The Ministry of Economy of Ukraine presented the concept for the national pavilion at the World Expo 2025 in Osaka, Japan, during a press conference held at the Khanenko Museum. The pavilion, titled “Not For Sale,” explores the values of Ukrainian society through the metaphor of a store where nothing can be bought.
On April 4, at the Khanenko Museum, a press conference was held to discuss Ukraine’s participation in EXPO 2025. Deputy Minister of Economy of Ukraine Tetiana Berezhna and Japanese Ambassador to Ukraine Masashi Nakagome spoke about the strategic importance of Ukraine’s representation on international platforms and unveiled the concept for the Ukrainian pavilion at the world exhibition in Osaka.
EXPO is a world exhibition held every five years, serving as a global platform to showcase innovations, technological achievements, and cultural exchange. EXPO 2025 will begin on April 13 in Osaka, Japan, and run until October 13. It is themed “Designing Future Society for Our Lives.” A total of 161 countries and 25 international organizations will participate. Russia has not been admitted.
At the initiative of the Ministry of Economy of Ukraine, the country will present its perspective on the global theme of this year’s exhibition. Thanks to its partnership with Japan, Ukraine was granted free participation, including a pavilion space for six months.
“Ukraine’s participation in EXPO 2025 in Osaka is a strategic opportunity to show the world our values and resilience. We are demonstrating that even under the most difficult conditions, Ukrainians continue to fight, innovate, and grow. For me, it is also a chance to highlight our economic potential — to tell the stories of entrepreneurs who, despite war and destruction, are recovering, entering new markets, and impressing the world. Events at EXPO 2025 will also deepen economic cooperation with Japan and our key global partners. We thank Japan for all the support that enables us to present ourselves with dignity at the world’s most important event of the year,” — said Yuliia Svyrydenko, First Deputy Prime Minister and Minister of Economy of Ukraine.
The concept of the Ukrainian pavilion is titled “Values of Future: Actions Over Declarations.” It will take the form of a store called “Not For Sale,” where visitors will encounter unique “products” — the core values of Ukrainian society, demonstrated not just in words, but through the everyday actions of Ukrainians. For instance, a car tire symbolizes freedom of choice, referencing the heroic events of the Revolution of Dignity, while a floor lamp stands for the right to a dignified life, echoing the hardships endured during wartime.
The project is made possible with support from the Japanese government and Ukrainian businesses. Among the companies supporting Ukraine’s participation in EXPO 2025 are the tech company Ajax Systems, leading oil and gas producer UkrNafta, hygiene and household goods manufacturer Biosphere, energy investor DTEK, state commercial bank Oschadbank, and agro-industrial holding Astarta. The pavilion will feature a Values Driven Economy space where these companies will present unique artifacts that tell the stories of their achievements and challenges during the full-scale war.
The pavilion project is also supported by the UN Development Programme (UNDP) in Ukraine.
The choice of the Khanenko Museum as the venue for the press conference was symbolic: over a century ago, it became a site of cultural dialogue between Ukraine and Japan. Museum founder Bohdan Khanenko introduced the richness of Japanese art to Kyiv’s cultural community, establishing a tradition that continues to this day. The museum currently holds one of Ukraine’s most valuable and extensive collections of Japanese art — about 1,000 items.
Ukraine’s participation in EXPO 2025 will serve as a powerful platform to showcase Ukrainian values and culture on the global stage, and will help strengthen diplomatic and economic ties with Japan and other participating nations.
