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.

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