OSAKA – In the scorching Japanese summer, the Paraguayan Pavilion has become a highly regarded oasis where culture and coolness coexist. In particular, Tereré, Paraguay's traditional beverage, and Ñandutí, its delicate handcrafted lace, have captured the hearts of the Japanese people, showcasing the full charm of Paraguayan culture.
Approximately four months after the expo's opening, with an average of 160,000 daily visitors, over 500 people have participated in Ñandutí workshops to learn the traditional weaving technique. Elena Iwatami, a Ñandutí artisan who has lived in Japan for years and dedicated herself to promoting Ñandutí, leads these workshops. Iwatami expressed her feelings, stating, "I am deeply moved to see our tradition generate such great curiosity and admiration in Japan." Participants of various ages, from 4-year-old children to adults, have been captivated by the beauty of Ñandutí, demonstrating that this Paraguayan traditional art has deeply rooted itself in Japanese culture. Ñandutí, meaning "spider web" in Guarani, is an iconic Paraguayan lace craft characterized by its intricate and delicate patterns.
Tereré: The Savior of Japan's Hot Summer
It's not just Paraguayan art that has captivated the Japanese. Amid a heatwave exceeding 35°C and nearing 40°C in some parts of Kansai and Hokkaido, Elena Iwatami highlighted Tereré, Paraguay's cool mate tea, as the secret to beating the heat. "Japan is very hot and humid. I always have my delicious Tereré with me. It's the only thing that saves me," she said with a smile in Osaka. The yerba mate she drinks was sent by the Paraguayan Yerba Mate Center, as mentioned by the center's manager, Naida Alderete.
Unlike regular mate tea brewed with hot water, Tereré is unique in that it's prepared by steeping yerba mate leaves in ice water or cold juice. Various herbs or fruits like lemon, mint, and grapefruit are often added to enhance its refreshing and cool taste. In Paraguay, it is a beloved and essential drink for quenching thirst during the summer. Drinking cold Tereré in hot weather is more than just consuming a beverage; it is a way of life and a significant part of Paraguayan cultural identity.
Yerba Mate Center's Strategy Targeting the Japanese Market
The promotion of Tereré at this expo is no accident. It is part of the Paraguayan Yerba Mate Center's broader strategy to increase exports of yerba mate and cold-brewed beverages to the Japanese market. According to manager Naida Alderete, Japan is already an important buyer, but the goal is to leverage events like Expo Osaka and the 2025 Rally World Championship to diversify and expand Paraguay's presence. Ultimately, the intention is to establish the Yerba Mate Route (Ruta de la Yerba Mate) as an attractive tourist and commercial destination.
Yerba mate is a plant primarily cultivated in South America, rich in caffeine and various vitamins and minerals, making it excellent for energy boost and antioxidant effects. With increasing health consciousness, global consumption of yerba mate has been rising, and Paraguay is one of the main producers alongside Brazil and Argentina. The Paraguayan Yerba Mate Center is leveraging this global trend to strengthen its position in the Japanese market and create new demand through the unique consumption method of Tereré.
Ñandutí Book Now Returning to Paraguay
Furthermore, Elena Iwatami announced that she would soon visit Paraguay for the publication of her Ñandutí book, recently translated into Spanish. She stated, "I will arrive around midnight on August 15 and start my schedule on the 16th," adding that while she hasn't disclosed all the specific details of the event yet, "it will be a very special moment."
Through art, taste, and resilience, Paraguay continues to leave a deep impression on Japan. Each sip of Tereré and every thread of Ñandutí tells a story of Paraguay's identity, pride, and strengthening international standing. This expo is expected to further promote Paraguay's rich cultural heritage worldwide and invigorate economic exchange.
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