Martedì, 16 Ottobre 2018

Japan focuses on food by signing up for Milan Expo


(By Sandra Cordon)
Rome, July 19 - Japan has agreed to become a major
participant in Milan's Expo 2015, with plans to promote its
unique food culture.
Contracts were signed this week at the Italian Embassy in
Tokyo - the first time that such a deal was reached outside of
Italy for this international exposition.
The Japanese pavilion will be built on an area extending
almost 4,200 square meters and is expected to boast some of the
most recent developments in high technology.
That will include giant display screens, using
three-dimensional systems, virtual reality and high-level
designs that will allow Japan to promote its food culture.
Japanese officials say the aim of the high-tech programming
is to give visitors a multi-sensory experience as they are
guided through such themes as Sea and Food.
"The participation of Japan in Expo Milano 2015 will be an
important opportunity to promote internationally the Japanese
food culture," said the commissioner general of the Japanese
pavilion, Hisanori Goto.
"(That is) a culinary culture that has much in common with
the Italian and, in particular, with the Slow Food movement, for
the selection of fresh, varied foods and with a balanced
nutritional supply," added the commissioner general.
"Expo Milan 2015 will also offer the opportunity to exploit
the latest technology of agro-business, based on the rational
and sustainable use of resources".
Along with Japan's famous sushi, exhibitions will discuss
techniques used for rice production, innovations in the fishing
industry and food education programs.
That dovetails with the Milan Expo's theme: 'Feeding the
Planet - Energy for Life', which centres on fighting famine and
malnutrition worldwide through sustainable and healthy
development, global cooperation and new technology.
The Milan Expo, which runs May 1 until October 31 2015, is
expected to attract more than 20 million visitors and to be a
massive money spinner for the city known as Italy's business
Fully 131 countries have now signed on to participate.
Preparations on a 1.1-million-square-meter site have been
underway for years.
"We have strong expectations for the presence of Japan at
Expo Milan 2015," said Giuseppe Sala, commissioner of the Expo,
who travelled to Japan for the signing ceremony.
"And we are confident that, thanks to one of the largest
pavilions, Japan will be a leading player and contribute to the
quality of our opportunity to tell visitors not only
of the excellence of (Japanese) food and culinary tradition, but
also the innovative aspects of a modern country: new farming
systems, technologies, environmental sustainability and food
education systems".
Even the architectural structure of Japan's exhibition
space aims to drive home the principles of the World's Fair.
Powered by solar energy and other renewable sources, the
Japanese pavilion will be constructed from reusable and
recyclable materials, focusing on wood and bamboo, organizers
"The World Expo has all the potential to be a driving force
of economic and social relations between our two countries,"
said Marta Dassù, Italy's deputy foreign affairs minister.
"The kitchen of today is linked to an ancient tradition,
but also to philosophy, in the pursuit of aesthetic perfection.
"Milan Expo will be an opportunity to show not only the
excellence of its food and culinary tradition but also the most
innovative aspects of modern Japan".
Japanese officials say they hope that by participating in
Expo, the nation's young people will consider concrete actions
they might take to solve problems related to poor or inadequate
Japan has two main goals for the expo, said the economy
deputy minister, Masaaki Taira.
"On the one hand, we want to let the world know the true
flavors of Japanese cuisine, characterized by simple and natural
ingredients, presented with care of details and high aesthetic
sense," said Taira.
"On the other hand, we want to make a strong contribution
in terms of scientific research and social commitment to solving
the problems of malnutrition in many countries in the developing
world and iron out imbalances in the food world, through the
production of ingredients with high nutritional content".

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