Showcasing Japanese culture in the UK, Japan Matsuri has attracted a loyal audience of Londoners, the Japanese community and other visitors, families and friends each year since 2009 (at Spitalfields in 2009 & 2010, at County Hall in 2011, and at Trafalgar Square since 2012) and has established itself as a symbol of the long-standing bonds (Kizuna 絆) between Japan and the UK.