In the heart of Osaka’s LUCUA district, the largest commercial station complex in Japan, Queensland didn’t just show up—it showed off.
DEMOExpo is a city-wide cultural and commercial activation in Osaka that brings the spirit of World Expo 2025 to the streets through immersive experiences, pop-ups, and public engagement.
From sizzling wagyu steaks and presentations from Iron Chef Hiroyuki Sakai to the rhythmic pulse of First Nations performers, Trade and Investment Queensland (TIQ) delivered a bold, immersive brand experience at DEMOExpo 2025 that fused food, culture, education, research and commerce into one unforgettable activation.
Strategic Integration with World Expo 2025 Osaka
The DEMOExpo activations were timed to coincide with Queensland’s program of events through the state’s Gold Partnership with the Australia Pavilion during Expo 2025 Osaka.
Events like the “Queensland Day” luncheon on June 6—attended by Queensland Minister Tony Perrett and Governor Dr Jeannette Young—reinforced the state’s agritech and export credentials to Japanese investors and distributors.
The power of culinary influence
At the centre of June’s activation was Hiroyuki Sakai—Japan’s Iron Chef and a longtime champion of Queensland produce.
The activation incorporated collaboration with LUCUA Osaka’s restaurants which resulted in original menus that showcased the state’s finest grass-fed beef, mullet roe, turmeric, macadamia cookies, craft gin and wine, and more.
This wasn’t just a food event—it was a strategic play in sensory branding. By aligning Queensland’s premium agricultural exports with Sakai’s culinary prestige and the attention of Queensland’s program at World Expo 2025 Osaka, TIQ positioned the state as a global tastemaker.
Experiential marketing done right
The “Taste of Queensland” activation transformed LUCUA Osaka into a living billboard, also promoting the state as a destination through a partnership with Tourism Events Queensland. Highlights included The Curious Tree: A tropical installation with interactive “fruits” symbolizing travel, taste, and trade. Scented plants, promotional videos, brochures, giveaways, and prize draws.
Peak amplification was the prime placement displayed on dozens of digital screens lining Japan Rail’s Osaka Station, capturing high-volume foot traffic with the station seeing approximately 2.4 million passengers per day.
Backed by LUCUA’s digital ecosystem—65K+ daily website visitors, 180K+ E-Magazine subscribers, and 200K+ social followers—the campaign delivered reach, resonance, and ROI.
In July, the focus was on a high-impact International Education, Research and Innovation event at the Australia Pavilion.
Queensland Minister for Finance, Trade, Education and Training, Ros Bates, led the largest delegation in the state’s history, spotlighting student stories, research breakthroughs and collaborations between Queensland companies and Japanese institutions.
The same digital display and pop-up format used at LUCUA Osaka was repurposed to promote the education sector and Queensland as a destination for knowledge exchange, collaborative research, sector innovation, and talent development.
Culture as content: First Nations pop-up
Queensland didn’t stop at food and innovation—it layered in cultural storytelling.
As part of Te Aratini Indigenous Peoples Week in early August, Queensland’s First Nations pop-up captivated audiences with live performances by Lagaw Titui Island Stars from the Torres Strait.
Quandamooka artist and Trade and Investment Queensland Board Member, Delvene Cockatoo-Collins, a keynote speaker at Expo’s Australia Pavilion, also hosted “Meet the Maker” sessions at LUCUA, among art and product displays from Queensland companies, Hogarth Arts, Jedess Hudson, Hopevale Arts, Yalanji Arts and MOA Arts.
This activation tapped into the rising global demand for authenticity, sustainability, and provenance—values shared by both First Nations and Japanese traditions. It was culture-as-content, and it resonated.
Queensland’s Osaka activation was a textbook example in experiential branding – where storytelling met strategy and drove culture connections.
In a world where consumers crave meaning and marketers chase moments, Queensland delivered both. DEMOExpo 2025 wasn’t just a showcase—it was a well delivered engagement strategy.
