The Serbian pavilion at EXPO 2025 in Osaka set a record by attracting over 10,000 visitors on its first day, marking the highest single-day attendance so far. The central theme of the pavilion revolves around the concept of play, linking it to the overarching theme of the upcoming EXPO 2027 in Belgrade, “Game(s) for Humanity.”
Upon entering the pavilion, visitors are greeted by two exhibitions, one representing Osaka and the other Belgrade, where they can immediately engage in the experience by starting a game and contributing to the exhibition’s creation.
Žarko Malinović, Serbia’s General Commissioner for EXPO 2025, emphasizes that play is essential to human life, and this idea is symbolized by a marble, a toy that sparks the entire exhibition’s narrative. Visitors are encouraged to interact with a kinetic device using a clicker, a universal symbol of play, which transforms the exhibition from kinetic to digital and showcases the different elements of play.
An important feature of the exhibition highlights the impact of Serbian personalities who have made a significant impression in Japan. These figures, such as Olympic champion Milica Mandić and football coach Dragan Stojković Pixi, share personal messages about the importance of play and its role in their lives.
The pavilion also explores the connection between play and science, featuring interactive displays about notable Serbian scientists like Nikola Tesla, Mihajlo Pupin, and Milutin Milanković. These pioneers are portrayed as individuals who developed their innovative thinking through play during their childhood. In a live laboratory, visitors can record and share their thoughts on play, creating a digital archive of experiences that will be presented at EXPO 2027 in Belgrade.
In another section, visitors have the opportunity to design the mascot for EXPO 2027, adjusting its appearance and mood. Once completed, their creations are displayed on a large wall for everyone to see. Participants can also take photos with their mascot and share it on social media, with the promise that their creation will appear at the Belgrade EXPO in 2027.
The pavilion concludes by offering a glimpse of EXPO 2027 in Belgrade, showcasing the space where the event will take place and presenting Belgrade as the future global center for addressing challenges through innovative solutions. The exhibition reinforces the idea that play is a superpower, helping individuals build resilience for the future.
Visitors to the Serbian pavilion receive an EXPO passport and a stamp to mark their visit, symbolizing the beginning of the journey toward EXPO 2027. The pavilion also features a Serbian restaurant, which has become a popular attraction, offering traditional Serbian dishes like kebabs, pies, and vanilla cakes. This marks the first time Serbia has its own restaurant at an EXPO, allowing visitors to experience Serbian cuisine firsthand.
Throughout the six-month exhibition, Serbian chefs will host cooking demonstrations and educational events for both Japanese and Serbian chefs. Malinović expresses hope that one of these chefs will eventually open a Serbian restaurant in Japan, which would serve as a cultural ambassador for Serbia.
The restaurant’s interior was designed by Mirjana Karalić Popović, one of the world’s top interior designers. She donated her design work, incorporating elements of her artistic expression as well as the influence of Serbian writer and painter Moma Kapor, adding a cultural connection to the space.
The pavilion’s exterior is inspired by Serbia’s Great War Island, featuring a unique green facade that stands out at the EXPO.
Malinović proudly reports that the Serbian pavilion broke records with over 10,000 visitors on its first day, surpassing previous EXPO attendance records. He aims for the pavilion to attract over a million visitors during the exhibition’s six-month run.
