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.

Japan Pavilion exhibit format

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 rich 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.

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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 brought 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 a stork that cannot make a habitat unless the rich ecosystem is
maintained.

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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 culture has 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.

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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.

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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.

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COOL JAPAN DESIGN GALLERY & JAPAN SHOW CASE

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 serving dishes, as well as the traditional techniques to create them, have been
passed down through generations and are used every day as traditional crafts. In this zone, we present Japanese
serving dishes with which the sensibilities of up-and-coming artists are rendered through artisan techniques
cultivated through tradition. We will also introduce "Cool Japan" with fashion and entertainment such as manga
and animation to convey the charms of Japan's tradition, culture, and lifestyle to the world.

Scene 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.

<Space image>
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HARMONY
We will create an experience for the five senses, immersing
visitors in Japan's rural scenery of the four seasons with a
magical space that combines half-mirrors and video systems.

Scene DIVERSITY
The "Diversity Waterfall" will spill 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.

Scene LEGACY
A showcase packed with the traditional wisdom and techniques
applied to Japanese food. The Japanese diet with its excellent
nutritional balance, exemplified by the "one soup, three dishes"
menu, will also be shown with graphics.

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INNOVATION
The various issues faced by the world today will be visualized
in this futuristic laboratory space. Japan's advanced technology
development for resolving issues and contributing to initiatives
on a global scale will be introduced together with visions of the
future.

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LIVE PERFORMANCE THEATER
Live performance shows taking place in a restaurant of the
future. 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.

Producer of Expo 2015 Milano Japan Pavilion Exhibit

Jun Naito
Manager of Event, 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
Milano (Italy) 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 Milano, 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 the Expo 2015 Milano Japan Pavilion Exhibit

Toshiyuki Inoko
Upon graduating the Department of Mathematics Engineering and Information Physics,
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. From
the end of November, they will hold "teamLab Shake! Art Exhibition and Learn and Play!
teamLab Future Park" in Tokyo where visitors can experience all of their past artwork
and attractions harnessing the latest digital technologies.
Seiichi Saito
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.

 Sisyu
Sisyu is a calligrapher, artist, and a professor at Osaka University of Arts. She has served
as a council member of the NHK Central Broadcast Program Consultative Committee
(20102014) and is a supporter of the Japan Pavilion at Expo 2015 Milano. Her work has
sublimated Japan's traditional calligraphy to painting, new media art, and engravings,
promoting Japan to the world.
Calligraphy: NHK "Ryomaden" "Bi no Tsubo"; words to mark the transfer of Ise Grand
Shrine; words to mark reconstruction of Kasuga Taisha; "JAPAN" for the Ministry of
Agriculture, Forestry and Fisheries; "Cool Japan" for the Ministry of Economy, Trade and
Industry; and "APEC Japan" for the Ministry of Foreign Affairs. Exhibits in France:
Guimet Museum and upcoming in Carrousel de Louvre 21 m of the Louvre Museum.
Awards: Teshima Yukei Prize (2010), G1 New Leaders' Award (2013), selected as an
artist to represent Japan by the France National Society of Fine Art (2014). Activities: She
also contributes to culture and society by organizing the "Love Letter Project" and charity
"Nippon Isshin (Make People's Hearts One) Project".
Shinichi Takemura
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 linguistic textbooks.
Ryoji Shimizu
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.

*The five creators above will join in the collaboration as of date.