Theme "Harmonious Diversity"
The Concept
Japan joins Expo Milano 2015 with the aim of proposing its food culture as an example
of a healthy, sustainable and balanced diet, and as a model that can alleviate the problems
of hunger and global ecology. By the same token, it also sees this event as the perfect
opportunity for promoting its image following the 2011 earthquake, encouraging tourism and
business opportunities.
Japan’s participation unfurls essentially around two words: Health and Edutainment, or
educational entertainment. Its typical dishes, based on rice, raw fish and vegetables are
proposed as a balanced way of eating, contrasting with the excesses that can lead to obesity
for a billion people. Projects for schools are also a vehicle for traditional concepts encouraging
sharing and discouraging wastefulness.
The government has been working since 2005 to educate families on food awareness and
seeks recognition from UNESCO for the Japanese diet as a cultural heritage of humanity.
Harmony (environmental and aesthetic) and technology, are added to these themes,
articulating elements of food preservation on the one hand, and transport systems and food
distribution on the other.
"Utsuwa" is the term to describe the traditional Japanese ceramics that are characterized by
many different styles, and likewise, its pavilion symbolizes the wealth and the multiplicity of
Japan’s culture. Representing the fusion between tradition and modernity, environmental and
aesthetic perfection, Japan proposes a pavilion that spreads over an exhibition area of 4,170
square meters, with a wide entrance and lengthwise orientation, like one of the traditional
houses of Kyoto. In addition to the use of natural materials such as bamboo and wood, it
makes use of technologies and systems for energy conservation. Furthermore, a range
of events and installations stimulate the five senses, allowing visitors to fully experience
Japan’s food culture.
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