World Milk Day

Milk is an important part of a healthy balanced diet and World Milk Day provides the perfect opportunity to spread the word. IDF and its members work together to convey this message to the public by promoting activities taking place on and around this day. We’ve compiled a few examples to give a taste of what’s going on around the world.

World Milk Day was initiated in 2001 by the UN Food and Agriculture Organization (FAO), which actively encourages milk and dairy consumption as part of a daily diet. All aspects of milk are celebrated in many countries all over the world, and the number of countries and activities are increasing every year.

Browse through our World Milk Day archive to find out how IDF members have celebrated in recent years…

World Milk Day 2014

Zimbabwe Dairy Industry stakeholders will march in the city centre from Town House to Africa Unity Square where a small exhibition will be set up, and will be addressed by the Mayor, Ministry of Health, Ministry of Agriculture, Ministry of Environment and officials.

More news about TV and local newspaper coverage, plus a video will follow after the celebrations!


Plans for the World Milk Day 2014 in Japan

Why 1 June?

  • In dairying areas, cows are starting to be kept on the pasture.
  • FAO (the Food and Agriculture Organisation of the United Nations) proposed 1 June as World Milk Day in 2001.
  • In Japan, J-Milk designated the same day as World Milk Day in 2007 and June as the Milk Month.
  • The Cabinet Office of Japan designated June as the Dietary Education Month to promote activities of dietary education led by the regional and national governments.


1. More recognition and understanding of World Milk Day and Milk Month by the Japanese people (currently only 17%)
2. More specifically, distribute the following valuable information:
– Lower salt intake by introducing new ways of preparing traditional Japanese food, incorporating milk
– The importance of dairy nutrition for older generations
– Smart ways to manage lactose intolerance
3. Send out more useful information to attract dairy farmers to enhance their understanding of World Milk Day

Specific Initatives

  • Distributing posters to emphasise connection between farmers and consumersPoster
  • Industry Associations, as part of Dietary Education Month, assist primary schools include the subject as part of their school program
  • 72 Promotional activities including distribution of milk. Examples include: Milk fare, Gifts for governors and mayors, cooking contest, bone density measurement, promotion of locally produced milk
  • 10 seminars and forums organized
  • 40 Factory visits
  • 43 other campaigns of various nature. For example, the ‘Give your father milk’ campaign. Did you know that ‘Father’ is ‘chichi’, and so is milk in Japanese?

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J-Milk Initiatives

J-Milk will organize a competition among children at primary schools and their families, intending to give children, parents and teachers opportunities to think about the value of milk and its role by making the competition to be as applicable as possible to lessons on-site. Moreover, they will provide materials such as picture-shows and worksheets so that they can talk about milk as easily as possible during class throughout the Milk Day and Milk Month. We plan to send them to 21,000 primary schools nationwide together with the guidance.


‘Manga’ characters will be used, as shown here on the right, which won a competition to be inserted into the guidance and related materials.

Other activities include:

‘Milk Day Forum’ hosted by Japan Milk Academic Alliance, and co-hosted by J-Milk
Date: 31 May 2014
Venue: Marunouchi Hall & Conference
Theme: Milk and Japanese people with Milk playing a key role to the Japanese dietary life and future potentiality

Media Milk Seminar (June), featuring advice to those who are lactose intolerant

Dairy Dietary Education Promotion Workshop (late June)
Lectures: Experts from Ministry of Education, Culture, Sports, Science and Technology
Theme: Case study; initiatives by the industry including milk producer associations and milk processor organizations

Produce basic materials for media concerning ‘Milk as Measures against Heat Disorder in relation to exercise’ (May to June)

BelgiumCzech RepublicFinlandFranceGermanyIreland

World Milk Day 2014

VLAM to hand out milk cartons on World Milk Day

On the 1 June VLAM (Flanders’ Agricultural Marketing Board) will be distributing milk in locations all over Flanders. The objective is to enhance the impact of the campaign slogan Milk, a force of nature. The milk commercial will be broadcast on TV for two weeks.

The VLAM milk promotional team will treat 50,000 visitors to a refreshing milk drink on 1 June. VLAM will set up a special stand at 10 locations. In addition to a chilled brik carton of semi-skimmed milk printed all over with the campaign image, the visitors will also receive a flyer explaining the benefits of milk. But there is more: each visitor will also be invited to be photographed in a specially mounted background of grazing cows and thus experience the campaign message ‘milk, a force of nature’. Children can test their strength together with an adult and have a duo photograph made.

QuotePhotographs will be printed immediately on a special postcard. What a nice souvenir for the visitor who braves a photo shoot! He or she will also receive the photograph digitally and may, for example, use it to adapt his/her Facebook profile. In this way the pleasant milk experience will be visible to a wider audience. All participants’ photographs will also be exhibited locally in a photo gallery.

Focus on young women

VLAM hopes to reach young women (with children) though this milk distribution. The locations that are opted for are those frequented by the public on Sundays, e.g. cinemas, provincial domains and leisure parks. The exact choice of the locations will be attuned to the expected weather. For more information on the locations, visit Or read the ‘Zondagskrant’ on Sunday 1 June, which you can get at any baker’s. On 28 May the Metro newspaper also will inform readers about the event.

Television campaign

June 1 is also the starting date of the spring television campaign. For a two week period, the milk knights will again be seen in a 20-second commercial on één, VTM, 2BE, Vier, Acht and Vitaya. The commercial shows sturdy knights in a whirling milk-engulfed landscape, fading into a full glass of milk which at the end is drunk by a teenager.

The target group is drinking more milk

Previous research showed that the milk campaign scores well on recognition. The TV commercial enjoys great appreciation and the campaign message appears to be very clear. In addition, consumer data confirm that the campaign is effective in the target group, namely 18-44 year-old-women (with or without children). Flemish families in which the household purchaser is younger than 40 bought almost 5% more milk than in 2012 and bought milk more often as well.

Campaign in seven countries

The milk campaign is running in seven European countries (Belgium, The Netherlands, France, Denmark, United Kingdom, Ireland and Austria) and 50% of it is financed by the European Union. The common message is that milk fits in well with a varied and balanced nutritional diet and a healthy lifestyle. And this because of the unique potent mixture of essential nutrients.

In the Czech Republic, World Milk Day has been celebrated on the fourth Tuesday of the month of May since 1957. This year, the celebration will take place on Tuesday, May 27.

Plans for the world milk day 2014

In the middle of a beautiful historic monastery Břevnov in Prague, a grand “Celebration of Milk” with the participation of about 250 dairy farmers, milk processors, traders, professional schools, research institutes, journalists and representatives of consumers and other guests has been organized.

We will start with a welcome drink with milk drinks and serving cheese snacks. Our event will be opened by the Minister of Agriculture. There will be speeches by the president of Agricultural and Food Chamber and our foreign guest will be the Secretary General of the EDA, Mr. Alexander Anton, who will give a lecture on the Dynamics of European and Czech dairy industry.


The head physician of Prague´s biggest hospital, Dpt. Nutrition and Health, will deliver a speech on the importance of milk and dairy products in the prevention of osteoporosis.

In addition, there will be talks about the promotion of exports of Czech dairy products to 3rd countries.

Dairy Product of 2014

The highlight of our gala event, we will announce the “Dairy Product of 2014 ” in six product categories and will also award the best “News of the year” (for white and yellow cheese lines). Journalists will also give a prize for the best product (Media-Award).

This festive afternoon will be moderated by Mr. Jiri Kopacek, president of the Czech-Moravian Dairy Association and president of the Czech Committee of IDF together with Mrs.Šustova, associated (dairy) professor from Mendel University in Brno.

Similar activities to celebrate World Milk Day are also taking place in vocational schools and in many dairies.

Plans for World Milk Day 2014

In Finland, World Milk Day will be celebrated on 27 May.

Milk Morning

The Finnish National Committee of IDF will hold a two-hour session entitled “Milk morning” for interest groups and media. The theme will be “Our milk” covering aspects of the importance of milk and dairy to Finland and the proteins in milk.

Milk Maid

picThe new Milk Maid will be announced. The Milk Maid is a traditional figure of the Finnish Dairy Nutrition Council, spreading the word of good nutrition and milk being part of it. Through nutrition education, the Milk Maid (being an authorized nutritionist) is an excellent messenger for Dairy Nutrition Council. This year she has visited, for example, primary schools, working places and maternity and child welfare clinics informing about the importance of milk in the diet. (photos available in a separate mail)

Media activities

A press release about the Milk made and another about the Milk morning and World Milk Day will be sent, as well as Tweets.

Plans for World Milk Day 2014

The liquid milk sector will organize a national event for the 14th World Milk Day on 1 June. Around ten liquid milk factories across France will open their doors to the public. Different activities will be organized by factories, including a visit of the factory; educational presentations of the sector’s upstream process; games for young people and a milk bar with innovative flavours. The National Interbranch Organisation (CNIEL) will participate by providing different tools to be used or given out (documentation; posters ;….).

In order to ensure the visibility of all these openings, several press events will be organized at national and local level:

  • A national press conference to promote this 14th World Milk Day and all positive aspects of liquid milk (nutrition; how to consume it;…). A leaflet and press release have been issued for further information (available in French), plus you can visit
  • A press trip is offered to journalists to visit a farm and a liquid milk factory.

All activities aim at promoting the benefits of milk with these different aspects.

PLANS FOR THE World Milk Day 2014 – Internationaler Tag der Milch

Slogan: Discover Milk – Enjoy consciously!

Date: Sunday, 1. June 2014
Location: Landesgartenschau Deggendorf, Ackerloh / Horticultural Show in Deggendorf, Germany


• Huge cheese cake, 2.2 meters in diameter!
• Guests: Cabaret Artist Wolfgang Krebs, Bavarian Dairy Queen and Princess


10.30: Welcome at the Ackerloh Stage by Günther Felßner, Chairman of the Bavarian Dairy Association (Landesvereinigung der Bayerischen Milchwirtschaft). Presentation of the collected Bavarian specialties by Bavarian Dairy Queen and Princess
13.00: Cabaret by Wolfgang Krebs
13.30: Cutting of the huge cheese cake by Wolfgang Krebs
From 13.30: One piece of the cheese cake and a cup of coffee for all guests (while stocks last!)
Whole Day: Shakes at the Milk bar, Information about milk and playgrounds for kids

Presented by: Bavarian Dairy Association (Landesvereinigung der Bayerischen Milchwirtschaft)

Further information on

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International Milk Day, June 1st, 2013, on the grounds of the Garden Show in Tirschenreuth


11.00 – 17.00 h: Family day – milk course (play stations focussing the subject “milk”), a milk bar and stands of three regional dairies.
11.00 – 17.00 h Presentation of Bavarian cheese variety with an exhibition of 180 cheeses
11.00 – 17.00 h: Games, fun and facts all about milk
13.00 – 15.30 h: Milk course Competition
14.00 h: Presentation and dégustation of three types of cheese by Josef Stemmer, dairy specialist, Bavarian Dairy Association

Special Guests:

VIPs (agriculture and dairy industry)
Bavarian Dairy Queen and Bavarian Dairy Princess

Celebrating World Milk Day 2014

This year the National Dairy Council would like to remind people of the importance of milk as a source of calcium and protein – both of which contribute to the growth, development and maintenance of our bones.

Bone: A Living Tissue


We may perceive our bones as being very rigid, but, in fact, bone is a living tissue which is constantly rebuilding and renewing – with specific lifestages of significance importance.

“Young childhood and the adolescent years are critical lifestages in terms of bone development, with approximately half of an adult’s bone mass accumulating during the short time-frame of adolescence,” says Dr. Miriam Casey, Consultant Physician at St. James’s Hospital with a special interest in Osteoporosis.

“Following the achievement of peak bone mass (majority of which is reached by the late teens and the remainder in young adulthood), bone mass remains relatively stable for some time. However as adults, we need to remember that our bones continue to constantly evolve and remodel with old bone broken down and replaced by new bone.”

Dr. Casey explains that in females the reduction in oestrogen levels at the time of the menopause leads to an increased rate of bone breakdown over bone formation and can result in bone loss. In men this increased rate of bone breakdown occurs later usually in those aged 70 years and older. Furthermore in older people the rate of bone formation actually declines, resulting in age-related bone loss and, hence, bone health is a particular concern as we age and later in life.

“Bone health is often over-shadowed by other aspects of health, perhaps even taken for granted until you or someone you know suffers a fracture,” says Dr. Casey. “Coined ‘a silent disease’, osteoporosis causes bone to become brittle and fragile, increasing the risk of fracture. It is estimated that osteoporosis affects over 200 million people worldwide. Hip fracture is one of the most serious associated concerns with significant mortality rates and the risk of this event increases with age.

Irish Research

Dr Casey is the Principal Investigator on the Bone arm of a cross border study known as ‘TUDA’.

The TUDA study is a North-South research collaboration, involving Trinity College, the University of Ulster and the Department of Agriculture, where the latter invested €1.8m into funding this study of 6000 older subjects. Dr Miriam Casey explains that the aim of the bone element of this study is to explore the impact of various factors on bone health, including nutrition, diet and genetic profile, among people aged 60 years and over who have been diagnosed with osteoporosis.

Importance of Nutrition

“To date, over 1,400 people have been recruited onto the TUDA bone study. Using dietary questionnaires and other measurements we now have an insight into the dietary habits and nutritional status of this population group,” says Dr Casey.

“A balanced diet is essential for bone health and while we can’t quantify the total intake of specific foods from this study, some very interesting dietary trends from the current data have been noted.”

“Nutrition and dietary advice is a critical part of the treatment plan for osteoporosis. Dietary supplements, primarily calcium and vitamin D, are often recommended, but forgetting to take the supplements or not taking as advised is a major problem. This supports the need for a more food-orientated approach to help patients achieve their overall nutritional requirements,” says Dr Casey.


As well as natural age-related bone loss, lifestyle changes among the elderly can work against bone health. For example, impaired mobility as we age may reduce the likelihood of sun holidays (which can impact vitamin D status as sunlight is involved in the production of vitamin D), there is also a likelihood of lower levels of engagement in weight-bearing activities (such activities can benefit bone health). Also, certain medication can negatively influence bone and, in general, reliance on medication increases with age.

“In this context, addressing other ‘controllable’ factors, which can positively influence the bone matrix – such as nutrition – is very important as we mature,” says Dr Casey.

Read the full story here…


Celebrating “Milk Day” in Israel

June 3 is a Biblical Holiday – Shavuot. It is to celebrate bringing the crops from the fields.Photo

However, since Israel is The Land of Milk and Honey, over the years it has become “The Milk Holiday”. On that day, traditionally, Israelis have meals which are dairy-based.

The favorite dish being Cheese Cake.

Cheesecake recipe

Here is the recipe of a typical Cheesecake (Anat Kornmal). Of course, you are all invited to try it at home and share with others! Download the recipe here.


June Dairy Month

June 1 kicks off June Dairy Month, which sees a wide range of
activities taking place across a number of states to promote milk and
milk products.

The Midwest Dairy Association provides an overview of events in the
Midwest, including farm breakfasts, farm city days and farm tours.
Take a look at their website to find out more.

Dairy Days of Summer

The Wisconsin Milk Marketing Board (WMMB) is once again commemorating June Dairy Month with the Dairy Days of Summercampaign.

Wisconsinites can look forward to a month filled with unique dairy-themed festivals such as Sparta Butter Fest and Cows on the Concourse in Madison, along with sampling opportunities, special menus and deals at participating restaurants and retailers.

For more information about Dairy Days of Summer and June Dairy Month, visit

Recipe Ideas

Something for everyone, every day of June Dairy Month!


State Fact Sheets

The Southeast United Dairy Industry Association (SUDIA) has put together a series of State Fact Sheets, which help consumers find out fun dairy facts about different states.

How many dairy cows are in the state of Kentucky? How many milking cows are on a typical Tennessee dairy farm? Find out here.


Plans for World Milk Day 2013

To celebrate World Milk Day 2013, Prof. Dr. Paulo Henrique Fonseca da Silva of the Federal University of Juiz de Fora presented two lectures at technical events in two states of Brazil:

• A chemical and nutritional approach to dairy products

4 June 2013

Technical Workshop on Dairy Products

Juiz de Fora, Minas Gerais, Brazil

• Dairy and nutrition: a current approach

6 June 2013

ENEL – Northeastern Meeting of the Milk and Dairy Products Sector

Natal, Rio Grande do Norte, Brazil

A new Social Network for dairy nutrition experts

The Center for Valorization of Dairy Products in Human Nutrition (NUVLAC) in Brazil has developed a social network to disseminate news on issues related to the valuation of milk and milk products in food and human nutrition. The network includes dairy companies, academia and healthcare workers.

This social networking site can be used to promote new scientific events, create thematic scientific forums, disseminate news through the blog, post scientific articles in the virtual library, exchange information exchange directly with the researchers enrolled and attend webinars.



Plans for World Milk Day 2013

  • Invitations to farm visits to observe milk production. Locally produced milk and milk products are distributed to visitors;
  • On 2 June 2013, NÖM AG (a dairy company), the Chamber of Agriculture, and a radio broadcasting company (Radio NÖ) will organize a radio show from a farm during which activities for kids will be planned. Read more
  • The National Marketing Agency for Agricultural Products (Agrarmarkt Austria AMA) organizes an event every year in another city. On World Milk Day, the new AMA campaign “Milchprodukte – krönender Genuss – 2013” starts on television, in the newspapers, internet and on the social media. It focuses on milk, cheese and yoghurt in particular Read morelogo
  • Kärntner Milch (a dairy company) celebrates its 85th anniversary on World Milk Day
  • Around the World Milk Day, many visits are organized in Kindergartens and schools to promote milk and milk products Read more

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Lots of promotion is also organized in the course of May throughout Austria.

  • The “Tag der Offenen Stalltür” – “The Day of the Open Stable door” is organized by the Chambers of Agriculture with the support of The National Marketing Agency for Agricultural Products (AMA)

See video


Media activities:

Around the World Milk Day, media (TV, radio and print media) will be informed about the dairy farmers’ efforts to produce a healthy product.
Press releases will also inform people about the benefits of milk consumption.


World Milk Day 2013

A festive afternoon for all stakeholders was organized at the Brevnov Monastery in Prague involving farmers, processors, academia, schools and universities, employees of government agencies, Parliament, etc. – involving approximately 300 people.

Last year’s programme

Joint organizers of the event were: the Czech Dairy Association, the Czech National Committee of IDF, the Department of Dairy and Fat of the Institute of Chemical Technology Prague, the Ministry of Agriculture and the Agriculture Chamber.

Dairy Product of the Year 2013

The Czech National Committee of IDF gathered several expert papers from renowned speakers on the importance of milk in human nutrition. During the day, prizes for the “Dairy Product of the Year 2013” Award was announced. The competition involved 70 new products in 9 categories.

Last year’s diploma

The event was attended by many journalists who write about the feast of milk. The national press also commemorated this important day.



Milk Morning

The Finnish National Committee of IDF held a two-hour session entitled “Milk morning” to interest groups and media. The theme was “The time travel of milk” covering aspects of history, present time and the future.

Milk Maid

They also celebrated “The Milk Maid”. 40 years ago, the first Milk Maid was first celebrated and it’s been celebrated each year. The Milk Maid is a traditional figure of the Finnish Dairy Nutrition Council, spreading the word of good nutrition and milk being part of it. Through nutrition education, the Milk Maid (being an authorized nutritionist) is an excellent messenger for Dairy Nutrition Council. In autumn she visited, for example, many primary schools, working places and fitness centers informing about the importance of milk in the diet.

Media activities

A press release about the World Milk Day will be sent.


Plans for World Milk Day 2013

PicThere are many activities planned in Germany to celebrate World Milk Day. A balanced diet is the best way to prepare the body for everyday life, and dairy products make an important contribution. This white energizer is full of beneficial ingredients: lactose provides the body with energy, calcium strengthens bones and teeth. Protein and vitamins are essential for building and maintaining body cells, muscles, skin, hair, blood, and organs.

Communities across the country have organized activities promoting and celebrating the value of milk. Activities include puppet shows, cooking shows, music, special guests and much more.

Read more


The National Dairy Council of Ireland celebrated World Milk Day 2013 by engaging the public through social media platforms.

Further information available on their website.

Celebrating the Quality & Versatility of Irish Dairy Produce: National Dairy Week 2013

National Dairy Week in Ireland took place from 29 April – 5 May 2013. As Zoë Kavanagh, Chief Executive of the National Dairy Council explains:“National Dairy Week reminds us all about the excellence of our pasture-based dairy farming and produce – from farm to fridge – and also highlights the quality, versatility and nutritious benefits of dairy within our lives, as part of a healthy, balanced diet.”

Highlights of National Dairy Week 2013

  • A specialist symposium for dietitians entitled Body Weight and Body Composition Throughout the Life Cycle organised by the Irish Nutrition & Dietetic Institute (INDI) in association with the National Dairy Council (NDC)
  • The national finals of the NDC Milk It Advertising Awards for secondary school students
  • Moo Crew: The Primary Dairy Moovement, is the dairy education initiative just launched for primary schools with many classes in primary schools taking part in a competition to celebrate National Dairy Week
  • Irish Dairy: Fit for Purpose – NDC Annual Conference 2013 

You can find full details of all the events that took place here

Staying Social

The NDC’s Facebook and Twitter feeds kept followers up to date with all the activities taking place forNational Dairy Week. twitterfacebook

A Facebook App was developed for the launch of National Dairy Week, enabling users to find events near them and also to find out more about milk and its nutritional value.

The National Dairy Council of Ireland kicked off World Milk Day in 2012 with the message “There’s Much More to Milk than you Might Think”.

Dr. Catherine Logan, Nutrition Manager with the National Dairy Council, commented on the nutritional value of milk and also its versatility: “Milk is a natural and affordable source of important nutrients in our diet. Milk is also incredibly versatile: you can cool it down, heat it up, bake it, blend it or even milk-shake it! There are very few other foods that offer such a variety of ways to be enjoyed as part of our daily lives”

Read more


Engaging Dieticians and Nutritionists

Activities arranged by the Norwegian Dairy Council on World School Milk Day 2014 include:

  • Arranging a seminar for dieticians/nutritionists
  • Sending out a press release
  • Releasing the numbers for attendance on the school milk programme for each of the 19 counties of Norway

The Norwegian Dairy Council held a seminar on the 30th of May 2012 about nutrition and excercise. The target audience were personal trainers.

The main topics were:

  • How much do you have to work out before you can eat a snack? Meals before, during and after workout
  • Low carbohydrate diet and physical excercise – is this worth following?
  • Physical excercise and bone health
  • What is best: protein supplement or normal food after excercising?
  • Motivation for change – two steps forward and one step back

Read more

Presentation of all the speakers – only in Norwegian.


World Milk Day 2013

Screen Consumer Education Project of Milk SA, as managed by SAMPRO, is a structured and integrated communication programme with well-defined target markets. The project continuously promotes the health and nutritional advantages of dairy throughout the year.

As part of the above, the project acknowledges the World Milk Day by annually sending out a press release which highlights the nutrition and health benefits of dairy to consumers. The website,, forms part of the communication messages and provides comprehensive scientific information on dairy nutrition. In 2012, the press release received significant coverage during World Milk Day in the form of nine published articles to the value of R 95 000.

World Milk Day : 1 June 2012


World Milk Day is an opportunity to focus attention on the importance of milk in respect of the well-being of all societies in the world.
Rediscover three reasons to include milk and other dairy products in your daily diet:

  • Meet your important daily calcium requirements
  • Milk contributes more nutrients than kilojoules to your diet
  • Improve performance in sport

In 2012, the project developed and distributed a press release for the World Milk Day, which focuses on the new food-based dietary guideline i.e. “Have milk, maas or yoghurt every day”, which was recently introduced by the Department of Health.


A Trip to a Dairy Farm in City Parks

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  • Each city holds a celebration event for World Milk Day. These events usually focus on consumers living in metropolises who do not have opportunities to have a real experience with dairy cows and farms
  • Host: Korea Dairy Board


  • To provide various information about milk
  • To help people feel more aware of and closer to the milk production process and the dairy industry

Effect of the event

  • Help improve the image of milk through the promotion of milk consumption and education
  • In previous years participants’ recognition of the dairy industry increased by 40.6% and 79.6% said they liked the industry more after the event.



  • Growth process of dairy cows
  • Milk production process and effect of milk
  • Feeding milk to calves or hay to cows, milking the cows


  • Display food made of milk
  • Making cheese or ice cream
  • Tasting milk sherbet

Other Activities

  • Taking pictures with dairy cows at a photo zone
  • Social events : face painting, caricature, etc.

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