STORYTELLING OF ASEAN-7 COUNTRIES AT WORLD EXPO OSAKA 2025: PERSPECTIVES ON CULTURUL DIPLOMACY AND NATION BRANDING

Abstract

This article examines the storytelling strategies employed by seven ASEAN countries (ASEAN-7) at the World Expo 2025 in Osaka, Japan, under the overarching theme “Designing Future Society for Our Lives.” Each national pavilion adopts distinctive narrative frameworks to represent cultural identity, technological innovation, and sustainable futures within the three sub-themes: Saving Lives, Empowering Lives, and Connecting Lives.

Indonesia highlights maritime heritage and ecological harmony through ship-inspired architecture, eco-friendly materials, and wayang performances. Malaysia emphasizes multicultural unity and sustainability with bamboo-inspired façades designed by Kengo Kuma and the installation “Tree of Unity.” The Philippines integrates traditional weaving practices with contemporary design and immersive media, while Singapore’s “Dream Sphere” celebrates its SG60 anniversary through VR-based exhibitions and environmental art installations. Thailand’s “Bhumi Vimana” reflects holistic health and wellness by combining traditional wisdom with modern medical innovations. Vietnam bridges tradition and innovation through water puppetry and virtual reality experiences, while Brunei underscores Islamic geometric design and cultural heritage in “Bridging to the Future.”

A comparative analysis reveals three dominant narrative approaches: (1) emphasizing nature and cultural heritage (Indonesia, the Philippines, Vietnam), (2) showcasing innovation and contemporary architecture (Malaysia, Singapore, Thailand), and (3) reinforcing Islamic-inspired identity (Brunei). Collectively, the ASEAN-7 pavilions demonstrate how storytelling serves as a cultural bridge linking past and future, thereby positioning ASEAN as a dynamic regional actor in global cultural diplomacy and international collaboration.