The Japan External Trade Organization (JETRO) Los Angeles Office, in partnership with JTB Hawaii Travel, LLC, hosted the JAPAN FOOD FESTIVAL IN HAWAII to promote widening the consumer base of Japanese seafood in the Hawaii market.

What is JAPAN FOOD FESTIVAL in Hawaii

The “JAPAN FOOD FESTIVAL in Hawaii” took place at the Hawaiʻi Convention Center in Honolulu, Hawaii. This event was held over two days and aimed at promoting Japanese seafood exports to the general consumers. It featured food tasting sessions and workshops using Japanese seafood products, as well as exhibitions and demonstrations. Additionally, entertainment elements such as tuna carving shows and onigiri (rice ball) workshop were incorporated to further showcase the appeal of Japanese products.

■Title: JAPAN FOOD FESTIVAL in Hawaii
■Theme: Blessings of Japan Meets Aloha
■Dates: Saturday, March 9 to Sunday, March 10, 2024
■Time: Saturday, 9th: 10am－6pm / Sunday, 10th: 10am－3pm
■Venue: Hawaiʻi Convention Center 1F (Kamehameha Ballroom III)
■Entry: Free
■Attendance: 27,969 attendee (2 days total)
■Host: Japan External Trade Organization (JETRO)
■Planning/Coordination: JTB Hawaii Travel, LLC
■Supported by: Honolulu Festival Foundation

Event Logo Design

The two event logo designs were undertaken by SHO WATANABE, a prominent artist/designer representing Japan.

The first design incorporates the meaning of introducing Japanese food culture in America and Design with the intention of uplifting Japan. The symbol chosen for this purpose is the kanji character “食” (shoku), meaning “food”. The “food” character depicted with an umbrella on top “𠆢“, symbolizing “home” or “family”, while the bottom “良” meaning “good”. This kanji/logo icon imagery is intended to convey the desire to create an event that you can have good food with your ohana, and to serve as a bridge between Japanese and Hawaii cultures through the theme of food. By deliberately using this character, the design aims to convey Japanese culture even in Hawaii, drawing inspiration from traditional Japanese family crests.

The second logo icon is the combination of hand and chopsticks while incorporating the familiar Hawaii gesture of joy with raised hand ‘Shaka’. The chopsticks, also a familiar item in Hawaii, symbolize food as the design aims to convey the event’s intent at a glance, portraying a sense of joy and the culinary theme.

Event Website Development

We developed a website as a landing page to share event details as part of our promotional efforts. The site is bilingual, in Japanese and English, and was set up with an e-commerce system to allow attendees interested in Japanese seafood products to make instant purchases.

JAPAN FOOD FESTIVAL in HAWAII：https://japanfoodhawaii.com/

Event Venue Production

The event took place within the Honolulu Festival, Hawaii’s biggest cultural event, as we created a special area within the venue. A stage was set up, in the center of the area, for performances and workshop events to make it easy for anyone to see/participate. We also organized separate sections for Japanese seafood tastings, a bazaar, and a Japan Food shop section, making it easy for visitors to navigate.

We installed a truss gate at the entrance, center of the area, symbolizing the event and creating a standout venue setup unique to our original event. The layout allowed attendees to see the stage from the Honolulu Festival area, enhancing attention towards the JAPAN FOOD FESTIVAL.

Venue Production Examples

Stage Programs

Multiple programs inspired by Japan food was held at the central stage. Event programs such as Onigiri Action, Tuna Fillet Live Show by Sabaki Girls, Edamame Championship, and Talk Show sessions were conducted, blending entertainment with the promotion of Japanese cuisine in a fun and engaging manner.

Please check out the link to see how the event unfolded

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