Scotland at Expo Osaka 2025: Evaluation Report

Section 1: Executive Summary

Expo 2025 Osaka took place between 13 April and 13 October 2025 and marked Scotland’s second significant participation at a World Expo after Expo 2020 Dubai. As a sponsoring partner of the UK Pavilion, Scotland delivered three themed activation days focused on showcasing Scottish businesses innovation and expertise in gaming & consumer Industries, health technology and offshore wind sectors. These were supplemented by wider company trade missions and ministerial engagement programmes in Tokyo and Osaka to progress collaborations and mutually beneficial trade and investment opportunities with Japanese counterparts.

Key Outcomes

Scotland’s activation days were well attended and attracted significant media coverage. Participating Scottish companies have also enjoyed positive outcomes based on Scotland’s activity in Japan:

• Forecast export sales with Japan over the next three years in excess of £23m reported by Scottish companies as a direct result of their participation in Scotland’s Expo programme.
• Strengthened relationships and advancement of capital investment work with Japanese investors and developers for Scottish ports and infrastructure.
• MoU’s agreed and planned with Japanese healthcare companies and ministries, as well as to support Scotland / Japan collaboration in offshore wind technology.
• Increased wider promotion of Scotland in Japan through 212 items of international media coverage across all activation days including broadcast, print and online channels.
• Attracted audiences and guests of more than 550 people to Scotland’s activation day events and evening receptions.

Government Engagement

The ministerial programmes strengthened government relations between Scotland and Japan. Over the six months, ministers met with key Japanese health and economy ministries in addition to Japanese space and trade agencies. As a prelude to Expo Osaka, Scotland’s First Minister welcomed the UK’s Japanese Ambassador on his first official visit to Scotland, alongside several key Japanese investors. The Ambassador was also a guest of honour at our Expo launch event at Scotland House, London.

UK Programme

The Sponsorship contract allowed for integrated Scottish content and participants within the UK’s programme. Over the six months, Scottish, companies, panellists, products and marketing content appeared in various elements of the UK Programme. Key highlights are captured in this report.

Scotland’s Trade & Investment Envoy

Stephen Baker, Scottish Government Trade and Investment Envoy to Japan, played a pivotal role; presenting activation day events, supporting ministers on the ground and provided experienced advice as part of the project steering group. Stephen has reflected on Scotland’s Expo programme and recommendations for a post Expo legacy:

“Team Scotland delivered a well-executed programme at Osaka Expo 2025 with strong collaboration across partners, impactful in-market activity, and positive ministerial participation adding authority to engagements and reinforcing Scotland’s ambitions to transform relationships with Japan. Outcomes were strongest where the Scotland team in Japan had sufficient preparation time to brief both sides, align expectations, and design strategic and productive meetings that allowed for realistic outcomes to be achieved.

While Expo participation was a positive for Scotland this activity alone does not generate long-term results. Greater legacy impacts can be achieved in Japan by focusing on early collaboration with the in market team to define clear objectives that will shape tailored ongoing engagement. Assigning a dedicated Programme & Legacy Lead within the Japan team would support coordinated planning, market input, shape agendas, and drive legacy activity over the year following the Expo event. In addition, given Japan’s strategic importance, establishing a permanent market & communications role would strengthen ongoing trade & investment outcomes.”

Future Expo Participation

Expo 2025 Osaka again showcased the effectiveness of the Team Scotland approach, delivering a range of event highlights, media coverage, key connections, and positive outcomes that have demonstrably supported our objectives for participation. Future Expo participation should be evaluated on a case by case basis and only if UK Pavilion sponsorship is seen as cost effective and provides scope to progress Scotland’s values and priorities with the host nation.