Over nearly 4.7 million visitors and five Maisons from LVMH group in the spotlight: a very positive outcome for the France Pavilion at the Osaka 2025 World Expo

As the 2025 World Expo closed its doors on October 13, it is the perfect opportunity to reflect on these six months during which the France Pavilion, particularly through the exceptional scenography offered by the LVMH group, attracted and won over nearly 4.7 million visitors.

Louis Vuitton and Dior shone at the heart of the permanent exhibition, while Celine and Chaumet captivated a very large audience with their temporary exhibitions. The champagnes from the Moët Hennessy Maisons, served at the Bistro or during special events, also contributed to this enthusiasm.

Present in Japan for several decades, LVMH is the leading French private employer there and generates 9% of its revenue in the country. It was therefore natural that, from April 13 to October 13 2025, the Group partnered with the France Pavilion at the Osaka 2025 World Expo, which welcomed over 28 million visitors in total over 185 days.

At the heart of Yumeshima Island, Osaka 2025 invited visitors to "Design the society of the future" and "Imagine our life of tomorrow." By adding a universal message to these themes, that of the "Hymn to Love," to promote unity and cooperation between nations, the France Pavilion managed to stand out. 

To mark the visitor experience, LVMH called upon five of its iconic French Maisons: Louis Vuitton and Dior, present in spaces blending art and tradition within the permanent exhibition; Celine and Chaumet, taking part in the temporary exhibitions; and Moët Hennessy, the hospitality partner of the Pavilion.

With a significant investment, through this strong presence, the quality of its installations, and the incredible reputation of its Maisons, universally known in Japan, LVMH played a major role in promoting France at the World Expo and contributed greatly to the success of its Pavilion. In addition, the strong mobilization of LVMH Japan, by inviting hundreds of local political and economic stakeholders each month, helped to animate, raise awareness, and make the France Pavilion appealing to an audience that it might not have attracted otherwise. Conversely, the Pavilion helped to further strengthen the strong ties between Japan and the Group.

With the support of the four ambassadors proposed and dressed by LVMH, the France Pavilion, among many unforgettable days, was the setting for remarkable moments:

From its inauguration on April 13, in the presence of Laurent Saint Martin, Minister of Foreign Trade, Bernard Arnault, Chairman and CEO of the Group, several presidents of LVMH Maisons, including Pietro Beccari for Louis Vuitton, Delphine Arnault for Dior, and Séverine Merle for Celine, with the exceptional participation of Pavilion’s ambassador and friend of the Maison Dior Sophie Marceau, and Teddy Riner.

On September 13, the « France Day » was celebrated with a giant AkaI-Ito (reference to the legend of the "Red Thread of Fate between two soulmates") composed by the Expo's visitors invited to form a human chain and led by actress Léa Seydoux, Louis Vuitton ambassador, connecting the French and Japanese pavilions. The celebration was concluded with a concert by the group Indochine for the first time in Japan, attended by more than 1,500 fans in the Concert Hall.

On July 14, on the occasion of the National French Holiday for which another ambassador, Antoine Dupont, Olympic Rugby Champion and Louis Vuitton ambassador, had made a special appearance, and took the opportunity to discover the workshops of know-how partners in Japan of LVMH Métiers d'Art.

A look back at the scenographies of the LVMH Maisons which offered an unforgettable experience to the visitors from all over the world.

At the heart of the permanent exhibition, Louis Vuitton and Dior were present with two exceptional installations contributing to the success of the Pavilion's attendance:

• Louis Vuitton revisits its history in a hymn to love for Japan and timeless craft gestures, in a scenography created with Japanese architect Shohei Shigematsu-OMA. A “library” of 85 trunks celebrates this exceptional craftsmanship, enhanced by original music created by IRCAM, France's renowned Institute for Research and Coordination in Acoustics/Music, founded by Pierre Boulez. The soundtrack recreates the sounds of Louis Vuitton's famed Asnières workshop. An immersive installation in a second room transports visitors into a dreamlike world as a “sphere of trunks” by Shohei Shigematsu-OMA, comes to life at the heart of a video installation by Japanese artist Daito Manabe.
• Dior offers a poetic odyssey dedicated to the love of savoir-faire. The iconic Bar suit is presented in three variations – blue, white and red – reflecting the legendary Amphores Tricolores created by Christian Dior. More than 400 emblematic white toiles are revealed at the heart of a monumental installation, alongside Dior perfume bottles reinterpreted in 3D printing. A scenography by Nathalie Crinière punctuated by Yuriko Takagi's photographs, medallion chairs designed by Tokujin Yoshioka and the Lady Dior by Kazuyo Sejima for Lady Dior As Seen By in 2024, celebrating the unique ties woven between the House and Japan.

Two other Maisons of the Group, Celine and Chaumet, also participated in the programming of the France Pavilion by investing in the space of the temporary exhibitions:

• The CELINE Maki-e temporary exhibition is a symbolic journey, imagined as a visual and conceptual passage. It features reinterpretations of the iconic Triomphe logo, in a cultural exchange between Japanese artists Hikoju Makie & Soshi Nakamura and the house’s emblem. By linking rich traditions to contemporary art forms, the exhibition underlines the unequalled savoir-faire that lives in every creation, and celebrates the fifty-five years of CELINE’s presence in Japan.
• To end the exhibit, Chaumet has unveiled a dazzling exhibition in the Pavilion’s temporary exhibition space from September 1 to October 13. Entitled An Ode to Living Nature, the exhibition celebrates the vitality of nature through an immersive experience punctuated by Chaumet’s signature naturalist motifs.

LVMH is delighted that its contribution, decisive in many aspects, has enabled it to contribute to France's success in Japan, to build a friendly and effective approach with the other Gold partners of the Pavilion, and, above all, to attract the millions of Japanese and international visitors who have admired our country’s pavilion and its achievements for six months, as one of the beacons of the great Osaka 2025 World Expo.