The Ukrainian Pavilion “Not For Sale”, presented at the EXPO 2025 World Exhibition in Osaka, won a silver award in the category “Best Activation or Engagement” at the prestigious World Expolympics competition.
“This is an international competition that recognizes the best examples of exhibition design at world exhibitions. This year, 32 experts from different countries of the world evaluated the pavilions according to the criteria of innovation, interaction with visitors, and impact on the audience,” the message says.
The ICSC noted that this victory was a significant step for Ukrainian culture and the creative industry, and participation in the exhibition opened up new opportunities for international dialogue, economic cooperation, and cultural diplomacy.
The Ukrainian pavilion has the form of a store where you can’t buy anything. There, instead of goods, visitors will find 18 objects, each of which symbolizes a human value – such as freedom, dignity, and resilience. Each object has a real barcode, which visitors can scan using special scanners installed throughout the pavilion. Instead of the usual price tags, the screens display powerful video stories from Ukraine, metaphorically illustrating the real price that Ukrainians pay for the protection of their fundamental rights – education, freedom of choice, medical care, and so on.
