At the World Expo 2025 in Osaka, France is betting on luxury and gastronomy to win over visitors. Under the direction of Jacques Maire, the “hymne à l’amour” pavilion presents itself as a cultural standard. It will showcase French elegance and aim to create a positive commitment to social and environmental issues.
In the run-up to the World Expo to be held in Osaka, Japan, from April to October 2025, France has announced that it will be focusing on luxury and gastronomy rather than technological innovations.
France will be showcasing luxury brands such as Dior and Louis Vuitton, as well as gastronomy-related groups such as Vins d’Alsace, cheese-maker Bel and baker Éric Kayser. In addition to these well-known brands, the pavilion will feature a variety of partners, including insurer Axa, anti-aging biotechnology Ninapharm, telecom operator Orange and urban advertising specialist JCDecaux.
Jacques Maire, general commissioner of the pavilion and president of the Compagnie française des expositions (COFREX), presented France’s detailed plans for the 2025 flagship event at the Quai d’Orsay on Tuesday January 9.
“We want to create a sense of commitment and positivity, and say that the technological answer is not enough” in the face of the social and environmental crisis, says Jacques Maire, who wants to “conquer” the younger generation.
He also presented the French pavilion, a 55 million euro cultural standard, 75-80% of which is financed by the French government.
Love takes center stage
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Featured photo : ©Ministry of Economy of Japan
