At Expo 2025 in Osaka, Japan, Ukraine’s national pavilion looks like a shop, only what’s on display is priceless – and not for sale.
At Ukraine’s Expo 2025 pavilion, dubbed “Not For Sale Store,” visitors can find 18 symbolic objects. Each stands for a core value for Ukrainians – like freedom, dignity, and resilience, the Ukrainian Ministry of Economy says in its press release.
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Visitors to the exhibit scan barcodes and watch stories about life in Ukraine during the Russian invasion.
Instead of showing conventional price tags, the screens reveal video stories from Ukraine – demonstrating the true cost Ukrainians are paying to defend their fundamental rights.
The main message of the exhibit, which opened on April 13, is – in a world where nearly everything has a price, some things must remain not for sale, Deputy Minister of Economy of Ukraine and Commissioner General of Ukraine at EXPO 2025 Tetyana Berezhna says in the press release.
“These are the values we live by – freedom, dignity, resilience – and they must be the foundation of future societies,” Berezhna says. “Ukraine stands for these values not in words, but in action… Despite war and hardship, we continue to create, to build, and to show the world who we truly are.”
“For me, this is also an opportunity to showcase our economic potential – to tell the stories of entrepreneurs who, despite war and destruction, are recovering, entering new markets, and impressing the world,” Yuliia Svyrydenko, First Vice Prime Minister and Minister of Economy of Ukraine says.
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Cation: Ukraineʼs pavilion “Not For Sale Store” at the global exhibition Expo 2025 in Osaka, Japan.
Next to the main pavilion is a space called Values-Driven Economy.
Here, visitors see physical symbols the exhibitors are using to demonstrate Ukraine’s resilience including: a helmet from DTEK, Ukraine’s largest private energy company – whose workers repair power grids under shelling and a bullet-ridden, but still functioning Ajax siren system.
There is also a flask of oil from Ukraine’s largest oil and gas producer, Ukrnafta.
Items from other Ukrainian companies are also on display, including from Astarta, Oschadbank, and Biosphere Corporation – whose warehouse in Dnipro was recently destroyed by a Russian missile attack.
“Each exhibit tells a story of indomitability, proving that resilience is not just a word, but the daily reality of Ukrainian entrepreneurs,” the Ukrainian Ministry of Economy wrote.
Cation: Ukraineʼs pavilion “Not For Sale Store” at the global exhibition Expo 2025 in Osaka, Japan.
More than 160 countries are participating in EXPO 2025, each, to showcase their innovative achievements.
The Japanese government, along with Ukrainian companies and international partners, like the United Nations Development Programme (UNDP), Ukraine’s railways company – Ukrzaliznytsia, and international paint company, Caparol, helped make the project possible, the Ukrainian Ministry of Economy press release says.
AloJapan.com