Chile is preparing to participate in Expo Osaka 2025, one of the most important international showcases in the world, where it will display its identity based on the values of sustainability, democracy and diversity. Through its pavilion and various activities, the country seeks to consolidate its image in Japan and strengthen commercial and cultural ties with Asia.
Fundación Imagen de Chile worked together with the Expo Osaka team to create a story that projects Chile as a reliable and innovative nation, an approach that will be reflected in the conceptual and graphic identity of the Chilean pavilion at the event, called "Makün: The Mantle of Chile", which embodies these values through its sustainable design and its embroidered lining by 200 Mapuche women, symbolizing the connection between development, cultural identity and sustainability.
"Chile's participation in this Expo represents strategic opportunities to strengthen our international projection. The Expo allows us to project our cultural identity, heritage, innovation and values, generating a memorable experience that strengthens the international perception of Chile, as well as to show our landscapes, gastronomy and cultural experiences to millions of visitors, which represents an incomparable platform to attract high-value tourism," said Paulina Nazal, Chile's commissioner at Expo Osaka 2025.
Japan and Chile: a growing relationship
The most recent Anholt Nation Brands Index (NBI) 2024 study reveals that Chile's reputation has improved in Japan, climbing three places compared to the global perception that other countries have of Chile. In addition, Japan's familiarity with the country has grown, reflected in a greater interest in our culture, economy and investment opportunities.
Paulina Nazal attributes this progress to different factors: "The Economic Partnership Agreement between Chile and Japan, in force since 2007, has diversified our exports beyond traditional products in the Japanese market. We are recognized for wine, seafood products such as salmon, or fresh fruits such as grapes. We are a supplier of high quality and sustainable goods and services, which helps to enhance Chile's reputation in Japan," he says.
It also highlights that "scientific and technical collaboration between the two countries has intensified and become more visible, particularly in areas such as astronomy, renewable energies and natural disaster management".
Japan also values key attributes of Chile, such as its diversity, governance and commitment to sustainability. These will be promoted at Expo Osaka through thematic weeks that will take place between April and October.
Japan: a major trading partner
"Our participation positions us as a bridge between Asia-Pacific and Latin America, allowing us to open new markets and diversify our exports by exhibiting innovative and sustainable products to a global audience, especially in the Asian market", says Nazal.
According to figures from the Undersecretariat of International Economic Relations (Subrei), Japan invests US$ 7,209 million in Chile (2024). The commercial exchange between both countries last year was US$ 10,642 million and the main exported products are copper ores and salmon.
The country thus seeks to strengthen its relationship with Japan, its third largest trading partner in total exports (US$ 8,039 million) and the fourth largest in non-copper, non-lithium exports (US$ 2,741 million), and to continue diversifying its international trade, attracting investment and promoting its image in Asia.
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