Latvia's participation in the world's largest exhibition, EXPO 2025 Osaka, proved that our country is capable of standing out on the international stage – with its presentation, content and humanity. In six months, the Baltic pavilion was visited by 900,000 people – half of Latvia's population. Among the visitors were not only hundreds of thousands of interested people, but also the presidents of Latvia and Lithuania, the ministers of economy of both countries, and other high-level officials. The pavilion was also visited by leaders of other countries, ministers, entrepreneurs, opinion leaders, and media representatives, generating not only widespread public interest but also opportunities for establishing important contacts and future cooperation.
According to Lāsma Līdaka, Commissioner General of Latvia's participation in EXPO 2025 Osaka, the decision for Latvia and Lithuania to join forces under one Baltic pavilion also proved to be a successful one. "It was the right decision, both economically and strategically – together we looked bigger, more visible, and more convincing, proving once again that when strong professionals from different fields join forces, they can achieve wonderful results. The Baltic Pavilion impressed countless visitors with its distinctive design and overall atmosphere, while at the same time presenting our region in an innovative way – from culture and traditions to technological and business opportunities," says Lāsma Līdaka.
The cooperation between the two neighboring countries has also been recognized internationally – the Baltic Pavilion received several prestigious World Expo Awards and World Expolympics awards, both as one of the most popular pavilions among visitors and for one of the most popular mascots and best pavilion guide uniforms. The pavilion also won the Nameja Award in the category "Most Successful Latvian-Lithuanian Cooperation Project in Foreign Markets." Latvia and the Baltic States were mentioned in more than 1,800 Japanese media publications, interviews, and TV reports, each with an audience measured in millions.
As part of EXPO 2025 Osaka and the additional business program developed for it, more than 75 events, conferences, trade missions, and participation in industry exhibitions were organized in Japan to showcase Latvian traditions, culture, and business. Among the most significant events, the Latvian National Day celebrations with a colorful cultural program and the performance "Echo | Atbalss" created especially for the occasion, as well as a business forum attended by the President of Latvia and the largest delegation of entrepreneurs ever to visit Japan. Equally important and successful were the investment attraction forum in Tokyo, the Baltic Days celebrations, and a business conference highlighting Latvia's expertise and innovation potential in the fields of smart technologies and space.
One of the most amusing events, which received widespread local media attention and caused a great stir, reaching an audience of 30 million on social networks, was related to the unexpected disappearance of EXPO's main mascot, Myaku-Myaku, from the Baltic pavilion. "In Japan, such a situation is almost unimaginable, so the locals spontaneously reacted with heartfelt support, giving the pavilion various gifts of Myaku-Myaku: soft toys, drawings, pins, and origami. In total, we received more than 140 gifts, which were later donated to a children's and women's hospital in Osaka, bringing joy to those who need it most," reveals L. Līdaka.
The pavilion guides also made an invaluable contribution – young people who spoke fluent Japanese, becoming ambassadors for Latvia and Lithuania. Their warm attitude and knowledge of the local culture created a special bond with our pavilion guests. Many Japanese visitors returned to the pavilion several times – the record belongs to a visitor who visited us 68 times. The Baltic pavilion became one of the most popular stops at the entire EXPO, and on the final day, many visitors were emotionally moved.
However, participation in EXPO is not just a story about emotions – it is about cooperation, business opportunities and potential. More than 200 Latvian companies from the technology, IT, smart energy, engineering, pharmaceutical, food, tourism and other sectors participated in or were represented in all business activities at EXPO 2025 Osaka and in the specially developed business program in Japan. The business program activities in Japan are still ongoing, and the actual results will be measurable by 2028, but companies have already gained more than 1,700 new contacts and signed 34 cooperation agreements. This is Latvia's investment in Japan – in cooperation, trust and relationships that develop slowly but are stable and loyal in the long term.
"In Japan, respect and trust are not built in a single conversation. It is earned through consistency, presence, and perseverance. EXPO gave us the opportunity to set foot in the Japanese market – now it is important to keep the door open and continue what we have started. We are actively working with Japanese business and tourism media, strengthening Latvia's image as a reliable partner and attractive destination. We have also planned several targeted business activities that will help expand the opportunities for Latvian companies in the Japanese market," emphasizes L. Līdaka.
In December this year, Latvian start-ups will participate in the Innovation Leaders Summit, where they will have the opportunity to meet global industry leaders and attract the attention of investors. Next year, Latvian companies are planning to actively participate in major industry forums and exhibitions, such as FoodEx Japan, one of the largest food and beverage industry exhibitions in Asia; Sushi Tech, a leading innovation and technology forum; CphI Japan, the largest pharmaceutical and biotechnology industry exhibition in Japan, and CEATEC, an electronics, IoT, artificial intelligence, and future technology event, which will help strengthen our presence in Japan and expand opportunities for cooperation.
Participating in global exhibitions like this helps raise awareness about our country and boosts our self-confidence. It shows that Latvia is not just a small country on the map of Europe – it is a bearer of ideas and values that can speak to the world. "EXPO allowed us to see ourselves from the outside and understand: we look good when we speak with confidence, cooperate and take pride in our achievements. Our task is to continue what we have started," Līdaka is convinced.
Publicity photo: Latvia's participation in EXPO 2025
Translated with DeepL.com (free version)
