event.
Editorial Composition: Aki Kanahara, Dentsu Inc. Event & Space Design Bureau
Japan Salone was implemented as an initiative to enhance Japan's presence by conducting corporate promotions, B2B business meetings, and B2C promotions—activities restricted within the Expo grounds—to increase awareness of Japan among food industry professionals and the general public from Italy and surrounding European countries.
Collaborating with the Ministry of Agriculture, Forestry and Fisheries; the Ministry of Economy, Trade and Industry; the Cabinet Office; the Ministry of Internal Affairs and Communications; the Japan Tourism Agency; the Japan National Tourism Organization (JNTO); and the Japan External Trade Organization (JETRO), and with the participation and cooperation of over 50 companies, organizations, and local governments, the event attracted over 30,000 visitors during its run.
Opening Ceremony
On the first day, June 25, the opening ceremony was held with the participation of Masamichi Hasebe, Director-General of the Policy Planning and Coordination Bureau at MAFF; Shohei Fukui, Executive Producer of the Japan Pavilion at Expo Milano; Tatsuya Kato, Representative of the Japanese Government at Expo Milano; Takashi Amaha, Director of the Policy Planning Division at MAFF; Chiara Bisconti, Milan City Councilor; PierCarla Delpiano, President of the Stelline Foundation; and Hello Kitty, Special Ambassador for the Japan Pavilion, participated in the splendid opening ceremony.
Venue: Palazzo Stelline
Early in the Event Period
Various Cool Japan content was introduced, ranging from Japanese sake and food to food culture, anime and characters, and traditional crafts.
Mid-Event
Seminars and screenings on Japan's advanced 8K and 4K imaging technology, business meetings for regional Japanese products, various food presentations, and tasting samples were held.
Late Event Period
Various corporate presentations were held daily. On Japan Day, July 11, over 4,000 visitors attended, creating a bustling atmosphere.
Numerous VIPs attended, including Minister of Agriculture, Forestry and Fisheries Yoshimasa Hayashi, Vice Minister of Economy, Trade and Industry Taishiro Yamagiwa, Parliamentary Vice-Minister of Land, Infrastructure, Transport and Tourism Keisuke Suzuki, Parliamentary Vice-Minister of Internal Affairs and Communications Gaku Hasegawa, and Prime Minister Shinzo Abe's wife, Akie Abe.
Japan Salone was a new initiative within the global Expo event. It allowed the Japanese government, various companies, organizations, and local governments to showcase their respective strengths. These strengths were distilled into the essence of Japan, presented throughout the entire initiative. We believe it provided an opportunity for many Europeans, including Italians, to learn about Japan and think about Japan.
While Japan Salone concluded before the Expo itself, the Expo continues until October 31st.
It represents the culmination of Japanese food, food culture, and creativity.
If you haven't visited yet, why not actively make time to rediscover a Japan you never knew?
Next time, Mr. Yasushi Yamaguchi from the Ministry of Agriculture, Forestry and Fisheries, who planned Japan Salone, and producer Mr. Shohei Fukui will discuss its outcomes with Mr. Kenichi Sakuta and Mr. Takayuki Yano from Dentsu Inc.
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Author
Tamaki Ito
Dentsu Live Inc.
Primarily engaged in developing corporate communication spaces and producing events both domestically and internationally. Devoted to creating spaces that deliver real experiences and evoke emotion.