March 2015

Expo 2015 Milano Japan Pavilion

Countdown to Expo 2015 Milano

Japan Pavilion exhibit details, restaurant menu offerings and uniforms announced
Hello Kitty appointed as Special Ambassador

Expo 2015 Milano, which will be held in Italy for 184 days from May 1 through October 31, 2015, is now less
than two months away.
We are pleased to announce the exhibit details of the Japan Pavilion, details of Japan Day, the local
governments and organizations that will participate in the Event Plaza, restaurant menu offerings and attendant
uniforms.
* The Japan Pavilion official website: www.expo2015.jp/en/
<Press releases>
Exhibition of the Japan Pavilion
Japan Day
Event Plaza
Restaurants
Uniforms
Hello Kitty appointed as Special Ambassador

Exhibition of the Japan Pavilion

A Journey of Harmonious Diversity
Under the theme of Harmonious Diversity, we aspire to convey feelings of appreciationcherishing
nature and remembering the many people involved in providing food. We will deliver this message by
providing visitors with the experience of a faraway journey of food, extending from production areas to
the dining table.

Exhibit message
Japan's agriculture, which coexists with nature, cherishing all forms of life. Japan's nutritionally balanced diet,
as represented by the traditional menu of "one soup, three dishes" that is rich with diverse fermented foods and
plant proteins. Japan's cherished food culture, produced and nurtured by tradition and innovation. Building
upon the spirit of mutual respect and appreciation of coexisting diversity, we will creatively address global
issues to pioneer a bright future.

Exhibit format

PROLOGUE
The world of aioi, where people and nature coexist
The front video screen will narrate the aioi (two tree trunks growing
from one root) of people and nature. Paintings and calligraphic works
will express the country of Japan blessed by rain and the
destruction/regeneration of the environment as caused by humans.
Lights and shadows, life and death the various phenomena that
seem to conflict yet cannot exist without the other shall be sculpted
into Japanese language. The walls on the left and right will resemble a
series of Ukiyoe prints, a Japanese cultural asset that is familiar in
Europe. These will render the story The Life of Rain, tracing the
abundant water that nurtures Japans soil over the course of four
seasons. The entrance will be like a picture scroll to represent the country of Japan where people and nature live hand
in hand. At the same time, it will serve to bring visitors into the world of the Japan Pavilion.

Scene I

HARMONY

Japan's food production centers that are respectful of nature and cultivate a rich variety of bounties
Developed amid steep land and a climate of abundant rain and humidity, Japan's paddies retain and cover the land
surface with water, creating native soil that preserves rich vegetation and biodiversity. This not only provides
bounties of food for people, it also serves to control nature that sometimes brings harm such as floods and droughts.
We will introduce this type of scheme as part of Japan's agriculture, forestry, and fishing industry that coexists with
nature, using the symbol of storks, which cannot make a habitat unless a rich ecosystem is maintained.

A magical space that combines the endless reflection of half-mirrors installed on the walls with video systems.
The latest projection mapping technology will render Japans rural scenery of the four seasons.

Zone 01
Image CG + text message

Zone 02
A journey of Japans production regions, guided by a stork.
The exhibition experience will be interactive in a space surrounded by video.

Scene II

CORRIDOR

A long, narrow corridor of hospitality, evocative of the stone pavement in a Japanese-style garden
The seasons will be depicted in the corridor with sound and smell to introduce the scenery and festivals of the four
seasons that can be seen around Japan.

Elements such as hanging scrolls with pressed flower art and aromas will
create the aura of the seasons, while eight show windows with video
systems will be placed on the wall.
Amid this, we will introduce rural scenery, creatures and festivals of the
four seasons. Speakers will emit sounds reminiscent of each of the seasons.

Scene II

DIVERSITY

The diversity and additional development of Japan's agriculture, food, and food culture
There is a great variety of agriculture in the world, with diverse food to match. Similarly in Japan, unique agriculture,
food and food cultures have been cultivated in the various regions according to weather and climate, with additional
developments based on learning from the world. In this zone, visitors will fully realize the diversity of Japan and the
world by taking in an overview of more than 1000 content items related to agriculture, food and food culture.

The "Diversity Waterfall" will pour diverse content extending from

production areas to the dining table to provide an interactive
experience. When content floating in the waterfall basin is touched,
related information will display.

As visitors enter the room, they will launch the Japan Pavilion application on their smartphones installed in advance.
Set properly, their areas will light up in blue. When a visitor touches an image that interests her, the image will move
to a position in front of her and load onto her smartphone. Images acquired in this exhibit area will be accumulated
and can be seen along with other content on the archives page when the app is accessed after leaving the pavilion.

Scene II

LEGACY

Traditional wisdom and techniques that link to the future. Japanese cuisine is food of the future.
One soup, three dishes; fermentation and sun-drying; soup stock and umami; seasoning in the mouth; varied food
culture according to region and season. We will appeal that the rich wisdom and techniques deeply ingrained in
Japanese food since ancient times can become universal values and serve as food of the future, contributing to a
healthy diet for people around the globe.

A showcase packed with the traditional wisdom and techniques

applied to Japanese food. The Japanese diet with its excellent
nutritional balance, exemplified by the classic "one soup, three
dishes" menu, will also be shown with graphics.

Message Wall
An introduction to the future potential of
Japanese food, as well as Japans
climate and farming business

Food Showcase
A fun, lively display of an
astounding volume of exhibits
ranging from food ingredients,
processed food, and cuisine.

Dietary Education Wall

An introduction to dietary education
initiatives that will link to the future.

One Soup, Three Dishes Wall

A graphic, lucid exhibit of the basic meal
configuration of one soup, three dishes, along
with the techniques and soul of cooking.

Scene III

INNOVATION

Japan's creative solutions that uniquely address global issues

We will introduce Japan's approach of mutual recognition and respect for the world's variety of food production and
diets while executing richly unique initiatives. Of this, we will share issues of global scale such as agriculture/food
standardization, uneven food supply distribution, and nutritional imbalance. As steps to resolve these, we will
propose the establishment of cooperative associations based in the agriculture, forestry and fisheries industry and
local communities to improve lifestyles; the traditional Japanese diet with excellent nutritional balance; and
sustainable agricultural production initiatives that coexist with nature. We will also introduce international
contributions of food and food production assistance that cross borders and advanced technology such as science and
engineering that extend beyond the boundaries of disciplines

This future lab space will visualize the various issues faced by the globe today and introduce Japans newest
technology developments and international initiatives to help resolve these. At the Future Globe Stage at the front,
characters such as Morizo & Kiccoro, a stork, and a robot will appear to introduce Japans solutions to the various
global issues, interweaving a story that will resonate with the emotions.
Interactive Globe

Interactive Globes will introduce global-scale food issues and Japans solutions in response, using large data images
and photos.

Globe 1

Issue
Population
explosion and food
crisis

Globe 2

Issue

Globe 3

Issue

Food imbalance
(obesity/malnutrition)
Loss of traditional food
Food loss/waste

Climate change: a
crisis faced by the
worlds agriculture
Globe 4

Issue
Uneven food supply
distribution

1) Use of paddies that support the abundance of life

2) A soybean diet to save the world from the food crisis
3) Visualization of soil microbes to revive the earths soil
4) Closed-cycle farmed tuna/eels
1) Umami, to contribute to the health of people around the world
2) Protecting traditional diets by using sustainable resources
3) Use of Euglena for food/energy and more
4) Advanced preservation technologies to reduce food
waste
1) Rice genome: Developing varieties to adapt to climate changes
2) Precision agriculture: an agricultural revolution from information
technology
3) Satoyama/satoumi: nature created by people
4) Artificial photosynthesis: a dream technology
1) Co-ops to support family agriculture and small-scale farmers
2) Support of agriculture in Africa/Asia
3) International aid through school meal support
4) Urban agriculture to enhance food security

Scene IV

COOL JAPAN DESIGN GALLERY

The captivating cool Japan produced by tradition and innovation

Ingredients of the four seasons and tableware according to cuisine play important roles in Japan's food culture. The
shapes and designs of Japanese tableware, as well as the traditional techniques to create them, have been passed
down through generations and are used every day as traditional crafts. This exhibition zone that also serves as a
gallery space extending from the space to the tableware. Here, up-and-coming artisans of traditional crafts
throughout Japan inherit and evolve traditional techniques to create various tableware that shall be communicated to
the world as Cool Japan Design.

Stylish Cool Japan Dining cultivated by

tradition and innovation. This area introduces the
diverse reach of Japanese food culture developed
through the coexistence of artisan techniques and
cutting-edge design.

Scene IV

FOYER - JAPAN SHOW CASE

Captivating Cool Japan content

This zone is the lobby area for the Live Performance Theater. In addition to theater guidance, the Japan Show Case
will show videos introducing the charms of Japan, such as anime, fashion and other new lifestyle information,
tourism resources throughout Japan, and traditional culture.
We will also introduce the latest technology tapped at the Japan Pavilion, as well as the newest agriculture and food
technologies.

Theater guidance footage

Visit Japan

Cool Japan

Traditional crafts

Scene V

LIVE PERFORMANCE THEATER

The sentiments and bonds between people that start from the dining table. Japanese food is a global
food that connects to the world.
The words itadakimasu and gochisosama express gratitude toward all people involved in food as well as toward the
bounties of nature. Sharing these words deepens family bonds, cultivates friendships and expands the circle of
communication. With shows that create a sense of unity by actively engaging the audience, visitors will experience
how Japanese food can be global, connecting people around the world with smiles.

The restaurant-style theater wraps up the Japan Pavilion. Visitors watch shows from dining table-like seats. This
arena theater-style emphasizes that this is a dining space with a sense of solidarity, in contrast with the conventional
theater space where the audience faces front. Dining table-style audience seats are arranged in an arc surrounding the
center stage, where cast members will perform according to the program. These will bring a sense of unity through
interaction via media tables surrounded by the audience, cast performances and large-screen video spatial
presentations. This will be a dynamic entertainment theater that actively engages the audience so that people from
around the world can share sentiments, joy and smiles.

Spring presentation image.

The show progresses according to the four seasons.

A media table with multiple video displays

Each visitor can enjoy the interaction.

Producer of Expo 2015 Milano Japan Pavilion Exhibit

Jun Naito, Manager of Events, Space & Visual Design Division, Dentsu
Jun Naito has produced many pavilions at international expositions. He was general
producer of the Toyota Group Pavilion at the 2005 World Exposition in Aichi, Japan,
and his achievements also include large-scale events, showrooms, store
development and urban development. He has an extensive creator and production
network in various fields such as space, visual, graphics and products.
Comments from the Exhibit Producer
Milan is a revered place for food and an international city that continues to captivate
the world in the field of design and art. Japan's top and internationally successful
creators have stepped forward to assist us with the Japan Pavilion exhibit at the
expo that will take place in Milan, and the exhibit operator will be a consortium
comprising Japan's display leaders Nomura and Tanseisha. As representatives of
Japan, our formidable team will work together to provide a fantastic and inspiring
experience to Japan Pavilion visitors.

Creators participating in Expo 2015 Milano Japan Pavilion Exhibit

SisyuPROLOGUE
Calligrapher and artist. Her work has sublimated Japan's traditional calligraphy to
painting, media art and sculpture forms, promoting Japan to the world. She is
internationally acclaimed and represented Japan for the Societe Nationale des
Beaux-Arts Annual Salon Exhibition 2014 at the Louvre Museum Carrousel Du
Louvre. She won the gold medal among all works, as well as the jury gold prize
decided by judges from museums representative of France. She successfully relayed
to the world that calligraphy and Japanese culture are art. She is a member of the
Agency for Cultural Affairs committee for reviewing cultural events in preparation
for 2020 and also a supporter of the Japan Pavilion at Expo 2015 Milano.
Toshiyuki InokoScene I HARMONYScene II DIVERSITY
Upon graduating the Department of Mathematics, Engineering and Information
Physics within the Faculty of Engineering at the University of Tokyo in 2001,
Toshiyuki Inoko founded teamLab and serves as its CEO. teamLab is a group of
ultra-technologists, comprising specialists such as programmers, engineers,
mathematicians, architects, CG animators, website designers, graphic designers,
artists and editors. In 2014, the group held the solo exhibition "teamLab: Ultra
Subjective Space" at Pace Gallery in New York. They also exhibited at shows such
as "Art Basel - Hong Kong" and Singapore Biennale 2013. Since the end of
November 2014, "teamLab Shake! Art Exhibition and Learn and Play! teamLab
Future Park" has been open in Tokyo where visitors can experience all of their past
artwork and attractions harnessing the latest digital technologies (until May 10,
2015).

Shinichi TakemuraScene III

INNOVATION

Shinichi Takemura is a professor at Kyoto University of Art and Design and

director of the Earth Literacy Program. He has planned and produced works
including "Tangible Earth" (2005, winner of Good Design Award Gold Prize and
Prime Minister's Prize for Excellence at the Kids Design Award 2013), "Candle
Night for a Million People", the "Water" exhibition, and "The Art of Rice" (at
Roppongi 21_21 Design Site). He also organizes the "Tangible Earth Museum" at
Marunouchi in Tokyo. After the Great East Japan Earthquake, Shinichi Takemura
was appointed as an expert member of the government's "Reconstruction Design
Council". He was also chosen as concept design director by the UNISDR for its
2013 Global Assessment Report. His published titles include Chikyu no Mesen
("The Perspective of the Earth"), Uchuju ("World Tree") and Chikyu wo Kiku
("Listening to the Earth," a conversation with Ryuichi Sakamoto). Uchuju has been
reprinted in high school Japanese textbooks.
Ryoji ShimizuScene III INNOVATION
Ryoji Shimizu is a creative director and commercial director. Since joining Robot
Communications in 1991, he has directed many visual works, mainly TV
commercials. Key achievements include being chosen as finalist of the ACC
Awards for the "Kirin Beer Tanrei Green Label, Meadow Race" commercial and as
winner at the Dentsu Advertising Awards in 2011 for a Seven-Eleven Japan
corporate TV commercial. His key works other than commercials include the
concept design for the exhibit video "What If the Moon Didn't Exist" in the
Mitsubishi Pavilion at the 2005 World Exposition in Aichi, Japan; overall direction
of visuals in the Toyota booth at the Tokyo Motor Show 2011; and overall direction
of visuals on the main screen of Toshiba Science Museum in 2014.
Oki SatoScene IV COOL JAPAN DESIGN GALLERY
Chief Designer of design house nendo. Born in 1977 in Canada. He founded nendo
in 2002 after graduating the Faculty of Science and Engineering at Waseda
University in Tokyo with an MA in Architecture. He is a top Japanese designer in
many fields, including interior architecture, products, graphics and exhibitions. His
vast international clientele includes Hermes, Louis Vuitton and Baccarat, and he has
participated in Milano Salone since 2003. Sato has won many international design
awards such as from Wallpaper* magazine, and many of his works are housed by
major museums around the world, including MoMA in the US and the Victoria and
Albert Museum in the UK.
Seiichi SaitoScene V LIVE PERFORMANCE THEATER
Seiichi Saito is Principal of rhizomatiks and part-time instructor at the Department
of Architecture in the Faculty of Science and Technology at Tokyo University of
Science. He studied architectural design at Columbia University (MS.AAD) and
launched his career in NY from 2000. He moved on to become a freelance creative
director before founding rhizomatiks in 2006. Building upon his logical thinking
cultivated through architecture, he continues to create many three-dimensional and
interactive works in the commercial art field. Mr. Saito won many advertising
awards in Japan and abroad from 2009 through 2014. He has also served as a jury
member of Digital Design for D&AD in 2013 and of Branded Content and
Entertainment for the Cannes Lions awards in 2014.

10

Japan Day
During the expo, each participating country will have a National Day to honor their participation. Japan Day
will be on Saturday, July 11, 2015. Several official ceremonies and events will be held at the venue on this day.
The culture performance will be the largest-scale indoor event. This will be organized by the Global Industrial
and Social Progress Research Institute, which is an organization that succeeds the basic philosophy of the Expo
2005 Aichi and is providing special assistance to the Japan Pavilion, with the Japan Pavilion as joint organizer.
In the decade since Expo 2005 Aichi came to an end, its philosophy of Natures Wisdom has been steadily
passed on. With a focus on this heritage, we will harness cultural interaction to deliver the message of how rich
nature and life forms are relevant to cultivating food and life at the Milano Expo, which addresses global food
issues and solutions.
<Culture Performance outline>
Name: Japan Day Culture Performance (tentative)
Organizer: Global Industrial and Social Progress Research Institute (GISPRI)

http://www.gispri.or.jp/menu.html

Co-Organizer: Milano Expo Japan Pavilion

Date: Saturday, July 11, 2015
Time: Doors open 4:30 pm, starts 5:30 pm, ends 6:30 pm (all tentative)
Place: Auditorium of Milano Expo (capacity: approx. 1,200)
<Culture Performance acts>
Kyary Pamyu Pamyu
Singer-model whose full name is Caroline Charonplop Kyary Pamyu Pamyu.
Right after graduating from high school in 2011, Kyary Pamyu Pamyu made
her major label debut with Moshi Moshi Harajuku (Hello, Harajuku).
Kyary's first full-length album "Pamyu Pamyu Revolution" (released in 2012)
debuted at No.1 on Japans Oricon Daily Chart as well as other dance charts
worldwide. Her subsequent tours and albums have also seen great success in
both Japan and abroad. An icon of the Harajuku district in Tokyo, Kyary
continues to fascinate her fans with her uninhibited form of expression
combined with her doll-like looks. She is also an official supporter of the
Japan Pavilion at Expo 2015 Milano.

Kazufusa Hosho, 20th headmaster of the Hosho School of Noh

Born in 1986 as the eldest son of the 19th generation headmaster Fusateru
Hosho. He studied under his grandfather, the 18th generation headmaster
Fusao Hosho and his father Fusateru Hosho. He first stepped on stage in 1991
in a child role for Saiobo (The Queen Mother of the West). In 1995, he was
a lead actor for the first time in Iwafune (Sacred Stone Boat) and also
performed in titles including Sagi (The White Heron) Shakkyo (Stone
Bridge), Dojoji (Dojo Temple), Okina (The Old Man), and Midare
(Disorder). In 2008, he assumed the role of 20th headmaster of the Hosho
School of Noh. He is also part-time instructor at the Tokyo University of the

11

Arts and director at the Public Interest Incorporated Association Hosho Kai.
He is a chairperson of the Wa no Kai noh troupe.
Nohgaku Planning/NPO Sense: www.sense-nohgaku.com
Sisyu
Calligrapher and artist. Her work has sublimated Japan's traditional calligraphy
to painting, media art, and sculpture forms, promoting Japan to the world. She
is internationally acclaimed and represented Japan for the Societe Nationale
des Beaux-Arts Annual Salon Exhibition 2014 at the Louvre Museum
Carrousel Du Louvre. She won the gold medal among all works, as well as the
jury gold prize decided by judges from museums representative of France. She
successfully relayed to the world that calligraphy and Japanese culture are art.
She is a member of the Agency for Cultural Affairs committee for reviewing
cultural events in preparation for 2020 and also a supporter of the Japan
Pavilion at Expo 2015 Milano.
Yoshida Brothers
Ryoichi Yoshida: born July 26, 1977 / Kenichi Yoshida: born
December 16, 1979
Tsugaru shamisen performers, hailing from Noboribetsu, Hokkaido.
The brothers both began learning shamisen at the age of five and
studied under Takashi Sasaki I from 1990. After distinguishing
themselves at a national contest for Tsugaru shamisen, they made their
major debut in 1999 with the album Ibuki. This was a remarkable
hit in the Japanese music industry, and they have released 13 albums
since. Their latest release is HORIZON. Since achieving their US
debut in 2003, the duo has actively performed around the world and
collaborated with many artists internationally. The Yoshida Brothers
have transcended the borders of traditional Japanese arts and are
highly anticipated as artists who can achieve worldwide success.

12

Dadadadan Tenko
An Osaka-based wadaiko (Japanese drum) group formed in 1987 by
the performing artist Isaya Mondori.
With the concept of intriguing and thrilling, the groups unique
concerts are in the spotlight for being entertainment-packed and
theatrical. They have appeared in many major events and television,
while their concerts are held in venues ranging from smaller clubs to
theaters with capacity of several thousand. They have performed over
1,100 shows in over 20 countries and are acclaimed as a unique team
that fuses tradition and modernism.

Morizo and Kiccoro

The official mascots of Expo 2005 Aichi. Morizo is the Forest
Grandfather, while Kiccoro is the Forest Child. They are forest fairies
living in a forest above the sea in Seto, Aichi Prefecture and are
supporters of the Japan Pavilion at Expo Milano.

Event Plaza
At the Event Plaza next to the Food Court on the second floor, local governments and organizations will hold
workshops, performances, stream videos and display items or panels related to Japanese food and food culture.
As of March 2015, 27 organizations, 35 local governments, 19 groups and three ministries/agencies will
take part in the Japan Pavilion, the most ever.
We are hereby pleased to announce the content of the events.

13

Restaurants
The Japan Foodservice Association (JF) Consortium will operate an authentic Japanese restaurant and food
court at the Japan Pavilion under the concept of Feel the Passion of JapanJapanese food experience to
change understanding into empathy. The following companies are participating in the consortium: Ichibanya
Co., Ltd.; Kakiyasu Honten Co., Ltd.; Sagami Chain Co. Ltd.; MOS Food Services, Inc.; Ningyocho Imahan
Co., Ltd.; Minokichi, Inc. and Yoshinoya Holdings Co., Ltd. (Kyotaru).

Authentic Japanese restaurant: Minokichi

Minokichi pursues profound artisan techniques, space aesthetics, hospitality and other charms of Japanese
dining, bringing a Kyoto-style kaiseki counter cuisine that is top class in Japan.

Food Court: Japan. Star Dining.

The food court will comprise a rich variety of booths that
feature the unique fun of Japanese food and world-class
culinary technology. Booths will be operated by Curry House
CoCo Ichibanya, Kakiyasu, Sagami Chain, MOS Burger,
Ningyocho Imahan and Kyotaru.
We are pleased to introduce some of the dishes that will be
served at the food court.

14

<Food Court menu (partial list)>

CURRY HOUSE CoCo ICHIBANYA

Kakiyasu

<Tonkatsu (pork cutlet) curry>

When you think of a curry topping, you think
tonkatsu! Its everyones favorite.
*Take-out available

<Japanese beef sukiyaki meal>

Sukiyaki is a dish that every Japanese
person is familiar with.
Enjoy the taste of tradition that has been
cultivated for over 140 years since founding
in 1871, brought to Milano!

Sagami

MOS Burger

<Seiro soba with tempura>

Traditional soba, served with a
colorful assortment of tempura.

<Yakiniku Rice Burger>

This rice burger is made generously with grilled
beef slices and fresh lettuce.
Enjoy with French fries made from
Hokkai-Kogane potatoes.

Imahan

Kyotaru

<Japanese black beef

sukiyaki bento (meal box)>
Thinly-sliced Japanese beef and
seasonal vegetables.
A traditional and richly
delicious hot pot dish.

<Edo-style sushi and sushi

rolls>
Japanese traditional Edo-style
sushi combined with colorful
sushi rolls containing tuna,
salmon and shrimp.
15

Uniforms
<Attendant uniforms>
Japan Pavilion attendant uniforms were produced with the support of Toray Industries, Inc. and designed by
Ryuichiro Shimazaki, who is an international designer active in Tokyo, Paris, Milan and New York.
With the concept of clothing structured from one piece of fabric as used in traditional Japanese clothing,
design techniques such as folding fabric and gathering drapes were used for consistency with the Japan
Pavilion symbol.
The designer also insisted on creating uniforms that stepped away from the conventional image of attendants.
Rather than the usual costume-type design that is often seen in attendant uniforms, he prioritized an elegant,
stylish image.
With consideration of coordination with the Japan Pavilion symbol and Japanese uniqueness, traditional
Japanese colors such as washi (rice paper) beige, urushi (lacquer) red, and Fuji (Mt. Fuji) white were used.
A drape technique was applied to the knit dress and knit tunic of the female attendant uniforms. These will be
coordinated with a jacket that can be draped on, which is also evocative of traditional Japanese style. The tunic
blouse is coordinated with stretch fabric capri pants for an active look. The male attendant uniform comprises a
formal-looking tailored jacket with a short-sleeve polo shirt or long-sleeve shirt and pants.
Attendants will also wear Q&Q SmileSolar wristwatches, sponsored by Citizen Watch Co., Ltd.

Attendant uniforms
(with jackets)

Attendant uniforms
(for summer)

16

<Staff uniforms>
Operations Office, PR Office and other Japan Pavilion staff uniforms were designed with the concept of
stylishness, combining that of simple beauty and an innovation awakening from unchanging style. The
messages we wish to convey are Japanese soul = kindness and coexistence.
Japan Pavilion staff will wear these uniforms with the support of Marubeni Mates Ltd.

Japan Pavilion Office (male & female)

Event Staff (jacket/vest)

Operations Office (male & female)

PR Office (male & female)

Exhibit Operations Staff

(jacket/vest)

Cleaning Staff (jacket/vest)

17

Food Court Hall Staff

(male & female)

Hello Kitty appointed as Special Ambassador

Hello Kitty, also tremendously popular in Italy, has been appointed Japan Pavilion Special
Ambassador
Well-known in Italy and the rest of Europe and popular in both Japan and abroad, the Japan-born character
Hello Kitty has been appointed Special Ambassador for the Japan Pavilion. She will appear in various Japan
Pavilion events and take part in PR.
Hello Kitty will wear a special outfit by ANTEPRIMA, an Italy-based brand conceived by fashion designer
Izumi Ogino, the only female Japanese designer who has officially participated in the Milan Collection. During
the expo, Hello Kitty is also scheduled to appear in a kimono.

Exclusive logo
for Expo Milano Japan Pavilion
Special Ambassador

Hello Kitty
*Outfit: ANTEPRIMA

PRESS INFORMATION
Expo 2015 Milano Japan Pavilion PR bureau
KanekoAndoMiyajima
Tel: +81-3-6672-6139E-mail: press@expo2015japan.com

18