Lisbon, June 9, 2025 (Lusa) - The Portuguese Tourism Board will be present at Expo Osaka, in Japan, with a programme promoting the country “that celebrates art, music, literature and gastronomy”, to mark Portugal Day.
The initiative aims to mark Portugal Day, Camões Day and Portuguese Communities Day, which is celebrated on June 10, and will run until June 12.
“This is a programme that celebrates art, music, literature and gastronomy, together with the launch of a digital campaign in the Japanese market, featuring ‘Umi’, Portugal’s mascot at the world exhibition,” explains the Portuguese Tourism Board in a statement.
On June 10, an exhibition entitled ‘Oceano de Poesia’ (Ocean of Poetry) will be inaugurated, “where ‘Vertical Poems’ by Portuguese authors, inspired by the Japanese tradition of using poems as decorative elements, will be on display,” as well as the sculpture ‘A Janela’ (The Window), by ADD FUEL.
This day will also feature a performance by fado singer Carminho on the stage of the National Hall and will end with the launch of a digital promotion campaign of Portugal in Japan.
“The campaign will kick off on one of the most iconic facades in the city centre, where a 3D animation of ‘Umi’ will be shown, inviting passers-by to visit Portugal,” says the tourist board, noting that the campaign will be shown on “more than 300 digital screens” and is expected to generate “more than three million impressions over two weeks”.
The celebrations will continue for two more days, with an initiative on June 11 to mark “Portugal’s historic role in introducing tea to Europe and subsequently into consumer habits”, while on June 12, national cuisine will take centre stage, with initiatives featuring chefs Vasco Coelho Santos and Koji Azuma.
These days “are a unique opportunity to showcase the creativity and authenticity of our culture, expressed in art, music, literature and gastronomy. But it is also a time to strengthen ties and invite the Japanese to include Portugal among their favourite travel destinations,” said the president of the Portuguese Tourism Board, Carlos Abade, quoted in the same note.
JMF/AYLS // AYLS
Lusa
