Ukraine Unveils ‘Not For Sale’ Pavilion at World EXPO 2025 in Japan
Ukraine officially opened its national pavilion at the World EXPO 2025 in Osaka, Japan, captivating thousands of visitors with an unconventional concept titled “Not For Sale”, The Gaze reports, referencing the Ministry of Economy of Ukraine.
Rather than showcasing products or technologies, the Ukrainian pavilion resembles a store where nothing is for sale—each item on display symbolizes a core human value, such as freedom, dignity, or resilience.
The exhibition space opened on April 13, the same day EXPO 2025 was inaugurated under the theme “Designing Future Society for Our Lives.” More than 160 countries are participating in the global event, which runs through October 13. Ukraine’s unique contribution immediately sparked attention: on the opening day alone, over 5,000 visitors passed through its doors.
“This is a strategic opportunity to show the world our values and sustainability,” said Yulia Svyrydenko, First Vice Prime Minister and Minister of Economy of Ukraine. “Even under the harshest conditions, Ukrainians continue to fight, innovate, and build. This pavilion allows us to tell the stories of entrepreneurs who, despite war and destruction, are entering new markets and showing the world what resilience looks like.”
Each of the 18 objects in the pavilion comes with a barcode that visitors can scan with in-store scanners. Instead of prices, screens display short films illustrating the sacrifices Ukrainians make for fundamental rights—such as access to education or the freedom to choose.
Ukraine’s participation in EXPO 2025 was made possible by the Government of Japan, which provided the pavilion space free of charge for six months.
Read more on The Gaze: London Applauds Ivan Franko Theatre’s ‘The Witch of Konotop’