Interview with André Hansen, Commissioner General of the Luxembourg Pavilion

How have Japanese visitors responded to the Luxembourg Pavilion? Have there been any notable reactions?

As Japanese visitors are very disciplined and organised, they appreciate the fact that we offer a clearly structured visitor flow. Our three-part scenography provides an initial introduction to Luxembourg's key themes, people, landmarks and landscapes, in an immersive and informative way – all within 20 to 30 minutes.

Visitors respond to our concluding experience – in the form of a game of bowling on our Keelebunn (bowling alley) – with positive curiosity. And when it comes to food, grilled sausage is a big hit. The Japanese like washing it down with a Luxembourgish beer, wine or crémant.

Which Japanese customs or special characteristics influenced the Pavilion concept?

The Luxembourg Pavilion was designed by the architecture firm STDM based on the principles of the circular economy. It is "designed for disassembly", which means that its individual components can be dismantled easily and reused after the event. Built with Japanese standard components in cooperation with Luxembourgish and Japanese companies, the project is not only a living example of co-creation, it also ensures that the building elements can be reused more effectively after the Expo.

Which aspect of Japan surprised you the most?

In the run-up to a project like this, which requires close cooperation with the host country, we make every effort to be as well-informed as possible. Yet the actual experience is something else entirely. What impressed me most was the exceptionally precise and careful approach to work, which went far beyond my expectations.

I'm equally fascinated by how incredibly important trust is. It may take longer than usual for trust to develop here but once it does, it results in a lasting and genuine sense of commitment. Our relationships with our Japanese partners have grown even stronger as a result – we can totally rely on each other. In view of the upcoming anniversary in 2027 – marking 100 years of diplomatic relations between Luxembourg and Japan – this is certainly a promising sign that highlights the partnership between our countries in a special way.

Why is it important for Luxembourg to take part in the World Expo?

Taking part in Expo 2025 Osaka is important and worthwhile for Luxembourg for a variety of reasons. Our presence is a unique opportunity to showcase ourselves to an international audience, alongside over 160 participants, in a country with which we share a close connection and where we can present all aspects of ourselves. From our perspective, it's also an important signal that, in a world where international cooperation is increasingly being questioned, we are presenting ourselves in Osaka with a Pavilion that highlights our values as an open country.

Has the message of the Pavilion changed since the World Expo in Dubai?

Yes, we changed the message insofar as we adapted it to the Japanese audience. In Dubai, our presentation was tailored to a very international audience, whereas in Japan around 90% of visitors come from within the country. It goes without saying that our goal remains to present Luxembourg in all its diversity – as a cosmopolitan, innovative and desirable country to live in – but our approach is tailored to the cultural context.

One example of this is the scenography: in Act 2, we draw on the visual language and playful experience of the arcade game style that many Japanese visitors are familiar with. In Act 1, we symbolically invite visitors into Luxembourgish houses – a particularly personal gesture in Japan, where people rarely invite even their friends into their homes.

Name one Pavilion highlight that visitors should discover at all costs...

While it's hard for me to choose just one element, Act 3 really gave me the goosebumps. As a Luxembourger, it moved me to see my own homeland from this perspective – gliding almost weightlessly over forests, towns and landscapes. We know all of these places, but seeing them in this immersive, almost poetic way is like rediscovering Luxembourg all over again. At the same time, it shows visitors just how diverse, beautiful and vibrant our homeland is.

The Pavilion plays a strategic role in strengthening economic ties with Japan. Have the business cooperation goals been achieved? Are there certain sectors that stand out in particular?

Luxembourg's presence at Expo 2025 Osaka is the result of a dedicated co-creation process, as a whole host of Luxembourgish companies, talents and institutions were involved in designing the Pavilion, scenography and interior fittings, not forgetting the culinary offering. Virtual tools, such as our app and the AR applications developed by the Luxembourgish companies Virtual Rangers and Artec3D, the culinary offering overseen by the École d'Hôtellerie et de Tourisme du Luxembourg (EHTL), the furniture created by Luxembourgish designers and the temporary art exhibitions all demonstrate the country's innovative spirit and creativity. All this is rounded off with a programme featuring scientific conferences, exhibitions and workshops (on space, circularity, cybersecurity, etc.) together with the three economic missions organised by the Luxembourg Chamber of Commerce. The focus here is on the topics of space, tech and health.

The Pavilion also offers a culinary experience: which dishes go down best with the visitors?

The culinary offering is generally very well received. It reflects a part of our culture, and traditional food and drinks generally play an important role at World Expos. As I briefly mentioned earlier, grilled sausage, beer, wine and crémant are particularly popular – but the Japanese are also very fond of our pastries! Our limited-edition rotating desserts by six Luxembourgish pâtissiers (whom we already introduced on our social media channels) sell very well. Classics such as the macarons in Luxembourg colours and the Dojima Roll featuring a decorative Luxembourg lion in the cream filling are also popular – with several hundred units of each item consumed per week.  

What will happen to the Pavilion once the Expo is over?

We are currently looking into potential ways of reusing the different components of the Luxembourg Pavilion. But one thing is already clear: the modular concrete blocks used for the foundations will be reused by Nesta Resort Kobe, a theme park near the city of Kobe. The Pavilion's lightweight membrane roof also has second life in store: together with the SEAL brand, craftsmen in Osaka will transform it into sturdy, waterproof bags and accessories that can already be pre-ordered during the Expo.

Discussions are still under way about what to do with the two other Pavilion components and the remaining parts of the interior design. We hired some of the items, such as all the audiovisual devices, thereby ensuring that they will be reused.