Scotland at Expo Osaka 2025: Evaluation Report

Section 2: Background to Scotland at Expo Osaka

Due to the success and outcomes achieved at Expo 2020 Dubai, we accepted the invitation from the UK’s Department for Business and Trade (DBT) to be a sponsoring partner of the UK Pavilion at Expo Osaka, Kansai 2025. Drawing on the “Team Scotland” ethos, we worked in collaboration with Scottish Development International (SDI) and key internal and external partners to develop and deliver a programme of three themed activation days on various dates across the six months of the event. The focus of the activity was defined by overarching objectives to:

• Transform Scotland’s diplomatic and business connections with Japan in the same way that Expo Dubai worked for our progressive relations with the UAE;
• Change perceptions of Scotland in Japan and ensure we are seen as an attractive place to do business, trade and invest with; and
• Support Scottish businesses develop and deepen connections by showcasing their expertise and innovative products and services of specific interest to the Japanese market.

Working with Team Scotland partners the Scottish programme focused on sectoral themes of key importance to both Scotland and Japan and agreed dates of delivery with DBT that would provide the optimum opportunities for exposure and engagement aligned to wider Expo & UK themed activity:

• 17 April 2025 - Gaming and Consumer Industries
• 26 June 2025 - Health Technologies
• 18 September - Offshore Wind

A Japan based Project and Programme manager was recruited to provide vital understanding of the Japanese market and priorities as well as being a key liaison between the Scottish Government domestic team and both DBT and SDI in Japan. Senior oversight was provided by a steering group consisting of senior level Scottish Government and SDI officials alongside our Japan Trade & Investment Envoy. This provided vital high-level guidance and authorisation where needed on programme development and delivery.

DBT appointed a sponsorship manager to provide key support and liaison to the UK and wider Expo programmes where needed and ensured Scotland’s activity was delivered in accordance with the terms of our sponsorship agreement. This support also provided a vital conduit to our ability to work effectively with the contracted event management company, Bray Leino.

On 12 February 2025, a networking reception was held in Scotland House London to officially launch Scotland's programme for Expo. The event was hosted by the Minister for Business & Employment, Richard Lochhead MSP and was supported by the attendance of the Japanese Ambassador to the UK and over 80 invited guests, including representatives from domestic media.