Belgium unveils mascot for 2025 Osaka World Expo, launches contest to name it

Belgium’s pavilion at the 2025 World Expo in Osaka, Japan, will showcase a unique mascot: a plush cell with arms and legs, representing Belgium’s focus on healthcare and lifesaving technologies, and particularly vaccine expertise. A contest has been launched to name the mascot. 

The Belgian pavilion at the 2025 World Expo in Osaka, Japan, will feature its own mascot. It will be a plush cell with arms and legs. Pieter De Crem, head of BelExpo, has launched a contest to name the mascot. The winner will receive the plush toy and a dinner for two in the pavilion. 

The pavilion, with a total budget of €19 million, will spotlight Belgium’s strengths through four zones, representing Flanders, Wallonia, Brussels, and Belgium as a whole. Its theme will revolve around Belgium’s expertise in healthcare, aiming to highlight the country’s innovations and scientific contributions. A consortium of companies including Dirty Monitor, Profirst, Tempora, ShowTex Asia, and Barco will curate the “visitor’s journey”. 

The competition to name the mascot is open until October 15. By participating in the World Expo, Belgium hopes to boost its global image and promote opportunities for Belgian businesses and researchers.

^{A group photo with the mascots at the presentation of the 'Visitor Journey' at the Belgian pavilion for the 2025 World Expo in Osaka © BELGA PHOTO BENOIT TOUSSAINT}