Colombia shines at Expo Osaka 2025: Tradition, innovation, and culture in the heart of Japan

Leslie Benítez
5 days ago
5 min read

*By: Leslie Benitez, Business Advisor in Japan*

On April 13, 2025, we celebrated the opening of EXPO OSAKA 2025, an event open to the world stage and open to the public until October 13 of this year. More than 150 countries will gather here, expecting millions of visitors around the central theme: "Designing the Future Society for Our Lives." This concept seeks to explore new, innovative ideas that shape a more balanced, sustainable, and inclusive life for future generations, within a global context marked by the need for adaptation and transformation.

On the official opening day of this event, April 13, the Colombian Pavilion was inaugurated at 11:00 a.m., and, adorned with Colombian carnations, presented the first attendees with a vibrant and hopeful vision of our country. The pavilion's opening ceremony was attended by prominent figures, including the opening remarks by the Colombian Ambassador to Japan, Dr. Gustavo Makanaky, who emphasized the importance of Colombian participation in strengthening international ties and showcasing the country's economic, cultural, and social potential to the world and EXPO attendees. Likewise, the President of ProColombia, Carmen Caballero, thanked attendees for their interest in learning about Colombia, underscoring the country's commitment to sustainability, environmental stewardship, and biodiversity and Colombian flora and fauna.

The design of the Colombia Pavilion is inspired by the ice cubes featured in Gabriel García Márquez's iconic novel One Hundred Years of Solitude. This literary reference not only pays homage to one of the country's most renowned writers but also symbolizes the fusion of tradition and modernity that characterizes Colombia: a blend of mythical and contemporary elements that invites visitors to discover Colombia, where magical realism becomes a tangible experience. In the novel One Hundred Years of Solitude, ice appears in one of the most iconic passages: when José Arcadio Buendía, the patriarch of the family, takes his children to discover "the greatest invention" in the world. Ice, which they discover thanks to the gypsies led by Melquíades, is an experience that reveals to them the wonder and magic that can emerge from the unknown and from scientific discovery.

This episode is important because it represents wonder, innovation, and the encounter with the outside world. For an isolated town like Macondo, ice is a symbol of new ideas, progress, and also of the passage of time, as something as simple yet extraordinary as a block of ice can melt before the marveling eyes of those who behold it. In the context of the Colombian Pavilion at Expo 2025 Osaka, the design inspired by these ice cubes evokes precisely that sense of wonder and discovery. It is a nod to Colombia's ability to inspire, excite, and surprise the world with new and creative ideas, while connecting with the cultural and literary roots that define us.

Celebración del Día Nacional de Colombia en la Expo Osaka 2025

Expo 2025 Osaka celebrates each participating country's National Day, providing a platform for nations to share their unique culture and traditions. Colombia will celebrate its National Day on July 20, 2025, coinciding with its Independence Day. During this special day, various cultural activities are planned, allowing attendees to experience and experience Colombia's rich culture in an immersive way. The event will be held at the EXPO National Day Hall "Ray Garden," offering a unique opportunity for Colombia to showcase its diversity and cultural heritage to the world.

Foreign Minister Laura Sarabia at the Inauguration of the Colombian Pavilion

During the opening week of the Expo, Colombian Foreign Minister Laura Sarabia traveled to Japan to participate in the official inauguration of the Colombian pavilion on April 14. Her presence highlighted the importance of Colombia's participation in this global event and underscored the country's commitment to promoting its culture, innovation, and investment potential on the international stage.

Pavilion Design

The pavilion features three exhibition halls and a main entrance that welcomes visitors with the first copy of One Hundred Years of Solitude and its Japanese version, a bestseller in Japan in 2024, and Gabriel García Márquez's typewriter. This initial space connects literature with national identity. Visitors then enter an interactive room, where, through textures and materials, visitors can "feel" Colombia through coffee beans, cocoa beans, sugarcane, emeralds, fibers from the vueltiao hat, hammocks, salt extracted from the Zipaquirá Cathedral, and much more. Afterwards, visitors enter an audiovisual room equipped with screens showing images and videos about the country's efforts in biodiversity, clean energy, sustainable tourism, gender equality, and representative species of Colombian flora and fauna. Finally, you reach a final room decorated with a colonial-style door from Cartagena, adorned with Colombian flowers and accompanied by videos celebrating the beauty of Colombia while traditional music plays, creating a multi-sensory experience that invites you to fall in love with the country.

Photo: Leslie Benitez

Colombia Pavilion Store: A Journey into Culture, Flavors, and Coffee

Upon leaving the Pavilion's interactive and audiovisual rooms, visitors enter the pavilion store, a space divided into three sections that allows them to take a little piece of Colombia with them. The first section sells traditional handicrafts, including the iconic burritos from the Barranquilla Carnival, gold accessories, typical fiambre hats from Antioquia, vueltiao hats, Wayuu bags, Willys carts from the Coffee Region, magnets, pins, and many other pieces that reflect the country's cultural diversity. This section also features products from Colombian companies such as preserved flowers, Cacao Hunters chocolate, and coffee bags from renowned national brands.

Photo: Leslie Benitez

The second section is a Colombian food store, where visitors can delight in authentic flavors: lechona with chicharrón (pork rind), aguapanela with lemon, pandebonos (a type of pastry), empanadas, Pony Malta, Club Colombia, as well as ice cream and desserts made with Cacao Hunters cocoa, offering a unique and unforgettable gastronomic experience.

Photo: Leslie Benitez

The third section is dedicated to the country's flagship coffee, with a Juan Valdez store offering bags of the brand's coffee, Colombia's most iconic coffees, and its famous snow-capped mountain. It's worth noting that there are currently no Juan Valdez stores in Japan, which generates great expectations and opens the door to future brand expansion in this Asian market. This store not only invites you to savor the country's finest coffee, but also serves as a showcase for the quality and international growth potential of Colombia's flagship product.

Photo: Leslie Benitez

The Colombian Pavilion at Expo Osaka 2025 is much more than an exhibition space: it's an open door to the soul of the country, combining history, innovation, culture, and gastronomy in an immersive, multi-sensory experience. From the literary symbolism of One Hundred Years of Solitude to the textures, images, and flavors that invite you to discover every corner of Colombia, the pavilion becomes a journey of discovery and wonder. This participation not only seeks to position Colombia as a key player in the global conversation but also to open up commercial, cultural, and tourism opportunities. Through its three exhibition halls, its store filled with artisanal and gastronomic treasures, and its commitment to Juan Valdez's signature coffee, Colombia showcases its essence and leaves an indelible mark on all visitors. Expo Osaka 2025 is not just a showcase: it's the beginning of a new chapter connecting Colombia with the world.