Finland's image in Japan is being enhanced together with the companies
Nita Pilkama, Commissioner General for Finland at Expo 2025 Osaka
Japan is the world’s third largest economy and the second most important trading partner for Finnish companies in Asia. Because of this, Finland invests heavily in the Japanese market and supports various companies’ operations there. By collaborating with companies, it is possible to improve the country image and strengthen the position of Finland and Finnish businesses in the market. The Osaka World Expo 2025 will be an excellent platform for this collaboration.
Finnish major companies Nokia, Finnair and Metsä Group are participating in the World Expo and help to improve Finland’s country image with their participation. For six months, the event will highlight innovative solutions for sustainable development and the technologies and services that support it. The World Expo is a place where companies can position themselves among world-leading, forward-looking companies with a strong sense of social responsibility.
In addition to Nokia, Finnair and Metsä Group, events in the pavilion are organised by other business operators, such as Mökki 5G, various city organisations, the Metaverse project and different programmes of Business Finland that gather SMEs together as a company clusters. For smaller companies, the World Expo might be the first step to gaining access to the Japanese market and Asia. The larger companies have established a presence in Japan and for them, the partnership with Expo is a way to strengthen their market position and relationships with Japan.
This time, Finland will participate in the World Expo together with the other Nordic countries. The shared Northern dimension is a valuable addition also for companies. The main partners of the Nordic project include Danish Crown, Lego, Tetra Pak, Statkraft, Volvo and Ericsson.
Nokia brings its entire ecosystem
“At Nokia, we create technology that helps the world work together. The World Expo’s focus on sustainable development and highlighting technological solutions is therefore ideal for us,” says Karol Mattila, Head of Government Relations at Nokia.
“Nokia is a global innovation leader, and we are excited to showcase our innovations together with other Finnish and Nordic companies. We cooperate extensively with other companies, research institutes and universities, and we see this as a natural opportunity to promote ecosystem cooperation in the ICT sector and to attract other Finnish companies to the Japanese market,” Mattila continues.
Finnair wants to promote Finland in the international arena
According to Jenni Suomela, Vice President, Global Sales & Channel Management at Finnair, Japan is one of Finnair’s key markets. She says: “Finnair has a long tradition of connecting Japan and Finland – we have been flying to Japan for more than 40 years. For us, it is important to be involved in promoting the visibility of Finland and the Nordic countries in the international arena, and the Osaka World Expo offers a unique opportunity to showcase Nordic know-how.”
Consumers are the biggest visitor group at the World Expo. For them, visiting the pavilions of different countries is a source of inspiration for potential travel destinations. Japanese consumers and tour operators are interested in the experience, safety and cleanliness of the destination as well as direct flight connections, which is one of Finnair’s trump cards.
Jenni Suomela, Finnair
Memorable imprint for Metsä Group’s Asian market customers
The Asian market is a very important market for Metsä Group. The company uses the Nordic Pavilion at the World Expo to host a unique customer conference in Osaka for its key customers in Asia. Its purpose is not only to cover strategic and current topics, but also to provide customers with an enjoyable and memorable experience.
Metsä Group notes that a unique event in the Nordic pavilion and visiting other countries’ pavilions are likely to strengthen long-term partnerships in the Asian market. The World Expo attracts a great deal of interest in Metsä Group’s customers. The Expo’s main theme “society of the future”, which is based on sustainable development, is a great match with Metsä Group’s mission. 
Photo: Metsä Group
Project on track
The construction of a joint pavilion at the World Expo on Osaka’s Yumeshima Island began in May. The project has stayed well on schedule. The impressive and sculptural Nordic wooden pavilion will be located between the Turkmen and Czech pavilions. The pavilion reflects the innovations, sustainability know-how and culture of the five Nordic countries. In 2025, Finnish companies will have a unique platform for their events and for fostering new and existing relationships.
The exhibition at the pavilion, which is open to the general public, will be built by Exponex. The design team also includes Finnish experts. The pavilion shop and restaurant are implemented by Finnish Logonet Group together with a Swedish partner.
Finland will use all the 40 days it has to highlight Finnish companies, technologies, solutions and Finnish culture. In addition to company days, there will be theme days focusing on different business sectors. Some examples are a Metaverse Day, which focuses on the future of work, Digital Transformation Day, Health Industry Day and Green Transition theme days around carbon-neutral cities and the hydrogen and battery industries. In addition, the Nordic countries are planning to organise joint events around various themes.
Companies and cultural actors interested in cooperation and the theme days, please contact the Finnish Expo team. The World Expo is a positive show of strength for the entire country of Finland in highlighting technologies, services, expertise and culture.
Nita Pilkama
Commissioner General
Finland’s World Expo Project , Business Finland
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