Instead of a traditional display, visitors encountered a unique Store Where Nothing Is for Sale and an area showcasing the resilience of Ukrainian businesses. The opening was attended by the Honorary Consul of Ukraine in Japan, representatives of Japan’s Ministry of Economy, and other guests, who congratulated Ukraine on its participation in the exhibition.
The official opening of EXPO 2025 in Osaka took place on April 13 under the main theme: “Designing Future Society for Our Lives.” Over 160 countries are participating in the event, presenting their own innovative achievements. With the support of the Japanese government and business partners, Ukraine opened the doors of its pavilion titled “Not For Sale,” presenting its vision of the values that should shape the future.
“The Ukrainian pavilion caused such a stir that organizers had to bring in crowd control. Up to 1,500 people pass through our pavilion every hour, and organizers estimate that by the end of the six-month exhibition, it will be seen by 23 million visitors. This is a strategic opportunity to show the world our values and resilience. We are proving that even in the most difficult conditions, Ukrainians continue to fight, grow, and innovate. For me, it’s also a chance to showcase our economic potential — to share the stories of entrepreneurs who, despite war and destruction, are recovering, entering new markets, and impressing the world,” said Yuliia Svyrydenko, First Deputy Prime Minister and Minister of Economy of Ukraine.
The official pavilion opening took place on April 13 at 1:00 PM local time. Tetiana Berezhna, Deputy Minister of Economy of Ukraine and Commissioner General for Ukraine at EXPO 2025, presented the main concept of the pavilion, its key features, and the ideas Ukraine is sharing with the world. Honorary guests in attendance included Yoshihiko Okabe, Honorary Consul of Ukraine in Japan, Kentaro Morita, Minister of Economy of Japan, and others. On opening day, around 5,000 people visited the pavilion.
Ukraine’s pavilion, titled “Not For Sale,” is designed in the form of a store where nothing can be bought. Instead of goods, it features 18 symbolic items — each representing a core human value such as freedom, dignity, or resilience.
Each object comes with a real barcode that visitors can scan using store-like scanners placed throughout the pavilion. Instead of prices, the screens display video stories from Ukraine — metaphorically illustrating the cost Ukrainians pay for things like the right to education, freedom of choice, and access to medical care.
“EXPO 2025 is a significant step in amplifying Ukraine’s voice on the global stage. Our ‘Not For Sale’ store conveys a clear message: in a world where almost everything has a price, some things simply cannot be bought. These are the values we live by and the foundation for the society of the future — freedom, dignity, resilience. Ukrainians defend these values not just in words, but with their actions and lives. This is what we want to show through our pavilion. Despite war and hardship, we continue to create, build, and grow — showing the world what it truly means to be Ukrainian,” emphasized Tetiana Berezhna, Deputy Minister of Economy of Ukraine.
Ukraine’s participation in EXPO 2025 became possible thanks to the support of Ukrainian businesses. Next to the main pavilion is a special area called “Values-Driven Economy.” Here, visitors can view artifacts from companies that continue to work and evolve in Ukraine despite the challenges of full-scale war:
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A helmet from DTEK, whose employees restore electricity under constant Russian shelling.
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A bullet-riddled Ajax siren that still works to protect lives.
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A vial of oil from Ukrnafta, Ukraine’s largest oil and gas producer.
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Exhibits from the agribusiness holding Astarta, personal care and hygiene company Biosphere Corporation, and Oschadbank, a leader of inclusive reforms in Ukraine’s financial sector.
Each exhibit tells a story of resilience — proving that resilience isn’t just a word but a daily reality for Ukrainian entrepreneurs.
The realization of the pavilion was made possible after Japan provided Ukraine with a free space for a six-month participation period. The project is also supported by UNDP Ukraine, Ukrzaliznytsia, and Caparol.
On April 15, Ukraine will host a series of panel discussions at the UK Pavilion at EXPO. These will focus on the role of values in the economy and the importance of cultural and economic resilience. Topics will include steadfastness, innovation, and ethical growth in times of global instability — offering a platform for open dialogue with international partners about building a future economy based not only on numbers but also on trust, responsibility, and shared values.
So, if you’re wondering what the values of the future look like — Ukraine has brought its answer to EXPO 2025.
The exhibition will run for six months, from April 13 to October 13, 2025, in Osaka, Japan.
More details about the project can be found on the official website of the Ukrainian Pavilion and on social media.
