The traditional and regional culture pavilion “Miyabi MIYABI” enters Abu Dhabi for the first time at the largest game show in the Middle East where the latest trends gather

From 10/25 (Thu) to 27 (Sat), Japan Promotion held the traditional and regional culture pavilion “Miyabi MIYABI” at the Middle East's biggest game show “MIDDLE EAST GAMES CON (Middle East Game Con)” held in Abu Dhabi.

MIDDLE EAST GAMES CON “Anifest”
‍■Operation: Traditional and Regional Culture Pavilion “Miyabi Miyabi”
■Date: 2018/10/25 (Thu) to 10/27 (Sat)
■Venue: Abu Dhabi National Exhibition Centre, UAE (ADNEC)
■Total number of visitors: 18,000
‍＞＞Go to the official event website

“Miyabi MIYABI” is a showcase brand that provides high-quality traditional cultural experiences that Japan Promotion has developed in various countries, starting with London until now.
Recently, in response to a request from informa, a global event company with a base in the Middle East, it will be held within the space “Anifest,” which mainly introduces Japanese pop culture.

Conveying “authentic Japanese culture” with reliable quality and well-honed performance

Japanese artists and characters active in Japan events around the world gather at the same pavilion, which aims to convey the deep appeal of Japanese culture in a “visitor experience type.” Visitors were entertained by introducing many high-quality Japanese items and dynamic stage performances.

It is said that in the Middle East, Japan has always had a very high affinity for Japan due to Japan's post-war reconstruction, economic growth, high industrial technology, the diligence of the Japanese people who made these possible, and their attitude of respecting courtesy, traditions, and culture. Furthermore, after the 80s, Japanese anime programs and entertainment programs began to be broadcast on local television, and Japanese anime and manga boomed through the spread of the internet, and the population that loves Japan continues to increase.
However, on the other hand, it is said that opportunities to see real Japanese products and live performances by artists are still very rare. In addition to enthusiastic Japanese fans, many people seeking exciting encounters with new content visited the “Miyabi Miyabi” pavilion that was recently held, and it was a great success every day.

All 15 artist booths that exhibited at “Miyabi MIYABI” recorded strong sales throughout the 3-day exhibition period. In particular, items unique to Japan that are hard to find in Abu Dhabi, including one-of-a-kind bags that are stylishly remade of vintage belts, were sold one after another, and many participants also gathered at the sword fighting experience corner and workshops where ink painters create artwork using visitors' names as motifs, and the venue was filled with unique enthusiasm every day.

Speaking of Japanese culture, there are aspects where stereotypical images are still strong overseas, such as kimonos, samurai, swords, etc., but at “Miyabi MIYABI,” they performed gorgeous performances by artists who uniquely updated good old Japanese themes with their own interpretations, and gained popularity. Many of the visitors who gathered around the stage seemed to be overwhelmed by the realistic energy of Japanese culture that had never been seen before, conveyed through the impressive stage, and gave loud applause to the artists who finished their performances with their eyes shining brightly.

People involved in the Abu Dhabi government and embassy are also paying attention to “Miyabi Miyabi”

Since MIDDLE EAST GAMES CON is an event that lists countries sponsored by the Abu Dhabi Culture and Tourism Bureau, Abu Dhabi Culture and Tourism Bureau Director Saif Saeed Ghobash visited the venue along with Japanese Ambassador to the UAE Fujiki Kanji during the event period.

The two also visited the “Miyabi MIABI” pavilion and watched a wide variety of Japanese items and stage performances lined up at the booth.
Director Ghobash said, “It's like looking at a microcosm of Japanese history and culture! It's really great!” He expressed words of praise for the entire pavilion, and Ambassador Fujiki also said, “There have been no Japanese culture introduction events in the UAE since 'ANI:ME' held in 2016. Over time, I'm happy that a place to introduce Japanese culture on such a large scale has been realized again,” and it seems that each of them enjoyed this precious moment.

Japan content with an outstanding presence and high praise from visitors

“There have been various events in the UAE that have touted 'Japanese culture' until now, but I haven't been able to know anything other than anime and manga. However, in “Miyabi MIYABI,” traditional Japanese culture and art are introduced in detail along with the products, and it is the best content I've seen so far. There were many rave reviews for the “real Japan” experience space produced by “Miyabi MIYABI,” such as “This is the “Japan” I wanted to know, and I think it's what many people have been waiting for” (UAE youth living in Abu Dhabi).

The trend of the “Miyabi MIYABI” pavilion, which first entered Abu Dhabi, attracted attention from local media. From major local TV stations and newspapers such as Sky News Arabia, Al Emarat TV, and The National to student media such as Khalifa University Broadcasting Station, multiple interviews and close coverage were conducted every day to approach the appeal of Japanese artists.

Abu Dhabi is growing in popularity year by year as a tourist destination

While Abu Dhabi has landmarks with a long history, including the Sheikh Zayed Grand Mosque and the Emirates Palace, the latest art and entertainment spots such as the Louvre Abu Dhabi and Warner Bros. World Abu Dhabi are opening one after another, and popularity is growing year by year as a tourist destination.
People from all over the world are visiting, and in this country, which continues to grow rapidly in the midst of huge energy swirls, “authentic Japanese culture” is now attracting a great deal of attention as new content.

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From Louvre Abu Dhabi's official Instagram