JLGC Tent at Japan Matsuri
From Friday, July 19th, to Sunday, July 21st, 2024, the largest event in the UK dedicated to promoting Japanese culture, HYPER JAPAN Festival 2024, was held at the large exhibition centre Olympia London, located in the western part of the city. The HYPER JAPAN Festival is an event that introduces a wide range of Japanese culture, spanning from traditional arts and cuisine to modern pop culture, including games, anime, and fashion. This year’s festival drew approximately 32,000 attendees, marking a 30% increase from last year. The venue was bustling with excitement, particularly due to the many attendees dressed as characters from anime, manga, and games, adding to the vibrant atmosphere.
At HYPER JAPAN, several initiatives were undertaken to promote the appeal of various regions of Japan. These included distributing pamphlets, displaying posters, and conducting surveys. Additionally, a calligraphy activity was offered to engage visitors further. The event also provided an opportunity to promote the official Instagram account of our office. Through the account, followers can discover sightseeing spots, local events, and traditional recipes from various prefectures in Japan. Those who followed the account during the festival were gifted with promotional items, such as tote bags, clear files, and pins from different local governments in Japan.
Also, on Sunday, October 6th, JAPAN MATSURI 2024, one of the UK’s largest Japanese culture promotion events, took place at Trafalgar Square. The festival offered a rich array of experiences, including Japanese cuisine, crafts, and tourist information. The stage featured performances of traditional Japanese arts, such as music played on traditional Japanese instruments, demonstrations of martial arts, and various cultural displays. Visitors were also treated to the sight of a mikoshi (portable shrine) paraded through the square, providing a truly authentic experience of Japanese festival culture.
In addition to these traditional performances, the event had a fun, contemporary twist with a stand-up comedy show by Yuriko Kotani, a Japanese comedian residing in the UK, and a lively stage performance of “IBUKI,” a mix of Matsuken Samba and the official JAPAN MATSURI song. The crowd thoroughly enjoyed the energetic performances, and the atmosphere was full of excitement.
At JAPAN MATSURI, we also distributed pamphlets and displayed posters to showcase the attractions of regions across Japan. Also, volunteers from JETAA were invaluable in helping to manage the booth throughout the day.
Visitors not only enjoyed engaging with our staff but also had lively conversations with the JETAA volunteers. These discussions cantered on travel in Japan, with many people excitedly exchanging tips and recommendations for future trips.
