Dōshin: enchanting Japanese toys

Over a hundred pieces will depict a panorama of play in Japan. The exhibition includes a play area where visitors can experiment and interact with the toys


June 27 to November 12, 2023

Tuesday to Friday

from 10 am to 6 pm

Saturdays, Sundays and holidays

from 10 am to 7 pm


free admission

Early booking (optional)

click here

The exhibition has accessibility features

click here


Dōshin: enchanting Japanese toys

“Dōshin: enchanting Japanese toys,” which explores the Japanese culture and characteristics through toys. The event runs from June 27 to November 12 and is free to attend.

Occupying the second floor of the institution, the exhibition brings a selection of 126 items, including some that appeared half a century agoand are still popular; toys developed from a perspective that emphasizes safety and practicality, and games and characters from Japan that have won over the world, among others, in addition to a timeline that tells the story of toys all the way back to post-warJapan.

“Dōshin: enchanting Japanese toys” has the support of Tokyo Toy & Doll Wholesalers Cooperative Association’s “ToyJournal” magazine.


The complexity of simplicity

Like other elements, toys go beyond simple objects: They help children to develop their imagination and social skills by learning sharing and cooperation, and they constantly evolve, reflecting society’s culture and lifestyles. Using everyday life as inspiration, manufacturers help children relate to and understand their environment.

In this exhibition, visitors will have the opportunity to see how toys from Japan reflect the historical context and the Japanese way of life, thus discovering the differences and similarities between Japanese and Brazilian toys, as well as experiencing a few aspects of Japan that are introduced in the way of playing.

The global relevance of the Japanese toy industry

Given the global relevance of the Japanese toy industry, the exhibition also focuses on toys that originated in Japan and are known throughout the world. There are also some surprises for visitors, as they will be able to recognize characters and games that originated in Japan but are already part of Brazilian childhoods.

A special environment for visitors to interact

The exhibition has reserved a special environment for visitors to interact with and experience some of the toys. “Playing is essential for children’s personal and social development. Toys drive imagination, improve cognitive and motor skills, and teach the importance of sharing, cooperating, and communicating. Visitors to this exhibition, especially children, will gain a deeper understanding of the Japanese culture and become more connected with their Japanese peers, since they will have the opportunity to recognize differences and similarities in the toys from both cultures,” explains curator and Japan House São Paulo cultural director, Natasha Barzaghi Geenen.

“The word dōshin refers to the child’s heart, and our idea is precisely to awaken the feeling of identification and empathy through toys that have been successful around the world, butstill bring references to Japanese everyday life in some of the models that are only found and sold in Japan. This type of recognition of the “other” and their customs is essential for creating empathy, both in the universe of adults and children,” says the curator.

The exhibition also features some recent trends on the Japanese market. This is the case of the puzzles and analog games, which became more popular as pastimes to have fun with at home during the pandemic.

Children’s Day

In Japan, Children’s Day is celebrated on May 5, unlike in Brazil, which adopted October 12. Traditionally on this date, the Japanese fly the koinobori (carp-shaped streamers) as aplead for children to grow up healthy and happy..

Accessible JHSP program

Within the JHSP Accessible program, the exhibition 'Dōshin: enchanting Japanese toys' also includes tactile features, audio descriptions, and sign language through QR Codes provided in the exhibition space.



Exhibition “Dōshin: enchanting Japanese toys”

#DoshinNaJHSP e #BrinquedosNaJHSP

Curators: Natasha Barzaghi Geenen e Gabriela Bacelar
Support: “ToyJournal,” magazine published by the Tokyo Toy & Doll Wholesalers Cooperative Association

Period: June 27 to November 12, 2023
Cost: Free admission
The exhibition has accessibility resources (Sign language, audio descriptions, tactile elements).

Early booking (optional): https://agendamento.japanhousesp.com.br

Japan House São Paulo | second floor
Location: Avenida Paulista, 52 – Bela Vista, São Paulo

Opening hours: 
Tuesday to Friday, from 10 am to 6 pm
Saturdays, Sundays and holidays, from 10 am to 7 pm

Japan House São Paulo remains closed on Mondays, without exception, including on holidays.

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