Milan Expo Closes Japan Pavilion Wins Pavilion Prize Wins Gold Prize in Exhibition Design Category, Ending on a High Note
The Milan International Exposition (Expo Milano), held in Milan, Italy since May this year, closed on October 31 after a 184-day run. Under the theme "Feeding the Planet, Energy for Life, " approximately 140 countries and international organizations set up pavilions. Total attendance during the event exceeded initial projections, reaching 21.5 million visitors.
Japan exhibited the Japan Pavilion with the Ministry of Agriculture, Forestry and Fisheries and the Ministry of Economy, Trade and Industry as lead ministries, the Ministry of Land, Infrastructure, Transport and Tourism as a co-lead ministry, and the Japan External Trade Organization (JETRO) as a participating organization. Dentsu Inc. handled overall production, exhibition design, and construction management. The theme was "Harmonious Diversity – Coexisting Diversity." As the largest pavilion among participating countries, it showcased Japan's potential in alleviating and solving global food issues while introducing the diversity of its agriculture, forestry, fisheries, food, and food culture.
In July , Japan Day, the national day of Japan , was held.
The "Tohoku Recovery Festival Parade," featuring festivals from across Tohoku, and performances showcasing Japan's classical and traditional arts alongside pop culture, including Kyary Pamyu Pamyu, drew significant attention.
A "Japan Day Reception" was also held to introduce Japan's diverse cuisine to VIPs from Japan and abroad.
From late June to mid-July, the "Japan Salone" was held in Milan. As the second base for the Japan Pavilion, it showcased Japanese food and food culture through public-private collaboration.
The Japan Pavilion welcomed a total of 2.28 million visitors, accounting for approximately 10% of the Expo's total attendance.
Its immense popularity created long lines, with some days seeing waits of up to nine hours. Local media noted it "got Italians, who dislike queuing, to line up." It also received high praise, ranking first in an Italian newspaper survey as "the most wonderful pavilion" and "the country visitors most wanted to visit after the Expo."
The Japan Pavilion won the Gold Prize in the Exhibition Design category of the Pavilion Prize, an award system organized by the Bureau International des Expositions (BIE). This marks the first time in history that the Japan Pavilion has won a Gold Award at a registered exposition (the large-scale World Expo held every five years). The award recognized the "harmony" between nature and technology. The Japan Pavilion also received numerous other awards. It was highly praised across various sectors, including being voted the "most popular pavilion" in a survey conducted by an Italian agricultural organization.
The next international expositions are scheduled for Astana, Kazakhstan in 2017, and Dubai, United Arab Emirates in 2020. The Japanese government has begun preparations for the Japan Pavilion at the Astana Expo, themed "Future Energy."
Web Dentsu Inc. has been covering the Expo and the Japan Pavilion from various perspectives since before the opening, publishing news, interviews, and columns. Past articles can be searched using the "Type to Search" field on the site.
Japan Pavilion Official Website (until end of December): https://www.expo2015.jp/
Was this article helpful?
Share this article
