On April 13, 2025, Ukraine officially opened its exhibition space for EXPO 2025 in Osaka, Japan; instead of a traditional pavilion, it is designed as a store where nothing can be bought. At a time when the country is fighting for its survival, Ukraine showcases values that define a democratic society – values that are “Not For Sale”.

The official opening of EXPO 2025 took place in Osaka with the main theme “Designing Future Society for Our Lives”. More than 160 countries are participating in the exhibition, showcasing their own innovative achievements. Ukraine, despite the ongoing war russia has started, opened the doors of its pavilion “Not For Sale”, presenting its own vision of future values.

The Ukrainian pavilion is called “Not For Sale”, and shaped like a store where nothing can be bought. There, instead of goods you will find 18 items each symbolizing a human value – freedom, dignity, resilience, and so on. Each object has a real barcode that visitors can scan using special store scanners installed throughout the pavilion. Instead of displaying conventional price tags, the screens reveal powerful video stories from Ukraine, metaphorically demonstrating the true cost Ukrainians are paying to defend fundamental rights – education, freedom of choice, medical care, and more.

Ukraine’s participation in EXPO 2025 became possible thanks to the Government of Japan and support of Ukrainian businesses. So next to the main pavilion the “Values-Driven Economy” zone was placed. Here, visitors will see artifacts from companies that continue to operate and develop in Ukraine despite the challenges of the full-scale war.

Find more details about the project on the official website of the Ukrainian pavilion and on social media.