The France pavilion at the Osaka 2025 Universal Exposition showcases French innovation. This immersive experience combines savoir-faire, art, and ecology, reflecting a unique French perspective on the world. Emmanuel Macron emphasized that visitors will encounter a "hymn to love, audacity, and dialogue" at the pavilion, which is strategically located at the entrance of the expo site on the artificial island of Yumeshima.
As the exposition opens today, April 13, 2025, and runs until October 13, 2025, Japan anticipates welcoming 28 million visitors. The France pavilion aims to attract 3 million of those guests, averaging over 20,000 people daily. This ambitious goal is backed by COFREX, the organization responsible for the pavilion's design and execution, which has invested over 56 million euros into the project, with 42.5 million euros coming from state funding.
Designed by the Coldefy agency and CRA-Carlo Ratti Associati, the pavilion features a striking façade resembling a theatrical stage, adorned with large drapery. Visitors will access the pavilion via a ramp dressed in rose-colored copper, leading to a balcony that overlooks a "Miraculous Garden" symbolizing the harmony between urban development and nature.
José Lévy, the pavilion's creative director, has curated the public and professional spaces in collaboration with various French furniture designers, creating an immersive pathway that reflects French aesthetics and innovation. The pavilion is supported by four prominent figures: actress Sophie Marceau, judoka Teddy Riner, rugby player Antoine Dupont, and actress Léa Seydoux.
The exposition itself is steeped in history, with roots tracing back to the 19th century, showcasing the best in architecture, design, and industry. Jacques Maire, the general commissioner of the France pavilion, highlighted the significance of this event, noting previous successful expos in Japan, such as Osaka in 1970 and Aichi in 2005, which left lasting impressions on attendees.
According to Maire, the goals for France at this exposition are twofold: to enhance the country's image and "soft power" through an engaging presentation and to facilitate business opportunities for French enterprises. The pavilion will host numerous exchanges and discussions over the course of 180 days, promoting French expertise and creativity.
The pavilion's design incorporates elements that resonate with visitors, such as a soundscape featuring a heartbeat rhythm at 88 beats per minute, accompanied by electronic music from artist Rone. This auditory experience will vary across different spaces, enhancing the thematic journey through the exhibition.
One of the pavilion's highlights is a giant tapestry from Aubusson depicting a scene from the beloved Japanese film "Princess Mononoke," symbolizing the deep-rooted connection between France and Japan. The journey continues with a showcase of Louis Vuitton's iconic travel trunks, celebrating global exploration.
As visitors navigate the pavilion, they will encounter a 1,000-year-old olive tree and a display of Alsace wines, culminating in an exploration of beauty with Dior. This carefully curated experience aims to transcend traditional advertising, creating a memorable interaction that resonates with the Japanese audience.
In an effort to engage younger generations, the pavilion embraces themes of love and connection, addressing prevalent societal issues in Japan. Maire acknowledged the current "crisis of love" among the youth, aiming to foster a dialogue that bridges cultural differences.
More than fifty companies have partnered with the France pavilion, utilizing the space to host events and connect with potential clients, investors, and distributors. The pavilion is designed to accommodate between 2,500 to 3,000 visitors per hour, while an estimated 15,000 to 30,000 people will pass by its entrance each hour. This significant foot traffic presents a valuable opportunity for companies to showcase their offerings and engage with a diverse audience.
As the exposition unfolds, the pavilion will feature weekly themes, including health and wellness, providing a platform for companies to align themselves with relevant discussions and connect with international audiences. This strategic positioning enhances the value proposition for businesses seeking to establish connections in the dynamic Japanese market.
The Quinzaine du Japon en Occitanie, a cultural initiative fostering ties between the region and Japan, further highlights the growing connection between the two cultures. The third edition of this event took place from November 8 to 22, 2024, featuring over 380 events aimed at promoting Japanese culture in France. The upcoming fourth edition is scheduled for November 6 to 21, 2025, continuing the tradition of cultural exchange.
Marie-France Marchand-Baylet, president of the foundation supporting this initiative, expressed gratitude for the enthusiastic response from volunteers and participants, emphasizing the importance of cultural understanding in bringing people together. The foundation aims to offer young people, particularly those unable to travel, a glimpse into different cultures, fostering a sense of global community.
The France pavilion at the Osaka 2025 Universal Exposition stands as a testament to the country's commitment to innovation, cultural exchange, and international collaboration. As the event progresses, it promises to be a vibrant celebration of creativity and connection, inviting visitors to explore the depth and richness of French culture while forging new relationships in a rapidly changing world.
