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Participating in a World Expo, why does Belgium choose to do so?

Belgium's motivation for participating in Expo 2025 Osaka

On 28 November 2021, Belgium announced its participation in Expo 2025 Osaka. In 2025, Belgium will again be responsible for building a Belgian pavilion and developing a content-rich exhibition highlighting Belgium's best points. Why does a country choose to participate in a World Expo? 

Belgium and the BIE

Belgium is one of the founding member states of the Bureau International des Expositions (BIE), which means that Belgium has participated in World Exhibitions and other International Exhibitions for many years. Belgium not only participates in the exhibitions organised under the jurisdiction of the BIE but has also organised several expos in the past. Of these, the 1958 World's Fair is probably the most famous. 

The audience of a World's Fair

Who visits such a World's Fair? There is a very simple answer to that question: everyone. A World Expo attracts a very wide audience from tourist visitors to families to business people and many more. Each of those visitors is looking for something different: emotions, excitement, information, making connections, networking, and so on. Each participating country does its utmost to give visitors exactly that in their pavilion. 

The Purpose of World Exhibitions

The purpose of World Exhibitions has been shifting in recent years. Where it began as an opportunity to showcase the current state of industrial and scientific progress, the focus is now increasingly on the branding of countries and impressing and entertaining visitors. Nowadays, it is equally important to present all parts of Belgium as a country and uphold its image as an ideal partner on several fronts.

Indeed, Belgium has many strengths: the quality of life is high; our country possesses the necessary know-how to develop cultural as well as scientific projects; our unique ecosystem focuses on progress... The Belgian pavilions, therefore, reflect Belgium and all its components. In addition to the aforementioned strengths, the opportunity will be used to promote Belgium through its classic, world-famous specialities, such as Belgian chocolate, Belgian beer, and other gastronomic and complementary specialities. 

Why is Belgium participating in Expo 2025 Osaka?

World exhibitions offer an opportunity to put Belgium on the map and increase knowledge about our country worldwide. The complete visitor experience has become more and more important in recent years. That means participating countries have to provide an engaging experience, both offline and online. This instantly creates the perfect opportunity to establish collaborations between different countries and regions. The whole experience must be exactly right for the visitor, whether he or she is present virtually or physically, or attending the expo as a tourist or a professional. 

Belgium and its entities have listed several objectives for Expo 2025. These objectives were crucial in the decision to participate. The objectives are as follows: 

  • improve knowledge about our country and our strengths;
  • create opportunities for our companies, our industry, and the scientific community;
  • invite and attract foreign visitors and investors to Belgium;
  • strengthen our foreign agenda, working with other countries/regions in areas of common interest;
  • provide a 'total and coherent' experience for visitors, both online and in the physical pavilion, allowing visitors to 'experience' Belgium and all its components. 

The theme of Expo 2025 Osaka

The main theme of Expo 2025 Osaka is 'Designing Future Society for Our Lives'. That theme was then divided into three sub-themes: 'Saving Lives', 'Empowering Lives', and 'Connecting Lives', where Belgium will focus on 'Saving Lives'. 

Why did Belgium choose 'Saving Lives'? 

The 'Saving Lives' theme allows for creating a broad picture of many of Belgium's strengths. It is an opportunity to tell the story of the innovative nature of our companies, our significant investment in research and development, and our successes in healthcare, biotechnology, pharmaceuticals, waste treatment, and recycling, as well as public health and social and working conditions.


This specifically means that Belgium will focus on the following UN Sustainable Development Goals or SDGs: 

  • Health and Wellbeing,
  • Gender Equality,
  • Decent Work and Economic Growth,
  • Industry, Innovation, and Infrastructure,
  • Sustainable Cities and Communities and
  • Responsible Consumption and Production. 

Wondering what this means for the concrete details of Belgium's participation in Expo 2025 Osaka? Keep an eye on our website and social media to follow developments! 

Yesterday, on 13 April 2023, the countdown calendar shrank a bit. It is now only exactly two years to go before the doors of the expo open to the general public. Exciting! Over the next two years, BelExpo will take you behind the scenes to witness the progress of the preparations up close!