A deeper dive into the vision behind the Philippine Pavilion at Expo 2025 Osaka

Tatler Asia

10-07-2025

Still reverberating on the world stage, the profound messaging of the Philippine Pavilion at Expo 2025 Osaka continues to unfold anew—and soon, it shall do so, even further, within the nation's heart
At Expo 2025 Osaka, the magnificent pavilions of 165 participating countries stand as bastions of national and cultural pride. An estimated 28.2 million visitors are expected to visit the artificial Yumeshima Island over the Expo's six-month run, seizing the chance to witness these thematic architectural marvels until the end of October. A true collaborative feat, the Philippine Pavilion has since drawn hundreds of thousands of visitors, from all corners of the globe, to a deeply layered and sensorially stimulating exploration of the Filipino narrative.
See also: How Osaka Expo's leading architects redefined national pavilions
'The Philippine Pavilion is our invitation for the world to connect with the heart and soul of the Filipino people and to discover the many reasons to love the Philippines,' added Tourism Secretary Christina Garcia Frasco. 'We hope to inspire travellers to explore our 7,641 islands, experience the depth of our culture, marvel at the excellence of Filipino creativity and be moved by the stories of triumph and resilience of our communities.'
Built around the theme 'Nature, Culture, and Community: Woven Together for a Better Future', the Pavilion responds to the Expo's call to design future societies by placing heritage and humanity at the heart of progress. It is the proud, diligent handiwork of multiple moving parts—the vision of the Philippine Organizing Committee (POC), led by the Department of Tourism and the Tourism Promotions Board (TPB), and that of the commissioned design team of Carlo Calma Consultancy, Inc as lead architectural firm and designer, Chochay Garcia as producer and creative director, architect Yuki Kanou as executive architect and lead project manager and Tellart as guest experience designer.
Above Exterior view of the Philippine Pavilion at Expo 2025 Osaka
They also partnered with renowned artists and cultural champions, like Kenneth Cobonpue and Francis Dravigny, who worked closely with over 200 weavers and artisans from across the country. 'At its core, Woven is not just the name of the Philippine Pavilion—it is the story of how this project came to life,' shared Margarita Nograles, TPB chief operating officer and secretary general of the POC. 'What you see at Expo 2025 Osaka is a collective achievement. It is the weaving together of ideas, traditions and people, grounded in the shared desire to tell the Filipino story with authenticity and soul. Crafted Immersion
Most striking, perhaps, about the Pavilion is its thoughtfully designed façade: a moving mosaic of handwoven panels, housing 212 indigenous textiles, ranging from T'nalak to piña. This single endeavour brought together 2,331 artisans from 121 communities, many of whom are beneficiaries of the TPB's Community-Based Tourism (CBT) programmes. This itself is a statement, said Carlo Calma. 'We wanted the structure itself to breathe and move with the stories it holds. It reflects who we are as Filipinos—always in motion, always evolving, always expressive.'
Above Tourism Secretary Christina Garcia Frasco in SOCCSKSARGEN
Above Architects Justine Jugueta, Carlo Calma and Yuki Kanou
Additionally, rather than treating scaffolding as mere temporary support, engineers evaluated their yield strength to adapt them into structural components. 'The habitable space within the scaffolding was transformed into a dynamic architectural element where the live performances take place,' explained Calma. Until recently, artists from Ballet Philippines carried out these performances, bringing warmth and vibrancy to the Pavilion and ensuring there's always something unique to look forward to.
Inside, the treasure trove of our rich heritage continues to unfold. The curated space is anchored by its 18 woven art pieces, each hanging from above and representing a region of the Philippines. Painstakingly created over six months by master artisans blending traditional and unconventional materials—abaca, cotton, upcycled fruit packaging material, even chicken feathers— these evocative works portray lush landscapes, crystalline waters, colourful festivals and culinary traditions. Each comes alive with integrated light, sound and projections that draw guests into the heart of every region.
Above Each region of the Philippines is represented by a woven art piece inside the Pavilion
Above Marga Nograles with weavers at Lake Sebu
'One of the most powerful tools we've built into the Pavilion is the integration of QR codes linked to each of the handwoven art pieces,' Nograles additionally shared. These codes lead visitors to deeper stories— and ultimately, to curated travel itineraries available on the Travel Philippines app. This will hopefully translate the global reception into actual visits to our shores.
Also showcasing the fusion of tradition and technology, Dancing with Nature is another highlight of the interior space, transforming visitors from mere observers into participants. Through generative algorithms, guests' movements ripple into emerald fronds, dissolve into iridescent swimming fish or blossom into vibrant petals. This interactive installation, developed in collaboration with Tellart, reinforces the Pavilion's core message—that harmony begins with connection.
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Beyond this, the Pavilion will offer tactile pleasures and tastes as tangible cultural experiences. The Habi Gift Shop invites visitors to run their fingers over unique keepsakes, each one a testament to Filipino artistry. For those seeking respite, especially amidst the bustle of the Expo, the Hilot Wellness Space promises the soothing touch of traditional Filipino healing massages. And finally, the Hain Takeout Counter beckons with the aromatic promise of homegrown flavours, from the rich, savoury notes of adobong manok sa gata to the delightful sweetness of halo-halo .
Above Live performances are held daily at the Philippine Pavilion
'The Pavilion is a long-term investment in our communities, culture and the artisans who keep our heritage alive,' Nograles tells Tatler . The government is committed to strengthening the CBT across the Philippines, supporting them through capacity building workshops and promoting market access that connects them to broader audiences. The TPB COO adds, 'Our goal is to ensure that the Pavilion serves not as a culmination, but as a launchpad—elevating these communities and ensuring they continue to thrive long after the Expo concludes.'
With sustainability as a clear cornerstone of the POC's vision, the Philippine Pavilion is designed to outlive the festivities of the Expo 2025 Osaka. Its key elements, including the grand frontage, are poised for a second act at the National Museum of the Philippines, where they will be repurposed and displayed for years to come.
'I think it is important for the spirit and significance of the Pavilion to endure meaningfully within our national narrative,' articulates Jeremy Barns, the museum's director-general. 'It is not only by breathing new life into its physical elements—the artworks, the structure, its design—but also the ideas, aspirations and cultural expressions it embodies. More than an architectural structure, the pavilion is a statement of identity, creative and artistic excellence and, most of all, resilience.' By hosting its homecoming, the National Museum amplifies the Pavilion's message with fresh meaning and relevance long after its debut on the world stage. What could have been a fleeting spectacle now secures its place as a continuous wellspring of inspiration and national pride.
The partnership between the POC and this particular government trust is strikingly deliberate and robust, underpinned by their shared zeal to honour, preserve and promote our cultural heritage on the global stage while fostering open access for all Filipinos. Nograles captured it best when she professed her hope that visitors come away with a true sense of how deep, diverse and alive Filipino culture is. 'No amount of technology can replace human warmth, and that's where the Philippines shines,' she shared. 'Our strength lies in our people— their stories, their creativity, their hospitality. Through immersive storytelling, whether at the Pavilion or across our islands, we honour those narratives and invite the world to not only learn about the Philippines but to feel it.'
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