Omocha Japanese Toys Today is presented as part of the commemorative event marking 70 Years of Philippines–Japan Friendship. It highlights the enduring role of cultural exchange in bringing communities together through creativity, craftsmanship, and shared experiences. More than an exhibition, it invites visitors to rediscover how toys can become gateways to culture, imagination, and learning.

Japanese toy culture comes alive in Iloilo as the Iloilo Museum of Contemporary Art (ILOMOCA) hosts the travelling exhibition organized by the Japan Foundation, Manila, now on view at the museum’s 2nd Floor Galleries 1 and 2 in Iloilo Business Park.

“Omocha” which means “toy” or “plaything” in Japanese, “aims to introduce the beauty of Japanese culture to audiences around the world,” said Toyohiko Sato, Chairman of the Japan Toy Culture Foundation. 

It is the first full-scale international traveling exhibition focused on contemporary Japanese toys organized in Japan, made possible through the cooperation of leading domestic toy manufacturers and the cultural expertise of researchers from the Japan International Doll and Toy Research Association. 

Running from June 27 to July 26, 2026, the exhibition welcomes audiences of all ages to explore the stories, artistry, and innovation behind Japanese toys—from traditional play objects to globally recognized icons such as Gundam, Transformers, Pokémon, Hello Kitty, and Sylvanian Families. Admission to both the exhibition and its accompanying public programs is free.

Extending the experience beyond the gallery, Omocha: Japanese Toys Today features a series of interactive activities designed for families, students, hobbyists, and toy enthusiasts, allowing visitors to engage directly with Japanese toy culture through making, exploring, and creating.

Omocha Japanese Toys Playful Beginning

The public programs opened on June 27, 2026, with Toy Talks: Make Your Own Paper Toy, featuring a talk and demonstration by Piod Paper Crew. Participants discovered how simple materials could be transformed into imaginative paper toys while gaining insight into the connections between craft, design, storytelling, and play.

Explore the Exhibition Through Toy Trails

Visitors can continue the experience through Toy Trails, a series of guided exhibition tours that offer deeper insights into the stories and cultural significance behind the featured toys. Following the opening tour on June 27, guided tours continue on July 3, 4, 10, 11, 17, 18, 24, and 25.

Each tour is offered in three sessions:

• 11:00 a.m.–12:00 noon
• 1:00 p.m.–2:00 p.m.
• 3:00 p.m.–4:00 p.m.

Build, Create, and Play

The month-long celebration concludes with Toy Studio: Built for Battle – Gundam Model Making on July 26, 2026. Scheduled at 2:00 p.m., 3:00 p.m., and 4:00 p.m., the workshop introduces participants to the fundamentals of Gundam model-building, one of Japan’s most celebrated toy and hobby traditions.

Through these public programs, Omocha: Japanese Toys Today transforms the museum into a space where play becomes a shared language of cultural exchange. By combining exhibition, storytelling, and hands-on participation, the program offers visitors an engaging way to experience the creativity that has shaped Japanese toy culture while strengthening the longstanding friendship between Japan and the Philippines.

Guests may scan the official registration QR code or visit the official pages of the Japan Foundation, Manila and ILOMOCA for schedules, registration, and program updates.