## The Universal Expo 2025: more than a beauty contest, an issue of international affirmation
The Universal Expo of 2025, which will be held in Osaka, Japan, is not only presents a major event on the international scene, but also as a window for participating countries. From April 13 and until October 13, this exhibition will be an opportunity for each nation to highlight its cultural, technological and industrial assets, while affirming its place on the world scene. This raises several questions about the challenges and implications of such events.
#### A competition and affirmation scene
Universal exhibitions, by their very nature, have often been perceived as beauty competitions, where each country strives to impress visitors by the originality and creativity of its pavilions. Jacques Mayor, Commissioner General of the French Pavilion and President of the French Exhibition Company (Cofrex), evokes the importance of an emotional approach, by putting forward “love, emotions and Franco-Japanese relations”. This insistence on feelings refers not only to universal values, but also questions the role of these manifestations in a world increasingly marked by geopolitical tensions.
Indeed, this exhibition will take place in a complex international context, where relations between countries can influence the perception of visitors. Japan, while being an economically powerful and influential country in the Asia-Pacific region, seeks to build solid partnerships. In this context, the exhibition becomes a means of asserting its role while strengthening its links with other nations. The participating countries, on the other hand, see it in this an opportunity to promote their image and attract investments.
#### A challenge for France
For France, the universal expo of 2025 represents both an opportunity to seduce a new audience – notably young Japanese, in addition to the older generation which feeds a manifest affection for French culture – and a challenge. The need to renew your approach to this youth target is crucial, all the more in a world where cultural exchanges can be both enriching and complex.
French efforts focus on the presentation of a modern and dynamic culture, echoing the expectations of a trendy audience towards innovation and technology. The emphasis on harmony between love and heritage is indicative of a desire to build a story that resonates in a global context.
#### A global collaboration sample
The Osaka exhibition is not limited to an exhibition of national pavilions. It is also a space for exchange and collaboration. Visitors will have the chance to explore technological and scientific advances, especially in fields such as sustainable development and mobility. The choice of these themes highlights a collective awareness of the urgency of responding to environmental challenges.
This inter-nation cooperation could also open doors to a better understanding of respective cultures, thus enriching global discourse on diversity and interconnection. The exchange of ideas and solutions between nations seems to be a priority, recalling that even in a competitive environment, global issues require joint efforts.
#### Conclusion: Expo as reflection and action
The Universal Expo of Osaka 2025 is, in fact, as a mirror of contemporary issues: beauty and competition, culture and politics, exchange and national affirmation. Pavillons, such as works of art and discussion platforms, must be perceived not only as symbols of national identity, but also as learning and sharing spaces.
The questions remain: can this exhibition really catalyze deeper relationships between cultures? Will it be the springboard for common initiatives in the face of global challenges? The answer to these questions will be revealed during the six months of exhibition, but it will also depend on the commitments and actions that will result from it beyond the event. The success of the exhibition will not be measured simply in the influx of visitors, but to the lasting impact it could have on international relations and global cooperation.