Ukraine has earned international recognition on the global stage: the “Not For Sale” pavilion, presented at EXPO 2025 in Osaka, won the silver medal in the “Best Activation or Engagement” category at the prestigious World Expolympics. This international competition highlights the best examples of exhibition design at world expos. This year, 32 experts from different countries evaluated pavilions based on innovation, visitor engagement, and audience impact.
The achievement marks a milestone for Ukrainian culture and the creative industry, while participation in the expo has opened new opportunities for international dialogue, economic cooperation, and cultural diplomacy.
Acting Minister of Culture and Strategic Communications of Ukraine Tetiana Berezhna emphasized:
“Our pavilion ‘Not For Sale’ tells the story of a Ukraine that fights, of artists creating in the hardest times, and of values that cannot be bought or destroyed. This victory is a recognition of the power of Ukrainian creativity and proof that we can create world-class projects that resonate with international audiences.”
The pavilion, called “Not For Sale,” is designed as a store where nothing can be purchased. Instead of products, visitors encounter 18 items, each symbolizing a human value—freedom, dignity, resilience, and more. Each item has a real barcode that visitors can scan with special devices throughout the pavilion. Rather than price tags, screens display powerful video stories from Ukraine, metaphorically showing the true cost Ukrainians pay to defend essential rights such as education, freedom of choice, and healthcare.
EXPO 2025 officially opened in Osaka under the theme “Designing Future Societies for Our Lives,” with over 160 countries showcasing their innovative achievements.
The Ukrainian pavilion was made possible thanks to support from the Japanese government, Ukrainian businesses, and international partners. Its concept, “Values of Future: Actions Over Declarations,” demonstrates that true values are proven not by words but by daily actions.
