Delegation praised Uruguay's presence at Expo Osaka and announced new official mission

Representatives of public agencies, private companies, and members of the official delegation that traveled to Japan in June met to hear and evaluate, firsthand, the progress of Uruguay's presence at the Osaka 2025 World Expo. The meeting was convened by the management of Uruguay XXI's Country Brand and Uruguay's commissioner at the Expo, Benjamín Liberoff, with the aim of sharing the results of what has been achieved and planning for the future.

At the opening, the deputy executive director of Uruguay XXI, Martín Mercado, welcomed everyone and highlighted the value of the event as a meeting point. “Four months of the Expo have already passed and we have two left. It has been an intense and diverse agenda. We are interested in hearing about the experiences of those who participated and answering the questions of those who will join us in the coming months,” he said, inviting an open exchange of opinions and suggestions.

A balance sheet full of achievements

The presentation of results was given by the Country Brand Manager, Larissa Perdomo, who reviewed an “intense and diverse” agenda that combined diplomacy, culture, and business.

“Many of you were in Japan, others were not, but you made these events and meetings possible. National Day allowed us to show Uruguay in all its potential: from the official ceremony with top Japanese officials to the cultural show with Hugo Fattoruso, Albana Barrocas, and C1080, which thrilled the audience in Osaka,” she said.

Perdomo explained that the delegation—composed of 34 people, half from the public sector and half from the private sector—participated in a seminar with 60 Japanese businesspeople, organized a promotional cocktail party with Uruguayan meats and wines for more than 20 international delegations, and held strategic meetings such as the meeting with Oji Holdings, a forestry investor in Uruguay.

“We signed an agreement with our counterpart agency in Slovenia and held meetings in Tokyo with JETRO, IDB, and JICA, expanding our opportunities for cooperation and business,” he said.

Experiences and results

The testimonies of those who attended painted a positive picture. Soledad Martínez, from the Ministry of Foreign Affairs, praised the work and quality of the activities. “The balance is 100% positive and there was not a single negative comment in our embassy's report,” she said.

From the Ministry of Livestock, Andrés González emphasized that the visit generated a concrete result in terms of cooperation in aquaculture. “In the current state of the fishing sector, this is very good news,” he said.

Waverley Tejera, national director of Rail Transport at the Ministry of Transport and Public Works, focused on logistics. “We managed to forge very interesting links with different entities in Japan's logistics sector, which is a real powerhouse, above all due to its efficiency and strategic location as a gateway to Southeast Asia,” he said.

Tejera highlighted the establishment of links with authorities at the port of Osaka, railway, transport and freight companies, as well as with government agencies in Tokyo. He stressed that these contacts will enable greater exchange of information and open up opportunities for cooperation with local actors. He considered that, due to their exceptional nature, such opportunities “should not be missed” and that the country, within a framework of public-private cooperation, should take full advantage of them. He also invited others to join the next mission, convinced that “it can be very beneficial for everyone.”

On behalf of public television, Sergio Silvestri appreciated the opportunity to be on the ground. “It is very difficult for any Uruguayan media outlet to travel to such a distant country. We were able to see the Expo live and we are going to produce a special program on Japan that will show what could not be broadcast at the time,” he said. “In particular, I would like to thank Uruguay XXI for making it possible for Uruguayan television, in this case public television, to be present,” he added.

From the private sector, the representative of CASMU highlighted that the mission was key to accelerating strategic innovation projects in health. She also noted that contacts were made with the IDB to finance initiatives and that ties with Uruguayan and Japanese companies were strengthened. She emphasized that events such as Expo Osaka are valuable because they allow for the establishment of relationships that generate concrete benefits and opportunities for long-term cooperation.

For his part, physician and entrepreneur Andrés Álvarez highlighted that the mission became a springboard for his global health ventures. “Thanks to Uruguay XXI, I opened new doors in Japan for projects in bio-sustainability, artificial intelligence, and medical training with virtual reality. The most valuable thing is that these events generate real links and job opportunities for Uruguayan professionals in a market as demanding as Japan's,” he said.

Next mission: tourism and twinning

The closing remarks were given by Benjamín Liberoff, who reinforced the strategic vision behind the presence in Osaka.

"There is historical continuity in our relationship with Japan. This year marks 100 years of cooperation, and positioning ourselves in Asia—where 40% of the world's population lives—is no small feat. The Uruguay pavilion has already exceeded two million visitors," he said.

Liberoff announced that a new official mission will take place from September 23 to 27, led by the undersecretary of tourism, Ana Claudia Caram, and the mayor of Canelones, Francisco Legnani. The agenda will include tourism promotion activities and the start of the twinning process between Canelones and Osaka, led by Legnani.

“Twinning is a long process, but it is key to building trust and carrying out concrete projects that transcend the Expo. It is not just about showing ourselves, but about leaving solid links that generate real benefits for the country,” concluded Liberoff.