A great success for the "AJINOMOTO" Restaurant at the 12th JapanExpo in France
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The JapanExpo, the biggest exhibition on Japanese pop culture & entertainments in Europe, held its 12th edition from June 30th to July 3rd at the Villepinte Exhibition Park near Paris. At the origin, 11 years ago, this event was a small assembly for the few fans Japanese mangas, animations and computer games counted at the time.
It quickly gained media, attention as well as the French and Japanese administrations' and the private companies', who were looking for new markets and new crowds. Now at its 12th edition, it has become an important Japanese culture festival with almost 200000 visitors from 14 nations, coming to discover the variety of Japanese culture exhibited over the 100 000 mē hall.
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The consumer product team of Ajinomoto Europe & Africa Headquarters has been participating since 2009 proposing its main European products, such as the OYAKATA instant noodles and Calpis soft drinks, to young Japanese Pop culture fans at a reasonable price. The booth was a real attraction from the very beginning. This year, in addition to its tasting + sales booth, a special fast-food restaurant was installed, proposing a variety of instant noodles and frozen food items. It was a great success! The curious young visitors attracted by this very unique stand gathered one after another. An enormous queue was formed in front of the Ajinomoto stand, a phenomenon which was not be observed at any other foods corner.
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Mr. Hiroyuki Miyoshi, director of Ajinomoto Foods Europe S.A's London branch and leader of the project, commented "At JapanExpo, our target is to penetrate our brand names in the mind of the digital native generations here in Europe. I can feel the enthusiasm growing year by year."
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At this 12th edition of the JapanExpo held after the great Earthquake & Tsunami of last March 11th, we could observe many expression of compassion and encouragement towards Japan and the Japanese victims. In the middle of the hall, a big wall covered with white paper, entitled "Hope for Japan" was placed so that the visitors could leave a message. Groups of friends and relatives gathered to draw or write their prayers for Japan and the Japanese people.
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