Uruguay presented positive results from Expo Osaka 2025 and announced its participation in Expo Riyadh 2030

At a conference that brought together government authorities, private-sector representatives, and key foreign-policy actors, the Ministry of Foreign Affairs and Uruguay XXI presented the results of Uruguay’s participation in Expo Osaka 2025—a project that increased the country’s visibility in Asia and deepened bilateral ties in trade, investment, culture, and public diplomacy.

The presentation was delivered by Minister of Foreign Affairs Mario Lubetkin; Uruguay’s commissioner for Expo Osaka 2025, Benjamín Liberoff; and the executive director of Uruguay XXI, Mariana Ferreira, who emphasized the scope of a comprehensive strategy developed over more than two years of inter-institutional work.

Also speaking were Minister of Livestock, Agriculture, and Fisheries Alfredo Fratti; Undersecretary of Tourism Ana Claudia Caram; Deputy Director of Uruguay XXI Martín Mercado; and Country Brand Manager Larissa Perdomo. Throughout the meeting, speakers reviewed the main milestones of Uruguay’s participation, including the official agenda in Osaka and parallel meetings in Tokyo with companies, multilateral organizations, and Japanese authorities. Representatives of the Japanese Embassy in Uruguay, UNDP, and institutional sponsors also attended.

The foreign minister highlighted the success of Expo Osaka 2025 and attributed it to the combined efforts of the public and private sectors, international organizations, and the Uruguayan community in Japan. “We built this result together. It was essential to reflect on what had been done, because these processes do not end with a single event—they continue, projecting and strengthening the country,” he said.

He also underscored the strategic importance of Asia for Uruguay. “It is a dynamic region that is crucial for our future. Uruguay found an extraordinary opportunity there to affirm its identity, its agri-food leadership, and the depth of its relations with a partner with more than 100 years of shared history,” he added.

“What we built in Osaka was a true model of public-private coordination,” he continued. “It was not easy, but it was successful: ministers, parliamentarians, companies, local governments, and agencies worked with the same spirit. That model will continue to guide us, because the Expo is not an isolated event—it is a continuous process and a powerful tool for promoting the country.”

According to Ferreira, “this experience once again demonstrated that Uruguay is a stable, democratic country that values dialogue. The work carried out at World Expos transcends governments and political parties; it is a collective effort that projects the country beyond political cycles.” Mercado added: “Working in one of the most geographically distant places in the world for Uruguay was a huge challenge, but also an opportunity: we managed to position our products and our identity thanks to a coordinated effort.”

The event also served to announce Uruguay’s participation in the next World Expo, Expo Riyadh 2030, a venue the country considers essential for strengthening its presence in the Gulf region—a market with strong economic dynamism and growing demand for food, technology, and innovation. In this context, the authorities explained that the “Osaka model” will now serve as a framework for long-term, anticipatory international work.

A global showcase for the country

Between April and October 2025, Uruguay presented a proposal in Osaka based on innovation, sustainability, and quality, aligned with the Expo’s official sub-themes: Saving Lives, Connecting Lives, and Empowering Lives.

The national pavilion received 3,882,800 visitors, averaging 22,000 people per day—more than Uruguay’s total population—making it the most visited Latin American pavilion, according to Country Brand Manager Larissa Perdomo.

The strategy included more than 150 audiovisual presentations, a permanent contemporary art exhibition, cultural activations such as Human Rights Day, the Maracanazo commemoration, and a tribute to Carlos Gardel, as well as the participation of key sectors: beef and sheep meat, wine, wool, video games, audiovisual production, digital innovation, logistics, tourism, and education.

The pavilion was visited by high-level authorities, including Her Imperial Highness Princess Takamado of Japan, heads of state, and official representatives from more than twenty countries, reinforcing Uruguay’s diplomatic profile.

On June 17, Uruguay celebrated its National Day with a public-private delegation led by Minister Alfredo Fratti. The official ceremony and artistic performance by Hugo Fattoruso drew more than 450 attendees, including BIE representatives, high-ranking Japanese officials, and international delegations. The day’s agenda included meetings with the Japanese government, business seminars with JETRO, and promotional activities showcasing Uruguayan meat and wine for more than 100 invited guests. The performance received coverage in Japanese and European media, strengthening Uruguay’s cultural projection abroad.

Diplomatic and economic results

The mission advanced sanitary approvals for agricultural products, deepened cooperation in clean energy, logistics, and rail transport, and created new business opportunities for exporters and institutions. Uruguay established more than 370 qualified contacts with Japanese companies, international organizations, and delegations from over forty countries, expanding its strategic network in the region. Progress was also made in sanitary access for boneless sheep meat and sheep tongue—long-standing requests still under technical review.

Another key result was the signing of a Memorandum of Understanding with Spirit Slovenia to promote new opportunities in cooperation, trade, and investment. Uruguay also strengthened ties with JICA, IDB, ALIC, MOFA, and the Port of Osaka across areas such as port logistics, infrastructure, applied innovation, and productive development. In addition, Uruguay took part in more than 70 National Day ceremonies of other countries, broadening its institutional presence and diplomatic networks.

“The experience showed that Uruguay has great capacity to reflect what is happening in the country and share it with the world. From cultural tributes to public-sector content translated into Japanese, we built a presence that engaged with Japanese society and opened a path for future exhibitions,” concluded commissioner Benjamín Liberoff.

A platform for the future

The conference closed with a positive assessment of the project, highlighting results that support new trade missions, reinforce Uruguay’s presence in Asia, and consolidate the Country Brand in Japan. Uruguay is now entering a phase of capitalizing on these ties, with a focus on investment, tourism, innovation, and opening new sectors to the Japanese market. The experience in Osaka confirmed Uruguay’s ability to present itself as a reliable, innovative, and sustainable partner and set the groundwork for its participation in Expo Riyadh 2030.