Uruguay Pavilion at Expo Osaka 2025 surpasses 1.5 million visits and offers a diverse cultural program

The Uruguay Pavilion at Expo Osaka 2025 has just surpassed 1.5 million visits, establishing itself as one of the most visited spaces at the world exhibition. Since opening in April, it has already welcomed over 8 million attendees.

Behind these numbers lies a carefully designed strategy that combines tradition, innovation, and universal values to connect with Japanese and global audiences.

On June 17, Uruguay celebrated its National Day with an official ceremony and a musical performance. Authorities from Japan and Uruguay participated, including the Minister of Livestock, Agriculture, and Fisheries, Alfredo Fratti. The event concluded with a performance by Hugo Fattoruso and the Quinteto Barrio Sur, joined by candombe musicians Mathías and Wellington Silva. The musical journey spanned the history of tango, milonga, and candombe, deeply resonating with the local audience.

In addition, the Uruguayan delegation, composed of national authorities and private sector representatives, played a key role in this milestone. Their presence reinforced the country’s institutional image and helped attract Japanese counterparts, business leaders, public organizations, and industry professionals to the pavilion, generating opportunities for exchange and expanding the pavilion’s reach.

The pavilion agenda also featured an exhibition on Uruguay’s video game industry, which brought together seven national studios under the brand Uruguay Video Games. With games localized explicitly for the Japanese market and available for immediate download via QR code, the display attracted visitors of all ages, including experts in the field.

Another highlight was the tribute to Carlos Gardel, held on June 24 to mark the 90th anniversary of his passing. The one-day event drew more than 23,600 visitors and featured the screening of exclusive audiovisual content and iconic imagery and the distribution of commemorative pins inspired by tango, a UNESCO Intangible Cultural Heritage.

In a more family-oriented setting, the award-winning short film Los Carpinchos screening by Uruguayan artist Alfredo Soderguit also created a strong connection with Japanese audiences. Based on a book translated into 17 languages (including Japanese), the film tells a touching story about empathy and coexistence. Local schoolchildren received it exceptionally well. Japanese-language copies of the book were given away as part of the event, further strengthening the cultural bridge between the two countries.

The pavilion’s agenda also included space for memory and human rights. On May 20, Uruguay commemorated the National Day for Human Rights with cultural and audiovisual activities that honored those who were detained and disappeared during the civic-military dictatorship (1973–1985). The event included the screening of documentaries and the symbolic distribution of daisies as a gesture of remembrance and hope.

With over three months of the exhibition still ahead, Uruguay aims to continue attracting visitors and reinforcing its presence as a reliable and creative partner in the heart of Asia. The country continues to affirm the power of culture, trade, and public diplomacy as strategic tools to open doors and build lasting relationships.