Brussels in the Land of the Rising Sun: World Expo and Economic Mission

The first World Expo was held in London in 1851. Since then, it has brought together countries, companies and organisations every five years to showcase innovative solutions to the world’s technological, sustainability and health challenges. In 2025, all eyes turn to Japan. Here’s what to expect from the Belgian pavilion in Osaka, the Brussels-based innovations on display and the business opportunities for local companies.

The 2025 World Expo will take place from 13 April to 13 October in Japan, which is hosting the 36th edition under the theme “Designing Future Society for Our Lives.”

With millions of visitors from around the globe, the Expo is a unique platform for knowledge-sharing, international cooperation and cultural exchange.

Belgian and Brussels strengths at Expo 2025

The Belgian pavilion focuses on the concept of human regeneration. Inspired by the Japanese art of kintsugi—repairing broken pottery with gold, silver or platinum—the pavilion highlights Belgium’s innovations in medical and technological restoration, enhancement and longevity.

Belgium is a recognised leader in prevention, healing and medical reconstruction, thanks to its strengths in biotechnology, pharmaceutical innovation and cutting-edge research. Brussels, too, stands out with over 240 companies active in life sciences and 120 in software development.

At the heart of the pavilion, visitors can discover the groundbreaking bionic prosthesis from Axiles Bionics, a spin-off of the Vrije Universiteit Brussel, combining advanced robotics and meaningful human impact.

Brussels companies in the spotlight

For hub.brussels, the Expo is a golden opportunity to showcase Brussels-based companies supported by the agency, across a wide range of sectors:

• Events: The pavilion’s scenography was designed by Tempora, a leading Brussels agency and member of the hospitality.brussels cluster.

• Fashion: Leather goods by Marie Laurence Stevigny, jewellery by NOJ  and streetwear by Bshirt are featured in the pavilion’s concept store.

• Food: Renowned chocolatiers Mary, Pierre Marcolini et Meurisse are treating global visitors to their sweet creations

A strategic economic mission to Japan

In September, hub.brussels is organising a business mission to Tokyo and Osaka to build on the international exposure provided by the Expo. The mission includes thematic seminars, workshops, B2B meetings, tailored support and a visit to the Expo and Belgian pavilion.

It will highlight Brussels’ know-how in construction, infrastructure, real estate, crafts, fashion and gastronomy.

Among the participating companies:

• AWLabs, which uses AI and smart sensors to measure and improve indoor air quality in real-time in critical environments such as hospitals. Their innovations make indoor air both measurable and actively health-protective.

• Berquin Jewels, a Belgian jewellery house known for its refined designs and rare stones, handcrafting every piece in its Brussels atelier.

• Margaux Baert, a paper designer known for her colourful origami creations, will also lead a live workshop at the Belgian pavilion.

The delegation will include 90 participants from Brussels, including 25 companies.

Stay informed

Missed this mission? Don’t worry—hub.brussels regularly organises international initiatives to spotlight your business abroad.
➡️ Check out upcoming missions here.

Preparation is key to making your mission a success: understanding business culture, market dynamics and more.
➡️ Take a look at our Japan Country Sheet 

Want the numbers?
➡️ Visit analytics.brussels for dynamic data and trade visualisations between Brussels and countries around the world.