Expo 2025 Osaka Reflections: Celebrating BCCJ Member Contributions

'Inspired by a child’s toy building blocks, the UK Pavilion represents the culmination of little ideas that have the power to combine into world-changing innovations. Every idea, just like every simple building block, has the potential to grow into something great.'

As the Expo 2025 Osaka draws to a close, the heat of the moment still lingers. Many BCCJ members took centre stage as official sponsors, partners, and suppliers. We invited their representatives to reflect on the journey, from the earliest stages of construction to the final seconds of the event, that brought an unforgettable experience to visitors from all of the world over the course of the six months (April - October 2025).

The Expo site welcomed an impressive 29,017,924 visitors, with the UK Pavilion attracting 1,241,709 guests—accounting for 4.2% of total Expo attendance. Of these, 579,692 visitors experienced the Pavilion’s signature visitor experience, immersing themselves in the creativity, innovation, and diversity that define the UK’s global identity.

Across the Expo period, more than 60 UK at Expo events took place at the Pavilion, spanning culture, innovation, and business, and offering a dynamic platform for collaboration and exchange. The Pavilion also became a centre of diplomacy, hosting 1,801 protocol visits from 41 countries. Among these were 11 international royals, including Her Imperial Highness Princess Akiko Mikasa and Her Imperial Highness The Princess Takamado of Japan.

Dignitaries included 10 international ministers—such as the President of Finland, senior representatives from Ukraine, Kyrgyzstan, and Bahrain—as well as 19 Japanese ministers and 79 government officials, including Prime Minister Shigeru Ishiba and former Prime Minister Fumio Kishida. In addition, the Pavilion welcomed 62 visits from the Expo Organising Committee, 2 visits from the Bureau International des Expositions, 117 international organisations, and 9 trade associations.

The Pavilion’s bar, restaurant, and retail outlets proved equally popular, becoming memorable highlights for visitors. The restaurant’s top-selling dish was the quintessential fish and chips, with 67,186 servings sold, followed by cream tea scones with jam (27,376) and, in the final weeks, sausage bites (6,189) overtook chicken tikka for third place. Among beverages, lemon iced tea led with 21,226 sold, while Guardsman lager (9,676) and English breakfast tea (7,051) rounded out the top three. At the bar, Hobgoblin beer (4,342), Korev lager (3,560), and Johnnie Walker Black Label (3,372) were the most popular choices.

In retail, the Pavilion shop celebrated remarkable sales, with Pix enamel pin badges topping the list at 18,599 sold, followed by UK Pavilion tote bags (13,301) and Paddington Bear key chains (7,602)—the latter narrowly surpassing the Pix set of three badges by just 35 units in the final weeks. Together, these results underscore the UK Pavilion’s success as one of Expo’s most visited, most talked-about, and most warmly received national showcases.

Speaking with Carolyn Davidson, Commissioner General for UK at Expo 2025, we reflected on an inspiring and jam-packed six months:

After the many months (indeed years) of preparation, it is hard to believe that Expo 2025 has come to an end. Over 29 million visitors came to Expo over the last 6 months and it has been hailed as a great success by all who visited.

The 6 months of opening saw an intense period of activity at the UK pavilion where we welcomed over one million visitors under our theme of 'Come build the future' showcasing British leadership in innovation, sustainability and future-oriented technologies, and stressing the power of partnership, especially between Japan and the UK. That partnership has been very much in evidence as our events and our spaces (both bar and restaurant) have brought together UK and Japanese stakeholders across government, academia and industry.

We have hosted 1,800 VIP visits including then Japanese Prime Minister Ishiba, members of his Cabinet, the President of Finland, the Deputy Prime Minister of Ukraine, as well as members of the Imperial family, the UK royal family and a steady stream of senior Japanese political and business figures. Our Johnnie Walker bar has been very popular! And fish and chips has outsold every other item on the restaurant menu combined (with 70,000 portions sold).

Our business programme has seen 16 trade missions come to Expo, involving over 200 businesses and covering a range of sectors, all of which feature in the UK Govt’s industrial strategy as key for delivering growth in our economy, from offshore wind to creative industries, space and education. Our most well-attended events have been on women’s economic empowerment, video-gaming and science, while favourite icons like Shaun the Sheep have also been very popular.

We worked very closely with a whole range of partners during Expo, especially our official partner AstraZeneca, as well as other leading members of BCCJ, Aston Martin, Robert Walters, IHG Hotels and Resorts, plus BBC, Liberty, Brompton and Ampetronic. It has been great to see the how relationships and networks among UK and Japanese businesses have been strengthened and/or newly established over this period. Many British businesses have left with deals in the pipeline so it will be exciting to see how these develop over the next few months.

The major legacy of the UK’s presence at Expo is the Musubi Initiative (launched by the Secretary of State for Culture, Media and Sport at our National day in May) bringing together important stakeholders from UK and Japan to build the links between the next generation of leaders. Through this initiative we aim to further strengthen the UK-Japan partnership in all its forms. We hope many of those who visited the UK pavilion this year will have been inspired to be part of that partnership.

My thanks to all at the BCCJ who have supported us throughout. 

AstraZeneca - Official Partner

As one of the official sponsors of the UK Pavilion, we spoke with Takafumi Horii, President and Representative Director of AstraZeneca K.K., for his insight into the last six months:

At the UK Pavilion, we focused on dialogue and co-creation across government, academia, industry, and communities, linking healthcare system transformation with technology. In July, we hosted a public lecture, 'Heart Frontier—towards zero heart failure,' to raise awareness of prevention and the potential of AI and genomics in cardiovascular care.

In September, at 'Climate Change and Health: Actions for the Future,' we convened partners from government bodies, industry associations, and wholesalers to discuss concrete decarbonisation actions across the healthcare value chain and reaffirm collaboration. 

We also held 'Transforming Lung Health: Opportunities for Japan and Asia,' where stakeholders shared a common understanding of early diagnosis challenges in lung cancer and COPD, and emphasised evidence-based policymaking, data use, and cross-sector alignment. In October, 'Healthcare Technology for the Future' showcased a broad range of cutting-edge healthcare technologies—spanning disease prediction, imaging, and data-driven solutions—and explored cross-sector collaboration to accelerate early detection and intervention, highlighting practical pathways to implementation. 

Over these six months, the Pavilion became a platform where conversations with visitors and stakeholders laid the groundwork for tangible actions toward healthier people, a healthier society, and a healthier planet. In the months ahead, we will build on this momentum with our UK–Japan partners.

Aston Martin - Supporting Partner

Aston Martin was proud to participate as the automotive partner for the UK Pavilion at Expo 2025 Osaka, showcasing our heritage, innovation, and commitment to excellence to a global audience.

'Japan’s passion for technology and craftsmanship deeply aligns with our own,' said Carl Bayliss, Regional President for APAC & Greater China. 'This partnership was a fantastic opportunity to strengthen our presence and celebrate the blend of luxury and performance that defines Aston Martin.'

Our involvement featured a display of the current range, including the DB12 Coupe, DBX707 SUV, and the Vanquish Coupe. Furthermore, attendees on the Visitor Journey experienced Aston Martin's story from our origins in 1913 through to the state-of-the-art Valhalla hybrid.

Aston Martin's Chief Creative Officer, Marek Reichman, joined the Future of Transportation symposium, exploring innovation and sustainability. He articulated why sports cars will always matter and how Formula One technology fuels our progress.

We also hosted a 'Hakko Day' for over 100 VIP customers and ran an Instagram competition to celebrate the 10th anniversary of Aston Martin Japan.

Statement released by:

Stephan Galla - Head of Marketing

Sarah McDonald - Marketing and Communications Manager

IHG Hotels & Resorts - Supporting Partner

Robert Walters - Supporting Partner

We have the privilege of connecting with Jeremy Sampson, CEO, North East Asia & Greater China, Robert Walters, to look back on their involvement:

Supporting the UK Pavilion at Osaka Expo 2025 has been a privilege and a testament to the thriving UK-Japan partnership.

We were proud to host two major events at the Pavilion. In April, 'First Look at Osaka Expo: Global Tensions, Local Trends' brought together executive speakers to discuss navigating global challenges while understanding local markets. In October, 'Business Meets Gaming at Osaka Expo 2025' explored how gaming and esports are driving business innovation. Together, these events engaged 200 executives and over 1,500 members of the public.

I had the pleasure of visiting the Expo on multiple occasions, and it was truly inspiring to see how warmly the Japanese public embraced it. The excitement and curiosity, especially among the younger generation, were remarkable - a reminder of how experiences like the Expo can broaden horizons and hopefully lead to Japan’s continued globalisation.

Beyond our own programmes, our team also joined key Pavilion moments, from UK National Day celebrations to other symbolic events. The UK at Expo has brilliantly showcased the nation’s culture and leadership across sectors from healthcare to gaming, education and sustainability. We’re deeply grateful to the UK Pavilion team for their exceptional partnership and look forward to continuing to strengthen UK-Japan ties together.

ES Global - Official Construction Partner

Speaking with Tomoko Maekawa, Managing Director of ES Global, we spoke about the initial creation and conception of the iconic UK Pavilion:

As design and build contractors for the UK Pavilion, ES Global created a structure which represents a rich story of the British innovations that have changed the world. Keeping with the innovative theme, ES Global used its new Global Modular System (GMS) - a wide-span steel system for demountable and permanent construction, with a lightweight foundation system that helps prioritise sustainability at all phases of construction - to build the pavilion.

Made from a kit of relocatable parts, the entire structure is designed to be dismantled and reused after Expo, minimising waste and championing a circular economy.

'The spectacular setting of the UK Pavilion on the Osaka World Expo park, was a wonderful showcase for our modular innovation. Having worked with a dynamic Japanese-British team, the theme of ‘Come Build the Future’ resonates not only with the Osaka Expo, but with the future of UK-Japan collaborations as ES Global grows our business in Asia.' says Tomoko Maekawa, Managing Director Japan, ES GLOBAL. 

'The reuse of materials is a crucial design consideration for major exhibitions, expositions and pavilions across the world. We’re proud to have incorporated this thinking into the UK Government’s brief and delivery; and we hope this creates a blueprint for designers and visiting countries who require flexibility in configuration or relocation in the future.'

Arup worked on numerous pavilions during the inception of the Expo, and we got to hear first hand how it went by speaking with Ryota Kidokoro, Japan Group Leader.

Arup has had the privilege of engaging with numerous pavilions from their initial conception through construction, usage, and now potential reuse. As we witnessed the Expo structures rise from the dusty site, we sensed its potential to become something extraordinary. However, nothing could have fully prepared us for the enchanting atmosphere brimming with positive energy—an almost electric sense of possibility that transcends borders, languages, and ideologies.

In a world grappling with climate change, geopolitical tensions, and rapid technological shifts, the Expo emerged as a radiant symbol of unity, innovation, and shared humanity—it reminded us that collaboration is not only possible, it is essential.

The Expo it will be sorely missed. We can only hope that the spirit of Expo 2025 Osaka, Kansai—its harmony, its optimism, its bold vision—continues to ripple outward, shaping our world for years to come.

Scottish Government and Scottish Development International (SDI) - Official Supporter

Speaking with David Mulholland, Programme Lead for Scotland at Osaka Expo, we looked back on Scotland's main highlights:

As a proud supporter of the UK at Expo, the Scottish Government and Scottish Development International held three major spotlight days at the UK Pavilion in Osaka.

Our first Scotland Day was within the first week of Expo opening on 17 April, bringing a lot of media attention to our double trade mission of Scottish gaming and consumer and lifestyle companies. They were accompanied by the Minister for Business, Richard Lochhead MSP. A fantastic display of innovative gaming technologies was on offer in the morning and afternoon. This then transitioned into a spectacular evening showcase of Scottish food, drink and lifestyle products with performances by Scottish musicians.

In June we turned our focus towards the shared challenge of ageing societies and health technologies, bringing a trade mission of Scottish health-tech companies and expert speakers from government, innovation hubs and NHS Scotland. Scottish Government Cabinet Secretary for Health and Social Care, Neil Gray MSP accompanied the delegation, delivering a keynote address to our guests and participated in the panel sessions, driving forward the momentum for collaboration between Japan and Scotland in this sector.

Our final event day at Expo took place on 18 September with a focus on Scotland’s expertise in the offshore wind industry. Scottish Government Cabinet Secretary for Climate Action and Energy, Gillian Martin MSP led a delegation of Scottish ports and harbours seeking Japanese investors, as well as offshore wind supply chain companies.

Our guests were treated to a special preview of a TV documentary produced by TV Asahi who travelled to Scotland to learn about Scotland’s capability in offshore wind, bringing with them representatives from Wajima City who are looking to develop their own offshore wind capability in efforts to regenerate after the multiple natural disaster hardships they have faced. 

Scotland wrapped up Expo with a spectacular (and literal) bang with taiko drumming performances and the sound of the bagpipes outside the UK pavilion to a large public audience.

Brompton - Official Supplier

As the official supplier, we got in touch with Daisuke Yano, Japan Country Manager, to understand their partnership with the UK Pavilion:

For Brompton, it was great honour to be partnering with the UK Pavilion at the EXPO in Osaka. It was a rare opportunity, and an extra special one.  It was very special, how we were uniquely able to engage by hosting a ride starting from the Osaka Castle at the EXPO70 Time Capsule, and riding to the EXPO venue by Brompton bikes with UK Pavilion staff and customers. 

Then, at the UK Pavilion, through various events, through our CMO Chris Willingham and APAC Director Mark Smedley, we had the opportunity to express our philosophy and future of urban mobility, which we take great pride in expressing and executing. 

As for display, a beautiful Brompton x Liberty collaboration bike matched well with equally amazing UK Pavilion design and display.  Brompton thanks all that were involved and rode with us, and also to all those who stopped by the UK Pavilion.

Wales Day at Expo 2025
大阪・関西万博2025　英国パビリオン「ウェールズ・デー」

On 29 April 2025, Wales took centre stage at the UK Pavilion with a vibrant and unforgettable celebration of Welsh culture, creativity and innovation.

英国ウェールズ政府は、2025年日本国際博覧会（大阪・関西万博）英国パビリオンにて、ウェールズの伝統を受け継ぐ音楽、豊かな食文化、そして未来へとつなぐ革新的な技術をご体験いただける「ウェールズ・デー」を、4月29日（火・祝）に開催しました。

The Celebration of Wales Day welcomed 3,547 visitors and marked the 10th anniversary of Wales’ pioneering Well-being of Future Generations Act.

本イベントは、世界に先駆けて2015年にウェールズで制定された「未来世代のためのウェルビーイング法」10周年を記念して実施されたもので、当日は3,547名の来場者を迎えました。

From the moment visitors arrived, they were immersed in a uniquely Welsh experience. Outside the Pavilion, performances by contemporary dance troupe Qwerin, musicians from Wales’ best folk bands, and appearances by mascots Myaku-Myaku and Mistar Urdd created a joyful and inclusive atmosphere.

「ウェールズ・デー」では、ウェールズの豊かな文化を体験できる様々なアクティビティを展開し、パビリオンの外では、コンテンポラリーダンス団体「クウェリン（Qwerin）」のパフォーマンスや、ウェールズの音楽フォークバンドの演奏、さらに大阪・関西万博のマスコット「ミャクミャク」と100年以上の歴史を誇るウェールズの青年団体マスコット「ミスター・イルド」の登場により、会場は笑顔あふれる賑やかな雰囲気となりました。

Crowds gathered to take part in sing-alongs throughout the day, led by renowned conductor Tim Rhys-Evans and young baritone Owain Rowlands.

来場者は一日を通して行われた合唱イベントにも参加し、著名な指揮者ティム・リス＝エヴァンス氏と若手バリトン歌手オウェイン・ローランド氏のリードのもと、一体感あふれる歌声を響かせました。

These performances of the well-known Japanese song, Furusato, and the famous Welsh hymn, Calon Lân, brought created a meaningful and impactful connection with audiences.

日本の名曲「ふるさと」とウェールズの有名な賛美歌「Calon Lân」の演奏は、来場者に感動的なひとときを届けました。

Inside, six themed zones took guests on a journey through the sights, sounds and stories of Wales – from traditional food tastings and handcrafted textiles to interactive tech and sustainability showcases.

英国パビリオン内で行われたスタンプラリーでは、Zone 1からZone 6までの各「ステーション」を巡りながら、ウェールズの伝統料理の試食やテクノロジー、伝統的な織物デザインなどを紹介し、来場者にウェールズの「見て、聞いて、感じる」魅力を紹介しました。

This interactive, multi-sensory visitor experience used Raspberry Pi technology, made at Sony Pencoed, reinforcing Wales’ innovation credentials and links to Japan.

本パビリオンでは、ソニー・ペンコードで製造された「ラズベリーパイ（Raspberry Pi）」技術を活用した、参加型のマルチセンサー体験も展開。ウェールズの最先端の技術・文化を示すとともに、日本との強いつながりを感じることができました。

Commissions by talented Welsh artists and creatives engaged audiences throughout the day and celebrated the connections between Wales and Japan.

また、才能あふれるウェールズのアーティストやクリエイターによる作品が一日を通して来場者を魅了し、ウェールズと日本の文化的なつながりを祝う場となりました。

Llio James’ handwoven Welsh wool blanket was on display; a contemporary interpretation of traditional craft. Visitors collected bespoke Eki stamps – a nod to Japanese travel culture – and received a handcrafted wooden red dragon as a keepsake.

ウェールズの伝統的なテキスタイルデザイナー、リオ・ジェームス氏による手織りウールブランケットも展示されました。また、来場者は、日本の旅文化にちなんだ特製の「駅スタンプ」を集める体験を楽しむとともに、手作りの木製の赤いドラゴンの置物を記念品として受け取りました。

The day concluded with a special evening reception hosted by the Welsh Government’s Cabinet Secretary for Economy, Energy and Planning, featuring a moving musical performance by world-renowned classical singer, Bryn Terfel, who appeared on screen, and talented young baritone, Owain Rowlands.

イベントは、レベッカ・エヴァンズ　経済・エネルギー・計画担当大臣主催の特別イブニングレセプションで締めくくられ、世界的なクラシック歌手ブリン・ターフェル氏（画面出演）と若手バリトン歌手オウェイン・ローランド氏による音楽パフォーマンスが披露されました。

The event was a powerful showcase of Wales’ values and talent, delivered through strong collaboration with partners including Wales Arts International, the Urdd, and Royal Welsh College of Music and Drama. It also generated significant media and social media buzz, with coverage from major Japanese outlets and influencers reaching hundreds of thousands.

本イベントは、ウェールズ・アーツ・インターナショナル、イルド、英国王立ウェールズ音楽大学などのパートナーとの緊密な協力のもと、ウェールズの価値観や才能を力強く示す場として実現しました。また、日本の主要メディアやインフルエンサーによる報道・SNS発信が広がり、数十万人にリーチする大きな話題を生み出しました。

The visible warmth, joy and connection throughout the event highlighted the power of live cultural exchange in deepening public understanding and affection for Wales.

会場全体にあふれた温かさや喜び、そして来場者同士のつながりは、ライブでの文化交流がウェールズへの理解と親しみを深める力を持つことを示しました。

Above all, Wales Day at Expo 2025 was a celebration of connection – between nations, cultures, and people. It showed the world what makes Wales special: our creativity, our croeso, and our commitment to building a better future.

何よりも、大阪・関西万博2025のウェールズ・デーは「つながり」を祝う一日、国と国、文化と文化、人と人とのつながりを象徴する場となりました。そしてウェールズの特別さ、すなわち創造性（creativity）、温かいおもてなしの心（croeso）、そしてより良い未来を築くための揺るぎない取り組みを世界に示しました。