Belgrade Expo 2027: Japan Pavilion Plans Announced 200 Days Before Opening
Overview
The Ministry of Economy, Trade and Industry (METI) and the Japan External Trade Organization (JETRO) held a press conference 200 days before the opening of Expo 2027 Belgrade. They announced that Dragan Stojković Pixy would serve as a PR ambassador for the Japan Pavilion and named the first 15 corporate sponsors. The pavilion will center on “a playful spirit” and feature interactive exhibits and special exhibitions that change weekly. In partnership with sponsors and other organizations, it aims to showcase Japan’s appeal, encourage exchanges, and create new value.
Key points
- Dragan Stojković Pixy, who is from Serbia, will serve as the third PR ambassador for the Japan Pavilion.
- The first 15 corporate sponsors for the Japan Pavilion have been selected.
- The Japan Pavilion’s theme is “Playing Together, Connecting Through Japan’s Playful Spirit.”
- Through participation by sponsors and organizations, the pavilion aims to encourage new network formation, business opportunities, and market development.
Overview
METI and JETRO are preparing Japan’s participation with a pavilion at Expo 2027 Belgrade, which will be held in Belgrade, Republic of Serbia. The expo will run from May 15 to August 15, 2027.
At a press conference on October 27, 2026, 200 days before the opening, organizers announced an overview of the expo, the Japan Pavilion’s theme and exhibits, and plans for future developments.
Impact
According to the announcement, participation by sponsors and organizations in the Japan Pavilion is intended to encourage new network formation, business opportunities, and market development.
Details
The Japan Pavilion will combine traditional Japanese games and karakuri craftsmanship with next-generation technology to create exhibits that visitors can experience and participate in. Weekly special exhibitions by sponsors, organizations, and the Ministry of Agriculture, Forestry and Fisheries will also introduce traditions, culture, content, technology, Japanese food, and more.
Dragan Stojković Pixy is a former Serbian football player and manager. He will showcase the Japan Pavilion’s appeal in both Japan and Serbia through sport. The announcement cited his longstanding role as a familiar symbol of exchange between Japan and Serbia as the background to his appointment.
The sponsors, listed in Japanese syllabary order, are KAORUKO Co., Ltd.; Q-STAR (Council for the Creation of New Industries through Quantum Technology); Kyocera Document Solutions Inc.; JTB Corporation; ZIZO Inc.; Studio Inc.; Takara Tomy Co., Ltd.; TA Frontier Co., Ltd.; Dosanko Shimanchu Project Secretariat; TOYO TIRE Corporation; Maxin Co., Ltd.; Mitsubishi Corporation; Murata Manufacturing Co., Ltd.; LIXIL Corporation; and Wide Leisure Co., Ltd. The Ministry of Agriculture, Forestry and Fisheries and the National Tax Agency are providing special cooperation, while the Ministry of Foreign Affairs, the Ministry of Education, Culture, Sports, Science and Technology, and other relevant ministries are also cooperating.