“Not for Sale”: Ukraine Unveils Pavilion at World Expo 2025 in Japan

Ukraine officially unveiled its pavilion at the World Expo 2025 in Osaka, Japan on April 13. Titled Not for Sale, the pavilion challenges traditional notions of national showcases by focusing not on products, but on values.

According to the Ministry of Economy, the exhibit presents Ukraine’s vision of the future—one rooted in human dignity, freedom, and resilience. Minister Yuliia Svyrydenko described the pavilion as a strategic opportunity to share Ukraine’s identity with the world.

“We are demonstrating that even under the most difficult conditions, Ukrainians continue to fight, develop, and innovate. For me, this is also an opportunity to present our economic potential—to tell the stories of entrepreneurs who, despite the war and destruction, are recovering, entering new markets, and impressing the world,” Svyrydenko stated.

The pavilion features 18 symbolic objects, which reflect a core human value—from courage and hope to endurance and independence. Among them: a helmet from DTEK, used by energy workers restoring power under daily Russian shelling, a shot-through siren from the Ajax alarm system, capturing the constant threat of airstrikes and a flask of crude oil from Ukrnafta, representing the strength and continuity of Ukraine’s energy sector.

Each object is embedded with a barcode. All visitors can scan them using special devices to access video stories from Ukraine. Instead of price tags, they receive testimonies—voices from the front lines of resilience and recovery.

Earlier, a multimedia exhibition, created in collaboration between the Odesa Photo Days Festival and Magnum Photos, has opened at the Jam Factory Art Center in Lviv, Ukraine.

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