Nippon Navigator #7 - All's well that ends well, Gen Z Retention or the EXPO Osaka Pavilion Switzerland

Expo 2025 in Osaka, Japan, offers a unique opportunity for countries around the world to showcase their innovations and cultural achievements. In the latest episode of the Nippon Navigator podcast, Gregory Glanzmann and Maximilian Böger, together with their guests Manuel Salchli and Gregor Muischneek, provide exciting insights into the preparations for the Swiss pavilion and expectations for the upcoming world exhibition.

Nippon Navigator: All's well that ends well, Gen Z Retention or the EXPO Osaka Pavilion Switzerland

Expo 2025 in Osaka, Japan, offers a unique opportunity for countries around the world to showcase their innovations and cultural achievements. In the latest episode of the Nippon Navigator podcast, Gregory Glanzmann and Maximilian Böger, together with their guests Manuel Salchli and Gregor Muischneek, provide exciting insights into the preparations for the Swiss Pavilion and the expectations for the upcoming world exhibition.

The Swiss Pavilion: a centre for innovation and culture

Manuel Salchli, General Commissioner of the Swiss Pavilion, describes the project as an emotional platform on which Switzerland can demonstrate its innovative strength and cultural values. With a thematic focus on artificial intelligence, sustainability and health, the pavilion will present a broad spectrum of pioneering technologies and solutions. The planned design of the pavilion is particularly noteworthy, with six thematic spheres that will enable an interactive and immersive visit.

Gregor Muischneek, Economic Attaché at the Swiss Embassy in Tokyo, emphasizes the importance of the Expo as an economic platform. In a mature market like Japan, which is the fourth largest economy in the world, participation in the Expo is a strategic opportunity for Swiss companies and research institutions to network and strengthen their position. Muischneek emphasizes that the Expo not only has a showcase function, but also serves as a place for direct business deals and cooperation.

Challenges during realization

The organization of such a large-scale project brings with it numerous challenges. Manuel Salchli mentions that the costs in Japan are considerably higher compared to previous expos, such as Dubai. As a result, the Swiss pavilion in Osaka will be smaller than in Dubai, but this will be compensated for by a stronger focus on depth and quality of content. One of the biggest challenges was adapting to the Japanese business culture, which is characterized by strong hierarchies and a formal way of communicating. This requires a high degree of cultural sensitivity and negotiating skills.

International cooperation and networking

One interesting aspect of the episode is the discussion about international cooperation. The Swiss organisers are keen to use the Expo not only as a national platform, but also to promote international partnerships. The negotiation about the use of the anime character ‘Heidi’ as the mascot of the Swiss pavilion is particularly exciting. This character, made famous in Japan by a popular anime series, is intended to help build a bridge between Swiss and Japanese culture.

The discussions surrounding Heidi reflect the broad acceptance of and interest in Switzerland in Japan. In Japan, Heidi symbolises purity, simplicity and the beauty of nature, values that Switzerland also wishes to embody. This cultural link offers a unique opportunity to strengthen Switzerland's image in Japan and at the same time promote awareness of and interest in Swiss products and services.

A look into the future: expectations and goals

Expectations for the Expo are high, both on the Swiss and Japanese sides. The organisers hope that the Expo will not only be a showcase for Swiss innovations, but will also promote sustainable economic and cultural relations between the two countries. Special attention will be paid to the thematic weeks, in which specific topics will be explored in greater depth. These will provide a platform for experts from Switzerland and Japan to exchange ideas and develop joint solutions to global challenges.

Another aim of the Swiss delegation is to design the pavilion as a place of learning and inspiration. Through interactive exhibitions and events, visitors will not only be informed, but also encouraged to actively participate. This is in line with the Expo motto ‘Designing Future Society for Our Lives’, which emphasises the need to work together towards a sustainable and liveable future.

Conclusion: A strategic outlook

The preparations for Expo 2025 in Osaka are a complex endeavour that requires careful planning and international cooperation. Switzerland is using this platform to showcase its innovative strength and deepen its relations with Japan. Participation in the Expo offers a unique opportunity to strengthen Switzerland's image in an important Asian market while contributing to global discussions on sustainability and technological development. With a clear strategic focus and deep cultural sensitivity, the Swiss organisers are well equipped to make Expo 2025 a success.

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