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Publication - Independent report

Scotland at Expo Osaka 2025: Evaluation Report

Published
30 January 2026
From
Director of International Trade and Investment, +14 more … Cabinet Secretary for Climate Action and Energy, Cabinet Secretary for Constitution, External Affairs and Culture, Cabinet Secretary for Health and Social Care, Deputy First Minister and Cabinet Secretary for Economy and Gaelic, Director for Business and Better Regulation, Director of Digital, Director of Digital Health and Care, Director of Economic Development, Director of Energy and Climate Change, Director of Offshore Wind, Director-General Economy, Director-General Health and Social Care, Director-General Net Zero, Minister for Business and Employment
Directorate
International Trade and Investment Directorate, +6 more … Culture and External Affairs Directorate, Digital Directorate, Digital Health and Care Directorate, Economic Development Directorate, Energy and Climate Change Directorate, Offshore Wind Directorate
Topic
Business, industry and innovation, Economy, Energy, +2 more … Environment and climate change, International
ISBN
9781806437122

An evaluation report detailing the work undertaken in developing and delivering Scotland's programme of activity and engagement at Expo Osaka 2025 between April and October 2025, highlighting key outcomes achieved.

View supporting documents Supporting documents

Section 8: Marketing, Comms and Social Media

The detail provided here is a high level summary of the Marketing, Comms & Social Media Activity that supported the Scotland at Expo Osaka, Kansai 2025 programme.

Expo 2025 Osaka, Kansai provided opportunities to increase awareness of Scotland’s strengths and opportunities for mutually beneficial partnerships, with Japanese audiences. Scotland’s unique selling points were highlighted through in-country media engagement with 212 items of coverage across broadcast, print and online increasing reach in Japan.

This included top tier and B2B coverage on:

  • Yomiuri TV,
  • Mainichi Shimbun,
  • Nikkei Gaming,
  • Nikkei XTrend,
  • 4Gamer.net,
  • JIJI Medical,
  • Suisan Keizai,
  • Yomiuri Shimbun,
  • the New Energy Journal,
  • Wind Journal, and
  • Toyo Keizai.

To highlight Scotland's presence at Expo 2025 Osaka, Kansai, five new pages were created on the SDI website, including a Japanese translation of the landing page. Event highlights were also promoted internationally through SDI LinkedIn and ScotlandinJapan on X.

Throughout the full six months a joined up approach to branding and messaging underpinned Scotland’s programme at Expo Osaka Kansai, creating visual unity and impact through the consistent use of the Scotland brand marque. A series of themed films were created as part of Scotland’s Activation Days to showcase Scotland’s innovation credentials and delivery capabilities in the Space, offshore wind and life sciences sectors and these were also championed through the UK Pavilion’s interactive digital Visitor Journey.

Contact

Email: robert.logan@gov.scot

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