Sumitomo Pavilion Creator’s Voice Vol.3 Hideaki Mizutani(NOT FOUND)
Hello from the Sumitomo Pavilion.
In this series, “Creators’ Voice,” we shine a spotlight on the creative talents behind the exhibits, architecture, and performances of the Sumitomo Pavilion.
Each edition reveals behind-the-scenes stories—from the aspirations they brought to Expo, to the struggles they overcame, and the unwavering principles that guided their work.
Our featured voice this time is Hideaki Mizutani, the copywriter behind the Sumitomo Pavilion’s core concept line:
“さぁ、森からはじまる未来へ” (Toward a future from the forest)
He has been responsible for copywriting across the pavilion’s communication.
＜Profile＞
CEO of NOT FOUND Inc. and C dash Inc.
As a copywriter and creative director, Mizutani works across corporate branding, campaign planning, brand films, TV commercials, digital promotions, and event design. He also contributed to the Japan Pavilion at Expo 2020 Dubai as a member of the creative team.
https://404inc.jp/
What brought you to the Sumitomo Pavilion?
I participated in the Japan Pavilion at Expo 2020 Dubai as a copywriter.
That led to another opportunity from General Producer Jun Naito and Communication Producer Shun Watanabe, and I was asked to create the overall concept copy and statement for the Sumitomo Pavilion.
Sumitomo is a company with over 400 years of history. Being part of a pavilion representing such a significant group was a great honor—and honestly, quite a pressure. Coincidentally, I was also building a house at the time using one of the Sumitomo companies, which made the connection feel even more meaningful.
The 13-Character Challenge I Set for Myself
When writing the concept copy, I set myself one rule:
“Keep it under 13 characters in Japanese”
That’s because people tend to grasp meaning intuitively within about 10–15 characters. Even online news headlines are tightly limited to around 13 characters.
I wanted everyone—visitors, staff, and collaborators—to be able to immediately sense the world and message of the Sumitomo Pavilion. That’s why I sought a simple but powerful line that could resonate instantly.
After crafting over 300 ideas, I arrived at:
“さぁ、森からはじまる未来へ“(Toward a future from the forest“)
A phrase that condenses the Sumitomo Pavilion’s hopes and message into just 13 Japanese characters.
The Pursuit of Words—and the Future Beyond
The overwhelming popularity of the pavilion—and seeing it featured in the news and trending on social media—makes me feel proud and deeply moved to have taken part.
Being involved in a national endeavor like Expo, with its historical significance, has become a major turning point in how I view both my work and my life.
Through this project, I experienced the joy and importance of weaving ideas from both micro and macro perspectives.
I came to understand the deep intentions of the Sumitomo Group, the passion of the creators and engineers, and the kind of embodied experience we wanted to offer visitors.
Exploring the right words to connect those elements has had a lasting, positive impact on how I think about future work and life.
A Message to Everyone Reading
The “UNKNOWN FOREST” lantern journey is an experience that taps into our own primal landscapes—something deeply nostalgic that resides within all of us.
Though new, it feels familiar. The immersive exhibits interweave human wisdom and technology, inviting us to re-recognize that we too are part of nature.
We hope you discover something entirely new, right here.
