MYAKU-MYAKU and Hello Kitty Appointed as Promotional Ambassadors for the Japan Pavilion at Expo 2027 Belgrade

Oct 08, 2026

The Ministry of Economy, Trade and Industry (METI) and the Japan External Trade Organization (JETRO) are pleased to announce that Expo 2025 Official character MYAKU-MYAKU, and Hello Kitty, the beloved Sanrio character who also appeared in the Japan Pavilion exhibition at Expo 2025, have been appointed as Promotional Ambassadors for the Japan Pavilion at Expo 2027 Belgrade, which will take place in the Republic of Serbia, from 15 May to 15 August 2027.

The Pavilion at Expo 2027 is built around the theme "Play and Connect, Together – The Playful Spirit of Japan". To share this theme with a broad international audience, the Pavilion appoints Promotional Ambassadors who help connect Japan and Serbia, as well as Japan and the wider world, through areas such as sport, music and culture. Following the appointment of Kenichi Shimura and Sachiko Nakajima in June 2026, MYAKU-MYAKU and Hello Kitty have now joined them as Promotional Ambassadors for the Pavilion.

Expo 2025 Official character MYAKU-MYAKU has helped share the Expo’s vision and values with audiences both in Japan and overseas, highlighting the importance of connections between people and among all living things. To ensure that the principles and initiatives cultivated through Expo 2025 and its Pavilion continue beyond the event itself, MYAKU-MYAKU has been appointed as a symbolic figure who will carry forward the values, achievements and spirit of Expo 2025 to the Pavilion at Expo 2027 and beyond.

For many years, Hello Kitty has been loved by people around the world and has contributed to intergenerational exchange as one of the most beloved characters representing Japan worldwide. She has been appointed to help communicate the creativity and appeal of Japan’s content culture to global audiences while sharing the Pavilion’s overall theme of playfulness with people of all ages and backgrounds.

As Promotional Ambassadors for the Pavilion at Expo 2027, MYAKU-MYAKU and Hello Kitty will help share the Pavilion’s message and appeal with audiences in Japan and around the world through promotional activities and related initiatives.
Leveraging the global reach of these two Promotional Ambassadors, the Pavilion at Expo 2027 aims to share with the world both the legacy inherited from Expo 2025 and the rich diversity of Japan’s content culture, while creating opportunities for people to play together, engage with one another and forge new connections.