VISIT TO EXPO 2025 OSAKA – FOOTBALL, CIRCULAR ECONOMY, AND A STRONG IMAGE OF GERMANY IN JAPAN
During his stay in Japan, our founder, Roland Bischof, also visited the German Pavilion at Expo 2025 Osaka. On-site, he encountered two special figures: the mascot of the German pavilion, Makoto Hasebe, well known in Germany from his time at Eintracht Frankfurt, and a so-called Circular. These figures are not only friendly mascots but also serve as innovative audio guides, leading visitors through the pavilion.
A warm thank you goes to Benjamin Kuhn and his team for the fascinating tour of the pavilion and for the insights into the concept, architecture, and thematic structure of Germany’s presence at the Expo.
Although Christopher Hecker, Director of the German Pavilion, was not present on the day of the visit, we had the opportunity to speak with him afterward. In the following interview, he shares exciting insights into his work and the pavilion’s goals. It becomes clear just how much the German Pavilion contributes to a positive image of Germany in Japan—very much in the spirit of what our football ambassadors promote through cultural and sporting exchange.
You can read the full interview with Christopher Hecker below:
INTERVIEW WITH CHRISTOPHER HECKER, DIRECTOR OF THE GERMAN PAVILION AT EXPO 2025 OSAKA
1. Mr. Hecker, the first month of the Expo is over. How much interest has the German Pavilion attracted?
The German Pavilion has seen great interest, with many visitors from all over the world. Naturally, a particularly large number of Japanese guests are exploring our exhibition and discovering the Circulars. These figures are not only our mascots but also interactive audio guides that lead visitors through the pavilion.
2. We have worked closely with the Federal Foreign Office and the Goethe-Institut for many years. How important are such institutions, especially in the long-term planning of a major international presence?
International institutions like the Federal Foreign Office and the Goethe-Institut are of great importance for preparing and implementing such a project. Their extensive experience and global networks provide us with access to valuable knowledge and essential contacts on the ground. This close collaboration is therefore a key success factor in planning and executing our international presence.
3. The German Pavilion is also a “cultural ambassador” for Germany. How is Germany perceived in Japan?
Germany’s image in Japan is multifaceted. In addition to familiar cultural symbols such as beer and bratwurst, many Japanese people greatly appreciate Germany’s innovation, particularly in the areas of science, technology, and sustainability. The German Pavilion highlights these interests specifically. Our exhibition focuses on topics like the circular economy and sustainable solutions, combining them with a cultural experience. This creates a holistic image of a modern and responsible Germany—something that resonates very well in Japan.
4. Makoto Hasebe is one of the “Cultural Friend” mascots. He is a successful football player and well liked in Germany. How important is building bridges between countries through sport and culture?
Sport and culture are fantastic bridge builders, which is why we are especially pleased to have Makoto Hasebe as a Cultural Friend in the German Pavilion. Additionally, every Sunday during the Bundesliga season, we host the “Bundesliga Watch Party,” where current matches are shown on our culture stage. This combination turns the pavilion into a unique experience that links the circular economy exhibition with cultural and sporting elements.
5. In Germany, we are currently working with our Japanese friends on a project for Japanese football fans living in Germany. Maybe one day there will even be a Japanese Football Ambassador. Do people in Japan follow German football?
The Bundesliga enjoys a loyal fanbase in Japan, thanks in part to prominent players like Makoto Hasebe and Shinji Kagawa, who have significantly boosted interest in German football.
6. Which upcoming highlight at the German Pavilion are you personally looking forward to the most in the coming months?
A very special highlight for me will be the German National Day on June 20, the official Expo day for Germany. On this day, the German Pavilion will be the center of attention, and we are looking forward to a diverse program and many guests. Another highlight will be the summer season. When our garden, rooftops, and the vegetation in the queuing area are in full bloom, the pavilion will become not only a content-rich but also a visually powerful symbol of sustainability and circular economy. I am particularly excited about that.
7. The German presentation “Wa! Germany” shows great respect for the host country Japan through many thoughtful details. How have Japanese media responded to Germany’s appearance?
The response from Japanese media has been very positive. Our team, which covers 17 languages—including Japanese—is especially appreciated, allowing us to provide a great experience to Japanese visitors and international guests alike. The culinary offerings, featuring traditional German dishes, have also been very well received. Overall, our blend of in-depth content, cultural exchange, and engaging elements is viewed as a great success.
8. During this trip, we are also meeting with Gert Engels, German Football Ambassador 2018, who has been actively involved in Japan for over twenty years. How do you view the mission of our non-profit initiative “German Football Ambassador”?
Social projects that connect people around the world are a wonderful way to share diversity, openness, and joy. Football plays a unique role in this—it brings together children and adults like few other things can. Initiatives like yours offer inspiration and help strengthen global togetherness for the future.
9. Final question: Mr. Hecker, are you a football fan? And if so, do you support a particular team in Germany?
Even though football is not at the center of my personal interests, I am always moved by how this sport brings people together and sparks real enthusiasm. One of the most touching experiences is seeing this happen during our Watch Parties at the German Pavilion. Football is much more than just a game—it is a universal language that is understood worldwide. Especially at international events, it builds bridges between cultures and promotes togetherness across borders. In moments of shared excitement, joy, and emotion, a sense of unity arises that transcends differences and allows people to meet on equal terms. Sport shows us how peaceful coexistence can grow through shared experiences, regardless of background, language, or beliefs.
