How Serbia is positioning itself ahead of EXPO 2025 in Japan
Oliver Lepori, Executive Director of the Japanese Business Alliance in Serbia (JBAS), discusses the organisation’s role in strengthening business ties between Japan and Serbia, current priorities, and plans for Japanese companies in the region.
Serbia is preparing for EXPO 2025 in Osaka. How does JBAS support Serbia’s participation, and how do you see the importance of this platform for strengthening business ties?
Serbia is actively working to present itself in the best possible light at EXPO 2025 in Japan, and JBAS has been supporting these efforts from the very beginning, both strategically and operationally. Our goal is to help domestic companies maximise the benefits of this exceptional international platform for connecting with Japanese and global partners.
Specifically, Serbian companies can count on comprehensive support from JBAS in preparing and organising their activities in Osaka. We assist with structuring visit agendas, establishing contacts with Japanese partners, and managing logistics and programming coordination during the EXPO’s thematic weeks.
EXPO 2025 is divided into several thematic weeks, covering key aspects of modern society, including health, culture, community, mobility, basic human needs, green technologies and sustainability, learning and play, as well as peace, human security, and dignity. During each of these weeks, JBAS will support and organise individual visits for companies and members specialising in relevant fields, aiming to connect their activities precisely with appropriate partners and events in Japan.
We are also working on organizing broader economic and political delegations from Serbia because we believe that presence at EXPO has multiple benefits, from attracting investment, showcasing Serbia’s innovations and business potential, to strengthening bilateral relations at the highest levels. It’s also important to highlight the continuity between EXPO 2025 in Osaka and EXPO 2027 in Belgrade. Osaka is the perfect opportunity to present our theme, “Play for Humanity,” and invite the world to Serbia in 2027.
In this sense, EXPO 2025 is not just an international exhibition but a strategic development opportunity to strengthen business ties between Serbia and Japan, as well as Serbia’s overall position in the global economy. So far, as many as 60 Serbian companies have confirmed their participation in EXPO 2025, which demonstrates the seriousness of their approach and the potential that the domestic economy sees in this event.
What key messages and values do the Japanese hosts want to convey through EXPO 2025? How can those ideas be applied to EXPO 2027 Belgrade?
EXPO 2025 in Osaka is held under the theme “Designing Future Society for Our Lives”, a phrase that captures the essence of Japan’s approach to this global event. The focus is not simply on showcasing technology, but on reimagining the future of humanity by offering solutions to some of today’s most pressing challenges – demographic shifts, climate change, sustainability, health, and digital transformation.
What the Japanese hosts are communicating through the EXPO is that the future is something we build together, not something we merely predict. Through innovative pavilions, interactive content, and thematic zones, visitors are encouraged to consider how new technologies can enhance the quality of life, not only on an individual level but also on a global scale.
Special emphasis is placed on the concept of quality of life, sustainable development, and the use of technology in the service of people, which aligns with the Society 5.0 initiative and Japan’s broader philosophy of harmonising tradition and innovation. Japan is using this opportunity not only to showcase its technological leadership but also to highlight the human values that guide its development.
These ideas can certainly be an inspiration for subsequent exhibitions, including EXPO 2027 in Belgrade, for which Japan has already confirmed its participation. It is not about copying formats, but about transferring shared values, creating space for dialogue, joint creativity and exchange of knowledge. Topics such as sustainability, digital inclusion, health and global connectivity will also be relevant in 2027, and EXPO in Belgrade can interpret them in an authentic, locally rooted way, through its theme “Play for Humanity“, which also calls for cooperation, connection and joint creation of a better future.
EXPO is a gateway to global opportunities
Is there any formal or informal cooperation between the organisers of EXPO in Osaka and those in Belgrade, and what role does JBAS play in that process?
Formal cooperation between the organisers of the EXPO in Osaka and those in Belgrade takes place by the regulations of the Bureau International des Expositions (BIE), which regulates the organisation and coordination of world fairs. This cooperation involves the exchange of experiences, coordination of activities, and joint initiatives aimed at enhancing the representation of countries and their innovations on the global stage.
JBAS actively supports this process as a member of the working body of the Government of Serbia, responsible for cooperation and promoting EXPO 2027 in Belgrade. Our role is to connect Serbian companies, institutions and other stakeholders with Japanese partners, while also supporting communication and information exchange between the organizational teams from Osaka and Belgrade. In this way, we contribute to the continuity and efficient cooperation between these two important events, helping Serbia make the most of the opportunities that participation in the World’s fair brings.
In addition to the formal framework, there is also an informal exchange of knowledge and experiences that further strengthens the preparations and contributes to deeper bilateral ties through the EXPO platform. JBAS, as a bridge between the Serbian and Japanese business and cultural communities, plays a crucial role in these processes, working to ensure that all participants benefit from successful and meaningful cooperation.
What are the primary challenges that Japanese companies encounter when entering the Serbian market, and how does JBAS assist them in overcoming these obstacles?
Entering a new market almost always presents certain challenges, and this also applies to Japanese companies entering Serbia. Although our country is increasingly recognised as an attractive investment destination, especially due to its skilled workforce, strategic location and favourable access to markets through numerous free trade agreements, certain obstacles still exist.
One of the first challenges for Japanese companies is the cultural and business differences in approach. Japanese business culture is highly formal, focused on detailed planning, long-term relationships and trust that is built gradually. On the other hand, business practice in Serbia is often more flexible and results-oriented, which sometimes requires additional mutual adaptation. Additionally, the language barrier and unfamiliarity with local legislative and administrative procedures can also make the initial steps in starting a business challenging.
This is where JBAS comes in – our task is to translate these differences into a common language of understanding and cooperation. We provide Japanese companies with essential information on the regulatory framework, market conditions and potential partners, as well as advisory support regarding local business practices. We also help them establish contacts with relevant institutions, local governments and business entities, which is often crucial for a successful business start-up.
In addition, support to Japanese investors includes the organization of visits and business missions, such as the upcoming participation in EXPO 2025 in Osaka, where JBAS actively participates in structuring the agenda, connecting with Japanese partners and facilitating communication between Serbian and Japanese stakeholders.
It’s essential to acknowledge that the challenges that exist are most often successfully overcome due to a clear mutual willingness to cooperate and the readiness of Japanese companies to invest time and effort in understanding the local context. In the long run, these efforts yield quality partnerships that endure and evolve.
Understanding builds lasting partnerships
What key message would you convey to the domestic business community regarding a long-term partnership with Japan?
The key message to the domestic business community is that Serbia and Japan have a long-standing partnership that dates back more than 140 years. It represents an exceptional opportunity for stable and sustainable development. Since Prime Minister Abe visited Serbia, Japan has been particularly committed to enhancing cooperation with the Western Balkans, and Serbia plays a significant role in this strategy. Japan is actively working to create a stable and predictable international environment, and the Western Balkans is no exception. The increase of cooperation with Europe is directly in Japan’s interest, and they strongly support Serbia in its process of integration.
In this context, the Japanese Business Alliance in Serbia plays an important role in strengthening this cooperation. We are actively supporting the establishment of a network of organisations in Bosnia and Herzegovina and North Macedonia, and we expect to do the same in Croatia soon. Such regional networking will further contribute to greater coordination and strengthening of ties between business communities throughout Southeast Europe.
We also encourage the Serbian business and academic sectors to capitalise on the opportunities presented by EXPO 2025 in Osaka and initiatives such as “Society 5.0,” which is already a reality in Japan and is rapidly gaining global traction. These platforms offer a unique opportunity to stay informed about the latest technological trends, establish new partnerships, and develop innovative solutions that could greatly benefit Serbia.
By investing in long-term relationships with Japan, the domestic business community not only opens the doors to new investments and knowledge but also lays the foundations for a stable and successful future in an increasingly dynamic global environment.