About Japan Pavilion

Theme of Japan Pavilion (tentative)

Vision of Japan Pavilion

By bringing together technology, people and ideas, and with a global perspective, Japan has the ability to catalyse action that will create a better world and a sustainable future for everyone in it. Japan has faced and tackled unprecedented challenges, and has found numerous solutions in the process. With this experience, Japan aims to lead the world in finding solutions for the benefit of all and appeal to countries to work together.
Connecting with others, sharing a mutual understanding and taking action are crucial to our future. Japan itself is a global crosspoint and ideally placed to help generate cooperation and innovation. Visitors to the Japan Pavilion will witness this first hand.


Expo 2020 Dubai is the first International Registered Exposition to be held in the Middle East/Africa region. The theme “Connecting Minds, Creating the Future” emphasizes cooperation and partnership to create a better world.

Our aims for Expo 2020 are to:

  • 1) Strengthen Japan’s voice in the global community;
  • 2) Develop and promote Japanese industry;
  • 3) Increase inbound tourism;
  • 4) Continue and add to the legacy of the Expo; and
  • 5) Empowering the next generation with greater opportunities to realise their full potential.

Through the key word “Connect,” we will communicate to the world a clear vision of our potential in leading a future society based on the spirit, techniques, culture and other elements unique to Japan.

Preparations for Japan Pavilion and its exhibits

Organizer Ministry of Economy, Trade and Industry
Co-organizers Ministry of Internal Affairs and Communications
Ministry of Education, Culture, Sports, Science and Technology
Ministry of Agriculture, Forestry and Fisheries
Ministry of Land, Infrastructure, Transport and Tourism
Participating organization Japan External Trade Organization

Expo 2020 Dubai Japan Pavilion Executive Producer

Jun Naito

Jun Naito

Dentsu Live Inc. Vice President,
Executive Creative Director

Mr. Naito has accumulated extensive success in exhibitions, showrooms, store development, urban development and more. Regarding expo projects, he has served as Executive Producer of Expo 2005 Aichi Toyota Group Pavilion and Executive Producer of Expo 2015 Milan Japan Pavilion, as well as in positions at many other international pavilion projects. Mr. Naito is well connected with famous and upcoming space designers, visual creators, graphic designers and many other production companies and agencies. Established in 2017 under the slogan “Moment of Truth,” his company Dentsu Live is specialized in live marketing creating new, visceral experiences through innovative use of event space and design.

Expo 2020 Dubai Japan Pavilion Creative Advisory Team

Seiichi Saito

Seiichi Saito

Creative & Technical Director

Mr. Saito began his career in New York in 2000 after graduating from Columbia University with a Master of Science degree in Advanced Architectural Design. Since then, he has been active in creative work at the Arnell Group, and returned to Japan upon being selected for the Echigo-Tsumari Art Triennial event. He produces works in the commercial art field which are three-dimensional and interactive while also being based on the firm grounding in logical thought that he cultivated through architecture. Mr. Saito has won numerous international awards from 2009. He currently serves as Director of Rhizomatiks Co., Ltd., while also lecturing part-time at the Department of Graphic Design in the Faculty of Kyoto Seika University. His credits include the 2013 D&AD “Digital Design” Jury, the 2014 Cannes LIONS “Branded Content and Entertainment” Jury, Milan Expo Japan Pavilion Theatre Space Director, Media Art Director at Roppongi Art Night 2015, the Good Design Award 2015-2017 Jury and Vice Chairman of Good Design Award 2018.

Toshiyuki Konishi ©NORIAKI MIWA

Toshiyuki Konishi

Director, POOL inc.
Copywriter, Creative Director

A copywriter and creative director, Toshiyuki Konishi joined Hakuhodo after graduating from Osaka University. In 2006, he founded POOL inc. He has handled more than 500 television commercials and 2,000 copywriting projects over the course of his prolific career. Employing what he calls a “vision creative” long-term strategy approach, his work encompasses everything from corporate branding, advertising production and PR direction to product design and hotel and commercial development. His advertising portfolio includes Suntory’s Iyemon and The Premium Malts, the Lexus LS600h, Toyota’s Hello Connected and Crown Beyond campaigns, the LIFULL HOME’S-kun character campaign, the Nissan Serena, and global branding for the ramen chain Ippudo. Mr. Konishi’s many credits for commercial and facility development projects include Ippudo, Aeon Lake Town, The Thousand Kyoto hotel in Kyoto, and Green Springs and Sorano Hotel in Tachikawa. He was responsible for conceiving the Premium Friday campaign that launched in 2017 as well as the Go! Cashless 2020 campaign that launched in 2019.

The Japan pavilion Construction Site (planned)

Site Area: About 5,161.8m2


December 12th, 2020 is Japan Day!

Not only the Japan Pavilion’s incredible architecture and exhibits, experience all the diverse wonders of Japan.

More information will be announced on the Events page.

Date: December 12th, 2020

Japan Day Inquiries
Japan External Trade Organization (JETRO)
Market Development and Trade Fair Department
International Exhibitions Division (Mr. Mizuno, Ms. Sako)
Tel: +81-3-3582-4688
E-mail: FAQ@jetro.go.jp

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