Hello Kitty and Myaku-Myaku named ambassadors for Japan's Expo 2027 Pavilion

The Japanese Ministry of Economy, Trade and Industry (METI) and the Japan External Trade Organization (JETRO) have announced Myaku-Myaku and Hello Kitty as promotional ambassadors for the Japanese Pavilion at Expo 2027 in Belgrade.

Myaku-Myaku, the official mascot of Expo 2025 in Osaka, and the Sanrio character Hello Kitty join previously appointed ambassadors Kenichi Shimura and Sachiko Nakajima. The ambassadors aim to connect Japan with Serbia and the global community through sports, music, and culture.

The pavilion's theme is ‘Play and Connect, Together – The Playful Spirit of Japan’. Hello Kitty is intended to showcase Japanese ‘content culture’ and creativity, while Myaku-Myaku will carry forward the values of connectivity established during the Osaka exhibition.