Japan Like You’ve Never Seen Before — 4 Dazzling Days at Expo 2025！Leading Innovators in Food, Culture (Tourism), and Startups Gather to Inspire the World！

聖子坂東
5月7日
読了時間: 6分

更新日：6月9日

“Undiscovered Japan Festa” to Be Held at the Osaka-Kansai Expo in June 2025

Unleashing Japan’s Future Potential to the World.

UNDISCOVERED GEMS OF JAPAN, Inc. (Headquarters: Bunkyo-ku, Tokyo; CEO: Takuya Hane) will host “Undiscovered Japan Festa – A Festival of the Unseen Japan” from Friday, June 20 to Monday, June 23, 2025, at WASSE, the main venue of the Osaka-Kansai Expo.

■ Event Key Message

“Unleash Japan’s potential to the world.”

— Sharing Japan’s Future Possibilities with the World

This event aims to break through outdated perceptions such as “Japan has lost its spark” or “nothing new comes out of Japan.” By showcasing the fascinating aspects of Japan that remain unknown to the world, the event brings together top talent and innovation from across the nation. From food and culture to tourism and startups, Japan’s hidden strengths and future potential will be boldly presented on the global stage.

■ Event Highlights

● FOOD & LIFESTYLE:

Undiscovered Gems of Japan That Will Amaze the World

A premier selection of top-tier foods and lifestyle products from across Japan—winners of the Undiscovered Gems of Japan Grand Prix—will gather in one powerful exhibition. These undiscovered gems are set to captivate and impress audiences from around the world.

▶︎ Salt Artisan Extraordinaire — Enjiro from Kochi

A true artisan of sun-dried salt, whose craft has even captivated Michelin-starred chefs.

Featured on the popular YouTube show “Reiwa no Tora” (The Tiger of Reiwa – E-commerce Edition), he generated over 30 million yen in just three days.

A man who dedicated his life to salt, his unwavering passion has created a product that is truly one of a kind.

▶︎ “On a Mission to Share the Real Flavor of Cacao” — Seishi Haruta from Kochi

He personally visits cacao farms and uses a proprietary method that processes the beans within just one minute, preserving their astonishingly fresh, fruity flavor.

This fair-trade chocolate, which brings out the true essence of cacao, achieved over 10 million yen in sales in just four days on the popular YouTube program “Reiwa no Tora – E-commerce Edition.”

A passionate artisan, he continues to push the boundaries of what sweets can be.

▶︎ Empowering the Community with Seaweed — Mr. Yasuaki Kubota from Shichigahama, Miyagi

A former musician who first came to Shichigahama as a volunteer after the earthquake and was so moved by the community that he decided to make it his home.

Falling in love with the region’s premium nori (seaweed), he developed “Hama no Nori-Dare”, a one-of-a-kind seaweed Genovese sauce made with high-quality domestic nori and rice oil.

Just one spoonful of this magical creation can transform an everyday meal into something restaurant-worthy.

● CULTURE & TRAVEL:

Exclusive Cultural and Regional Experiences Only Japan Can OfferShowcasing distinctive,

immersive travel experiences rooted in Japan’s rich local cultures—designed to attract international visitors seeking authenticity and depth.An invitation to discover undiscovered destinations and unlock the full potential of regional Japan.

▶︎ Experience the Essence of Snow Country Culture

Step into an interactive booth where visitors can discover the lifestyle, wisdom, and traditions unique to Japan’s snowy regions.

This is where the ingenuity of the Japanese people transforms harsh winters into joyful, meaningful experiences.

▶︎ MK Taxi Introduces a Premium, Community-Based Travel Experience

Known for its exceptional hospitality, MK Taxi is redefining tourism by guiding travelers beyond overtouristed Kyoto to Gokasho, Shiga—the historical home of the Omi merchants.

This new initiative offers a refined, in-depth exploration of regional culture, aligning luxury transportation with sustainable local tourism.

▶︎ A Hands-On Nerikiri Workshop filled with traditional charm and irresistible Kawaii appeal

A modern twist on traditional Japanese sweets—crafted with award-winning regional ingredients for a stunning experience in both flavor and appearance, this photogenic treat is fun for everyone.

▶︎ Don’t Miss the High-Energy Idol Stage—You Might Just Find Your New Favorite!

With electrifying performances, this stage shines a spotlight on Japan’s vibrant idol culture, capturing the hearts of audiences from around the world.

● STARTUP:

Japan’s Next-Generation Startups Take the Global Stage

Innovative startups from Japan—poised to shape the future—will showcase bold ideas and breakthrough technologies with global potential.

▶︎ Developing a Game-Changing Freshness Technology: Neither Refrigerated Nor Frozen - “ZEROCO” by ZEROCO Inc.

Using a unique environment of approximately 0°C and nearly 100% humidity, this world-first technology preserves food freshness over extended periods—offering a revolutionary solution that also helps reduce food waste.

▶︎ From Japan to Space in Just One Hour?

Innovative Space Carrier Inc. Aims to Make Space Travel an Everyday Reality

With its high-frequency, single-stage, reusable space transportation system, Innovative Space Carrier Inc. is set to redefine logistics, mobility, and tourism—bringing space closer to everyday life than ever before.

▶︎ Can Your Mind Be Read in Just 7 Seconds?

Mecara Inc. Unveils AI-Powered Pupil Analysis Technology to Visualize Mental States

By analyzing subtle changes in the pupil, Mecara’s AI technology visualizes autonomic nervous system balance and stress levels.

This next-generation tool brings innovation to mental health and wellness management—making invisible discomfort visible, and redefining the future of self-care.

■ Event Overview

▶ Event Name Undiscovered Japan Festa - A Festival of Japan Yet to Be Seen -

▶ Dates & Time

Friday, June 20, 2025 10:00–20:00
Saturday, June 21, 2025 10:00–20:00
Sunday, June 22, 2025 10:00–20:00
Monday, June 23, 2025 10:00–17:00

▶ Venue

Inside the WASSE Pavilion, Expo 2025 Osaka–Kansai

▶ Daily Highlights

⚫︎ June 20 (Fri): Opening Day

Opening Ceremony Kickstarting the event with an introduction to its mission and highlights—Undiscovered Japan Festa officially begins!
Exhibitor Presentations Selected challengers will take the stage to passionately present their finest products and services.
Live Performances
Enjoy dazzling stage entertainment where culture and creativity come together in celebration.

⚫︎ June 21 (Sat): The Ultimate Showdown to Go Global

For the first time ever, the “Undiscovered Gems of Japan World Championship”—traditionally held in Singapore—will take place on home soil. Top contenders who triumphed in regional competitions across 10 areas of Japan and shone in the JAPAN Grand Prix will now face off on the global stage of Expo 2025.

In front of international buyers and media, these finalists will deliver powerful presentations in pursuit of global recognition. Esteemed judges, including overseas experts, will evaluate their efforts, culminating in an awards ceremony that could open doors to international expansion.

Undiscovered Japan Festa Championship—witness the moment when Japan’s most extraordinary treasures take flight and captivate the world.

⚫︎ June 22 (Sun): A Full Day of Creativity and Youthful Brilliance

Junior Takaramono Grand Prix (First Edition) Students from elementary through university levels present the results of year-long projects developed in collaboration with local communities. Don’t miss the moment when Japan’s next-generation innovators take the spotlight!
Parfait Grand Prix – Directed by Ooki Hayashi (Remake easy) Elite pastry chefs compete live to create one-of-a-kind parfaits before your eyes. A thrilling battle of flavor, beauty, and creativity awaits in this sweets showdown.
Special Idol Group Performances
Young entertainers will light up the stage in a dynamic finale you won’t want to miss.

⚫︎ June 23 (Mon): “Legend Grand Prix” – A Spectacular Reunion of Champions

On the final day of the event, past Grand Prix winners from national and world competitions over the last decade return to the stage. This special showcase is reserved for only the most accomplished creators—those whose excellence continues to inspire and set standards in their fields.

With time-refined masterpieces in hand, these legendary challengers will once again present the true value of “Undiscovered Gems of Japan” to the world.

Don’t miss this powerful finale where regional innovation, tradition, and entrepreneurial spirit come together in one unforgettable celebration.

■ Special Sponsor

LIFESYNC Inc. (Diamond Sponsor)　
President & CEO: Tatsunori Hirata　
Address: Axior Mita 9F, 3-1-17 Mita, Minato-ku, Tokyo　
Website: https://lifesync.co.jp/

■ What is the “Undiscovered Gems of Japan” Project ?

A nationwide initiative that discovers and refines local treasures—such as food, crafts, and tourism—transforming them into products ready for Japan and the world. Through collaboration with local governments, chambers of commerce, and banks, the project fosters innovation via active learning and cross-industry teamwork. Entrepreneurs showcase their ideas step by step, from local seminars to the World Championship.

▼ Scenes from the JAPAN Grand Prix 2024–2025

■ Media Inquiries

For press coverage or interview requests, please contact the Undiscovered Gems of Japan JAPAN Secretariat using the form below: info@undiscovered.jp

■ Organizer

Undiscovered Gems of Japan JAPAN Secretariat (Operated by Undiscovered Gems of Japan Inc.)

■ Company Profile

Company Name: Undiscovered Gems of Japan Inc. Representative: Takuya Hane, CEO Address: 201 Howa Building, 1-18-5 Hongo, Bunkyo-ku, Tokyo 113-0033, Japan Business Description: Planning and operation of the “Undiscovered Gems of Japan” project