About Japan Pavilion

Theme of Japan Pavilion

Vision of Japan Pavilion

Since ancient times, encounters with external influences have played a key role in the development of Japanese culture and learning, as ideas from the outside have been embraced and reinterpreted to create something new and uniquely Japanese.
Moving towards the future, Japan will continue to be a place where ideas from around the world meet. And by bringing these ideas together to spark new innovation, Japan will work to create a better tomorrow.

Leaflet about the Japan Pavilion

Download a leaflet introducing the Japan Pavilion’s logo, architecture, exhibits, and more.


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
General Production DENTSU LIVE INC.

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.

Exhibition Construction



Tanseisha started its business in Ueno, Tokyo, where the founder worked on interior decoration of department stores in lively postwar period. Since then, and up to the present, Tanseisha provides solutions for commercial spaces such as retail establishments, cultural spaces such as museums, exhibition and event spaces, and many more environments with foot traffic and/or gatherings, as professionals in creating spaces for imaginations to grow. From research, planning, design and construction, all the way to ICT-enhanced production and operation, we offer full support throughout the whole creative process.



Throughout our history of more than 100 years, Murayama has been through a lot with its customers.
Our company has experience in a wide range of areas, including exhibitions, commercial and amusement facilities, traditional ceremonies, international sporting events, theme parks, and pavilions of World Expos.
The tremendous knowledge and experience we have accumulated over time are wonderful assets, and give us special insight. Everyone at Murayama works hard to cultivate their individual sensibilities and uses their knowledge and experience to develop unique ideas. We will continue to work on our own initiatives and utilize our proven skills to create many more moving experiences for in our society and the world.




Hakuhodo was founded in 1895. Based on the twin pillars of the Company’s unchanging philosophy—Sei-katsu-sha Insight and Partnership—Hakuhodo has been constantly evolving. With teams of highly creative professionals, we help clients both in Japan and overseas resolve issues in a wide range of areas besides advertising, from management and business approaches to measures for addressing social issues.
Going forward, we will continue to leverage the strengths of our creativity to provide new value that contributes to peoples’lifestyles and society at large, as well as to innovations in the structure of our clients’ businesses.

The Japan pavilion Construction Site (planned)

Site Area: About 5,161.8m2

  1. TOP
  2. About Japan Pavilion

This website uses cookies to understand way to enhance users experience. See more