Pakistan is participating in Expo 2025 Osaka from 13 April to 13 October, 2025, alongside 161 countries and 25 international organisations. This global event offers an opportunity to showcase Pakistan’s innovation, culture and economic potential, building on the tremendous success of its Pavilion at Expo 2020 Dubai, which attracted over 1 million visitors and earned widespread acclaim for its vibrant display of culture and opportunities. — Official press release.
Nurturing a culture requires decades—and in some instances, centuries— to project what a nation or civilisation has to offer the world at large. For a relatively new state like Pakistan, the wonders it achieved in arts, music and fashion allowed it to claim its place on the global stage. In terms of showcasing culture, its diplomatic missions abroad have worked round the clock over the years with movers and shakers from all walks of life in major world capitals and financial hubs gracing events that make Brand Pakistan unique. Whether it is the halls of the UN General Assembly in New York or the swankiest hotels across Europe and Asia, the country’s representatives have done well to promote what is colloquially dubbed soft power.
Significant opportunities have arisen in expos across major global hubs for enhancing trade ties and public diplomacy. One such case is the ongoing Expo 2025 Osaka where the Pakistan Pavilion has become one of the foremost points of interest for visitors and enthusiasts alike. Curated by celebrated visual artist Noorjehan Bilgrami, who previously worked on the country’s presentation at Expo 2020 Dubai, the pavilion features pink rock salt structures and art that mesmerises audiences through the lens of geological and urban history, spanning eons with moments of serenity.
The chosen theme ‘Universe in a Grain of Salt’ is part of the expo’s broader philosophical direction for an interconnected world with minimalism, wellness and heritage playing a crucial role in the design. As a prominent global supplier of pink rock salt, Pakistan has managed to place itself at the crossroads of trade. This itself speaks volumes of its success to promote Brand Pakistan.
The country’s now-retired top diplomat, Ambassador Raza Bashir Tarar, had the honour to inaugurate the pavilion back in April as one of his last assignments in Japan, in close coordination with Muhammad Naseer, the project director behind the widely acclaimed event. In a telephonic conversation with me, Ambassador Tarar highlighted the immense popularity of the Pakistan Pavilion and its importance as a mirror for Islamabad’s increasing soft power in a globalised society. He added that the Japanese leadership including His Imperial Highness Crown Prince Fumihito, Prime Minister Shigeru Isiba and Osaka’s Governor Hirofumi Yoshimura have been nothing but entirely supportive in the cause.
He further pointed out that the purpose of showcasing the pavilion is not only to project soft power but to provide an immersive experience for visitors who can blend in the serene environment in real time by walking barefoot. From an emotional perspective, this event has been a parting gift for his diplomatic services to the Foreign Service of Pakistan (FSP) which makes it quite special for him and his family.
Whereas, Project Director Naseer informed me that the pavilion remains one of the most visited spots at the expo amongst those in Category C, given its originality (Category C is a shared space reserved for countries who either have smaller budgets, or are participating for the first time). From school children and businessmen to diplomats and other dignitaries, visitors have truly been thrilled and delighted.
In a broader sense, Islamabad managed to tell the world that it is open for business and tourism opportunities despite some of the hurdles it faces in terms of geopolitical tensions and possibility of a global trade war between Washington and Beijing. Therefore, let’s not forget that the world is interconnected via cultural assimilation and trade for thousands of years and Expo 2025 Osaka is where Pakistan shines in all its glory.
Images courtesy Pakistan Pavilion, Expo 2025 Osaka.
Hassan Khan is a journalist turned entrepreneur who loves travelling, immersing in pop culture and writing on things that matter in his spare time. An alumnus of King’s College London, he can be reached at [email protected] and followed on X @mhassankhan06
