By Irfan Siddiqui, Tokyo, Japan
The ongoing Expo 2025 in Osaka, Japan, is shaping up to be one of the most significant cultural and economic gatherings of the decade. With daily footfall exceeding 120,000 to 150,000 visitors, the Expo is a global celebration of nations, ideas, innovation, and identity. Amidst hundreds of participating countries and countless exhibits, the Pakistan Pavilion has emerged as one of the most talked-about and visually striking attractions.
At the heart of this success is the thoughtfully designed Pink Salt-themed pavilion, a reflection of Pakistan’s natural wealth and artistic vision, which is captivating visitors from across the globe.
A Theme Rooted in Identity: The Magic of Pink Salt
The theme of Pakistan’s participation at Expo 2025 centers around Himalayan Pink Salt, one of the country’s most iconic and globally recognized natural resources. The concept has been brought to life by none other than renowned Pakistani artist Noorjehan Bilgrami, whose vision, craftsmanship, and cultural sensibilities have given Pakistan’s pavilion a unique and unforgettable identity.
Noorjehan Bilgrami has masterfully transformed the aesthetic and symbolism of pink salt into a full sensory experience. From striking visuals to curated textures, soft lighting, and immersive displays, the pavilion brings together tradition, nature, and design in a way that not only informs but enchants. Her work is a testament to the power of art in soft diplomacy and national representation.
Visitors are not just taking pictures—they are engaging with the story of Pakistan. They leave with a deeper appreciation of the country’s geology, culture, and export potential, and most importantly, its creative strength.
DG Naseer Ahmed: The Man Behind the Mission
The driving force behind Pakistan’s outstanding presence at Expo 2025 is Naseer Ahmed, Director General of the Trade Development Authority of Pakistan (TDAP). With a deep commitment to promoting Pakistan’s trade potential and cultural presence globally, Naseer Ahmed has worked tirelessly with his team to ensure Pakistan’s pavilion does more than participate—it leads.
His leadership has ensured that every detail, from logistics to visitor experience, is carried out with professionalism and pride. Naseer Ahmed’s hands-on involvement, diplomatic approach, and clear vision have turned the Pakistan Pavilion into a thriving hotspot for economic dialogue, cultural exchange, and soft image projection.
His efforts have brought daily attendance at the pavilion to an impressive 8,000 to 10,000 visitors, many of whom have praised the welcoming environment and the beauty of the design. From engaging with international trade delegates to interacting with curious Japanese families, Naseer Ahmed exemplifies the role of a public servant dedicated to representing his country on the global stage.
More Than an Expo – A Global Celebration
Expo 2025 is not just a trade fair; it is a city-wide cultural carnival. Countries from around the world have brought their best—performances, food, technology, and art. From China to Turkey, Azerbaijan to Bangladesh, pavilions are brimming with culture and conversation.
Japan, the host nation, has also curated a powerful narrative through technology exhibitions, fireworks, light shows, and heritage events. Visitors are often overwhelmed with the sheer scale of experiences. Many choose to stay in Osaka for two to three days just to experience the full spectrum. Hotels are overbooked, the hospitality industry is booming, and the city is buzzing with global excitement.
Pakistan’s active participation in this environment stands out. Through regular cultural events, musical evenings, and trade showcases, the Pakistan Pavilion has become a site of curiosity and admiration. People from all walks of life, including diplomats, tourists, researchers, and traders, are flocking to experience what Pakistan has to offer.
The Ground Crew: Delivering Excellence Daily
Behind the smooth functioning of the Pakistan Pavilion is a team of dedicated individuals who deserve equal recognition. Syed Sajjad Shah, managing event coordination and ground logistics, is instrumental in keeping the daily operations streamlined. From managing crowd flow to overseeing stage events, his role is central to the pavilion’s efficiency and ambiance.
TDAP’s support staff, flown in from Pakistan, have also performed beyond expectations. Their professional demeanor, in-depth knowledge, and welcoming nature have turned simple conversations into lasting impressions. It’s not uncommon for visitors to leave with a new curiosity about visiting Pakistan or importing its products.
Pakistan’s Moment on the Global Stage
What sets Pakistan’s pavilion apart is its authenticity and creativity. It’s not overproduced or overly commercial. Instead, it reflects a genuine story of a nation grounded in natural richness, cultural heritage, and artistic brilliance. With Noorjehan Bilgrami’s elegant design and Naseer Ahmed’s visionary leadership, the pavilion offers a holistic image of Pakistan that challenges outdated perceptions and invites meaningful engagement.
Social media, too, is echoing this success. Visitors from Japan, Korea, Europe, and the Middle East are sharing their experience online, many of them amazed to discover the artistic and natural treasures of Pakistan. The pink salt sculptures, curated exhibitions, and interactive panels have gone viral, helping Pakistan gain soft recognition at a global level.
A Catalyst for Economic and Cultural Diplomacy
The broader impact of Expo 2025 is visible in Osaka’s economy, which is witnessing a surge in tourism, trade deals, and investment inquiries. The same holds true for Pakistan. Its active participation has opened up new dialogues with international businesses, investors, and cultural institutions.
TDAP, under Naseer Ahmed’s leadership, is seizing this opportunity to push Pakistan’s export agenda, promote handicrafts, food products, and tourism, and rebuild trust and connectivity with the East Asian market. With the right follow-up, this participation could lead to long-term trade partnerships, collaborative projects, and renewed cultural exchange between Japan and Pakistan.
In conclusion, Expo 2025 is more than an event—it is an opportunity. And Pakistan, with its Pink Salt Pavilion, has embraced that opportunity with creativity, dedication, and national pride. Through the hands of Noorjehan Bilgrami, the leadership of Naseer Ahmed, and the coordination of a passionate TDAP team, Pakistan has successfully made its presence felt.
The world has come to Osaka—and in doing so, it has come to Pakistan.
