From November 1 to 16, 2025, the Ukrainian House will host the exhibition of the Ukrainian pavilion Not For Sale: a display about values that cannot be sold and stories of Ukrainian resilience that captivated the world at EXPO 2025 in Japan.
During its six-month presentation at EXPO 2025, the “Not For Sale” pavilion showcased Ukraine’s vision of the future, based on values. The pavilion drew global attention, earning two silver awards in the categories “Best Activation or Engagement” and “Exhibition Design.” According to organizers, over three million people visited the exhibition during its run.
Instead of achievements, Ukraine presented a “store where nothing can be bought.” Eighteen items, each symbolizing a democratic value—freedom of speech, the right to choose, humanity, and others—were displayed. Each object featured a real barcode that visitors could scan using special store scanners. Instead of prices, scanning revealed video stories from Ukraine showing the true “cost” Ukrainians pay to build their future.
“Bringing the ‘Not For Sale’ pavilion home to Ukraine. It has already fulfilled its main mission—voicing the strength and values of Ukrainians to the world. It showed that what we fight for every day are the highest human virtues and explained why we deserve support. The exhibition at Ukrainian House is an opportunity to remind ourselves what we stand for and what makes us unbreakable. The first stop is Kyiv; we will announce the next locations later. Visit ‘Not For Sale’!” said Tetiana Berezhna, Vice Prime Minister for Humanitarian Policy and Minister of Culture of Ukraine, and General Commissioner of Ukraine at EXPO 2025.
After EXPO, the Ministry of Culture of Ukraine returned the pavilion to where values are born—in Ukraine. The detailed composition will be on display at Ukrainian House from November 1. In addition to achievements from this year’s event, visitors will learn about the history of the World Expo, see works by Ukrainian artists, and explore artifacts from Ukrainian businesses.
The programme includes:
- The “Not For Sale” pavilion exhibition with all 18 values
- The history of the World Expo, from the first exhibition in 1851 to today, and how it became one of the most prestigious international events over one and a half centuries
- Ukraine’s participation in Japan: stories from this year’s exhibition, how the pavilion was created, and how it was received globally
- Values Driven Economy zone: stories of resilient Ukrainian businesses that supported Ukraine’s participation at EXPO 2025
- “Home Beyond the Dawn” project by curators Nataliya Matsenko, Yuriy Yefanov, and Clemens Pool: a video installation of works by Ukrainian artists, presented at EXPO 2025 in the EU programme
The World Expo 2025 was held in Osaka, Japan, from April 13 to October 13, 2025, under the theme “Designing Future Society for Our Lives.” More than 160 countries participated in the exhibition.
- Project leadership: Cabinet of Ministers of Ukraine, Ministry of Culture of Ukraine, Ministry of Economy, Environment and Agriculture of Ukraine
- Exhibition initiative in Ukraine: Ministry of Culture of Ukraine
- Organization and creative concept: Bickerstaff.734 Agency
- Supported by: Ajax Systems, Ukrnafta, Biosfera, DTEK, Oschadbank, Astarta, Metinvest, Epicenter, KSE, Ukrhydroenergo, All-Ukrainian Industry Association “Federation of Oil and Gas Employers”
- Exhibition partners: Pole, Caparol, UNDP, ZBROYA
- “Home Beyond the Dawn” partners: European Unio
