JAPAN DAY by EVA Air: when Milan embraces Japan
January 11, 2026. The Westin Palace, Milan.
There’s a magical moment when two seemingly distant worlds meet and discover they speak the same language. That’s exactly what happened at JAPAN DAY by EVA Air, an event that transformed a Milanese day into an authentic journey through the thousand facets of Japan. Powered by EVA Air and organized by us at Japan Italy Bridge, this gathering wasn’t simply an institutional presentation, but a true cultural bridge where tradition and innovation, taste and pop imagination intertwined naturally and engagingly.
Milan-Tokyo: closer than you think
The day opened with Eric Hsueh, General Manager of EVA Air, who shared a clear vision with us: making Japan more accessible from Italy. And not just Tokyo. Thanks to daily flights from Milan and the strategic stopover in Taipei, it’s now possible to easily reach destinations that until recently seemed almost mythical: Fukuoka, Hokkaido, Sendai, Okinawa. Taipei isn’t just a technical stop—it’s a smart hub that opens the doors to a different Japan, less touristy and more authentic. Perfect for those who want to explore beyond the beaten paths and truly immerse themselves in Japanese culture.
Japan told by those who live it
The beating heart of JAPAN DAY was represented by thematic panels, genuine moments of dialogue where experts, chefs, influencers, and professionals shared their direct experience of Japan.
FOOD – The art of balance in cuisine
Why does Japanese cuisine captivate us so much? The answer went far beyond sushi and ramen. Chef Hiro, Andrea Cocco Hirai, and Akira Yoshida took us on a journey through umami, respect for raw ingredients, and balance of flavors. Concepts that, surprisingly, dialogue perfectly with Italian gastronomic tradition. Perhaps that’s why we feel so at home when we taste a well-made Japanese dish.
SAKE & PARMIGIANO REGGIANO – An unexpected encounter
Who would have thought? Sake and Parmigiano Reggiano have more in common than we imagine. Lorenzo Ferraboschi, together with representatives from the Parmigiano Reggiano Consortium, revealed how both share a production philosophy based on time, territory, and artisanal knowledge. A gastronomic dialogue that opens fascinating and unexpected scenarios.
CULTURE – When two worlds recognize each other
Kenta Suzuki, Alberto Moro, and Andrea Cocco Hirai explored the deep affinities between Italy and Japan: the importance of family, food as a moment of sharing, aesthetics, and meticulous attention to detail. Of course, the differences are there and they’re many, but it’s precisely this contrast that makes the dialogue so rich and stimulating.
TOURISM – Toward authentic experiences
Tourism is changing. Alberto Taiana from EVA Air, Erika Swan from Your Japan Tour, and travel influencer Federica Di Nardo discussed how travelers are increasingly seeking personalized, sustainable, and genuine experiences. No longer just photos in front of Fushimi Inari, but real immersions into everyday Japanese life.
ANIME, MANGA & COSPLAY – From Pac-Man to One Piece
The most colorful and cross-cutting panel of the day celebrated the global impact of Japanese pop culture. The historic voices of Italian animation—Gianluca Iacono, Claudio Moneta, Renato Novara—together with cosplayer Hime Lily, shared how anime and manga have shaped entire generations, becoming a universal language that unites Italy and Japan.
When networking meets tradition
The evening concluded with an exclusive aperitivo that blended business and pleasure in perfect Italian-Japanese style. A Taiko performance ignited the atmosphere, while guests enjoyed offerings from Akira Ramen, Kirin Ichiban, Sake Company, and naturally Parmigiano Reggiano. An informal yet precious moment, where authentic connections were made and new projects were born.
More than an event: a mission
JAPAN DAY wasn’t just a successful event (with approximately 60% actual attendance compared to registrations, a figure that confirms high interest in quality initiatives). It was a concrete demonstration of what Japan Italy Bridge does every day: building solid, authentic, and respectful bridges between Italy and Japan.
Through events, cultural projects, and conscious storytelling, we work to tell the story of Japan in a truthful and contemporary way, overcoming stereotypes and valuing the richness of a culture that still has so much to share with us.
Want to stay updated on upcoming events and discover authentic stories about Japan?
Follow us on Instagram @japanitalybridge and visit our website japanitalybridge.com.
For collaborations and projects: angela@japanitalybridge.com
The bridge between Italy and Japan is always open. Let’s cross it together.
Japan Center is born: the new digital community dedicated to Japan
From an idea by Sake Company and its founder Lorenzo Ferraboschi, Japan Center is born, a physical and virtual space designed for those who love, live, and work with the Japanese world.
Japan Center is much more than an online platform: it is a digital community that recaptures the authentic spirit of old forums, places where people could meet, exchange opinions, share knowledge, and build real connections.
Here, every enthusiast finds their voice: from the latest news from Japan to upcoming events, from cultural curiosities to open-ended questions to get to know each other better and interact with other members. Whether you're taking your first steps into the world of Japanese culture or you already work closely with Japan, Japan Center becomes the hub for meeting, learning, and growing together.
"Our goal is simple yet ambitious: to create a digital home for all Japan lovers, a place where passion becomes dialogue, and dialogue becomes opportunity," explains Lorenzo Ferraboschi, founder of Sake Company and the creator of the project.
Based in Milan, Japan Center aims to be an open and inclusive space, ready to welcome anyone who wants to learn more, share, or simply soak up the unique atmosphere that Japan has to offer.
The community is already online at www.japancenter.it: joining is easy, free, and the first step to becoming part of a network that brings together passion, culture, and real connections.
B2B Sales in Japan: How to Adapt Your Strategy to a Unique Culture
Entering the Japanese B2B market can seem daunting for Western companies. Cultural and operational differences require a tailored approach to build strong, lasting relationships.
The Role of the Salesperson: From Actor to Director
In the Japanese context, the salesperson is not the protagonist of the negotiation, but rather the director who guides the process behind the scenes. Purchasing decisions are often made in internal meetings in which the salesperson does not directly participate. Therefore, it is essential to identify an “advocate” within the client organization: an internal figure who can promote your offering to decision makers.
Support Materials: The Power of Documentation
In Japan, detailed documentation is essential. Briefing materials are often printed and shared internally. Make sure they are complete, clear and translated into Japanese, as they will be the basis on which your advocate will build the proposal.
Building Trust: A Step-by-Step Process
Trust is a crucial element in Japanese B2B relationships. Demonstrate reliability through punctuality, consistency and attention to detail. Relationships develop over time, so it is important to be patient and consistent in cultivating them.
Do you want to enter the Japanese market on the right foot?
Effective communication is the key to growing any international project. Japan Italy Bridge was born for this very reason: to connect and promote Italian companies in Japan and Japanese companies in Italy.
Thanks to a team of professionals and a network of qualified collaborators, we develop tailor-made communication and marketing strategies, designed to strengthen your brand and reach the right audience.
Find out how we can help you enter the Japanese (or Italian) market with communication that leaves its mark:
Japan Italy Bridge – Our agency
Sake: Three Fun Facts About Japan's Iconic Drink
Sake is more than just an alcoholic beverage; it is a true piece of Japanese culture, closely tied to the history, traditions, and even spirituality of the Land of the Rising Sun. Although it is often referred to as “rice wine,” its production is unique and its significance goes far beyond simple taste. When talking about rice-based beverages, the ideogram sake [酒] generally refers to alcohol, but is pronounced shu. When the Japanese talk about beverages made with rice, they use the term nihonshu [日本酒], which means “drink of Japan.”
Now, get ready to discover three fascinating facts that will make you see sake in a whole new light!
1. Sake is not a distilled beverage
Many people believe that sake is similar to liquor or spirits, but in reality, its production process is closer to that of beer. The rice used is first polished to remove impurities, then steamed and fermented using a special fungus called koji. This turns starches into sugars, allowing the yeast to start the alcoholic fermentation.
The result? A drink with a complex and delicate flavor, with an alcohol content of between 13% and 16%. And if you thought there was only one type of sake, think again: there are lighter, unfiltered, sparkling and even aged varieties!
2. A connection to the sacred
Sake is not only a pleasure for the palate, but also a deeply rooted element in Japanese religious traditions. Ancient legends say that even the gods appreciated it: the storm god Susanoo-no-Mikoto is said to have defeated a dragon by offering it eight barrels of sake.
To this day, the drink is still used in Shinto rituals, especially at weddings and in offerings to the kami (Japanese deities). During some festivals, such as the Doburoku Matsuri, unfiltered sake is distributed to participants, creating a link between the sacred and conviviality.
3. Sake etiquette
It is not enough to fill a glass and drink, sake has a real code of conduct. Traditionally, it is drunk in small ceramic cups (choko) or in elegant wooden boxes (masu). But there is one golden rule: never pour it yourself! It is an impolite gesture, while pouring it for others is a sign of respect and sharing.
Temperature also matters: in the winter it can be enjoyed hot, while in the summer months it is more appreciated fresh or even cold. Each serving method brings out different aromas, making each sip a unique experience.
A toast to tradition!
Sake is not just a drink, it is a journey into Japanese culture. Next time you have the opportunity to taste it, remember to raise the cup and toast with a traditional "Kanpai!" – and maybe surprise your friends with these curiosities!
Our relationship with Sake
Japan Italy Bridge has often dedicated itself to the promotion of sake, carrying out numerous initiatives, including the Bunka Academy. The goal was to raise awareness in Italy of how to appreciate sake, emphasizing that it is not a grappa, but a real wine. It is not a drink to be consumed only at the end of a meal, but to be enjoyed throughout the dinner. Unlike wine, sake does not cover the flavors of dishes, but enhances them. For this reason, Japan Italy Bridge has organized events in collaboration with Japanese experts, who have shared with the public the history, the production process and the secrets of consuming and preserving sake.
If you are curious, we invite you to take a look at our portfolio and discover all the collaborations we have carried out.
Guardians of Japan - Episode 01: "Age of Samurai: Battle for Japan" review
Here we are again with a new web series by Japan Italy Bridge! As you know, we aim to communicate and promote Japanese culture and companies in Italy and vice versa.
Since it is not possible to travel in this period, we have decided to try to shorten the distance between Italy and Japan even more by telling you not only about our experiences but also by sharing what we know about the Land of the Rising Sun.
We have already produced a web series dedicated to the promotion of Japan here in Italy called "Bringing Japan to Italy" and now we start with this new series dedicated to the history of Japan and mainly to those figures that fascinate us Westerners: the Samurai. For those who have been following us for some time, you already know that we have a fairly rich column on this subject on our blog and now we have decided to delve into it all through a video podcast.
So at each episode we are going to analyse the life and adventures of Japan's most important Samurai and we decided to dedicate the first episode to the review of the TV series "Age of Samurai: Battle for Japan" that you can find streaming on Netflix! We had already anticipated the arrival of "Age of Samurai" on Netflix and now after a full immersion we are ready to tell you what it is about, our impressions and also some curiosities!
We hope you enjoy this first episode and we are really curious to receive your feedback. Stay tuned because in the next episodes not only will you be able to discover the true history of Japan, but there will also be many surprises waiting for you, enjoy!
Authors: Erika Panzeri, Angie Antenucci // Japan Italy Bridge
Editing: Erika Panzeri // Japan Italy Bridge
Some of the footage in the video is owned by Netflix, we do not claim property of that footage.
Bringing Japan to Italy: episode 10 - Hoshitaro Asada
Our feature 『Bringing Japan to Italy』 is back with episode number 10 dedicated to Hoshitaro Asada, who works at the Sogen sakagura in Ishikawa in Japan.
His mission is not only to produce one of the best sake in the world, but also to spread Japanese culture internationally. He told us about the similarities between Italy and Japan and how Italians see and live the world of sake.
Bringing Japan to Italy: episode 09 - Codice Bianco
A few months ago, in conjunction with the Novegro comics festival, we had the opportunity to interview Codice Bianco. For this ninth episode of 『Bringing Japan to Italy』, the artist specializing in sculptures and origami speaks to our microphones.
Codice Bianco kindly granted us this exclusive interview for Japan Italy Bridge to help promote and share more and more Japanese culture. Furthermore, we talk about how the art of creating origami has spread in Italy over the last ten years.
Special Thanks: Associazione Ocha Caffè
Bringing Japan to Italy: episode 08 - Alex Kerr
In conjunction with the release of his book "Lost Japan", Alex Kerr held a conference at the Palazzo Reale in Milan. We at Japan Italy Bridge had the opportunity to meet him and ask him some questions.
In this episode 8 of our Bringing Japan to Italy series, Alex Kerr tells us about his secret Japan. Son of an American navy family, from a young age he travels the world between Italy, Japan, USA, and then returns to the land of the Rising Sun. Since his college years, Alex Kerr has made Kyoto his life base.
Here he discovered a new world, a Japan that we Westerners can hardly see. A country made of traditions, small villages and thatched-roof houses with antique wood floors. He tells us how his life has changed thanks to winning the Scincho Gakugei literary prize. As a result, Alex Kerr came into contact with a group of Litterti and Japanese artists with whom he still collaborates today.
But now we leave you with the words of Alex Kerr and his secret Japan. Enjoy the video!
Special Thanks: Associazione Giappone in Italia
Lost Japan: Amazon US