UK at World Expo 2025
Osaka, Kansai

On 29 April 2025, Wales took centre stage at the UK Pavilion with a vibrant and unforgettable celebration of Welsh culture, creativity and innovation. The Celebration of Wales Day welcomed over 1,000 visitors and marked the 10th anniversary of Wales’ pioneering Well-being of Future Generations Act.

From the moment visitors arrived, they were immersed in a uniquely Welsh experience. Outside the Pavilion, performances by contemporary dance troupe Qwerin, musicians from Wales’ best folk bands, and appearances by mascots Myaku-Myaku and Mistar Urdd created a joyful and inclusive atmosphere. Crowds gathered to take part in sing-alongs throughout the day, led by renowned conductor Tim Rhys-Evans and young baritone Owain Rowlands. These performances of the well-known Japanese song, Furusato, and the famous Welsh hymn, Calon Lân, brought created a meaningful and impactful connection with audiences. 

Inside, six themed zones took guests on a journey through the sights, sounds and stories of Wales – from traditional food tastings and handcrafted textiles to interactive tech and sustainability showcases.

This interactive, multi-sensory visitor experience used Raspberry Pi technology, made at Sony Pencoed, reinforcing Wales’ innovation credentials and links to Japan. Commissions by talented Welsh artists and creatives engaged audiences throughout the day and celebrated the connections between Wales and Japan. Llio James’ handwoven Welsh wool blanket was on display; a contemporary interpretation of traditional craft. Visitors collected bespoke Eki stamps – a nod to Japanese travel culture – and received a handcrafted wooden red dragon as a keepsake. The day concluded with a special evening reception hosted by the Welsh Government’s Cabinet Secretary for Economy, Energy and Planning, featuring a moving musical performance by world-renowned classical singer, Bryn Terfel, who appeared on screen, and talented young baritone, Owain Rowlands.

The event was a powerful showcase of Wales’ values and talent, delivered through strong collaboration with partners including Wales Arts International, the Urdd, and Royal Welsh College of Music and Drama. It also generated significant media and social media buzz, with coverage from major Japanese outlets and influencers reaching hundreds of thousands.

The visible warmth, joy and connection throughout the event highlighted the power of live cultural exchange in deepening public understanding and affection for Wales. Above all, Wales Day at Expo 2025 was a celebration of connection – between nations, cultures, and people. It showed the world what makes Wales special: our creativity, our croeso, and our commitment to building a better future.