Scotland at Expo Osaka 2025: Evaluation Report

Section 6: Scotland’s Activation Programme

The detail in this section provides key highlights of the programme of activity delivered across the agreed activation dates in the UK Pavilion at Expo Osaka and the associated trade missions in Osaka and Tokyo. Detailed content is provided at Annexes A to D.

April - Gaming

On 17^th April 2025 Scotland delivered its first Expo activation event focused on gaming & creative industries in partnership with Codebase. This Expo activity was supplemented by a Techscaler trade mission delivered in the week leading up to the activation event. The trade mission consisted of eight Scottish gaming start up studios and companies who undertook a range of key introductory engagements with Japanese counterparts based in Tokyo and Osaka.

The Expo activation day consisted of two morning panel sessions with key speakers and experts in the sector from both Japan and Scotland and an afternoon public facing gaming showcase which also included attending media. The days events were supported and by the Minister for Business & Employment, Richard Lochhead MSP who provided opening remarks and chaired a panel session.

Key Outcomes

• Participating companies have generated immediate export sales of £325,500 in the Japanese market
• Participating companies reporting forecast Japanese export sales over the next three years totalling £3.6m.
• Participants made 32 new connections, generated 15 leads, and secured 5 new contracts

April - Consumer Industries

On 17^th April in addition to the daytime Gaming Activation at Expo Osaka an evening Consumer Industries showcasing reception was held in the UK Pavilion. The Expo evening reception showcased 14 Scottish brands with welcome speeches delivered by Minister Lochhead and the Commissioner General for UK at Expo. Scottish musical performances were provided by The Association of Exiled Scots.

In tandem with the Expo activity a consumer industries mission of Scottish companies undertook a series of market briefings, visits, one to one buyer meetings and showcasing & networking receptions in Tokyo and Osaka between 14^th and 17^th April 2025. Market briefings and visits were supported by key in market stakeholders, Japanese consumer industry counterparts, Seafood Scotland and the Minister for Business & Employment, Richard Lochhead MSP. Some 45 one to one meet the buyer meetings took place with key industry players. The showcasing & networking reception in Tokyo was attended by over 100 guests with Minister Lochhead and HMA to Japan providing welcome speeches and musical entertainment provided by traditional Scottish musicians and a Japanese Taiko drumming group.

Key Outcomes

• Agreed deals with Japanese counterparts; secured listings in department stores; new leads generated; new and increased orders secured, product placement and sales in the UK Pavilion gift shop and produce on the UK Pavilion Café menu
• Participating companies reporting estimated forecast sales over the next three in excess of £7.6m
• Launch of a Scottish mackerel promotion in the Aeon Supermarket
• POTR and PekoeTea Edinburgh live selling and customer engagement at Ginza Loft.

June - Health Technologies

The Healthtech activation Day on 26th June at Expo Osaka delivered a series of panel sessions with key experts and speakers, including two in-market Global Scots, showcasing Scotland’s ageing and digital health capabilities and a subsequent evening reception which attracted over 100 high-ranking life science representatives from Kansai.

The activation event was supplemented by a trade mission delegation of six Scottish companies and seven speakers in Tokyo and Osaka for five days of engagement activity between 23^rd and 27^th June 2025 led by the Cabinet Secretary for Health & Social Care. The delegation engaged with Japanese industry stakeholders, accelerators, clusters, and government officials, helping to expand Scottish business networks and drastically increase understanding of the Japanese Healthtech market and market entry strategies while reinforcing Scotland’s growing reputation as a leading global Healthtech innovation partner.

Key Outcomes

• Participating companies reporting forecast sales of £9.4m over the next three years.
• MOU signed between one of the Scottish company delegates (Talking Mats) and their Japanese partner.
• Plans to explore collaboration/MOU with the Japan Health Ministry, specifically focusing on the mutual challenges Scotland and Japan share
• Development of an official SDI Japan Healthtech Trade Development Opportunity (TDO) to create new trade pipeline with plans to execute over the next two years.
• JETRO and SDI investigating a formal relationship through joint agreement or MOU to support companies to trade and collaborate in Japan.
• Securing of Canon Medical Edinburgh team’s long-term future through successful multi stakeholder meeting with Canon Inc. leadership from Japan.

September - Offshore Wind

On 18^th September we delivered Scotland’s final activation day at Expo Osaka where five Scottish companies in the offshore wind sector and four of Scotland’s ports and harbours participated in panel sessions showcasing Scotland’s offshore wind expertise from policy and government support to construction and maintenance. The ports and harbours took part in a pitching session to make connections that would support potential capital investment. A preview of an SDI commissioned documentary by TV Asahi highlighted the economic potential of growing the floating offshore wind sector in Japan and showcasing Scotland’s expertise supporting that ambition.

Between 16^th and 19^th September in Tokyo and Osaka trade mission events were delivered in the Ambassador's residence in Tokyo alongside a ministerial programme led by Cabinet Secretary Martin. This activity powerfully showcased Scotland’s world-leading offshore wind capabilities and reinforced its reputation as a trusted partner for Japan’s energy transition. The activation events and trade mission secured strong attendances and key engagements achieving highly positive feedback from Japanese stakeholders, industry, and media.

The participating companies in Tokyo and Osaka were;

• OEG,
• Eodex,
• James Fisher Renewables,
• Enerfloat and Energy Transition Zone.

The four ports and harbour represented were;

• Eyemouth Harbour Trust,
• Fraserburgh Harbour,
• Highland Deephaven,
• Orkney Islands Council.

Key Outcomes

• Strengthened relationships with Japanese investors and developers, with advanced discussions on capital investment for Scottish ports and infrastructure.
• New business leads for Scottish supply chain companies, with forecasted international sales already claimed.
• Participating companies reporting £2.5m of international sales over the next three years .
• Scotland positioned as a model for Japan’s offshore wind ambitions.
• High profile media campaigns raising Scotland’s profile in the Japanese energy sector.
• Hitachi announcing a £3 million Engineering Centre of Excellence in Glasgow, creating around 90 specialist roles to support the UK’s net-zero transition.
• MoU between Japan’s Floating Offshore Wind Technology Research Association and Scotland’s European Marine Energy Centre to collaborate on floating offshore wind technology.