Showcasing the Filipino soul at World Expo 2025 Osaka

Models in modern classic pieces by Randy Ortiz —CONTRIBUTED PHOTO

With the Department of Tourism (DOT) as the lead government agency tasked to head the Philippine Organizing Committee (POC) created by virtue of Administrative Order No. 7, the country’s participation in the World Expo 2025 Osaka was officially launched with the unveiling of plans for the soon-to-rise Philippine pavilion, to be undertaken by various stakeholders.

“This collaborative effort ensures that our participation will be comprehensive and impactful on all fronts, showcasing the best of what the Philippines has to offer and importantly, ensuring that our participation results in economic benefits for our country and our countrymen,” Tourism Secretary and POC commissioner general Christina Garcia-Frasco said in her keynote speech.

Tourism Secretary Christina Frasco (in white) and Tourism Promotions Board COO Margarita Nograles (in pink) with Carlo Calma (in yellow), lead architect of the Philippine pavilion, and his team

“The expo will provide a global platform for the Philippines to showcase its diverse destinations, including its natural beauty, its cultural heritage and vibrant destinations. Engaging exhibits and presentations will attract tourists to the Philippines, encouraging them to consider the Philippines as their preferred travel destination,” she added.

The Philippine pavilion has been thought out in line with the Expo 2025’s theme, “Designing Future Societies for Our Lives,” according to Maria Margarita M. Nograles, Tourism Promotions Board (TPB) chief operating officer and POC secretary general, in her opening remarks.

Ramon Obusan Folkloric Group performing a traditional dance.

“Expo 2025 Osaka offers hope, allowing humanity to start over, reconnect and explore different ways to build a lasting future. Today, we are thrilled to present a preview of the Philippine pavilion and to share its story with all of you.”

‘Nature, Culture and Community’

Nograles added, “Together with the chosen design team led by architect Carlo Calma, we’ve crafted a pavilion that beautifully captures the essence of the Filipinos through the theme ‘Nature, Culture, and Community Woven Together for a Better Future,’ or simply just ‘Woven.’ Our pavilion celebrates our nation’s rich diversity and interconnectedness, drawing inspiration from our indigenous weaving traditions.

The Ramon Obusan Folkloric Group –PHOTO/Jocelyn Valle

“We are likewise proud to say that the pavilion will feature the first ever live performance woven into its façade at a world expo. Inside will also boast an immersive multisensory space that leverages technology to present the rich cultural heritage of our 18 unique regions. We will showcase different programs of the different POC members that contribute to the UNDP (United Nations Development Program) sustainable development goals.”

At the July 16 launch held at the Ayala Museum, guests such as heads of POC member agencies and other government offices, as well as members of the House Representatives and the diplomatic and consular corps, had a preview of those live performances that are in the works for the World Expo 2025.

The Ramon Obusan Folkloric Group performed dances from different regions, while members of the Professional Models Association of the Philippines paraded in Filipiniana outfits.

Banda Kawayan Pilipinas provided lively music in the Ayala Museum lobby, where the event was held.

At the actual Philippine pavilion that will be built on the World Expo 2025 site in Osaka, visitors are envisioned to go on an interactive AI-powered fiesta developed by the Amsterdam-based Tellart.

The multisensory feature of the pavilion will be available for the duration of the global event from April 13 to Oct. 13, 2025.