Uruguayan wool captivated Japanese audiences with a sensory journey at Expo Osaka

At the Uruguay pavilion at Expo Osaka, wool, one of the country’s most characteristic products, was the star of a sensory and educational experience that surprised the Japanese public.

The proposal invited visitors to explore the fiber’s entire process, from its unprocessed state to the finished garment. Displays at different stages allowed visitors to touch, compare, and discover the work and quality underpinning Uruguayan wool’s reputation. A video projection accompanied the circuit, showing scenes from the rural world and the design collections of the participating brands. It was a way of narrating, with images and textures, the path that links tradition, care for the origin, and the designer’s vision.

What was planned as a brief activity—no more than 45 minutes—turned into a prolonged encounter that lasted over an hour and a half. The public lined up to enter and tour each stage of the circuit. At the same time, the staff team, including two Japanese assistants, enthusiastically committed themselves to telling the story behind each sample.

Given the public’s positive response, the wool exhibition will remain on display in the pavilion so that future visitors can continue to explore its process and unique characteristics. The stand staff will act as storytellers, keeping the history of Uruguayan wool alive throughout the exhibition.

This activity reinforced the positioning of national wool as a high-quality, sustainable, and traceable fiber in demanding international markets. The cycle continues in Tokyo with a boutique event scheduled for July 12 and 13 at Tefu Lounge in the Shimokitazawa neighborhood.

The experience will focus on the specialized press, buyers, and design students. Students from the University of Arts, Tama Art University, and Musashino Art University were invited to this event to bring the proposal closer to new generations of creators. The activity will include contemporary wool fashion pieces, virtual reality devices to deepen immersion in the Uruguayan textile universe, and a tasting of national wines organized by Uruguay Wine.

The activities are curated by Paula Delgado, founder of the Ound brand, and her representative in Japan, Yoko Iwasa. Both have designed a format for the Japanese audience, emphasizing the material, its traceability, and the human value behind each garment. Other brands participating in the cycle include Maria Kassler, Estancia Mendoza, Satori, Nido, Texturable, and Engraw, while Manos del Uruguay and La Pasionaria have also joined in Osaka.