At Milwaukee’s long-running Holiday Folk Fair International, a three-day festival built on celebrating the cultural traditions of communities from around the world, Japan’s presence this year carried a deeper diplomatic message.
Consul-General Masashi Mizobuchi, who began his post in Chicago in May, spoke at the event on November 22 to highlight how grassroots, community-level relationships were shaping Japan’s engagement with Wisconsin and the broader Midwest.
His visit came as Japan accelerates efforts to strengthen regional ties through cultural programming, economic partnerships, and exchanges that connect residents to the country in more direct and personal ways.
The Holiday Folk Fair International, now in its 82nd year, remains one of Wisconsin’s major multicultural traditions, drawing dozens of ethnic groups and thousands of visitors who come to experience music, food, art, and storytelling from around the world.
While the fair features more than 60 cultures and a wide range of performances, Japan’s participation has grown increasingly connected to the diplomatic work taking place throughout the state.
In an exclusive interview with Milwaukee Independent, Consul-General Mizobuchi said the festival was an ideal place to communicate Japan’s goals in the Midwest, particularly in states where the Japanese population was comparatively small but historically significant.
“A community doesn’t need to be large to have a meaningful impact,” he said. “What matters most is the strength of the relationships it builds, and in that sense, Wisconsin has a long and proud history with Japan.”
Consul-General Mizobuchi noted that the size of the region, 10 states that include Illinois, Indiana, Iowa, Kansas, Minnesota, Missouri, Nebraska, North Dakota, South Dakota, and Wisconsin, presented unique challenges for outreach.
“While we work hard to engage all of the states under our jurisdiction, it is essential that we partner with local experts and organizations who are deeply rooted in their communities and knowledgeable about Japan,” he said.
Among the most important of those partnerships is the Japan Outreach Initiative (JOI), a national program that places coordinators in communities to promote cultural awareness. Milwaukee’s coordinator, Sae Iino, began her term over the summer through a collaboration with the International Institute of Wisconsin, the organization that sponsors Holiday Folk Fair International. Programs like JOI have become indispensable for building authentic local relationships.
“This is where JOI Coordinators make an extraordinary impact. Their presence enables us to promote meaningful, community-based exchange that deepens interest in and understanding of Japan and builds connections at the grassroots level,” said Consul-General Mizobuchi.
Today, there are 16 JOI Coordinators serving across the United States, including six in the Midwest and one in Milwaukee.
“With diverse backgrounds and deep commitment, these coordinators are genuine catalysts of person-to-person diplomacy, helping to strengthen the Japan-U.S. relationship one community and one individual, at a time,” he added.
Milwaukee Independent has reported extensively on Iino’s work across Milwaukee, where she has collaborated with schools, cultural groups, and local institutions to expand public access to Japanese traditions and language.
> READ… Sae Iino: How a cultural ambassador hopes to build bridges between the people of Milwaukee and Japan
Consul-General Mizobuchi said her placement in Milwaukee reflected a broader strategy of building long-term familiarity with Japan through consistent community engagement, rather than through occasional large-scale events.
While cultural exchange is a major component of Japan’s work in the state, Consul-General Mizobuchi stressed that Wisconsin also holds an important place in Japan’s economic relationship with the United States.
Japan is a top source of foreign direct investment in Wisconsin, with nearly 115 Japanese-owned facilities employing about 10,000 people statewide and contributing approximately $3 billion in capital investment.
“Kikkoman is a prime example. It has been a major investor in Wisconsin for more than 50 years, operating a soy sauce factory in Walworth since 1973, Japan’s first major manufacturing investment in the United States,” said Consul-General Mizobuchi. “That partnership is still growing. In recent years, Japanese companies have pledged an additional $1.2 billion in investment. Kikkoman is among them, breaking ground on a new facility in Jefferson in 2024 as part of its $800 million investment in the state.”
The new plant is expected to begin production in early 2026, adding to Kikkoman’s long-standing contributions to Wisconsin. Companies like Kikkoman contribute to deepening Wisconsin-Japan ties through a steady and mutually beneficial economic relationship.
Wisconsin’s ties with Japan have also been reinforced at the state level. Governor Tony Evers led a trade mission to Japan in September 2019, meeting with business leaders and government officials to promote Wisconsin’s manufacturing, agriculture, and clean-energy sectors. The delegation highlighted Japan’s long-standing economic presence in the state and emphasized expanding investment opportunities.
Economic partnerships, however, are only one aspect of the ecosystem supporting Japan’s visibility in the state. The Japan America Society of Wisconsin (JASWI), which relaunched this year in Madison, has emerged as an active hub for cultural exchange.
Led by Honorary Consul Andrew Seaborg, the organization has hosted large community festivals, donated Japanese-language books to local libraries, organized educator gatherings, and brought together sister-city delegates from across Wisconsin.
Consul-General Mizobuchi praised JASWI for strengthening connections that complement the work of the consulate. Their expanding efforts, he said, represent “a major role” in raising awareness of Japan and fostering engagement statewide.
The network of cultural institutions, outreach coordinators, and economic partners formed the backdrop for Japan’s participation at Holiday Folk Fair International. For Mizobuchi, the festival was more than a showcase. It was a way to encourage personal connections and inspire future learning.
Japan’s performances this year included Hibiki’s Taiko drumming, an Awaodori performed by Mikoren, an Awaodori dance group from Chicago, and a traditional Koto performance by Chicago Koto, all featured alongside the Folk Fair’s broader lineup of global music, dance, and food.
Such presentations offer more than entertainment. They provide direct opportunities for Wisconsin residents to experience the heritage and history that shaped contemporary Japan.
“One of our primary goals is to ignite interest in Japan through authentic cultural experiences,” Consul-General Mizobuchi added. “It is my sincere hope that the guests of the Holiday Folk Fair International will not only enjoy the Japanese culture, but also transform their newfound appreciation into future engagement. We hope this event inspires Wisconsinites to build their own connections with Japan — whether through learning traditional arts, studying the Japanese language, or visiting Japan someday.”
That aspiration aligns closely with the festival’s long-running mission. Since its founding in 1944, Holiday Folk Fair International has presented itself as a space where communities can further a better understanding and appreciation of their neighbors in Milwaukee, offering a venue for cultural groups to introduce their traditions to the wider public.
Each year’s programming underscores that intent, with stages for dance and music, areas devoted to art and craft, youth education programs, and an international marketplace. While the scope is global, Japan’s contributions reflect a growing emphasis on deeper and sustained involvement rather than one-time encounters.
As Milwaukee continues to see new initiatives that link local communities with Japanese culture, Consul-General Mizobuchi’s message at the Holiday Folk Fair International underscored a broader vision that community-level exchanges remain one of the most effective ways to strengthen the Japan–U.S. relationship.
For Wisconsin, those ties are becoming increasingly visible. Not only through major economic investments but also with the growing number of local institutions, educators, and cultural programs that continue to build bridges across the Pacific.
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Lee Matz
