The 2025 World Expo came to a close on October 13, marking an impressive six-month run for the France Pavilion. Remarkably, this pavilion attracted approximately 4.7 million visitors, partly due to the stunning scenography created by the LVMH group. Renowned brands such as Louis Vuitton and Dior were focal points within the permanent exhibition, while Celine and Chaumet drew significant crowds with their temporary showcases. The delicious offerings of Moët Hennessy champagnes, served at the Bistro and during special events, further enhanced the attendee experience.
Having established a long-term presence in Japan, LVMH stands as the leading French private employer in the region, accounting for 9% of its overall revenue there. This longstanding relationship made the partnership with the France Pavilion at the Osaka 2025 World Expo a logical extension of their business strategy. The Expo saw over 28 million visitors across 185 days, and the Pavilion’s themes invited attendees to “Design the society of the future” and “Imagine our life of tomorrow,” enhanced by a universal message aimed at promoting unity and cooperation among nations.
LVMH showcased five of its iconic French Maisons at the Pavilion, including Louis Vuitton and Dior, who framed their exhibits by intertwining artistry with tradition. Temporary exhibitions featured Celine and Chaumet, while Moët Hennessy took on the role of hospitality partner. Their notable investment and high-quality installations played an essential role in elevating France’s presence at the Expo.
In addition to the impressive display of luxury brands, LVMH’s efforts also involved the significant involvement of stakeholders in Japan. Every month, they invited hundreds of local political and economic figures, fostering engagement and ensuring the Pavilion resonated with a diverse audience. This collaborative atmosphere helped fortify the longstanding ties between Japan and LVMH.
Among the highlights at the France Pavilion were exceptional events and celebrations, including its opening on April 13 attended by notable figures such as Laurent Saint Martin, Minister of Foreign Trade, and Bernard Arnault, Chairman and CEO of LVMH. Additionally, the Pavilion celebrated “France Day” on September 13 with a spectacular event featuring a giant human chain led by actress Léa Seydoux, which symbolically connected the French and Japanese pavilions.
The exhibitions themselves were notable for their creativity and artistry. Louis Vuitton’s display was a tribute to its storied history, featuring a captivating installation conceived by Japanese architect Shohei Shigematsu-OMA. This installation showcased a “library” of 85 trunks celebrating craftsmanship and was accompanied by an immersive soundtrack reminiscent of the iconic Asnières workshop. Similarly, Dior’s exhibit presented a poetic homage to the art of savoir-faire, exemplified by variations of the iconic Bar suit and a grand showcase of perfume bottles.
Celine contributed a meaningful exhibition that celebrated cultural exchanges through symbolic reinterpretations of its iconic Triomphe logo, while Chaumet’s “An Ode to Living Nature” exhibition brought to life the beauty of nature with immersive installations.
LVMH expressed satisfaction in its pivotal role in the Pavilion’s success, stating that its contributions helped present France effectively on the world stage, forming lasting connections and attracting millions of visitors to its cultural heritage and achievements during Osaka 2025. This collaboration not only reinforced French-Japanese relations but also celebrated the shared vision for a prosperous future.