Japan NEXT Initiative in Singapore

The Government of Japan hosted a booth at NATAS Travel 2012, Singapore’s largest travel exhibition, as part of the “JAPAN NEXT” campaign, at the Singapore Expo Hall 3B, 4 & 5 on February 24–26. The “JAPAN NEXT” campaign is designed to express Japan’s gratitude to the world for its support for the Great East Japan Earthquake of March 11th 2011 (3/11) and to showcase Japan’s recovery through introduction of Japan’s proud culture and technology which are referred to as “Cool Japan”.

To highlight the appeal of Japan’s luxury brand foods, the booth featured displays and tasting of luxury-oriented beef brands, mandarin oranges, strawberries, and other fruits representing Japan’s four seasons, as well as ramen, udon, and other noodle dishes that are particularly popular in Asia.

Also on display is a Japanese cuisine featuring a renowned Singapore-based Japanese restaurant. The display will showcase Japanese dishes with color and arrangements that demonstrate the spirit of hospitality in Japan. Panels and a video presentation of Cool Japan will be shown featuring traditional Japanese culture and food, as well as images of the strong recovery in Japan with assistance from all over the world. It is hoped that this booth will bring Japan’s food culture to the attention of many more people, and give them a chance to receive a warm message of gratitude from Japan for the recovery.

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