At the Japan Pavilion, the Japanese government's exhibit at the 2025 Japan International Exposition (Osaka-Kansai Expo), held from Sunday, April 13 to Monday, October 13, 2025, BE@RBRICK will appear in the "Plant Area." The pavilion's theme is "Between Lives, and Between Lives."

The Japan Pavilion at the Osaka-Kansai Expo is comprised of three areas: the "Plant Area," the "Farm Area," and the "Factory Area." The entire pavilion aims to embody "circulation," a key characteristic of Japanese culture. The "Farm Area," featuring "algae" as its star, will be guided by the globally beloved "Hello Kitty." The "Factory Area," focusing on Japanese "monozukuri" (craftsmanship), will feature Japan's representative character, "Doraemon," as its guide.

The "Plant Area," navigated by BE@RBRICK, is themed "From 'Waste' to 'Water.'" This area highlights the function of "microorganisms" that decompose organic matter, such as food scraps and waste, in various locations on Earth, thereby creating environments essential for other life forms to thrive.

Through exhibits and displays featuring original BE@RBRICK designs, visitors can easily experience the vital role microorganisms play in Earth's ecosystem. They transform organic matter into carbon dioxide (CO2), water, and nutrients for algae cultivation, and generate gases that serve as fuel for energy production, such as electricity and heat. Additionally, exclusive Japan Pavilion merchandise, including BE@RBRICK and VCD figures, will be available for purchase at the venue.

Ahead of the opening, we spoke with Mr. Nendo Oki Sato, the General Producer and General Designer of the Japan Pavilion, about the pavilion's concept, its highlights, and the reasons behind choosing BE@RBRICK as the navigator.

Nendo Oki Sato
Born in Canada in 1977. Graduated top of his class from Waseda University's School of Science and Engineering, Department of Architecture in 2000. After completing his master's degree at Waseda University in 2002, he founded the design office nendo. He has undertaken a wide range of design projects, including architecture, product design, and branding, and has received numerous international design awards, such as Designer of the Year in Italy, France, and the UK. He was responsible for the design of the torch stand for TOKYO 2020 and also designed the new TGV high-speed train for France.https://www.nendo.jp/

— First, could you share your thoughts and feelings since being appointed as the General Producer for the Japan Pavilion at the Osaka-Kansai Expo?

Nendo Oki SatoIt has been about four years since I was appointed General Producer for the Japan Pavilion, and it has been an incredibly intense period.
It was far more challenging than I had imagined to meticulously attend to every detail—from the exhibition concept and narrative to the architecture, interior design, content such as exhibits and visual presentations, and even the lighting and sound—while simultaneously striving for overall harmony and unity.

— What were your intentions when designing the Japan Pavilion's logo and theme colors?

Nendo Oki SatoThe theme of the Japan Pavilion is "Between Lives, and Between Lives." For the pavilion's visual system, we wanted something that felt like a living entity, rather than a rigid symbol with strong authority. We aimed for something organic, like "life" itself.

It's a visual system that constantly evolves, like a living organism, through division and fusion, breathing and growing. This dynamism is reflected in the signage and interior graphics, which also change and adapt.
Regarding the colors, we chose those that would harmonize with the space, including the color of the wooden material called CLT used for the pavilion's exterior, and the white, black, and gray tones used for the interior.

— As an entity akin to "life," what kind of pavilion has it become?

Nendo Oki SatoActually, we are planning the Japan Pavilion as a "waste treatment facility."
Visitors will experience the process of taking approximately one ton of food waste generated daily at the Expo site, decomposing it into biogas, electricity, water, heat, and CO2 in a biogas plant, then using that to cultivate algae. The algae will then be used to create new products, which eventually return to being waste, completing the cycle.

The architecture is shaped like a donut when viewed from above. The design allows visitors to experience "circulation" by walking around this donut.

— What aspects did you focus on when developing the exhibition content and architectural design? And what do you hope visitors will pay attention to?

Nendo Oki SatoTo embody the Japan Pavilion's theme, "Between Lives, and Between Lives," the most crucial element was prioritizing the "exhibition experience." We aimed for an experience where the architecture, interior, exhibits, and communication are not isolated elements but rather coalesce into a unified whole. This meant realizing the concept through a reverse process from the usual design progression, which typically goes architecture → interior → exhibits → communication. The production process required all elements—architecture, interior, exhibits, and communication—to proceed in a "synchronized" and "simultaneous" manner, which was incredibly challenging.

Traditionally, design progresses in the order of architecture → interior → exhibits → communication. However, for this pavilion, we aimed to achieve our vision by reversing this process. The production workflow involved all elements—architecture, interior, exhibits, and communication—proceeding in a "synchronized" and "simultaneous" manner, which presented significant challenges.

We hope visitors will enjoy the subtle details and hidden mechanisms that might not be immediately apparent. We anticipate that they will discover numerous small "relays of circulation" scattered throughout the pavilion, such as exhibit elements reappearing in different forms in various spaces. We hope visitors will appreciate these subtle connections.

— In addition to Hello Kitty in the "Farm Area" and Doraemon in the "Factory Area," BE@RBRICK will navigate the process of waste decomposition by microorganisms in the "Plant Area." Could you tell us why BE@RBRICK was chosen as the navigator?

Nendo Oki SatoFor Hello Kitty, we envisioned her embodying various types of algae through "costumes." Doraemon, on the other hand, explains Japanese craftsmanship and technology as if introducing "secret gadgets."

Our biggest challenge was figuring out how to convey the process of biogas generation—the resulting "electricity," "heat," "CO2," and "water"—and how this water is purified, to the visitors.

That's when we thought of BE@RBRICK, which collaborates with various brands and content as if embodying them. We concluded that BE@RBRICK would be the perfect choice to represent entities that are invisible or not easily perceived.

— What were your impressions of BE@RBRICK before this project?

Nendo Oki SatoOver the past 20 years, I've visited many cities around the world, and I was always surprised to encounter BE@RBRICK wherever I went. What's more, they were often found in the most cutting-edge shops and galleries, places known for their fashionability and design sophistication.

Every time I encountered BE@RBRICK, which consistently represents the forefront of Japanese culture, I felt that I, as someone involved in Japanese creativity, drew a considerable amount of courage from it.

— Do you have any memories of collecting figures or toys yourself when you were younger?

Nendo Oki SatoAs a child in Canada, I often played with Star Wars figures.
Some time later, not long after starting nendo, Star Wars bottle caps were released as Pepsi promotional items. My Star Wars enthusiasm was unexpectedly reignited, and the entire office became engrossed in collecting them.

However, I could never get the "Jar Jar Binks / Head," and not being able to complete the set except for that one item still bothers me (laughs). And I still feel apologetic towards the designers in the office at the time who diligently drank Pepsi every day (laughs).

— For this project, you are releasing Japan Pavilion exclusive items such as "BE@RBRICK Japan Pavilion 100%/400%," "BE@RBRICK Japan Pavilion Element 5-Piece Set," and "VCD BE@RBRICK." What are your thoughts behind these products?

Nendo Oki SatoThese items, created in collaboration with Medicom Toy, are not merely merchandise. We view them as an integral part of the Japan Pavilion experience. By taking them home, visitors can internalize the exhibition experience and make it their own. We believe they are very important in this regard.
We would be delighted if as many visitors as possible enjoy them.

— Finally, do you have a message for those who are looking forward to the opening of the Osaka-Kansai Expo?

Nendo Oki SatoBeyond just "fun" and "excitement," we aim to create a unique experience where the way you perceive and feel about your everyday life changes, a fusion of digital and real. We sincerely hope that everyone will visit.
And we hope you'll also pay attention to the movements and perhaps even the sounds of the BE@RBRICKs!

[2025 Japan International Exposition (Osaka-Kansai Expo) Japan Pavilion Exclusive Merchandise]
All products introduced here will be sold at the venue (Japan Pavilion) of the "2025 Japan International Exposition (Osaka-Kansai Expo)" held on Yumeshima, Osaka, from Sunday, April 13 to Monday, October 13, 2025.

BE@RBRICK Japan Pavilion 100%
Size: Approx. 70mm (height)
Release Date: Scheduled for April 2025
Price: ¥1,980 (incl. tax)
©️Japan Pavilion Expo2025
BE@RBRICK TM & ©️ 2001-2025 MEDICOM TOY CORPORATION. All rights reserved.

BE@RBRICK Japan Pavilion Element 5PCS SET
A set of 5 BE@RBRICK 100% figures representing the five elements: Purple (CO2), Orange (Nutrients), Clear (Water), Red (Heat), and Yellow (Electricity).
Size: Approx. 70mm (height) each
Release Date: Scheduled for April 2025
Price: ¥11,000 (incl. tax)
©️Japan Pavilion Expo2025
BE@RBRICK TM & ©️ 2001-2025 MEDICOM TOY CORPORATION. All rights reserved.

BE@RBRICK Japan Pavilion 400%
Size: Approx. 280mm (height)
Release Date: Scheduled for April 2025
Price: ¥16,500 (incl. tax)
©️Japan Pavilion Expo2025
BE@RBRICK TM & ©️ 2001-2025 MEDICOM TOY CORPORATION. All rights reserved.

BE@RBRICK Japan Pavilion Maneki-neko 100% & 400%
Size: Approx. 70mm / 280mm (height) each
Release Date: Scheduled for April 2025
Price: ¥22,000 (incl. tax)
©️Japan Pavilion Expo2025
BE@RBRICK TM & ©️ 2001-2025 MEDICOM TOY CORPORATION. All rights reserved.

BE@RBRICK Japan Pavilion Cedar Wood 400%
A 400% BE@RBRICK crafted from Japanese cedar wood, with each piece meticulously finished by skilled artisans.
Size: Approx. 280mm (height)
Release Date: Scheduled for April 2025
Price: ¥220,000 (incl. tax)
©️Japan Pavilion Expo2025
BE@RBRICK TM & ©️ 2001-2025 MEDICOM TOY CORPORATION. All rights reserved.

VCD Japan Pavilion HELLO KITTY
Size: Approx. 123mm (height)
Release Date: Scheduled for April 2025
Price: ¥9,900 (incl. tax)
© '25 SANRIO CO., LTD. APPR. NO. L657106
©️Japan Pavilion Expo2025

VCD Japan Pavilion Doraemon
Size: Approx. 120mm (height)
Release Date: Scheduled for April 2025
Price: ¥9,900 (incl. tax)
©️Fujiko-Pro
©️Japan Pavilion Expo2025

VCD Japan Pavilion BE@RBRICK
Size: Approx. 140mm (height)
Release Date: Scheduled for April 2025
Price: ¥9,900 (incl. tax)
©️Japan Pavilion Expo2025
BE@RBRICK TM & ©️ 2001-2025 MEDICOM TOY CORPORATION. All rights reserved.

Exhibition and Display Provided by:
National Institute of Technology and Evaluation (NITE) / Sekisui Chemical Co., Ltd.

For details about the Japan Pavilion at the Osaka-Kansai Expo and future information, please visit the official website and social media accounts below.

Japan Pavilion Official Website for the Osaka-Kansai Expo
— URL:https://2025-japan-pavilion.go.jp/
— About the Japan Pavilion:https://2025-japan-pavilion.go.jp/overview/
Japan Pavilion Official Social Media
[X]
Japan Pavilion | Expo2025 Osaka-Kansai Expo
(Japanese)@japanpavilion_j
Japan Pavilion | Expo 2025 Osaka Kansai
(English) @japanpavilion_e
[Instagram]
Japan Pavilion | Expo2025 Osaka-Kansai Expo (@expo2025_japanpavilion)
https://www.instagram.com/expo2025_japanpavilion
[Facebook]
Japan Pavilion | Expo2025 Osaka-Kansai Expo
https://www.facebook.com/profile.php?id=61561607965980
[YouTube]
Japan Pavilion | Expo2025 Osaka-Kansai Expo
URL:https://www.youtube.com/channel/UCD6DI0GaY8v60mh9HfzGZMQ