
Cultural diplomacy becomes a powerful force during the war, it shapes perceptions and helps nations to build connections on a deeper, emotional level. While the world hosts countless political and economic summits each year, truly global cultural events that bring together nations from every continent are far rarer. Among them, the World Expo is the most prominent and largest of its kind, held every five years since its inception in 1851.
Originally emerging against the backdrop of the Industrial Revolution, the early era of World Expos focused on showcasing economic achievements and technological innovation. By the 1930s, the focus began to shift: participating countries increasingly emphasised cultural identity and social progress, turning the Expo into a stage for national storytelling and soft power.
Ukraine’s story at World Expo
Ukraine’s story at the World Expo dates back to 1933 in Chicago. At a time when Stalin was weaponising hunger to crush Ukrainian identity and national aspirations, the Ukrainian diaspora in Chicago found a way to ensure Ukraine’s culture was seen. The Expo’s organisers required the Ukrainian community to fully fund the pavilion, as only recognised sovereign states were eligible for government subsidies. Ukrainians from the United States, Canada, and Brazil raised what was then a significant sum — 20,000 US dollars — and created a vibrant pavilion showcasing Ukrainian history and culture through exhibitions, concerts, and traditional gatherings.

Since gaining independence, Ukraine has participated in five World Expos — in 2000, 2005, 2010, 2017, and 2020/2021. However, its participation at Expo 2025 in Osaka, Japan, was initially in doubt. Preparations were meant to begin in 2022, but Russia’s full-scale invasion shifted all national efforts and resources toward defense. It was not until January 2025 that Ukraine’s Ministry of Economy officially decided to move forward — this time funding the project through private sector support rather than the state budget.
Ukraine at Expo 2025 in Osaka

Designed by the creative agency Bickerstaff.734, Ukraine’s pavilion at Expo 2025 carries a clear and daring message, reminding the world what Ukraine is fighting for. Aiming to offer something fresh and thought-provoking — beyond the harrowing visuals of war the world has grown used to — the agency developed a concept of “a store where nothing can be bought”.
Upon entering the pavilion, visitors are greeted by a bold sign: “Not For Sale”. Brightly colored objects line the shelves and stands, each tagged with a barcode. Using handheld scanners fitted with small screens, guests can scan the codes to watch short videos revealing the deeper meaning behind each item and the values they represent.
For example, an inflatable rescue boat tells the story of volunteers evacuating animals after the destruction of the Kakhovka Dam by Russian forces. A medic’s headlamp casts light on the daily heroism of Ukrainian doctors working under relentless shelling. A megaphone, used in wartime Equality Marches, symbolises Ukraine’s unwavering commitment to human rights. A simple checkerboard, wielded by 10-year-old national champion Valeriia Yezhova to raise funds for the Armed Forces, reflects the deep roots of solidarity that unite Ukrainian society across generations.
“The scanner is telling us about a real situation in Ukraine. We, Japanese, get the news about Ukraine through Japanese media, but this content is coming directly from Ukraine, so it’s more realistic and heavier,” said a visitor from Japan to the Ukraїner International team.
“It’s brought well in a way that allows other people to experience the war, how Ukrainian society is undergoing the conflict,” added another visitor from Denmark.
Altogether, the pavilion features 18 symbolic items — each representing a value Ukraine continues to defend at great cost: humanity, freedom of speech, solidarity, unity, and resilience.

Staffing the pavilion is a team of Ukrainian coordinators, all of whom speak Japanese. Some have lived in Japan for years; others arrived specifically to work at the Expo. Their uniforms, designed by the Ukrainian brand Gunia Project, fuse modern aesthetics with traditional motifs — featuring blue shirts, white t-shirts, and jackets adorned with embroidery inspired by Ukrainian vyshyvankas (Ukrainian traditional embroidered shirt — ed.) and echoing the pavilion’s symbolic themes.
“At Expo, we’re reminding foreigners — many of whom feel “tired” of war news — that Ukraine is not just a battlefield, but first and foremost a nation of people. In a way, we are Ukraine. For many who have never met a Ukrainian before, their perception of an entire nation is shaped by our presence and behavior,” explains Iryna, one of the coordinators at Ukraine’s pavillion.

During the opening day on 13 March, 2025, more than 5,000 people visited Ukraine’s pavilion — a turnout so large that local Expo staff had to step in to manage the lines. With Expo 2025 expected to attract over 25 million visitors between April and October, Ukraine’s message will reach a global audience on an unprecedented scale.
Beyond cultural diplomacy, Ukraine also used Expo’s opening week — a magnet for diplomats, government officials, and international stakeholders — to deepen strategic ties. In collaboration with the UK Pavilion, Ukraine hosted a panel discussion titled “A World on Edge: What Economic and Ethical Compass Will Define Tomorrow’s Society”, featuring Ukrainian government officials, business leaders, and representatives from Japan and the UK. Moderated by Ukraїner International journalist Julia Tymoshenko, the conversation explored how shared values can drive ethical leadership and inclusive recovery in a world shaped by conflict and crisis.

“One of the core purposes of this war is the erasure of Ukrainian national and cultural identity — a cultural genocide. That’s why dialogues like this are so important. They help foster a shared understanding of what’s really at stake.” — explained Natalia Kryvda, Professor of Cultural Studies of the Taras Shevchenko National University of Kyiv.
Ukraine – Japan relations
One of Ukraine’s key objectives at Expo 2025 is strengthening its partnership with Japan — a country that has emerged as one of Ukraine’s most committed international allies since the full-scale invasion began. As of July 2024, Japan had provided $6.3 billion in budgetary support to Ukraine, nearly $1 billion of which came in the form of grants, making Japan Ukraine’s second-largest bilateral donor after the United States. Altogether, Japan’s financial, humanitarian, and reconstruction assistance now exceeds $12 billion. Despite a sharp 52% drop in bilateral trade in 2022 due to wartime disruptions, trade volumes rebounded in 2023 and 2024, reaching over $513 million in the first half of 2024 alone.
Japan’s role in Ukraine’s post-war recovery is significant and growing. In February 2024, the two countries co-hosted the Japan–Ukraine Conference for Promotion of Economic Growth and Reconstruction, which resulted in 56 cooperation agreements and mobilized major Japanese institutions like JICA, JBIC, and Keidanren. Most recently, Japan signed a landmark $3.3 billion loan agreement to support Ukraine’s reconstruction, backed by proceeds from frozen Russian assets — a move that drew sharp condemnation from Moscow.
“Now is the time for Japan and Japanese companies to invest in Ukraine — not only for the sake of Ukraine, but for the future of Japan as well. Rebuilding Ukraine’s energy sector is crucial, from replacing outdated Soviet-era reactors with modern modular technologies to expanding renewable energy infrastructure. Ukraine is uniquely positioned to help fill the energy gap left by reduced reliance on Russian oil and gas, benefiting both Europe and Japan.” — said Kuninori Matsuda, Former Ambassador of Japan to Ukraine, during the panel discussion.
Support for Ukraine in Japan extends beyond government efforts. Many Japanese citizens have taken personal initiatives to assist Ukrainians. Among them is Mariko Ukiyo, a renowned psychological counselor and president of the National Federation of Psychological Services, who co-founded the Shibuya Himawari Support Center in Tokyo to assist displaced Ukrainians. The center has helped around 1,500 evacuees with counseling, community events, and practical aid. In Osaka, Ms. Ukiyo even transformed one of her homes into a Ukraine Friendly House, offering shelter and community to Ukrainians. Ahead of Expo 2025, she volunteered her support once again, providing accommodation and transportation for members of the Ukrainian delegation.
As Ukraine’s pavilion stands amid those of hundreds of other nations, it serves not just as an exhibition of culture — but as a quiet, unwavering declaration: Ukraine’s values are not for sale. And neither is its future.
