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Ukraine presented a unique “Not For Sale” pavilion at EXPO 2025 in Osaka: photos

Ukraine presented its pavilion at the World Expo 2025 in Osaka. Instead of a traditional exposition, visitors saw a unique “Store where you can’t buy anything” and a zone of sustainability for Ukrainian businesses. The opening was attended by the Honorary Consul of Ukraine in Japan, representatives of the Ministry of Economy of Japan and other guests who congratulated Ukraine on its participation in the exhibition. This was reported by Komersant ukrainskyi with reference to the Ministry of Economy.

EXPO 2025 in Osaka: the main theme and significance

The world exhibition EXPO 2025, which started on April 13, 2025 in Osaka, is held under the theme “Designing Future Society for Our Lives”.

More than 160 countries are presenting their innovations, ideas and visions of the future. Ukraine, in the difficult conditions of the war, not only participates but also sets the tone for global discussions about values, sustainability and economic potential.

Ukraine presented a pavilion called “Not For Sale” that was recognized for its unconventional approach.

“The Ukrainian pavilion caused such a stir that the organizers had to involve traffic controllers. Up to 1,500 visitors pass through our pavilion every hour, and in six months the number of people who will see it, according to the organizers, will reach 23 million. Therefore, 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.

This is a “store” that does not have ordinary goods for sale. Instead, the stands feature 18 items, each symbolizing important human values such as freedom, dignity, and sustainability.

“We demonstrate that even in the most difficult conditions, Ukrainians continue to fight, develop, and become innovative. For me, this is also an opportunity to show 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 said.

An interactive approach to demonstrating values

The peculiarity of the Ukrainian pavilion is the use of technology to demonstrate values through the interpretation of objects. Each exhibit has a real barcode that visitors can scan using special scanners.

Instead of the usual prices of goods, video stories appear on the screen, metaphorically reflecting what it means to have the right to education, freedom of choice, access to medical care, etc.

Tetiana Berezhna, Commissioner General of Ukraine at EXPO 2025, emphasized:

“Our ‘Not For Sale’ Store pavilion conveys a clear message: in a world where almost everything has a price, some things still cannot be bought. These are the values we live by and on which the society of the future should be built: freedom, dignity, and sustainability. Ukrainians defend these values not with words but with actions, protecting them with their own lives. And this is what we want to show through our pavilion. Despite the war and hardships, we continue to create, build, and develop, showing the world what it means to be a Ukrainian.”

Supporting Ukrainian businesses

One of the most important parts of the pavilion is the Values-Driven Economy zone. Here, visitors can see artifacts from Ukrainian companies that have continued to operate even in times of war.

Among the exhibits is a helmet from DTEK, whose employees restore electricity to millions of people under constant Russian shelling. A shot Ajax siren that continues to work and protect despite everything.

A flask of oil from the largest oil and gas company in Ukraine, Ukrnafta, as well as exhibits from the Astarta agricultural holding, Biosphere Corporation, a manufacturer and distributor of household and personal care products, and Oschadbank, a leader in inclusive reforms in Ukraine’s financial sector.

Each exhibit tells a story of resilience, proving that sustainability is not just a word, but a daily reality for Ukrainian entrepreneurs.

Support program from Japan

The pavilion was made possible by Japan providing Ukraine with free space for a period of 6 months.

The project was also supported by the United Nations Development Program in Ukraine, Ukrzaliznytsia, and Caparol.

An important date for international cooperation:

on April 15, the UK pavilion at EXPO Ukraine will host a series of panel discussions on the role of values in the economy and the importance of cultural and economic sustainability. The focus is on resilience, innovation and ethical growth in the face of global instability.

It is a space for an open dialogue with international partners about a common future in which the economy is based not only on numbers, but also on trust, responsibility and values.

What does Ukraine’s participation in EXPO 2025 mean?

EXPO 2025 has become a great opportunity for Ukraine to show the world that it is capable of not only recovering but also investing in the future. The “Not For Sale” pavilion has become a symbol of the fact that Ukrainians do not sell their values but defend them, even during the war.

The exhibition will run for six months, from April 13 to October 13, 2025.