Not For Sale: Ukraine opens unusual pavilion at EXPO 2025 in Japan

This was reported by Ukraine’s Ministry of Economy.

With support from the Japanese government and business partners, Ukraine opened the doors to its Not For Sale pavilion, presenting its vision of future values. The pavilion is shaped like a shop where nothing is for sale. Instead of products, 18 symbolic items are displayed — each representing a human value: freedom, dignity, sustainability, and more. Every object has a real barcode that visitors can scan using special store scanners installed on-site. Instead of price tags, screens show video stories from Ukraine, metaphorically explaining the cost of things like education, freedom of choice, or access to healthcare.

"The Ukrainian pavilion caused such a stir that organizers had to bring in traffic controllers. Up to 1,500 people go through our pavilion every hour, and over six months, organizers say the number could hit 23 million. So this is a strategic chance to show the world our values and resilience. We’re proving that even under extreme conditions, Ukrainians keep fighting, keep growing, and keep innovating. For me, it’s also a chance to showcase our economic potential — to tell the stories of entrepreneurs who, despite war and destruction, are rebuilding, entering new markets, and amazing the world," said Yulia Svyrydenko, First Deputy Prime Minister and Minister of Economy of Ukraine.

The pavilion officially opened on April 13 at 1:00 p.m. local time. The event was attended by the Honorary Consul of Ukraine in Japan, Japanese economic representatives, and other guests. On the first day, around 5,000 people visited.

"EXPO 2025 is an important step in amplifying Ukraine’s voice on the global stage. Our Not For Sale Store pavilion sends a clear message: in a world where almost everything has a price, some things cannot be bought. These are the values we live by and the foundations of any future society — freedom, dignity, sustainability. Ukrainians defend these values not with words, but through action, putting their lives on the line. That’s exactly what we want to show through this pavilion. Despite the war and constant pressure, we keep creating, building, growing and showing the world what it means to be Ukrainian," said Tetyana Berezhna, Deputy Minister of Economy of Ukraine.

Ukraine’s participation in EXPO 2025 was made possible thanks to the support of Ukrainian businesses. Next to the main pavilion is the Values-Driven Economy zone. Here, visitors can see artifacts from companies that continue to operate and grow despite the full-scale war. Among the exhibits: a DTEK helmet from teams restoring power under Russian shelling; a bullet-ridden Ajax siren still functioning to save lives; and a flask of oil from Ukraine’s largest oil and gas company.

The pavilion became possible after Japan provided Ukraine with a free exhibition space for six months — the event runs until October 13.

On April 15, EXPO Ukraine will host a series of panel discussions at the UK pavilion, focusing on the role of values in the economy and the importance of cultural and economic sustainability.

The main theme of EXPO 2025 in Osaka is Designing Future Society for Our Lives. More than 160 countries are taking part, showcasing their innovations and achievements.