by COVUE

How Expo 2025 in Osaka Will Impact Marketing in Japan

Even if your brand isn’t exhibiting at Expo 2025 Osaka, you’ll still feel its impact. This six-month global event—expected to attract over 28 million visitors—is already reshaping how people in Japan think, behave, and spend. For marketers, that means adjusting strategies to stay visible, relevant, and effective in a market temporarily transformed by Expo-driven attention.

The influence of Expo 2025 extends far beyond the venue in Yumeshima, Osaka. It will shift consumer expectations, media saturation, and national sentiment—changing the marketing landscape across Japan. This isn’t about advertising inside the Expo. It’s about recognizing how it will reshape the rules of engagement everywhere else.

Six Ways Expo 2025 Will Influence Marketing in Japan

1. Media Saturation & Attention Shifts

As Expo coverage floods every major media channel—TV, OOH, digital, social, and influencer platforms—ad inventory will tighten, especially in the Kansai region. Costs will likely spike, and competition for consumer attention will intensify.

Brands not affiliated with the Expo may struggle for visibility. Strategic timing is essential: consider launching campaigns ahead of the media peak or planning for a post-Expo rebound.

This pattern isn’t new. Leading up to Expo 2010 Shanghai, brands that launched early saw higher ROI than those that waited. Once the event began, attention turned inward, and non-affiliated brands found it difficult to stand out. Frontloaded visibility was the clear winner.

2. Higher Expectations for Innovation

The Expo will spotlight immersive technologies—like NEC’s facial recognition, NTT’s avatar pavilions, and gamified VR tours—resetting consumer expectations for digital experiences.

Expo 2020 Dubai offers a lesson here. Brands like PepsiCo and Nissan used the platform to introduce eco-conscious packaging, AR storytelling, and product launches steeped in innovation. Audience perception shifted: brands associated with forward-thinking tech and sustainability saw improved favorability and recall.

Even brands outside the Expo can tap into this shift. Smart personalization, gamified content, and mobile-first storytelling will become baseline expectations. Investing now in next-gen engagement tools—before the bar rises—will keep your brand competitive.

3. Sustainability & Purpose Messaging Will Take Center Stage

Expo 2025’s core theme—“Designing Future Society for Our Lives”—is rooted in the Sustainable Development Goals (SDGs). It sets a clear tone: brands must show real, measurable impact.

At Expo 2015 Milan, Coca-Cola highlighted eco-packaging, while Coop Italia launched its “Supermarket of the Future” featuring transparent sourcing and digital sustainability education. These activations shaped consumer expectations and extended brand relevance well beyond the event.

Brands today must go beyond surface-level green claims. Purpose-driven marketing should be backed by substance—think circular product design, traceable sourcing, and aligned SDG messaging. Consumers will reward clarity and long-term commitment, not just slogans.

4. Rise in Regional & Cultural Identity Marketing

With Osaka in the global spotlight, regional pride and cultural storytelling are becoming strategic assets. Expect more brands to highlight Kansai traditions—dialects, cuisine, and artisan products—to connect with Expo-engaged audiences.

Expo 2015 Milan sparked a similar trend. Parmigiano Reggiano linked its campaigns to Italian craftsmanship, boosting domestic agri-tourism by 20% the following year.

For marketers in Japan, this is an opportunity to tap into local identity as a competitive advantage. Regional authenticity will cut through the noise—and resonate long after the Expo closes.

5. Gen Z Will Dominate the Conversation

Nearly 70% of Japanese youth aged 17–19 have a favorable view of Expo 2025. Gen Z—Japan’s most mobile-first, socially active, and values-driven generation—will shape the cultural pulse of the event.

During Expo 2020 Dubai, Adidas used TikTok challenges and pop-up AR retail to build buzz. The result? Over 2 billion views of Expo-related content on TikTok alone.

To stay relevant, brands should prioritize Gen Z-friendly formats: creator-led content, gamified engagement, time-limited campaigns, and meaningful participation in cause-driven initiatives.

6. Ad Timing Will Make or Break Campaigns

Expo history tells us the marketing spotlight peaks 6–9 months before the opening and shifts inward once the gates open. Brands like Coca-Cola planned multi-phase campaigns before Expo 2010 and saw stronger results than late-launching competitors.

But timing isn’t everything. Relevance matters more than access.

In Milan, non-sponsor startups gained “borrowed relevance” by aligning with Expo themes—like food sustainability and ethical sourcing. Their campaigns sparked earned media and influencer attention, proving you don’t need a booth to win share of voice.

If your message aligns with Expo values—innovation, sustainability, and cultural exchange—you can ride the wave. If not, consider planning a smart “re-entry” campaign post-Expo when attention rebounds and competition quiets.

The Expo Will Reshape the Rules—Even If You’re Not in the Game

You don’t need a pavilion to feel the ripple effects of Expo 2025. For marketers in Japan, this global spotlight will change how consumers evaluate brands, how media is consumed, and how engagement is earned.

The brands that prepare now will lead. Those that wait will scramble to catch up.

How to Plan Your Marketing for Success During the Expo

Expo 2025 isn’t just a milestone—it’s a catalyst. Marketing in Japan will be more competitive, purpose-driven, and digitally advanced than ever before. Your strategy needs to reflect that.

Here’s where to focus:

Build campaigns with purpose. Sustainability, accessibility, and innovation should be embedded, not bolted on.
Reflect regional identity. Local culture, Kansai pride, and Japanese heritage will resonate globally.
Create mobile-first, creator-powered content. Meet your audience where they scroll, swipe, and share.
Time your campaigns wisely. Don’t fight for visibility in peak noise. Get in early or linger after.

At COVUE, we help global brands decode Japan’s marketing landscape and adapt with precision. Whether you’re launching a national campaign, entering a new segment, or future-proofing your brand, we deliver strategy, execution, and measurable results.

From campaign design to influencer partnerships and media buying, we build strategies that make you visible when it matters most.

Ready to align with Japan’s most visible moment of the decade? Let’s build your Expo 2025 marketing strategy—together.