Colombia kicks off participation in Expo Osaka 2025

Osaka, Japan – April 14, 2025. Colombia officially opened its pavilion at Expo Osaka 2025, one of the world’s most important showcases for economic development, foreign investment, and tourism promotion. From April 13 to October 13, under the concept “Colombia, the Country of Beauty,” the country aims to captivate visitors with an immersive and inspiring experience that highlights its natural, cultural, and business diversity.

The opening ceremony was led by Carmen Caballero, President of ProColombia, and attended by Gustavo Makanaky, Colombian Ambassador to Japan; Agustín Vélez, Commissioner of the Colombian Pavilion; Hideyuki Yokoyama, Mayor of Osaka; as well as ambassadors, Japanese government officials, businesspeople, and representatives from various sectors.

“This pavilion is an open door to the opportunities Colombia offers the world. Here, we showcase a modern, resilient country full of beauty in every sense. Our participation in Expo Osaka is key to continuing to position Colombia as an attractive destination for tourism, investment, and exports in Asia,” said Carmen Caballero during the ceremony.

Ambassador Makanaky added: “Colombia’s presence at Expo Osaka 2025 represents an extraordinary opportunity to deepen ties and explore new horizons for cooperation. The Colombian Pavilion we inaugurate today is more than a showcase of our country. It is an open invitation to build a future of collaboration and mutual understanding between our nations.”

A multisensory journey through the Country of Beauty

Spanning 875 square meters, the Colombian pavilion invites visitors to embark on a journey guided by water as a symbol of life, flowing through landscapes that evoke snowcapped peaks, the magical world of Macondo, and the country’s six tourist regions. Inspired by the magical realism of One Hundred Years of Solitude, the narrative includes themes of biodiversity and sustainability, culminating in an immersive installation celebrating Colombian flowers as national icons.

Additionally, a 35-square-meter area has been set aside to exhibit and sell Colombian products, allowing visitors to take home a tangible piece of the country.

A high-impact strategy for Asia

Colombia is approaching Expo Osaka with a comprehensive strategy. Through the International Business Matchmaking Forum (Macrorrueda), more than 60 meetings with investors are expected, and 15 structured investment projects will be presented to potential partners. In collaboration with Japanese bank SMBC, a Colombia Business Guide will be launched to highlight market opportunities.

In tourism, 90 Colombian companies are being trained with a focus on the Japanese traveler profile. A business matchmaking event will take place from June 2 to 7, with 10 Colombian companies and 26 international buyers participating, aiming to boost inbound tourism and attract international events to the country.

In exports, 300 business meetings will be held in sectors such as agrifood, 4.0 industries, and fashion system, with the participation of 100 Colombian exporters and 50 Asian buyers.

Colombia–Japan relations: sustained growth

Colombia’s presence in Japan has been steadily growing in recent years. In 2024, the Japanese government downgraded the travel advisory for Caño Cristales, and the port of Cartagena once again welcomed Japanese cruise ships, such as the Mitsui Ocean – JTB MOF, following the pandemic. Today, Japan is Colombia’s top Asian investor, accounting for 47% of regional investment, with over 85 Japanese companies operating in the country.

Exports to Japan are also progressing steadily, with products such as flowers, chicken, foliage, and cacao. The latter will be spotlighted at Expo Osaka with a special edition of cacao ice cream from Tumaco, launched by Maison Cacao.

Colombian talent for the world

SENA, Colombia’s national learning service, will also play a key role in the Expo, leading a delegation of strategic projects and participating in thematic weeks to promote knowledge exchange and the internationalization of Colombian talent.

Colombia’s participation in Expo Osaka 2025 is a bold effort to position the country as a strategic ally in Asia and as a destination full of opportunities in investment, tourism, and exports.