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Finland Day at Expo 2025 Osaka
Finland is present at Expo 2025 Osaka in the joint Nordic Pavilion, Nordic Circle, to strengthen ties with Japan and Japanese companies. On the 12th of June, the Finnish textile and fashion industry takes over the stage as part of Finland’s National Day celebrations at the Expo. The theme of the day is "Happiness Day of Finland", offering visitors of all ages and backgrounds the opportunity to experience the elements of Finnish happiness and explore the innovative ways how the Finnish textile and fashion companies solve the industry's global challenges.
Expo 2025 Osaka will be held from April 13 to October 13, 2025, under the theme “Designing Future Society for Our Lives”. The event is expected to attract around 28 million visitors. The Nordic Pavilion—jointly hosted by Finland, Denmark, Iceland, Norway, and Sweden—will welcome an estimated 1.7 million guests during the Expo. Finland Day will be celebrated at the pavilion on June 12.
“In addition to being fun and entertaining, Finland Day is also about showcasing new solutions and innovations that help solve today’s global challenges. During Finland Day we will highlight Finnish innovations in fashion and textiles both during the day and in the evening party,” says Finland’s Commissioner General Nita Pilkama from Business Finland.
During the day, the programme includes a panel discussion “Sustainable Lifestyle – the Nordic Way”, hosted by Finnish Textile & Fashion in collaboration with leading companies in sustainable innovation. In the evening, guests will enjoy “Party like a Finn – Rock & Fashion”, a vibrant celebration featuring a fashion show with Finnish brands. Marimekko outfits and VIBAe shoes will also be worn by staff at the Nordic Pavilion throughout the Expo.
Please note that attending the Happiness Day of Finland programme requires a valid Expo 2025 Osaka ticket. The panel discussion hosted at the Nordic Pavilion is for invited guests only.
Finland’s National Day Programme highlights:
11.00–12.00 Opening Ceremony and Cultural Programme at Expo’s National Day Hall
President of Finland, Alexander Stubb, and his spouse Suzanne Innes-Stubb, will open Finland’s National Day at the Expo. In addition to President Stubb, Minister for Foreign Trade and Development of Finland, Ville Tavio, other members of the Finnish parliament and leaders of Finnish companies partnering with the Expo will be in attendance at the ceremonies and participate in cooperation with Japan and other participants.
12.30–13.30 Panel discussion: Sustainable Lifestyle – the Nordic Way
”Sustainable Lifestyle – the Nordic Way: How Finnish textile and fashion companies are leading the transition” panel discussion, hosted by Finnish Textile & Fashion, will spotlight Finnish innovations driving the green transition. The session features pioneering companies—Luhta Sportswear Company, ITOCHU Corporation (partner of Metsä Group), Spinnova, and VIBAe—which are redefining responsibility through innovative design, bio-based materials, and circular solutions on the global stage. As overconsumption of textiles remains one of the biggest environmental challenges, these companies demonstrate how Finland is leading the way towards a more sustainable future for fashion. Please note that the panel discussion is for invited guests only. Register your interest to participate here
Meet the panellists
Juha Luhtanen / CEO, Luhta Sportswear Company
Luhta Sportswear Company is a leading Finnish clothing group, one of the largest sportswear companies in Europe. Active people in more than 50 countries around the world have chosen and use their unique brands and products, representing Finnish heritage and know-how. Luhta Sportswear Company has anchored forward-looking sustainability concepts within the organisation and received international recognition for their sustainability work and reporting. The company has been focusing on product longevity, increasing the use of recycled and certified fabrics in their collections, offering reuse and repair services and reducing emissions. For the Paris 2024 Olympics, Luhta Sportswear Company’s Rukka brand designed a collection for the Finnish Olympic team, which was as close as possible to the principles of the circular economy.
Keiji Takanashi / ITOCHU Corporation (Metsä Group partner)
ITOCHU Corporation Textile Company is the Japanese partner of Finnish Metsä Spring, the innovation company of Metsä Group, which is developing Kuura—a sustainably produced, wood-based textile fiber made from paper-grade pulp. The fully traceable fiber is sourced locally and developed at a demo plant in Äänekoski, Finland, integrated into an existing bioproduct mill. A commercial-scale plant is already in pre-study phase, with customer collaboration led by ITOCHU Corporation.
Shahriare Mahmood / Chief Product & Sustainability Officer, Spinnova
Spinnova, a Finnish innovation company, has developed patented technology that transforms wood pulp and waste materials into textile fiber without harmful chemicals. The process is mechanical, produces no side streams, and results in SPINNOVA® fiber with low CO₂ emissions, minimal water use, and full biodegradability. The fiber closely resembles natural materials like cotton and is fully recyclable.
Kalle Gummerus / CEO, VIBAe
Defining a new standard of ergonomic footwear. VIBAe shoes are designed with love in Finland and California, and they are proudly handmade in a family-run factory in Portugal. The company supports local businesses by purchasing all the materials from local vendors and suppliers to manufacture their shoes. In collaboration with students at Aalto University in Finland the VIBAe team has developed an innovative wood foam insole for their shoes, which is compostable and consists entirely of wood-based raw materials without harmful chemicals.
Daijiro Mizuno / Prof. (PhD RCA), Kyoto Institute of Technology Center for the Possible Futures Professor
Mr. Mizuno, a professor at Kyoto Institute of Technology, holds both a Master’s and a Doctoral degree in Fashion Design. His work extends beyond fashion to include inclusive design and digital fabrication. Educated in the UK, he has collaborated with companies such as Sony and Google, and contributed to policy development for Japan’s Ministry of Economy, Trade and Industry. His current research focuses on sustainable fashion, circular design, and the creation of educational programs that promote innovation in these fields.
The discussion is moderated by Marja-Liisa Permikangas, Managing Director of Finnish Textile & Fashion.
18.00-19.30 Evening party: ”Party Like a Finn – Rock & Fashion”
Finnish lifestyle and sustainable textiles take the stage along with artist performances in the “Party Like a Finn – Rock & Fashion” event in the evening. Spot ASK Scandinavia x Spinnova / Gauhar Helsinki / Halti x Spinnova / Lapuan Kankurit / Luhta Sportswear Company / Mai Niemi / Mifuko / Myssyfarmi / Pispala Clothing / Pure Waste Textiles / Sofia Ilmonen / VIBAe / VIMMA / VirQ on the runway!
Music performers include Tuuletar, who is known for vocal performance with fierce energy, beatbox rhythms and other worldly harmonies, and Käärijä, best known for winning the audience vote by a wide margin in the 2023 Eurovision Song Contest.
More info:
Tickets to the Expo 2025 Osaka
Sauna, Moomins, and Music at Finland Day, Expo 2025 Osaka
Saara Majuri
Johtava asiantuntija, kansainvälinen liiketoiminta & rahoitus