Belgrade Expo 2027 Names Myaku-Myaku and Hello Kitty as Japan Pavilion Ambassadors
Overview
Japan’s Ministry of Economy, Trade and Industry announced that Myaku-Myaku and Hello Kitty have been appointed PR ambassadors for the Japan Pavilion at Expo 2027 Belgrade. The Japanese government is participating officially, with the Ministry of Economy, Trade and Industry as the lead ministry, and the pavilion is positioned as a place to carry forward and develop the ideas of Expo 2025 Osaka, Kansai. Through public relations and other activities, the two ambassadors will share the pavilion’s appeal and message in Japan and abroad.
Key points
- Myaku-Myaku and Hello Kitty have been appointed PR ambassadors for the Japan Pavilion.
- The Japan Pavilion’s theme is “Play Together, Connect: Japan’s Playful Spirit.”
- Through public relations and participation in related programs, the two ambassadors will promote the Japan Pavilion in Japan and abroad.
Overview
Expo 2027 Belgrade is a BIE-recognized exposition held in Belgrade, Republic of Serbia, under the theme “Play of Humanity: Sport and Music for All.” The Japanese government is participating officially, with the Ministry of Economy, Trade and Industry as the lead ministry, the Ministry of Education, Culture, Sports, Science and Technology as deputy lead ministry, and JETRO as the participating organization.
The Japan Pavilion’s theme is “Play Together, Connect: Japan’s Playful Spirit.” It is positioned as a place to carry forward and further develop Expo 2025 Osaka, Kansai’s themes and concepts, including “Designing Future Society for Our Lives” and “Unity in Diversity,” as a legacy.
Impact
Through the two ambassadors’ reach, the Japan Pavilion aims to bring to the world the ideas inherited from Expo 2025 Osaka, Kansai and the appeal of Japan’s content culture, while creating opportunities for people to play together, interact, and form new connections.
Details
To widely promote its theme, the Japan Pavilion appoints PR ambassadors who connect Japan with Serbia and Japan with the world through sports, music, culture, and other fields. Myaku-Myaku and Hello Kitty were appointed as the second ambassador group, following Kenichi Shimura and Sachiko Nakajima.
Myaku-Myaku is the official character of Expo 2025 Osaka, Kansai, and has shared the idea of people connecting with one another and lives connecting with one another. Hello Kitty is a Sanrio character and has contributed to intergenerational exchange as one of the figures supporting Japan’s character culture. Through their appointments, they will each help carry forward the spirit of Expo 2025 Osaka, Kansai and promote the appeal of Japan’s content culture and the Japan Pavilion’s “playful spirit.”
Going forward, the two ambassadors will share the Japan Pavilion’s appeal and message in Japan and abroad through public relations and participation in related programs.