Latvia's participation in the world's largest exhibition, EXPO 2025 Osaka, has come to an end, but the high-quality impression and mark that the country has left on the lives of the 900,000 visitors to the Baltic Pavilion is lasting. The joint pavilion design by Latvia and Lithuania, the specially created program of cultural and business events, and the warm welcome, in which the pavilion guides played a significant role as daily ambassadors of Latvian values, all contributed greatly to this.
Each guide's path to participating in the Osaka EXPO is slightly different – from Asian studies in Latvia and training in Japan to a close, several-year-long determination to represent the country at this exhibition – but they all have something in common, and that is an understanding of how important it is to show Latvia to the world. Elīna Briede, Elizabete Gibnere, Artūrs Galata, Evelī Jurkāne, Kārlis Vītols, and Laura Rendiniece emphasize how great an honor and pride, but at the same time a huge responsibility, it is to build bridges between Latvia and Japan.
"In this work, we translate not only words, but also feelings and values. Every day, seeing the interest and surprise of Japanese people about how much we have in common, I realize that representing Latvia is more than just wearing a badge with a flag on it—it means inspiring people to get to know our country," emphasizes Artūrs Galata.
From love of nature to culture and openness – the Japanese are surprised by what they experience
Latvian guides say that the Japanese liked the peaceful atmosphere of the Baltic pavilion the most, its bright and elegant design, which contrasted with other EXPO pavilions, as well as the integration of natural elements – from the extensive plant pharmacy with more than 300 samples, the sounds of nature and the scent of pine trees to the digital tree planting activity, which will later turn into real trees in the forests of Tērvete and Jonišķi. The younger audience was most fascinated by the mossy, green Kizuna wall, on which they could express themselves as they wished, but many adults also gladly left their messages on it or symbolically returned to childhood by drawing a heart or their favorite cartoon character. This was also done by Mike Reiss, the main writer and producer of the legendary animated series The Simpsons, who visited the Baltic pavilion. Many visitors were also surprised by the Latvian guides' excellent Japanese language skills and knowledge of local culture, as well as their openness to conversation.
"It's interesting that the Japanese were so fascinated by something I hadn't expected at first – our plant wall. It was like a living gallery where they enthusiastically studied the plants found in the Baltic region and patiently read descriptions of their uses. Many were surprised at how beautifully and harmoniously nature is integrated into our culture. I thought they would be more interested in digital solutions and screens, but it was the naturalness that moved them the most," reveals Elizabete Gibnere. She adds that visitors were surprised by the rich Latvian culture: "Many Japanese were thrilled by how deeply rooted the traditions of singing and dancing are in our culture—they found it very heartfelt and powerful. They often concluded that Latvia is a small but very soulful country."
There were also some unusual questions and conclusions. "Many Japanese were surprised to learn that Latvia, like Japan, has four seasons. Personally, the most surprising thing for me was when one of the visitors said that he had always thought that the Baltic countries were tropical countries. That wouldn't be bad..." says Elīna Briede with a smile. Artūrs Galata adds that he received many questions about eating traditions: "The Japanese were also interested in our food products, especially raw fish. Many were genuinely surprised when I told them that Latvians enjoyed lightly salted salmon long before sushi became popular around the world."
Shared values and interest in Latvia – the Japanese return again and again
Many Japanese visitors visited the Baltic pavilion several times – the record is 68 visits, with the longest visit lasting 6 hours. According to the guides, one of the keys to success was the calm and friendly atmosphere. "Many visitors said they came back to meet us, the guides, and just chat – we welcomed them like old friends. And most often, people wanted to learn even more about Latvia," says Elīna Briede. Elizabete Gibnere adds: "Both nations value traditions and roots, and this similarity creates a sense of closeness, despite the great distance between our countries. We also always had peace, coolness, and harmony, which was a real relief from the humid heat of Japan. This pleasant environment, combined with human warmth, made many people want to come back."
We also share a similar attitude towards nature and work. "We are united with the Japanese by a love of nature, as well as the ability to work with a great sense of responsibility, without seeking attention or reward – doing our work out of a sense of duty," reveals Kārlis Vītols. "We also have similar values on a human level – politeness, gratitude, initial reserve that turns into warm friendship," adds Laura Rendiniece.
From unifying togetherness to tears of farewell – the most touching moments of EXPO
The guides remember small and pleasant gestures such as gifts brought by visitors in the form of origami, badges or stuffed animals, but what made the biggest impression were the words of gratitude, the sincerity of the visitors, the exchange of energy, and the shared experiences. "I have vivid memories of Baltic Day, when we stood hand in hand in the pavilion and sang "Atmostas Baltija" – Latvians, Lithuanians and Japanese. This directly reflected the pavilion's theme, 'We Are One', because on that day we were truly one and united," emphasizes Laura Rendiniece.
There is a special story about a respectable elderly man named Ochan, who has remained particularly close to Evelī Jurkāne's heart: "At first, Ochan knew little about the Baltics, but our stories interested him so much that he began to visit the pavilion regularly, bringing Japanese delicacies and spending long hours talking with us. During these visits, he became part of our team—Ochan helped with the work without any compensation, told other visitors about the pavilion, and helped organize the lines. This is one of my most cherished memories." Elizabete Gibnere, on the other hand, reveals her most touching EXPO moment: "It has to do with a Japanese family who visited us at the end of EXPO. They started crying, saying how sorry they were that the Baltic pavilion would soon be closing. They said that it had been their favorite pavilion and that they had really grown attached to the guides who worked there. It was a beautiful but also painful moment that showed me how deep cultural ties between people can be."
All of the guides agree that this work experience at EXPO has allowed them to see not only the world but also Latvia in a different light. Laura Rendiniece reveals that she seems to love it even more than before: "Every day, telling people about what we have and what we can do, it's hard not to believe it myself." Elīna Briede has been inspired to learn more about Latvian traditions and explore parts of its cultural heritage that have not yet been fully discovered, while Evelī Jurkāne has become even more proud of Latvia's cultural heritage, wanting to spread the name of her country throughout the world with all her heart. Kārlis Vītols points out that after this experience, he sees the world as a much more united place: "We all want the same things—peace and love—but each culture expresses it in its own way. Instead of seeing differences as problems, we should view them as opportunities to learn and grow from one another." Artūrs Galata admits that he now sees Latvia more clearly: “This experience confirmed that the world is not as big as it seems – and that Latvia has a place in it with its own voice and story. I see how much the Japanese value sincerity, and that inspires me to continue the same mission outside of EXPO.” Elizabete Gibnere's experience has also given her a new perspective on her home country: "Our country has enormous potential to be visible and active in the international arena. Seeing how much interest there is from Japan and other countries, I think Latvia should get involved in such projects much more often. The world is open to getting to know us — we just need to keep taking advantage of that.”
Photo: Baltic Pavilion guides
About EXPO 2025 Osaka:
EXPO 2025 Osaka is the world's most important exhibition for promoting national image and export capabilities, addressing not only economic issues but also social issues of global significance. The exhibition will feature 160 countries and 9 international organizations, and is expected to attract more than 28 million visitors from around the world. The exhibition is a place where you can view exhibitions representing countries and regions, as well as combine global knowledge and ideas to create new technologies and innovations to solve global problems. The main theme of the exhibition is "Designing Future Society for Our Lives," while the sub-theme of the Baltic pavilion is "Saving Lives," which focuses on improving quality of life with the help of the latest technologies, while observing high environmental standards. In order to achieve the goals of promoting both the country's image and export capacity, in addition to Latvia's participation in EXPO 2025 Osaka, an extensive business program is being organized, offering Latvian companies the opportunity to participate in industry exhibitions, events, and trade missions in Japan.
