Weaving the Filipino Soul at Expo 2025 Osaka
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THE Philippine Pavilion themed “Nature, Culture & Community — Woven Together for a Better Future,” showcases the nation’s rich heritage, biodiversity, and creativity. Its unique woven facade, crafted by Filipino artisans, symbolizes unity in diversity.
PRESIDENT Ferdinand R. Marcos Jr. (front, center) shows awe during a visit to the Philippine Pavilion at the World Expo Osaka 2025. He is joined by Trade and Industry Secretary Cristina Roque (left), Tourism Secretary Christina Frasco and Rep. Duke Frasco.
TRAVELERS should be inspired to explore 7,641 islands, experience the depth of Philippine culture, and the excellence of Filipino creativity through the various showcases of religion, culture and sports.
PRESENTATIONS and attractions inside the Philippine Pavilion serve as an invitation to the world to connect with the heart and soul of the Filipino people and to discover the many reasons to Love the Philippines, according to Tourism Secretary Christina Garcia Frasco.
AUDIENCES were moved by the stories of triumph and resilience in the expo shows that highlight the diversity of regions and the identity of the Filipino people.
The Philippines took center stage at Expo 2025 Osaka with a resounding celebration of its National Day on 7 June, captivating international visitors through powerful cultural storytelling, digital innovation, and an unmistakable spirit of Filipino pride.
The festivities began with a Grand Parade at the Expo Grounds — a lively procession of traditional dancers, vibrant indigenous attire, and cultural icons that brought the archipelago’s regional diversity to life.
This dynamic opening set the tone for the day’s ceremonial program at the Ray Garden, where Department of Tourism (DoT) Secretary Christina Garcia Frasco officially welcomed the world to experience the Filipino identity.
“We came not merely to exhibit the Philippines, but to extend our hand, open our heart, and speak to the world of who we truly are — not just for display, but for dialogue,” Secretary Frasco said, delivering a message that resonated deeply with the international crowd.
She described the Philippine Pavilion not as a passive display, but as a living, breathing invitation to connect, explore, and engage — with over 7,000 islands and more than 110 ethnolinguistic communities represented through its theme, “Nature, Culture & Community — Woven Together for a Better Future.”
True to this message, the Philippine Pavilion merges tradition with technology. Its distinctive exterior, a curved structure adorned with over 200 handwoven textiles created by Filipino artisans, symbolizes how diverse cultures and histories intertwine to form the nation’s identity.
Inside, visitors encounter a multi-sensory experience. The “Dancing with Nature” digital wall uses motion-tracking technology to transform guests into elements of the natural world — allowing them to virtually “become” butterflies, leaves, or waves. An AI-powered photobooth personalizes scenes using the country’s biodiversity. The Hilot Wellness Space invites guests to try the traditional Filipino art of healing, while the Habi Gift Shop showcases artisanal products from across the country. At the Hain Take-out Counter, Expo visitors can enjoy authentic Filipino food, which has become a crowd favorite.
With a total of 372,611 visitors as of 19 June, the Pavilion has quickly become one of Expo 2025 Osaka’s most-visited national exhibits.
A special highlight of the National Day was “Hinabing Hiraya” (Woven Imagination), a three-part cultural performance curated by the Cultural Center of the Philippines (CCP). The show paid tribute to the ancient Filipino tradition of paghahabi, or weaving, portraying it not only as craft but as a way of life — intertwining stories of ancestry, memory, and shared aspirations.
“Each thread tells a story of our shared hopes,” said TPB COO Marga Nograles, who introduced the show. “It’s about remembering the past, embracing the present, and imagining a future shaped by Filipino artistry.” The program culminated in a stirring ensemble rendition of “Pilipinas Kong Mahal,” met with thunderous applause and emotional resonance among attendees.
The celebration drew an audience that included senior officials and dignitaries from both Japan and the Philippines. Among them were Commissioner General Koji Haneda and Madame Ihoko Haneda, Osaka Mayor Hideyuki Yokoyama, Japanese Ambassador to the Philippines Kazuya Endo, Philippine Ambassador to Japan Mylene Garcia-Albano, and Senator Nancy Binay. Commissioner Haneda praised the Philippine Pavilion for creatively integrating heritage and digital technology and expressed hope that more Japanese and international visitors would discover the Philippines through the exhibit.
On 20 June, President Ferdinand R. Marcos Jr. and First Lady Louise Araneta-Marcos visited the Philippine Pavilion during an official working visit to Japan, following an invitation from Japanese Prime Minister Ishiba Shigeru.
Accompanied by Secretary Frasco and other officials, the President explored the immersive features of the Pavilion, including regional scrim installations that tell stories from all 18 Philippine regions. He praised the exhibit for representing not only the country’s natural attractions but also the values, creativity and soul of the Filipino people.
“This is a demonstration of the President’s vision coming to life,” Secretary Frasco told the media. “To reintroduce the Philippines to the world — not only through our famous beaches and landscapes, but through the strength of our identity and our local communities.”
The presidential visit was complemented by a high-level meeting with key Japanese tourism stakeholders.
During this dialogue, President Marcos emphasized the Philippines’ readiness for deeper tourism collaboration, citing increased flight connectivity between the two countries, which now totals 214 weekly flights. He also highlighted the rollout of new initiatives including the Philippine Experience Program, upgrades to regional airports and roads, and the introduction of a Digital Nomad Visa aimed at long-stay travelers.
Visitors of all backgrounds have expressed admiration for the Pavilion. Japanese tourist Takayuki Nakamura remarked on the country’s rich history and beautiful coastlines, saying he hoped to visit once travel becomes easier.
Swiss guest Shona Allemann found the Pavilion’s floral motion screen “magical,” and was amazed by the number and diversity of Philippine islands.
Iranian visitor Mounes Rasti praised the fusion of tradition and modern design, calling the Pavilion one of the most engaging he had seen at the Expo.
Even Filipino icon Jose Mari Chan, who once lived in Osaka as a missionary teacher during the 1970 Expo, proudly told friends to visit the Philippine Pavilion, calling it a must-see. “I love the Philippines. I love my country. So, I will forever be a Filipino. I invite you to visit the Philippines! You will love it!”
Rommer Arguelles, a Filipino based in Qatar and the Pavilion’s 300,000th visitor, was visibly moved by the display. He praised the blend of technology and heritage, noting how it made each province come alive.
“Kung ibang lahi ako,” he said, “maiintindihan mo na bawat lugar sa Pinas may magandang pwedeng i-offer.”
As Expo 2025 Osaka continues through 13 October, the Philippines remains committed to its mission of bringing Filipino stories to the world — woven together through culture, community, and creativity.
More activities are lined up, including Philippine Week, ASEAN Day, and business, investment, and tourism missions that promise deeper engagement with the global audience.
In Secretary Frasco’s words: “Throughout the duration of the Expo, we invite everyone to deepen their engagement with the Philippines — through our culture, our communities, and our call to a better shared future.”
At Expo 2025, the Philippines isn’t just showcasing a pavilion — it’s weaving a legacy.
