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Introducing PIX, the UK’s shape-shifting mascot for the World Expo 2025
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UK Pavilion takes inspiration from great ideas which changed the world
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First wave of UK Pavilion sponsors includes iconic global brands AstraZeneca, Aston Martin, and IHG Hotels & Resorts
New details of the UK’s presence for Expo 2025 in Osaka, Kansai, have been revealed.
The event, which is set to take place on Yumeshima Island, Osaka, will see more than 150 countries take part, offering a unique opportunity to explore the latest breakthroughs in science, technology and culture from across the planet.
Showcasing the best of British, as part of the Government’s Plan for Change, the Expo will be a golden opportunity to attract inward investment and shine a spotlight on our innovative exporters.
Speaking at the International Participants Meeting of Expo 2025, Osaka, in Himeji today (16 January), the UK’s Commissioner General for Expo 2025, Carolyn Davidson, unveiled PIX as the UK’s mascot for Expo 2025.
Made up of red, white and blue toy building blocks – PIX represents how every idea, just like a simple building block, has the potential to grow into something great. PIX is set to feature throughout the UK Pavilion experience, charming visitors with a treasure trove of fun facts about the UK and Japan, and channelling the spirit of exploration, humour and innovation the UK is famous for.
Through international moments like this, we can continue to build on the increasingly strong relationship between the UK and Japan, as seen through our collaboration in defence and security, digital partnership and ever-deepening trade ties through CPTPP.
UK Minister for Exports Gareth Thomas said:
The UK has been a pioneer of innovation for generations by utilising the power of ideas to change the world.
Our presence at the Osaka Expo will demonstrate the innovation and opportunities for exporting and growth there are in the United Kingdom and how we are open for business.
Japan is a crucial market for the UK economy, and central to its growth aims. Currently, currently Japan is the UK’s 6th largest investor with £86.2 billion invested in the UK in 2022. Our bilateral trade in goods and services was worth £27.2 billion in the in the four quarters to the end of Q2 2024 – which could be boosted further now that the UK has joined the regional CPTPP trade bloc.
Centred on the theme of ‘Come Build The Future’, the UK Pavilion exterior is inspired by the work of the world’s first computer programmer, Ada Lovelace.
The Pavilion façade utilises perforated aluminium strands to invoke the punched cards used in early calculating machines. These strands have been intertwined using a weaving technique, paying homage to the textile industries which were instrumental in the Industrial Revolutions which took place in both Manchester and Osaka during the 19th century.
Built with sustainability in mind, the Pavilion uses a modular system, ensuring that the main elements of the building – structure, floor plates and external cladding — can be relocatable with minimum transportation, plant and labour resource requirements after Expo.
UK Commissioner General for Expo 2025 Carolyn Davidson said:
I’m delighted to introduce you to PIX, the UK’s Pavilion mascot for Expo 2025.
Born from a child’s imagination and their toy building blocks, PIX symbolises the building blocks of innovation.
Our dynamic, fun and knowledgeable mascot takes shape in endless combinations… from teapots to rockets… representing how ideas come together to build something great. PIX encourages us all to see the potential of our own ideas, no matter how small, to transform the world – when we come together to build the future.
PIX looks forward to welcoming visitors to the UK Pavilion when doors open in April.
The UK Pavilion will be supported by iconic global brands including biopharmaceutical company AstraZeneca, luxury sports car manufacturer Aston Martin, and hospitality company IHG Hotels & Resorts.
They are joined by talent solutions company Robert Walters, assistive hearing specialists Ampetronic, the Scottish Government and the Welsh Government.
The event, which is set to take place on Yumeshima Island, Osaka, will run for six months from 13 April to 13 October. It is anticipated that more than 150 countries will take part, offering a unique opportunity to explore the latest breakthroughs in science, technology and culture from across the planet.
With an expected audience of over 28 million expected Japanese and international visitors, Expo will offer a tailored platform to raise awareness of the UK as a dynamic and innovative country.
