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International Macro-Wedging Event at Expo Osaka 2025: A Strategic Boost for Colombian Exports

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The International Macro-Wednesday "Colombia, The Land of Beauty" was held on September 1 and 2, 2025, as part of Expo Osaka 2025. Organized by the Ministry of Commerce, Industry, and Tourism with ProColombia as the sponsor, this event was designed as one of the most important trade promotion initiatives outside the country, with the aim of opening doors to Asia for Colombian products and services.


By: Leslie Benitez, Japan Business Advisor, CCJCI.



Colombia Pavilion EXPO OSAKA 2025
Colombia Pavilion EXPO OSAKA 2025

The Macrorrueda took place inside the Colombian pavilion, located in an 875 m² area of ​​the Expo site.


This space served not only as a commercial showcase, but also as a meeting point for international businesspeople and Colombian exporters, strengthening business networks, promoting investment, and positioning the country's brand on a global platform.


Participación y estructura del evento

  • The event brought together 105 business leaders, of whom 61 were international buyers and 44 were Colombian exporters.

  • A total of 353 business meetings were held over the two days.

  • Additionally, 23 investment proposals were registered through 44 specific meetings between Asian investors (mainly from Japan, Korea, and China) and Colombian companies.

  • The operation was aligned with the foreign trade policy of President Gustavo Petro's administration, which seeks to more directly connect Colombia's productive bases with the dynamics of global trade.


Cauca Chamber of Commerce
Cauca Chamber of Commerce

By department, according to press data, the results were strongest in Valle del Cauca (USD 11.7 million), Antioquia (USD 5.2 million), Cundinamarca (USD 4.5 million), Nariño (USD 3.8 million) and Magdalena (USD 2.5 million).


In terms of distribution by business size:


  • Micro-enterprises: USD 7.5 million

  • Small businesses: USD 16.9 million

  • Medium-sized businesses: USD 5.1 million

  • Large businesses: USD 5.05 million


The sectors with the highest expected flow were:

  • Agribusiness: USD 34.2 million

  • Metalworking and other industries: USD 0.3 million

  • Fashion system (textiles, clothing, accessories): USD 0.16 million


Regarding international markets, South Korea and China accounted for approximately 94% of total commercial interest, followed by Japan, Australia, and Malaysia.


Impact and Results of the Colombia Pavilion at Expo

Beyond the direct references to the event, participation in Expo Osaka 2025 has yielded quantitative and symbolic achievements for the country:


  • The Colombian pavilion has received 1.3 million visitors to date.

  • In addition, after the Macrorrueda (Mega Round), USD 34.6 million in business prospects have been generated.

  • On average, between 5,000 and 6,500 visitors were served daily at the pavilion.

  • Over the months the pavilion has been open, more than 150,000 cups of coffee and 10 tons of lechona (suckling pig) have been served as part of the cultural experience.

  • For the operation of the pavilion, Colombia invested approximately USD 10 million, a modest amount compared to the cost of the Japanese pavilion, which amounted to nearly USD 200 million, according to official media.


Rural Development Agency EXPO OSAKA 2025
Rural Development Agency EXPO OSAKA 2025

These results show that, with an efficient strategy, the return on international promotion can be maximized even with moderate resources.


Sectors with the greatest appeal and lines of opportunity

According to official announcements and specialized press, the sectors that generated the most interest during the Macroround were:


  • Agribusiness and processed foods: frozen fruits, pulps, snacks, processed products.

  • Frozen avocado, blueberries, shrimp, and other seafood products.

  • Natural cosmetics, personal care products with Colombian ingredients.

  • Fashion, textiles, and apparel with design, identity, and added value.

  • Industry 4.0, innovation, and technology, such as technological components and services, also generated interest in investment rounds.


These lines represent strategic opportunities for Colombian companies that add value and innovation to take advantage of the window into Asian markets.



ProColombia
ProColombia

Identified Challenges and Recommendations


Although the results are positive, challenges and lessons also emerged that are worth highlighting:


  • Logistics, certifications, and phytosanitary regulations: Asian buyers demand high standards of quality, traceability, and regulatory compliance, which requires domestic exporters to adapt early.

  • Packaging and preservation: Especially for fresh or processed products, adjusting texture, moisture content, transport resistance, and presentation is key to being competitive in demanding markets.

  • Supply scalability: Some orders were placed in large quantities (for example, between 10 and 14 tons of coffee), so companies must evaluate whether they can scale production without missing deadlines or meeting standards.

  • Inter-institutional coordination: Centralizing monitoring, logistical support, and response management (samples, quotes, technical documentation) required smooth coordination between ProColombia, regional authorities, and local business leaders.

  • Financial sustainability and real returns: Although expectations are high, it will be important to monitor how many of these deals actually close and what real returns they generate in terms of invoiced exports.


Future Projections and Commitments


With the Expo closing in October and the consolidation of the contacts generated:


  • A roundtable for the pitaya sector is already planned for 2026, focused on strengthening alliances and exploring new developments.

  • Selected companies must follow up on the intentions generated, send samples, formulate quotes, and respond quickly to opportunities.

  • The promotion of the country brand "Colombia, The Country of Beauty" will continue as a differentiating factor, connecting cultural identity and competitive advantages in natural products, biodiversity, and added value.

  • Actual results are expected to exceed the event's expectations, consolidating Colombia as a relevant player for Asia in agribusiness, cosmetics, fashion, and technology.


The Expo 2025 Osaka International Macro-round represented a milestone for the Colombian export agenda: it generated more than USD 34.6 million in business prospects, mobilized multiple sectors in the country, and positioned the national offering for demanding Asian buyers.


However, true success will depend on companies' ability to turn these prospects into real business, adapt to international demands, and work collaboratively with the government to mitigate logistical and regulatory challenges.


This event reaffirms the importance of continuing to design internationalization strategies that link production with commercial diplomacy, taking advantage of spaces such as Expos to ensure Colombia continues to establish itself as an innovative, diverse, and competitive country.


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