Japan House elevates Japanese packaging to the status of works of art

The design market has increasingly turned to research and development of packaging not only from a functional and sustainable point of view, but also with a strong aesthetic appeal . An essential item in contemporary life, packaging is even more important in Japanese culture, as evidenced by by the term " tsutsumu ", a Japanese word that means “to wrap”, “to package” and whose ideogram symbolizes the image of a child inside the mother's womb, referring to the idea of protecting that which is precious.

The exhibition ' Packaging: Contemporary Designs from Japan ' at Japan House São Paulo reveals details and curiosities surrounding packaging design, so important to Japanese culture that the act of gift-giving is a strong tradition full of meaning. Branded items cosmetics, food and drinks, in affective and fun packaging; environmentally friendly (such as pieces that do away with labels as a practice to generate less waste) and reusable packaging will be displayed throughout the cultural center.

Japan House Sao Paulo

'Packaging: Contemporary Designs from Japan' from January 19 to March 14, 2021