Success of the Ukrainian Pavilion at EXPO 2025 in Osaka

On October 13, the global EXPO 2025 in Osaka concluded, featuring Ukraine's unique pavilion titled «Not For Sale» — a space where nothing can be purchased. Despite its modest size of 53 m², the Ukrainian representation attracted over 3.2 million visitors. The pavilion won a silver medal for Best Activation or Engagement at the World Expolympics and served as a platform for signing 29 international agreements between Ukraine and Japan.
The pavilion was initiated by the Government of Ukraine under the leadership of Prime Minister Yulia Svyrydenko and the Acting Minister of Culture and Strategic Communications, Tatiana Berezhna.
«EXPO provided an opportunity to showcase the key traits of Ukrainians — courage, creativity, adaptability, and the ability to achieve greatness. We faced a limited space of 53 square meters and tight deadlines, which was a serious challenge. The outcome: over three million visitors, international awards, and global attention — our pavilion truly became the voice of Ukraine. Now we can proudly say: we did it», emphasized Tatiana Berezhna.
The exhibition also served as a significant diplomatic platform: the pavilion hosted over 140 official delegations, including European Commission President Ursula von der Leyen, a Japanese princess, the King of Sweden, the Mayor of Berlin, and even former UK Prime Minister Boris Johnson.
«At the main business opportunities exhibition, they presented what cannot be sold. The very essence of any progress — that which never loses value», remarked Boris Johnson about the Ukrainian exposition.
Visitors from around the world brought gifts, wore Ukrainian clothing, and some even wrote letters in Ukrainian. Japan showed exceptional solidarity by offering Ukraine the opportunity for free participation in EXPO 2025 and assisting in the organization.
Inna Ilyina, the director of the Ukrainian pavilion at EXPO 2025, shared: «For me, the most touching moment was the visit of 80 students from the Kamino junior school. They wished peace for Ukraine, gifted handmade peace cranes, and sang the song Small world. I would like to express my heartfelt gratitude to every visitor to our pavilion and to the Government of Japan for the opportunity to share the values that the Ukrainian people are fighting for amid war».