Halfway to Success: Luxembourg Pavilion Makes a Positive Mark at Expo 2025 Osaka

The daily maximum capacity of 2,250 guests has been reached regularly since shortly after the opening. After an already strong May, visitor numbers peaked in June with over 67,000 guests. Every eight minutes, a group of 25 people is guided through the Pavilion. The visitor experience follows a precise structure: it begins with a preshow film and continues through three thematic “Acts” showcasing people, ideas, and iconic landmarks from Luxembourg.

The Luxembourg Pavilion is also receiving positive media coverage – both in Luxembourg and in Japan. On average, at least one journalist visits the Pavilion daily. In addition, its social media community continues to grow. A recent highlight: a Japanese influencer’s video post featuring the Pavilion reached over 1.3 million views.

By the end of July, the Luxembourg Pavilion app, which serves as a digital twin of the Pavilion, and is available for free on the Apple Store (iOS) and Google Play (Android), had been downloaded 14,360 times – the vast majority from Japan, Luxembourg ranges on the second position. The on-site augmented reality (AR) experience also proved highly popular, with 107,000 unique users and the AR application being opened 291,000 times. This last number is showing that many visitors interacted with the content multiple times to discover iconic landmarks such as the Gëlle Fra, the Huelen Zant, the Grand Ducal Palace, the Wormer Koeppchen, the Melusina mermaid sculpture and her legend as well as the Vianden Castle.