OSAKA - While the purpose of World Expositions has evolved over time, the 2020 Dubai Expo hosted 98 business events, drawing over 25,000 participants from more than 130 countries, both in-person and online. Events covered themes like space and medicine, offering opportunities for companies to hold negotiations.
An Expo is not just about entertainment—it's also about real, high-stakes business.
While visitors may enjoy the festive atmosphere, success isn't measured by ticket sales or attendance numbers. The true measure is how many deals were made, how many contracts were signed, and how much was achieved through business discussions.
Think of it like Japan's trade fairs—Makuhari Messe in Tokyo or Intex Osaka in Kansai—which often host exhibitions for sectors like agriculture, where companies showcase new products and negotiate deals. The Expo is a global version of these fairs. Countries present the technologies they want to sell, hoping businesspeople from around the world—not just tourists—will take interest and initiate deals.
For instance, the Czech Republic, known for having the world’s highest per-capita beer consumption, is showcasing its beer brands to gain traction in the Japanese market. Meanwhile, Saudi Arabia, which only recently opened to tourists in 2019, is using its pavilion as a soft power tool to attract international attention. Business is clearly at the heart of these efforts.
Looking closely at the pavilions, you’ll often see tables and chairs subtly arranged—spaces intended for negotiations. Though the Expo has just begun, more businesspeople from Japan and abroad are expected to arrive and strike deals in these spaces.
Japan is showcasing technologies that are immediately usable or scalable within a few years. Hydrogen power is a key example. A hydrogen fuel cell-powered boat is already operational at the venue, symbolizing Japan's push to sell this technology to the Middle East. This is also a strategic move to regain ground, as South Korea recently edged out Japan in becoming a key partner in building hydrogen cities.
Another notable technology comes from Komatsu, which is exhibiting an underwater bulldozer-like machine capable of operating on land and under the sea. It targets difficult marine construction areas where human labor is limited due to safety concerns and global labor shortages. Such equipment is already being used in wind power generation tests off the coast of Goto, Nagasaki.
Japanese entertainment company Yoshimoto is also drawing attention—not for comedy, but for innovation. Some of their staff are wearing lightweight, bendable solar panels called perovskites. These panels can be attached to clothes or even car bodies, potentially enabling personal, mobile electricity generation. On hot days, the solar-powered jacket even runs a small fan around the wearer’s neck. This kind of off-grid power solution is gaining international interest as demand for electricity rises worldwide.
Another highlight is the Expo venue itself. Visitors may not notice, but the tents covering the walkways are cutting-edge "solar tents" developed by a leading Japanese company. These durable, low-cost, and fast-to-install tents were also used at the Dubai and Milan Expos, and even on the roof of Tokyo Dome. While commonplace in Japan, these technologies attract strong international interest.
As national days begin at the Expo—starting with Turkmenistan—high-ranking officials and major business leaders from each country will gather. For Japan, securing their attendance during its own national day is crucial. Behind the scenes, attention is also on a potential visit from Donald Trump on July 19th, which would suggest significant progress in Japan-U.S. relations.
The Japanese government is aiming to capitalize on this momentum, especially ahead of the Tokyo International Conference on African Development (TICAD) scheduled for August. Japan has long led this summit, inviting African leaders to Yokohama for high-level meetings. Africa’s rapid economic growth has drawn interest from global powers including China, the U.S., Europe, and Russia.
This year, although TICAD will be held in Kanagawa Prefecture, officials hope to encourage attendees to visit the Expo and possibly depart from Kansai International Airport after experiencing Japan’s innovation firsthand. The message is clear: Japan must seize every opportunity to promote its cutting-edge technologies and secure deals during the Expo.
Source: YOMIURI
