Japan: The UAE Pavilion concluded its participation at Expo 2025 Osaka as the most visited national pavilion, welcoming a combined total of more than five million visitors over six months and securing its place as one of the Expo’s defining success stories. Through its theme, "Earth to Ether," the Pavilion embodied the UAE’s vision of collective progress, where culture, innovation, and sustainability converge to empower life on Earth and beyond.

A living expression of connection and collaboration
From April 13, 2025, to October 13, 2025, the Pavilion stood as a symbol of how heritage and innovation coexist to inspire the future. Every detail reflected the UAE’s belief in progress through connection, from immersive exhibitions and action-inspiring programming to an architectural dialogue between Emirati heritage and Japanese craftsmanship. The result was a powerful manifestation of the UAE-Japan partnership - grounded in shared respect for culture, creativity, and the human spirit.

Reflecting on the Pavilion’s journey, His Excellency Shihab Alfaheem, Ambassador Extraordinary and Plenipotentiary of the United Arab Emirates to Japan and Commissioner General of the UAE Pavilion at Expo 2025 Osaka, said that the Pavilion became more than a structure; it became a meeting point of values and aspirations. “Every guest who entered helped write a shared story of dialogue, discovery, and collective progress,” he said. 
“Our return to Osaka after 55 years was both symbolic and purposeful. It reaffirmed the deep friendship between the UAE and Japan and demonstrated how shared imagination can create meaningful change. It also showcased our progress as a nation from our first participation in 1970 till today. The Pavilion’s success belongs to every partner, team member, and visitor who carried our message of connection and possibility from Earth to Ether. Our leadership’s vision to participate in our first Expo in Osaka 1970 saw us come back full circle to this successful participation in Expo Osaka again in 2025,” he added.

Millions of visitors, one shared journey from Earth to Ether

Over six unforgettable months, the Pavilion welcomed 5,061,088 visitors in total , including 4,930,645 physical guests, 113,443 website experience visitors, and more than 17,000 Expo virtual visitors. Each visitor embarked on  a multisensory journey from Earth to Ether, discovering the UAE’s values of innovation, openness, and collaboration expressed through storytelling that intertwined art, technology, and humanity.
The Pavilion’s impact extended far beyond visitor numbers. The Pavilion’s seamless operations and warm hospitality earned exceptional satisfaction ratings in daily visitor surveys throughout its six months at Expo 2025 Osaka.

Youth Ambassadors at the heart of the pavilion’s story

At the heart of the Pavilion’s success were its 46 Youth Ambassadors, who reflected the spirit and story of the UAE throughout the six months. These young representatives brought to life the Pavilion’s values of optimism, openness, and shared purpose, creating meaningful connections with visitors from around the world. Through their interactions with visitors and their leadership in the Pavilion’s Youth Ambassador Takeover events, they brought the UAE’s story to life, reflecting the nation’s investment in its next generation of global citizens and cultural ambassadors. Their warmth, enthusiasm, and storytelling helped create the emotional connection that so many visitors remembered long after their visit.

A platform for dialogue, collaboration and cultural exchange

Behind its success was a series of landmark diplomatic and cultural engagements. Over six months, the Pavilion hosted 583 VIP visits representing 73 countries, including 88 Tier 1 delegations composed of heads of state, ministers, and senior decision-makers. 
Distinguished guests included His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai; His Highness Sheikh Khaled bin Mohamed bin Zayed Al Nahyan, Crown Prince of Abu Dhabi; His Highness Sheikh Ammar bin Humaid Al Nuaimi, Crown Prince of Ajman; His Excellency Dr Sultan bin Ahmed Al Jaber, UAE’s Minister for Industry and Advanced Technology and Special Envoy of the UAE to Japan; and Her Imperial Princess Takamado of Japan, reflecting the Pavilion’s stature as a global platform for dialogue. 

It also became a hub for economic and cultural exchange, hosting ministerial meetings, MoU signings, and forums such as the Abu Dhabi Investment Forum, InvestUAE Workshop, and Business Connect Tokyo, all aimed at deepening partnerships in innovation, sustainability, and investment.

Beyond diplomacy, the Pavilion became a stage for creativity and discovery. Its six-month programme featured more than a hundred events across 260 sessions, attracting over 68,000 attendees and 270 speakers. Each event was thoughtfully curated to reflect the Pavilion’s five thematic pillars of culture, sustainability, healthcare, space, and diplomacy. 
Partners in purpose: Reflecting the UAE’s national story of progress
The Pavilion’s success was strengthened by its four Official Partners: ADNOC, PureHealth, Space42, and the Department of Culture and Tourism – Abu Dhabi, each representing a core pillar of the Pavilion’s story.

Omran Rashid Taryam, Director, ADNOC Marketing International (Japan), said: “ADNOC has a deep and longstanding partnership with Japan and we were pleased to celebrate more than six decades of cooperation across energy, low-carbon solutions and advanced technology at the UAE Pavilion - the most visited country pavilion at Expo 2025 Osaka.”
Shaista Asif, Group CEO of PureHealth said: “As a Catalyst of Healthcare driving innovation and wellbeing, PureHealth is proud to have supported the UAE Pavilion on the global stage at Expo 2025 Osaka. The UAE Pavilion embodies the spirit of our nation, grounded in connection, compassion and a shared responsibility to improve lives everywhere. We are honoured to have represented the UAE in championing a healthier, more connected world, reinforcing our role as a convenor of ideas and a catalyst for collective advancement for future generations.”

Sulaiman Al Ali, Chief Commercial Officer at Space42 shared: “Space42 was honoured to collaborate with the UAE Pavilion, as the official partner for the “Explorers of Space” pillar, to showcase the nation’s technological innovation. Through the partnership, we highlighted capabilities across satellite communications, geospatial analytics, and artificial intelligence. Together, we advanced engagement with Japan’s space tech ecosystem, in reflection of the UAE’s enduring commitment to knowledge sharing and global cooperation. These values resonate deeply with Space42, as we explore new frontiers of innovation.”

Rita Aoun, Executive Director of the Culture Sector at the Department of Culture and Tourism - Abu Dhabi said: “As Custodians of Culture, DCT Abu Dhabi was proud to bring Emirati heritage to a global audience. The Pavilion celebrated cultural continuity and connection, uniting Japan and the UAE through artistry, craftsmanship, and shared values.”

Showcasing innovation, celebrating culture

In collaboration with its main partners, the Pavilion presented a series of thought-provoking events that explored sustainability, healthcare innovation, and space exploration, from ADNOC’s showcase of future-ready energy solutions to PureHealth’s dialogue on longevity and wellness, and Space42’s interactive experience on the UAE’s expanding role in space technologies.

Cultural activations by the Department of Culture and Tourism – Abu Dhabi brought Emirati heritage to life through traditional performances such as Al Ayyala and artisanal workshops in sadu, and khoos crafts, creating authentic connections between visitors from Japan and the UAE. Complementing this, the International Centre for Culinary Arts (ICCA) hosted “Flavours of the UAE”, a series of culinary showcases that celebrated the nation’s rich food heritage and Emirati hospitality.

Visitors witnessed innovation in action through the Next Generation Firefighting Drone SUHAIL showcase by the Abu Dhabi Civil Defence Authority. They joined the UAE–Japan Women’s Friendship Committee meeting with Her Excellency Dr Maitha bint Salem Al Shamsi, UAE’s Minister of State, and heard Her Highness Shaikha Dr Shamma bint Mohammed bin Khalid Al Nahyan, Chairperson of the Sheikh Mohammed Bin Khalid Al Nahyan Cultural and Educational Institutions, speak on cultural and social sustainability.
The Pavilion also hosted His Excellency Dr Sultan Al Neyadi, UAE Minister of Youth and astronaut, whose “Beyond the Horizon” series captured the spirit of exploration that defines the nation’s ambitions.

A culinary and retail experience that connected cultures

The Pavilion’s hospitality spaces became experiences in themselves. Its restaurant welcomed 179,943 guests and served more than 258,000 meals and beverages, including 57,588 bento boxes and 64,829 servings of Camel Milk & Rahash and Toasted Pistachios. Signature favourites such as the Lamb Ouzi and Dajaj Machboos (Grilled Chicken) presented authentic Emirati flavours in a style inspired by Japanese dining traditions, creating an unforgettable culinary encounter. 
The Pavilion’s retail area also thrived, recording 61,436 transactions and 96,045 items sold. Visitors took home memories in the form of sustainable merchandise, including date palm-paper, notebooks, handcrafted Plypalm accessories, and artistic designs by UAE creatives such as Gassah Studio, all reflecting the Pavilion’s ethos of creativity with responsibility.
Global recognition for design and experience
Global recognition soon followed. The UAE Pavilion received the BIE Bronze Prize for Architecture and Landscape, the World Expo Award for Best Staff, and an Honourable Mention for Best Sustainable Design. It also earned the World Expolympics Bronze for Best Large Pavilion. 

Each accolade stands as a tribute to the creativity, collaboration, and craftsmanship that defined the UAE’s participation, underscoring its ability to set global benchmarks in design, storytelling, and experience.

A legacy that lives beyond the Expo

As Expo 2025 Osaka drew to a close, the UAE Pavilion ended its journey not with finality but with fulfilment. It was a space where architecture became emotion, where culture became connection, and where imagination became legacy. Its success reflected the UAE’s unwavering belief in dialogue, innovation, and collective progress. From Earth to Ether, the Pavilion told a story that will continue to inspire, one of a nation that connects the world through ideas, culture, and shared purpose.