May 23, 2025
- People
- Stories
- Executive Message
- Konosuke Matsushita
- EXPO 2025
Yuichiro Haraguchi
General Producer of the Panasonic Group's Pavilion The Land of NOMO
EXPO Promotion Project
Panasonic Operational Excellence Co., Ltd.
Yuichiro Haraguchi joined Panasonic in 2004 and was assigned to the Corporate eNet Business Division, where he was responsible for planning services for internet-connected home appliances. He was later transferred to the former Television Business Division, where he worked on overseas consumer marketing and global brand strategy. After promoting CSR communications in the Brand Communication Sector, he was transferred in 2014 to the former Tokyo Olympic & Paralympic Enterprise Division, where he led new business development in the field of accessibility. He has held his current position since 2022.
The Idea Behind the Panasonic Group's Pavilion The Land of NOMO
It has already been about three years since I got involved with the Expo. Starting from scratch, we brought together the strengths of many people and have now grown our project into something we're proud to present to everyone. It is deeply moving to finally witness this long-awaited moment.
The Land of NOMO is an experiential pavilion designed primarily for children, based on the concept "Set your heart and mind free, and the world will open up." In the 720° cycle where human and natural activities interact and circle around each other, I hope children will feel a sense of hope that, by becoming aware of their own sensibilities and unleashing their imagination, they can change the future.
What we value most in The Land of NOMO is the opportunity for everyone to enjoy it with a free and honest heart. You don't have to be bound by the rules. You can run around, lie down, or jump inside the pavilion. In this space, you can discover your own potential by touching various objects, having unique experiences, and playing to your heart's content.
Mobilizing the Collective Strengths of the Panasonic Group, Grounded in Konosuke Matsushita's Philosophy
A general producer typically begins by giving form to their own philosophy and concepts. However, the Panasonic Group has a guiding philosophy passed down from the founder Konosuke Matsushita. We are also fortunate to be in a corporate environment rich in technical expertise, sophisticated design, and partners who foster co-creation. My main role has been to connect Konosuke Matsushita's vision with the company's diverse technologies and ideas, and then embody them in a story.
The biggest challenge in designing the exhibition was how to incorporate and convey Konosuke Matsushita's philosophy. Conversations with those involved in developing educational support services gave me a clue. They explained that differences in individual strengths and learning styles significantly affect the quality of learning. For example, some people prefer to work intently with their hands, while others mull things over or chat with others to move forward. Their services work as tailored approaches to teaching, thinking, and learning for each personality type, based on an analysis of extensive questionnaire results and other data. We realized that by combining this analysis with our facial expression and behavior analysis technologies—developed through years of engaging with people's daily lives and grounded in our human insight (Japanese only) research—we could study children's individuality and characteristics. This is how we came up with a story in which children play and explore The Land of NOMO, with different messages appearing depending on their actions. This program was made possible using the ideas of our colleagues who work with children every day. The dedicated Expo team alone could not have come up with the concept of The Land of NOMO. We were able to fully leverage our strengths and the unique quality of Panasonic as a company that has long been committed to the betterment of people's lifestyles.
Through our activities, many people connected to Panasonic expressed their desire to be part of the Expo or try out their ideas. However, only about 10–20 percent of the ideas from nearly 1,000 people have actually been incorporated. Even still, we aim to bring more voices to life through events and other opportunities during the Expo.
What Makes a Pavilion Truly Panasonic?
Meet Matemon—playful characters created by our team and hidden throughout the pavilion as a secret surprise!
Resource circulation is an initiative that reflects the passion of many people within the Panasonic Group. Panasonic has a system of recycling resources that our colleagues have developed through the recycling of home appliances, and our pavilion maximizes this system. At first glance, using wood might seem more environmentally friendly. However, we believe our strength lies in exploring the potential of metal, which can be reshaped into new forms after just six months of use at the Expo. About 98% of the columns and beams supporting the pavilion are made from scrap iron obtained from home appliances. The trunk cables that power the various electrical features of the pavilion experience are made using copper recovered from the printed circuit boards of used home appliances. In a sense, the pavilion has been reborn from home appliances.
We have also collaborated with many partners, asking ourselves what kind of legacy we can leave to the next generation for a better future society. For example, we are conducting hydrogen pipeline demonstrations as part of a co-creation initiative with NTT. Hydrogen produced by the NTT Pavilion, using non-CO2-emitting energy sources such as solar power, is transported through an underground pipeline to a pure hydrogen fuel cell generator at the Panasonic Group Pavilion, where it is used to illuminate the pavilion after sunset. This six-month demonstration at the Expo is designed to contribute to the creation of a hydrogen society.
At the pre-opening lighting ceremony of The Land of NOMO, the illumination designed with students and children was unveiled in front of the children and their families.
I believe the Expo is a place where we will be evaluated by the real reactions of the public. As we operate the pavilion over the next six months, we want to stay mindful of how children feel and how much they enjoy their experience. There is no greater joy than offering children an opportunity, through this pavilion, to discover their hidden potential and take a step toward the future.
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