Swiss Pavillion From Heidi to High-Tech

OVERVIEW

In Japan, Switzerland is often associated with cheese, chocolate, and watches, depicting a calm, pastoral image. At Expo 2025 Osaka, however, Switzerland wanted to present itself differently: as a nation of innovation shaping the future.

YL worked with the Swiss Pavilion at Expo 2025 Osaka as its marketing partner, overseeing a full scope of work; including marketing and digital strategy, content planning and production, influencer strategy and casting, paid ad campaigns, and reporting. Anchored by the narrative “From Heidi to High-tech,” the campaign aimed to shift Switzerland’s image from the beloved Alpine girl to a global innovator, showcasing the country’s technological leadership and creativity.

CHALLENGE

A major challenge at the Expo was that almost every country highlighted technology and contributions to future society. Differentiating Switzerland’s message and curating the story of its specific innovations required careful strategy.

The Pavilion also rotated its exhibitions every two months, focusing on three themes: Augmented Human, Life, and Planet. Each phase needed to engage visitors with fresh discoveries while maintaining a consistent narrative across both on-site and digital channels. Balancing sophistication, accessibility, and curiosity across diverse audiences was key to driving sustained interest.

INSIGHT

Switzerland has a familiar cultural touchstone in Japan: Heidi, a figure that evokes warmth and nostalgia. YL used this as the starting point to craft a narrative that linked Switzerland’s human-centered innovation to something audiences already knew and loved.

EXECUTION

To bring the message “From Heidi to High-Tech” to life as an experience, we developed a multilayered communication campaign centered on digital platforms.

We focused on Instagram and TikTok, where most visitors discover Expo content, producing a three-part video series: Heidi Café, Pavilion Tour, and Technology. Each told the story of the Swiss Pavilion with a refined tone with its spirit of innovation.

In parallel, we collaborated strategically with media outlets and influencers tailored to each theme and target group—not for simple PR exposure, but to tell deeper stories about the ideas behind each exhibit and Switzerland’s vision for the future.
・Gizmodo Japan created a three-part video series, introducing 2 exhibits per theme in depth, introducing the intersection of technology and society through an intelligent lens.
・Boss B covered Augmented Human exhibitions, highlighting space technology to reach audiences interested in STEM and science.
・Mizutamari Bond presented a friendly, family-oriented take on the Pavilion experience, sparking curiosity among younger visitors.

Each collaboration, from casting to storyline, was carefully crafted to ensure accurate and engaging storytelling. Content releases were also timed around major holidays such as Golden Week, summer vacation, and Silver Week to maximize visitor interest and reach.

RESULT

The Swiss Pavilion drew significant attention, welcoming over 1 million visitors and earning “Best Small Pavilion” at EXHIBITOR Magazine’s World Expo Awards.

Influencer content generated 1.62 million+ views, while digital ads on Instagram and TikTok reached 10.8 million impressions, 860,000+ unique users, and achieved 3.76 million engagements.

Through he Expo, Switzerland successfully showcased a new side of itself as a nation of innovation—guided by the message, “From Heidi to High-Tech”

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