The Saudi Arabia Pavilion at Expo 2025 Osaka has secured two prestigious Athar Awards, winning silver for best government campaign and bronze for transformation campaign, marking a significant milestone in the Kingdom’s international cultural engagement efforts.
Campaign Excellence and Recognition
The recognition came during the annual Athar Awards ceremony, a premier event celebrating marketing excellence across the Kingdom that brings together influential executives and creative leaders. The pavilion’s ‘Meet Saudi’ campaign demonstrated exceptional achievement in cultural diplomacy and strategic communication on the global stage.
Dr. Ghazi Faisal Binzagr, Saudi Ambassador to Japan and Commissioner-General of the Pavilion, expressed pride in the recognition, emphasizing how the campaign successfully showcased Saudi Arabia’s cultural heritage and contemporary vision to international audiences.
Strategic Impact and Reach
The ‘Meet Saudi’ campaign, launched during the International Participants Meeting in Himeji in January 2025, executed an innovative approach by conducting a comprehensive tour across seven Japanese cities. This strategic initiative generated substantial pre-opening momentum for the pavilion, which welcomed visitors in April 2025.
The campaign’s digital presence proved particularly impactful, achieving the highest visibility among international pavilions in Japan’s tier-one media coverage. This successful outreach strategy resulted in attracting 40% of Expo 2025 Osaka’s three million total visitors to the Saudi Pavilion, significantly exceeding expectations.
International Impact and Cultural Exchange
The pavilion’s marketing success extended beyond traditional metrics, fostering meaningful cultural dialogue between Saudi Arabia and Japan. The campaign effectively communicated Saudi Arabia’s technological advancement, cultural richness, and commitment to international cooperation, resonating strongly with Japanese and global audiences.
Vision 2030 Alignment
This recognition at the Athar Awards reinforces Saudi Arabia’s position as a leading force in cultural diplomacy and international engagement. The success of the Osaka pavilion campaign serves as a strategic foundation for the Kingdom’s preparations to host Expo 2030 Riyadh, demonstrating Saudi Arabia’s growing capabilities in delivering world-class events and fostering global partnerships in alignment with Vision 2030’s objectives for cultural exchange and economic diversification.