From 20 to 30 July, Campania was the protagonist at the Osaka Expo in Japan with exhibition areas and a series of events in the Italian Pavilion.
The Theme
On “R-Innovate: tradition and innovation at the service of sustainable development’, the Campania Region has developed a story of beauty, traditions, science and technology in perfect balance with the claim of the Italian Pavilion ‘Art regenerates life’.
Exposure
There are two exhibition areas. An introductory to the Pavilion and an internal one.
The first exhibition area, which had the task of introducing visitors to the Pavilion, was used by the Campania Region to highlight some initiatives carried out within the innovation ecosystems of the Campania Fashion, Made In Italy, Design, Agritech and Digitalisation of Cultural Heritage Smart Specialisation Strategy.
Every day, tens of thousands of guests were able to discover the digitalisation of Campania’s cultural heritage, admire some of the works that represent the artisanal traditions of the Ceramists and the cribs of Campania. A combination of arts and sciences, expression of beauty, culture, creativity and technical skills that has also been substantiated in the exhibition of objects from manufacturing 4.0, fashion productions in leather and bio-based materials sustainable to 100%, as well as in projects on the traceability of the quality food supply chain, with the help of blockchain.
The exhibition was complemented by a presence colored blue. The new official jersey that celebrates the Napoli Scudetto with the tricolor clearly visible in the center of the chest, has made a good show of itself attracting the attention of the many football fans who have crossed the path.
In the heart of the Pavilion, visitors found themselves immersed in the exhibition ‘Fire and Memory’. Starting with the Digital Ecosystem for Culture, carried out with the financial support of European cohesion policy, a scenographic exhibition has been developed to illustrate the link between volcanic activity and the development of ancient cultures, with particular attention to Vesuvius, the Phlegraean Fields and the archaeological sites of Pompeii, Herculaneum and Cumae.
The exhibition was divided into three main sections:
- Vesuvius and Pompeian archaeology
- The Breath of the Earth: the Campi Flegrei
- The Future of Memory
Each section was characterized by a video narration with subtitles, information panels and printed banners, while on the central ledwall of the room a video-narrative on the themes of the Exhibition and a video with the presentation of the Digital Ecosystem for Culture was proposed in loop. A multimedia kiosko was also dedicated to the Ecosystem, allowing visitors to interact with it and discover its functionalities. To complete the exhibition, a preview of some productions in manufacture 4.0 that have faithfully replicated the statues found in the archaeological excavations of the Phlegrean area, which in the coming months will adorn the new EAV railway station in Baia.
Archaeology, in this context, has become a bridge between past and present, between destruction, R-incitement and R-exile. Every recovered find, every restored fresco, every road brought to light is the testimony of an act of resistance against oblivion, a gesture of care for what nature has hidden but not erased.
Through the resources of European programming, the Campania Region has invested in urban and environmental redevelopment, in the development and strengthening of monitoring systems and in tourism enhancement, of the volcanic areas of Campania. Interventions that aim to limit risks and to R-innovate the development of territories that have made coexistence with the power of the volcano an identity, spiritual and cultural element deeply rooted in the population.
Campania and Japan thus found themselves united by an invisible bond of fire, resilience and beauty, which tells the story of man’s ability to live in harmony with a powerful and unpredictable nature.
Events
During the week of the Campania Region there were numerous events and presentations.
Inauguration
On 20 July, the Head of Delegation, the Councillor for Agriculture, Nicola Caputo, and the Commissioner of the Italian Pavilion, Mario Vattani, cut the ribbon and inaugurated the exhibition area dedicated to the Region, followed by a conference to present the digital ecosystem for Campania’s culture.
The large digital archive, which is constantly being updated and can be consulted at cultura.regione.campania.it, was presented at a conference attended by the director of the Italian Pavilion, Andrea Marin.
Agritech, agri-food and PDO Economy
The Agritech ecosystem in Campania was the focus of a series of presentations and exhibitions at Expo Osaka. During the week of the Campania Region at the Italian Pavilion, in fact, some solutions developed within the RIS3 Innovation Ecosystem dedicated to agri-food were presented to visitors both within the exhibition spaces and through moments of in-depth analysis. Meetings that promoted health, sustainability and local development. We started with “Campania Food for Health”, an event that promoted both the Campania PDO Economy and the Mediterranean diet, and then moved on to the enhancement of Neapolitan pizza as an identity element of Campanian culture and a vehicle for intercultural dialogue. During the workshop “Campania Pizza ExperienceMasayoshi Ishida, a university professor and expert in the art of Neapolitan pizzaiuolo, gave a lectio magistralis in Japanese on the subject. Through the analysis of traditional techniques, cultural values and the processes of transmission of the trade, the professor deepened the role of pizza as a symbol of positive exchange and contamination between peoples, with a particular focus on the relationship between Japan and Campania, linked by a long tradition of appreciation for the quality, craftsmanship and simplicity of flavors. Finally, the conference was also dedicated to one of the UNESCO intangible assets and product of the Campania Region’s identity.Neapolitan pizza and blockchain‘Tradition and the future of Campania has addressed the opportunities offered by blockchain technology in enhancing Campania’s agri-food heritage and strengthening the international positioning of Neapolitan pizza. The aim was to show how digital traceability tools can help build a new level of trust between producers and consumers, strengthening perceived authenticity and increasing the value of certified supply chains.
Trade mission for 13 companies in Campania
The Campania Region, in collaboration with the ICE – Italian Trade Agency (ITA), the Italian government agency for the promotion abroad and internationalisation of Italian companies, Promos Italia, the national agency of the Italian Chamber of Commerce system for the internationalisation of companies, organised, in conjunction with Campania Week at the Osaka Expo, a commercial mission involving 13 companies from Campania: 8 operating companies Aerospace, Automotive, Precision Mechanics, Industrial Automation and 5 in the Logistics, Fashion, Leather Goods and Fashion Accessories sectors. The first stage of the trade mission with the presentation of the participating companies was held on 28 July at the Italian Pavilion at the Osaka Expo. The meeting was attended by the director of the General Commissioner’s Office of Section for Italy for Expo 2025 in Osaka, Andrea Marin, the director of the Campania Region – Directorate-General for Economic Development and Productive Activities, Sergio Mazzarella, and the director of the ICE office in Tokyo, Gianpaolo Bruno. With Chiara Bisacco of the EBA – Advanced Business Events and Giovanni Rossi, Director of Promos Italia, who presented the calendar of B2B meetings.
The music
Campania Week at the Italian Pavilion of Expo Osaka was enriched by numerous musical moments. With the event ‘Napoli in romantic swing’ (20.21 July) tenor Francesco Malapena, accompanied at the piano by maestro Luca Mennella, with the special participation of Yasko Fujii opera singer and ambassador of the Italian Pavilion, they enchanted the theater of the Pavilion performing live some of the most famous songs of the Neapolitan musical tradition. In the days following the performances of Yukari Yamamura and Mariko Sano with “Twilight in Campania”, the performances of Neacò and the duo formed by Donatella Alamprese and Marco Giacomini allowed the Neapolitan song to meet the world at Expo 2025.
English (UK)