On October 13, the global exhibition EXPO 2025 concluded in Osaka, where Ukraine showcased its unique pavilion titled «Not For Sale» — a space where nothing can be purchased. Despite having a modest area of 53 m², the Ukrainian pavilion welcomed over 3.2 million visitors. It received a silver award for Best Activation or Engagement at the World Expolympics and served as a venue for signing 29 international agreements between Ukraine and Japan.
The pavilion was created under the initiative of the Ukrainian government, led by Prime Minister Yulia Svyrydenko and the Acting Minister of Culture and Strategic Communications, Tatiana Berezhna, who is also the General Commissioner of Ukraine at EXPO 2025.
«The exhibition was an excellent opportunity to showcase the key traits of Ukrainians — courage, creativity, and adaptability. We had limited space of 53 square meters and tight deadlines, which was a serious challenge. The result: over three million visitors, international awards, and worldwide attention — the Ukrainian pavilion truly became the voice of Ukraine. Now we can say: we made it!» emphasized Tatiana Berezhna, General Commissioner of Ukraine at EXPO 2025.
The exhibition also served as a powerful diplomatic platform: the pavilion hosted more than 140 official delegations, including European Commission President Ursula von der Leyen, the Japanese princess, the King of Sweden, the Mayor of Berlin, and even former UK Prime Minister Boris Johnson.
«At the main exhibition of business opportunities, they presented what cannot be sold. The very foundation of any progress — that which never loses value,» said Boris Johnson regarding the Ukrainian exposition.
Visitors from all over the world brought gifts, wore Ukrainian clothing, and some even wrote letters in Ukrainian. Japan showed special solidarity by granting Ukraine free participation in EXPO 2025 and assisting in the organization of the exhibition.
Inna Ilyina, director of the Ukrainian pavilion at EXPO 2025, shared: «The most touching moment for me was the visit of 80 students from 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 of our pavilion and to the Government of Japan for the opportunity to share the values that the Ukrainian people are fighting for amidst the war.»