In light of the great success of the "Ramses and the Gold of the Pharaohs" exhibition currently being held in the Japanese capital, Tokyo, and the thousands of visitors flocking to it from various Japanese cities, and as part of the exhibition's promotional campaign, a mobile advertising truck (Senden Truck) has been launched to tour the main streets of Tokyo and a number of major Japanese cities, with the aim of raising public awareness of the exhibition and attracting more visitors.
The campaign aims to strengthen the presence of ancient Egyptian civilization in Japan and give the Japanese public the opportunity to learn about one of ancient Egypt's most prominent kings through a world-class exhibition that attracts the interest of specialists and the public alike.
The truck features an attractive visual design bearing a huge image of King Ramses II, along with the exhibition's official visual identity and closing date, drawing the attention of passers-by and highlighting the exhibition's unique civilizational and archaeological character. The truck, one of the most widespread advertising methods in Japan, also achieves wide reach among the Japanese public in high-density commercial and entertainment districts.
Dr. Mohamed Ismail Khaled, Secretary General of the Supreme Council of Antiquities, expressed his delight at the great success of the exhibition, which has been visited by more than 350,000 people since it was opened last March by Sherif Fathy, Minister of Tourism and Antiquities, and Yuriko Koike, Governor of Tokyo, reflecting the Japanese people's great passion for and interest in ancient Egyptian civilization. This prompted the Japanese side to express its desire to extend the exhibition until January 2026. He praised the great successes the exhibition has achieved at its various stops, which began in 2021 in Houston, United States.
It is worth noting that the exhibition features 180 artifacts, most importantly the coffin of King Ramses II from the National Museum of Egyptian Civilization, a number of artifacts from the Egyptian Museum in Tahrir dating to the reign of King Ramses II, and other artifacts discovered by the Egyptian mission in the Bubasteion area in Saqqara, in addition to holdings from a number of Egyptian museums that highlight some of the distinctive features of ancient Egyptian civilization from the Middle Kingdom to the Late Period, through a collection of statues, jewelry, cosmetic tools, stelae and stone blocks decorated with inscriptions, as well as some colored wooden coffins.
The exhibition began its journey at its first stop in November 2021 in Houston, followed by its second stop in August 2022 in San Francisco, United States, then its third stop in April 2023 in the French capital, Paris, before moving to the Australian Museum in Sydney, Australia, in November 2023, and then to Cologne, Germany, in July 2024.
