"Japan is back!" Promoting "Japan" at the Davos event

The World Economic Forum (WEF) Annual Meeting (Davos Conference) was held in Davos, eastern Switzerland, from January 22 to 25. During the meeting, the "Japan Night" event (hosted by the Japan Night Executive Committee) was held to showcase the vitality of Japanese private companies to the world, and the "Japan Lunch" (hosted by the Japanese government) was held to introduce Japan's strengths and appeal to the world.

 

"Japan Night" was held on the 23rd at the Central Sports Hotel in Davos, attended by approximately 650 WEF participants. Following opening remarks by LIXIL President Yoshiaki Fujimori and LAWSON President Takeshi Niinami, WEF Chairman Klaus Schwab and representatives from the 17 Japanese companies hosting the event performed a ceremonial sake barrel opening. The venue featured Japanese cuisine including sushi and wagyu beef, along with sake, allowing attendees to freely enjoy Japanese food culture. Monitors throughout the venue displayed footage of Prime Minister Shinzo Abe's speech at the Davos meeting, promotional videos for the new National Stadium, and introductory videos of Mount Fuji.

 

On the final day, the 25th, the "Japan Lunch" was held at the Davos Congress Center (conference venue). This marked the first time the Japanese government hosted an event within the conference center itself, attended by approximately 1,500 participants, including WEF attendees and Japanese and international media representatives. Minister of Economy, Trade and Industry Toshimitsu Motegi stated in his address, "We hope this will encourage many people to visit Japan and enjoy its culture and nature." He also explained Japan's economy and growth strategy, adding that Japan aims to maximize the spirit of hospitality during the 2020 Tokyo Olympic and Paralympic Games.

 

Minister of Agriculture, Forestry and Fisheries Yoshimasa Hayashi stated, "Japanese cuisine is known worldwide, having been registered as a UNESCO Intangible Cultural Heritage," highlighting its deliciousness and health benefits. The venue was decorated with cherry blossom branches, evoking the atmosphere of Japanese spring. Shokado bento boxes, Japanese sake, and Japanese tea were served, receiving high praise from attendees. Additionally, the event showcased Japan's history and culture through an experience corner featuring cutting-edge voice recognition technology allowing visitors to watch videos of Japanese landscapes and culture, and "Hako Vision" (related article: dentsu-ho.com/articles/363 ), which enables 3D projection mapping right at your fingertips. The entire venue promoted "Japan," drawing praise from many dignitaries who remarked they had "reassessed Japan."

Prime Minister Abe's keynote speech on the first day of the conference and both events ensured Japan dominated the conversation at this year's Davos. Chairman Schwab's statement, "Japan is back!", speaks volumes.