In the heart of Yumeshima, the artificial island hosting the Osaka-Kansai World Expo 2025, the Pavilion of Spain stands as a beacon of innovation and tradition under the motto «The Kuroshio Current.» Today, coinciding with the start of the Aragon Week (from September 30 to October 5), the autonomous community takes a firm step towards the future, projecting its essence at one of the most emblematic global events of the year. With a high-level delegation led by Mar Vaquero, Vice President and Minister of the Presidency, Economy, and Justice, and Manuel Blasco, Minister of Environment and Tourism, Aragon not only celebrates its Honor Day on October 1 but also forges deep ties with Japan, a strategic partner in an exchange encompassing culture, gastronomy, tourism, and business.
This participation, formalized through an agreement between the Government of Aragon (DGA) and Acción Cultural Española (AC/E) published in the Official Gazette of Aragon on July 31, evokes the spirit of the Zaragoza Water Expo in 2008. That event left a legacy of modernity in the Aragonese capital; now, in Osaka, Aragon seeks to replicate that impact in the East, attracting Japanese investments and visitors to a region that combines technological forefront with a millennia-old heritage.
A delegation that unites institutions and businesses
The institutional journey, which began yesterday in Zaragoza, includes key figures such as Javier Camo, Managing Director of Aragon Exterior, and Jorge Moncada, General Director of Tourism and Hospitality. Before landing in Osaka, the delegation made a stop in Tokyo for a promotional event with about twenty Japanese travel agencies and specialized media, as well as a visit to the Spanish Tourism Office in the Japanese capital. These actions aim to capture the interest of a premium Japanese tourist market, known for its fondness for culture and gastronomy, and to de-seasonalize visits to Aragon beyond the ski season.
In Osaka, the focus shifts to the Spanish Pavilion, where Aragonese activities are integrated into an immersive experience that celebrates sustainability and the human connection with nature. The Honor Day on October 1 will mark the climax with an institutional event, followed by a program that merges tradition and modernity, attracting thousands of visitors expected at this Expo that has already sold over 10 million tickets.
Culture: From Goya to the jota, an echo in the Pacific
Aragon brings its cultural soul to Osaka as its calling card. The figure of Francisco de Goya, on the occasion of the bicentennial of his death in 2028, is spread through exhibitions and screenings that highlight his universal genius, connecting Aragonese Baroque with the Japanese sensitivity for detailed art. But the heart of the program pulses with the Aragonese jota, declared a Cultural Heritage of Interest in 2013. The group Raíces de Aragón will offer live performances from October 1 to 4, a show that combines passionate lyrics, energetic dances, and instrumental records, inviting the audience to join in this collective dance that transcends borders.
Complementing this, an origami exhibition inspired by Aragonese landmarks—from the Basilica of El Pilar in Zaragoza to the cathedrals of Huesca and Teruel—adds a Japanese touch to the narrative, while display cases featuring jackets from Aragonese Michelin-starred restaurants and sports memorabilia from Japanese athletes linked to local teams (such as Real Zaragoza) humanize the cultural exchange. These initiatives not only entertain but also position Aragon as a bridge between the Mediterranean and the Pacific.
Gastronomy: The flavor of the Ebro captivates Japanese palates
If culture enchants, gastronomy seduces. Aragon showcases its Denominations of Origin as star ambassadors: the Ham of Teruel, with its unique curing, and the black truffle from Sarrión will star in tastings and interactive workshops. On October 1, a ham workshop will guide visitors through its cutting and pairing, while a masterclass on Aragonese wines—from the wineries of Campo de Borja to Somontano—will explore unexpected harmonies with Japanese cuisine. These tastings, accessible to both the general public and professionals, aim to position Aragonese products in the demanding Japanese market, where exports of ham and meats have already surpassed traditional limits.
Tourism: Ordesa and snow, a magnet for the Japanese traveler
The Ordesa and Monte Perdido National Park, a UNESCO jewel, is projected in immersive videos and presentations that invite discovery of its trails and waterfalls. Aragon bets on nature and snow tourism, highlighting resorts like Cerler and Formigal as sustainable alternatives for the Japanese skier. These promotions, targeted at an audience that values authenticity, could multiply arrivals from the Archipelago, a market with high purchasing power and low environmental impact.
Business: Technological investments on the horizon
Beyond the visible, a business pulse beats. The delegation holds meetings with giants such as NTT Data, Softbank, and the Japan Automobile Manufacturers Association (JAMA), focused on attracting investments to hubs like the Aragonese Alierta Technology District (DAT), Walqa, and Technopark. Aragon boasts of attracting 48 billion euros in data centers out of a total of 57.9 billion euros in announced investments, making it a magnet for Japanese innovation in AI and renewables. Additionally, events like the congress The Wave are promoted as platforms for alliances, strengthening Aragonese exports (meats, industrial goods, beverages) and imports (machinery, food).
In a Japan that looks at Europe with renewed interest post-pandemic, these actions consolidate bilateral relations dating back centuries – let us remember the Aragonese Jesuits in the 16th century – but now with a focus on a shared future.
As the Expo moves toward its closure on October 13, the echo of the jota resonates in Osaka as a promise of encounters. Aragon not only presents itself; it projects itself. And Japan, with its precision and passion, seems ready to respond. What is the result? A stronger bond between two lands of contrasts and brilliance.
