facts and fiction

at the Expo 2025 Osaka

German Pavilion (Photo: © Stefan Schilling)

On 13 April, it was time: Expo 2025 Osaka officially opened. facts and fiction has played a major role in the pavilions for Germany, Austria and the European Union (EU) at the World Expo 2025. The creative agency has 25 years of Expo experience and a track record of participations for a total of 13 countries.

Expo 2025 is taking place from 13 April to 13 October 2025 in Osaka, Japan, on the artificial island of Yumeshima located on the waterfront. The World Expo in Osaka is the third to be held in Japan. 55 years after Expo 1970 – also held in Osaka – and 20 years after Expo 2005 in Aichi.

With the overarching theme of “Designing Future Society for Our Lives”, 150 countries and 25 international organisations are participating. The organiser expects around 28 million visitors.

“We consider it a great privilege to contribute to international exchange and understanding at a World Expo, bringing our creative expertise as well as extensive experience in managing major projects at expos.”

Dietmar Jähn, Managing Partner at facts and fiction

facts and fiction was able to creatively design three pavilions for Expo 2025 Osaka. Authentically representing different countries and organizations is a major challenge. As a result, the exhibitions of Germany, Austria and the EU turned out to be very different and demonstrate the agency's wide range of scenographic possibilities.

Austrian Pavilion (Photo: © Stefan Schilling)

“We translate complex messages and topics into playful interactions and emotional experiences. Visiting our pavilions is really fun - and you also learn something 'on the side'.”

Andreas Horbelt, Creative Director at facts and fiction

EU Pavilion (Photo: © Stefan Schilling)

25 years of Expo expertise and 13 country participations

• Expo 2025 Osaka | Germany, Austria and the EU

• Expo 2020 Dubai | Germany, Monaco, Belgium and Jordan

• Expo 2017 Astana | France (Total section) and Azerbaijan

• Expo 2015 Milan | Monaco and Kazakhstan

• Expo 2012 Yeosu | Germany

• Expo 2000 Hanover | German Chemical Industry Association (VCI)

“Our teams are made up of experts from the fields of architecture, design, scenography, conception, creation, technology and construction. After 25 years as part of the Expo family, we also benefit from a strong global network: our teams always include colleagues from the host country and the exhibitor country”

Marco Hückel, Managing Partner at facts and fiction

Germany, Austria and the EU: Three pavilions for Expo 2025 Osaka

(Photos: © Stefan Schilling)

Germany, Austria and the EU: Three pavilions for Expo 2025 Osaka

(Photos: © Stefan Schilling)

Expo 2025 Osaka

2025 will be the third World Expo to be held in Japan. The Expo will open its doors 55 years after Expo 1970 in Osaka and 20 years after Expo 2005 in Aichi.

Around 90% of the expected visitors will come from Japan. The visitor experience and the scenography in the pavilions have therefore been deliberately geared towards the Japanese public.

The cuteness phenomenon kawaii, which literally means “cute” or “can be loved”, is a real way of life in Japan. Young and old love everything that looks “cute”. In society, it is therefore common practice for serious topics such as police instructions or hazard information to be communicated in a “cute” way.

This is another reason why there are mascots in almost all pavilions that accompany visitors on their journey through the pavilion. In the German Pavilion, for example, these are the Circulars; they introduce visitors to the contents of the pavilion on their journey and explain what it means to live in the spirit of the circular economy.