Uruguay’s pavilion at Expo Osaka 2025 attracted the highest number of visitors among Latin American participants, drawing a crowd nearly matching the country’s total population. The event, which welcomed more than 28.3 million attendees overall, provided Uruguay with an opportunity to strengthen its image as a reliable and innovative partner on the international stage.
“It was an extraordinary opportunity to show the world the modern, creative, and sustainable Uruguay that we are,” said Benjamín Liberoff, curator of the pavilion. “We projected a strong national image, built strategic partnerships, and left a lasting impression of trust and closeness with the Japanese public and the international community.”
Larissa Perdomo, Country Brand Manager, emphasized that Uruguay’s participation showcased its unique qualities: “In Osaka, people saw a country full of confidence, talent, and innovation. Uruguay left an impression that combined professionalism, warmth, and a solid identity,” she stated.
Located in Commons C at Expo Osaka, the Uruguay Pavilion averaged 22,000 visitors daily. Its design focused on innovation and sustainability while offering interactive experiences across business promotion, tourism information, cultural exhibitions, and licensed products representing Uruguay’s national brand.
“The pavilion was a living experience that invited visitors to feel Uruguay,” Perdomo added. “We succeeded in turning our country brand into a sensory journey where innovation and emotion were the main protagonists.”
Multilingual audiovisual content—including materials in Japanese—and institutional meeting spaces allowed thousands of visitors to learn about trade and investment opportunities in Uruguay. Interactive displays featured contributions from sectors such as video game development (with support from CAVI and Uruguay XXI) and educational games by Plan Ceibal.
“Each visitor left with a direct and authentic image of our country—its talent, its openness to the world, and its commitment to the future,” said Liberoff.
During six months at Expo Osaka, Uruguay hosted official events and cultural presentations for diverse audiences. Over 150 audiovisual screenings reached approximately 60,000 people; more than 500 promotional items were distributed.
Uruguay participated in National Days organized by other countries at Expo Osaka while welcoming visits from dignitaries including H.I.H. Princess Takamado of Japan; leaders from Croatia, Panama, San Marino; Slovakia’s parliamentary president; as well as officials from Peru, Brazil, and Chile.
Business meetings took place with companies such as KEPCO, Hitachi, Kubota Corporation (Kawasaki), and Future City Group to discuss cooperation opportunities related to technology development in energy or education fields.
Two official delegations represented Uruguay during Expo: one led by Minister Alfredo Fratti (Livestock/Agriculture/Fisheries) focused on trade; another headed by Deputy Minister Ana Claudia Caram (Tourism) promoted tourism ties alongside Mayor Francisco Legnani of Canelones.
The pavilion integrated efforts from sectoral brands under Uruguay XXI—including meat exports (Uruguay Meats), wine production (Uruguay Wine), wool manufacturing (Uruguay Wools), audiovisual media (Uruguay Audiovisual), video gaming (Uruguay Videogames)—with contributions from institutions like INAC (National Meat Institute), INAVI (National Vine & Wine Institute), Plan Ceibal for digital education tools; regional tech associations CUTI/CAVI/INIA/UTE; municipal governments across seven departments; sports organizations; airport authorities; private sector partners UTEC/ACAU/INALE/AUCI/Tenfield/Aeropuertos Uruguay.
Visitors experienced Uruguayan traceable meat products alongside displays about local video games or natural wool designs. Tastings highlighted wines or olive oils produced by small businesses such as Manos del Uruguay or Vitanna. Artworks by several Uruguayan artists were presented through collaboration with MEC’s National Institute of Visual Arts.
Throughout Expo Osaka’s run:
– May featured Human Rights Day programs;
– June marked National Day celebrations with music performances linking Uruguayan/Japanese artists;
– July included textile industry showcases (“Threads of Nature”), historic football commemorations (“Maracanazo” anniversary), tributes to singer Carlos Gardel;
– August brought Independence Day festivities;
– September involved World Tourism Day activities.
Gastronomic events spotlighted Uruguayan beef—such as beef tongue newly approved for export to Japan—and national wines recognized for quality standards.
Documentaries like “Sueños del Pepé” or animated films such as “Los Carpinchos” introduced Japanese audiences to Uruguayan culture.
“We went to Osaka with one goal: to present ourselves as a relevant nation committed to quality, sustainability, and international cooperation,” concluded Larissa Perdomo. “We return with tangible results and the satisfaction of having been the most visited country in Latin America.”
Japanese news outlets including Kyodo News and Yomiuri Shimbun reported extensively on Uruguay’s presence at Expo Osaka.
