International brand experience agency, Bray Leino Events, is set to deliver a celebration of UK culture at Expo 2025, which is taking place in Osaka, Japan from 13 April.
Responsible for the full operational service of the UK Pavilion, Bray Leino Events will manage and deliver all aspects of the UK Pavilion’s live schedule of events, the food and drink offering, staffing and the retail experience, bringing a host of iconic UK brands to the 28 million people expected to visit the Expo site over the next six months.
The UK Pavilion, designed by UK architects WOO to reflect the UK’s Expo theme ‘Come Build the Future’, blends heritage with cutting-edge design and features a unique storytelling experience by experiential specialists Immersive International.
A bilingual team—recruited and trained by Bray Leino Events in partnership with Osaka-based Beyond Limits—will guide visitors and manage all aspects of the Pavilion, from retail and catering to events, marketing and customer service.
Bray Leino Events has partnered with Living Hospitality, part of the Mosimann’s group, to deliver a distinctly British culinary experience at the UK Pavilion, featuring classics like fish and chips and afternoon tea.
Complementing this, a partnership with Diageo brings the Johnnie Walker bar to life, offering a curated drinks menu and mixology activations with brands such as Gusbourne English Sparkling Wine, while the retail space will showcase iconic British products—from Union Flag umbrellas and Paddington Bear merchandise to the UK Expo mascot, PIX.
Across the six months of Expo 2025 Osaka, the UK Pavilion will deliver a packed schedule of events and activations, showcasing heritage and contemporary culture, innovation, and achievement, and celebrating the rich history of partnership and collaboration between the UK and Japan.
The highlight of the programme of events will be the UK National Day on 22 May, which will present a celebration of UK culture.
Bray Leino Events managing director Luke Brown said: “We’re relishing the opportunity to represent UK events on one of the biggest world stages. The scope of the programme is vast, and we’re excited for Expo to open so we can welcome the Japanese public.
He added: “Alongside the Department for Business and Trade, and with the support of our partners, we’re ready for UK Pavilion to deliver a six-month celebration of everything that makes the UK great.”
