Expo 2025 Osaka: strong results and lasting impact in Japan

Finland took part in Expo Osaka from 13 April to 13 October 2025 as part of a Nordic promotional project, the largest joint project ever carried out. For Finland, participation in the Expo was not merely a one-off event, but part of long-term work to strengthen international cooperation, the country image, sustainable development and global impact.

The Nordic Pavilion welcomed 1.7 million visitors and 16,000 seminar participants. The project clearly met and exceeded all its objectives. The media coverage in Japan was extensive, with nearly 800 articles written about Finland alone. Finland’s excellent reputation in Japan provided a strong foundation for visibility, and thanks to the project Finland’s recognition as a happy, innovative and sustainable high-tech country was strengthened.

Finland organized numerous high-level economic and political meetings, business events and cultural programmes at the World Expo. These supported companies’ exports, partnership building and investment opportunities. President Alexander Stubb and several government ministers strengthened diplomatic and business ties through their visits. Finland hosted numerous international high-level visitors, such as President of the European Council Antonio Costa, and the leadership of major Japanese corporations, for example from Kawasaki, Panasonic and Canon. In addition, Finland took a strong role in the World Expo’s NATO and Ukraine programmes.

The new Nordic chamber of commerce (Nordic Kansai Business Alliance) creates a permanent platform for business cooperation in Osaka and across the Kansai region. Kansai is Japan’s second most important hub for industry and trade after Tokyo.

The aim of the new chamber is to ensure that the positive momentum created during the Expo continues and deepens, particularly in the fields of energy and sustainability solutions, urban development, tourism and education. In Finland’s case, the activities are coordinated by the Finland–Japan Chamber of Commerce.

Business Finland's Director General Lassi Noponen:

– Expo Osaka was an exceptionally demanding project for Business Finland, where schedules, the geopolitical situation and extensive international cooperation created their own challenges. Despite that, together with our partners we succeeded in building an overall programme that exceeded our expectations in the opportunities opened up for companies. Finland and the other Nordic countries were able to show together how sustainable growth, technology and wellbeing can be put into practice.

– Particularly valuable is that the Expo did not remain just a six-month event. The Nordic Kansai Business Alliance ensures that the work continues and deepens in Japan even after the Expo. It provides Finnish and Nordic companies with a permanent platform for cooperation, networks and new openings, Noponen emphasizes.

Finnair served as one of Finland’s key partners at the World Expo. Through cooperation via events organized at the pavilion and extensive media visibility, the collaboration supported Finland’s country image as well as interest in travelling to the Nordic countries.

– Japan is our most important market outside the home market. Participating in the World Expo was a natural way to be present on site for our key stakeholders. We have been flying to Japan for over 40 years and to Osaka for over 30 years. This summer we are once again the largest European airline flying to Japan, and we have increased the number of our summer-season flights to Osaka to support growing demand,” says Jenni Suomela, Senior Vice President, Sales & Retail at Finnair.

The next World Expo will be held in Saudi Arabia in 2030. Finland will assess participation in the next Expo based on the results from Osaka, Saudi Arabia’s market potential and corporate interest.

Minister of Economic Affairs Sakari Puisto:

– Finland’s participation in World Expos is a strategic choice that supports foreign policy relations, strengthens the country’s image and creates concrete preconditions for the exports of Finnish companies and thus for international growth. Finnish companies’ participation in Expo Osaka was also highly successful from this perspective.

– The next World Expo, Expo Riyadh 2030, offers Finnish companies an excellent platform for entry into Middle Eastern markets. Saudi Arabia offers enormous potential through significant investment projects and its growing market. I warmly welcome Finnish companies to participate in preparing the next joint project of the business community and the state, Puisto continues.

Saudi Arabia is a highly significant market for Finnish companies. Business Finland is currently mapping companies’ interest in participating in Expo Riyadh 2030.