Telling Europe’s Story at Expo 2025 Osaka
At Expo 2025 Osaka, the European Union sought a clear, engaging way to connect with global audiences. ICF Next supported the EU’s participation by shaping and delivering a comprehensive communications approach that brought the EU Pavilion’s story to life across digital channels and media.
Our work focused on building awareness ahead of the Expo, sustaining engagement throughout its duration, and translating complex themes (such as sustainability, innovation, and EU–Japan cooperation) into compelling stories across social media and earned media. We also coordinated the communication with the other participants (member states and key EU partners).
Challenge
Expo 2025 Osaka offered the European Union a unique opportunity to engage with millions of visitors and media from Japan and beyond. The challenge was not only visibility, but clarity: how to communicate the EU’s values, priorities, and partnerships in a way that felt relevant, accessible, and culturally attuned.
With hundreds of participants at Expo 2025 Osaka, standing out was a challenge. Communications needed to raise awareness early, stay consistent throughout the six‑month programme, and connect with Japanese audiences without losing international relevance. The messaging also had to remain accurate, clear, and aligned with EU standards, while being coordinated across many partners and time zones.
Solution
ICF Next designed and implemented a strategic, content-led communications approach, centred on owned channels and supported by media engagement.
The work focused on:
- Managing and growing the EU at Expo social media channels (Instagram, Facebook, X).
- Producing and publishing regular content aligned with the Pavilion’s programme, key dates, and high-level visits.
- Localising content and transcreation for Japanese audiences.
- Supporting media visibility through coordinated messaging and content assets.
- Tracking performance and adapting content based on engagement and reach data throughout the Expo.
The approach prioritised consistency, cultural relevance, and storytelling to ensure communications remained fresh and meaningful over time.
Results
The communications work delivered sustained visibility for the EU Pavilion and its activities across both digital and traditional media.
Over the course of the Expo:
- Social media content reached nearly 3 million users.
- Engagement exceeded 75,000 interactions.
- EU at Expo channels grew to almost 10,000 followers.
- The EU Pavilion generated broad coverage across Japanese national and regional media, including print, online, and broadcast outlets.
Communications supported a continuous narrative around sustainability, culture, innovation, and EU–Japan cooperation, helping audiences engage with the Pavilion’s themes throughout the Expo.
2.9M+
total social media reach across Instagram, Facebook, and X
75K+
total content engagements
700+
social media posts published during the campaign period
Keeping the conversation going throughout the Expo
From early awareness raising to daily coverage during the Expo, communications focused on showing the EU Pavilion as a living space—one shaped by events, people, and exchanges. Content highlighted exhibitions, national days, cultural moments, and official visits, ensuring a steady and recognisable EU presence throughout Expo 2025 Osaka.