Amidst the futuristic pavilions of World Expo 2025 in Yumeshima, Osaka, Bhutan’s exhibition has already captured the attention of more than 10,000 visitors in its opening weeks. Invited by the Government of Japan, Bhutan joins over 158 countries, regions, and international organisations in showcasing its unique development journey to the millions expected to descend on the Expo site through its October 27 closing date.
On May 2, as part of Expo National Day, Bhutan hosted an official celebration that brought together high-level dignitaries and members of its diaspora. Lyonpo Namgyal Dorji, Bhutan’s Minister for Industry, Commerce and Employment, and Akiyoshi Kato, Japan’s State Minister of Economy, Trade and Industry, led the ceremonies, which highlighted both nations’ commitment to sustainable growth and cultural exchange.
Under the banner “Saving Lives for a Happy Future,” the Bhutan Pavilion unfolds across five thematic zones—Happy Future; Good Governance; Preservation and Promotion of Culture; Environmental Conservation; and Sustainable Socio-Economic Development. Visitors wander through immersive displays and participate in interactive workshops, gaining insight into the Gross National Happiness philosophy that guides Bhutan’s policymaking and community life.
Complementing these exhibits, the Bhutan Chamber of Commerce and Industry (BCCI) operates a commercial pavilion, bringing Bhutanese craftsmanship directly to Expo attendees. From handwoven textiles and organic food products to innovative eco-friendly goods, the pavilion offers a curated selection of locally made wares and provides Bhutanese entrepreneurs with a gateway to global markets.
In addition to cultural outreach, Bhutan is leveraging its Expo presence to court foreign investment. The BCCI has organised a series of business-to-business and business-to-government meetings, facilitating dialogue on joint ventures, technology transfer, and market access. Targeted promotion trips to Japan aim to strengthen ties further, opening doors for Bhutan’s cottage and small industries beyond their traditional markets.
Back home, this international push echoes promises made in Bhutan’s recent election campaign, which pledged to streamline export procedures, expand accreditation of local products, and broaden market opportunities in countries where Bhutan maintains diplomatic missions. As Expo 2025 continues to draw crowds from around the world, Bhutan’s pavilion stands not only as a window into its rich heritage and environmental stewardship but also as a beacon for its evolving economic ambitions.
