The Japan Festival, considered the largest Japanese culture event outside of Japan, will hold its 27th edition at São Paulo Expo from July 10 to 12. This gathering was created to honor Japanese immigration in Brazil and will bring together traditions from all 47 prefectures of Japan, covering gastronomy, arts, pop culture, and various activities for all age groups.
Theme and Structure of the Event
The 2026 edition will have the central theme 'Kizuna – Bonds that Unite,' referencing the ties established between Brazil and Japan and the continuity of these traditions for new generations.
Japanese Gastronomy and Traditions
The Gastronomy Square, which occupies approximately 11,000 m², will feature 46 stands managed by associations of Japanese prefectures and charitable entities from the Japanese-Brazilian community. In these locations, homemade dishes and regional specialties little known in Brazil will be offered, such as Fukuoka tonkotsu ramen, Hiroshima okonomiyaki, Okinawa soba, and sweets like ichigo daifuku, sakura mochi, and melon pan.
During the three days, the public can watch performances of folk dances, martial arts, and traditional music on the main stage, including the Bon Odori dance and the use of taiko and shamisen instruments. Additionally, there will be dedicated spaces for the tea ceremony and ikebana, the Japanese art of floral arrangement. A highlight will be the thematic space inspired by the 'Kizuna' concept, allowing visitors to explore regions of Japan through interactive panels.
Cultural and Popular Activities
In the Cultural Area, participants interested in practical activities will find a vast schedule of free workshops on traditional Japanese techniques, such as origami, shodō (Japanese calligraphy), oshibana (flower pressing), and manga.
The Literary Avenue, in its third edition, will gather over 50 exhibitors, including writers, illustrators, publishers, and collectives. This space will host launches, autograph sessions, and meetings with comic artists, featuring participation from award-winning authors in manga and comic contests, as well as writers focused on themes of Japanese immigration and Japanese-Brazilian life.
For pop culture fans, Akibaspace will offer attractions related to anime, manga, games, and cosplay. This venue will include electronic game championships, lectures, themed areas inspired by Harajuku fashion, a photo studio, and infrastructure for cosplayers. #FJTAON, created by young people, integrates this proposal by uniting the festival's traditions with the digital environment, featuring thematic scenography, games, music, and interactive activities aimed mainly at the teenage audience.
Highlights and Special Audience
One of the notable events this year will be the celebration of the 40th anniversary of Saint Seiya (Knights of the Zodiac), with the presence of Japanese singer Yumi Matsuzawa, known for performing songs from the franchise. The event will also host the final of the Miss Nikkey Brazil 2026 contest.
The Children's Area will provide free workshops on origami, painting, ceramics, traditional Japanese toys, kamishibai (paper theater), and musical activities with typical instruments. The Longevity Space focuses on the well-being of people over 60 years old, offering free massages, gymnastics, dance performances, and traditional games such as shogi and go, in addition to health actions.
Access and Service Information
Entry is free for children up to 8 years old, people with disabilities, women over 65 years old, and men over 70 years old, upon presentation of proof. During the three days, free transportation will be available between the São Judas subway station and São Paulo Expo. The event will take place from Friday (from 11 am to 9 pm) to Sunday (from 9 am to 6 pm).
The location is São Paulo Expo, located at Rod. dos Imigrantes, 1. To facilitate travel, line 905X-10 Festival do Japão/Est. São Judas will operate a free service between the São Judas subway station (Blue Line) and the event venue, from 6 am to 10 pm throughout the festival period. Tickets cost starting from R$ 25 (half-price) and R$ 50 (full price), with reduced prices for entries after 2 pm.