Osaka: The Saudi Arabia Pavilion at Expo 2025 Osaka received two awards at the Athar Awards, winning the silver for best government campaign and the bronze for transformation campaign.
According to Saudi Press Agency, the Athar Awards are an annual event recognizing excellence in marketing campaigns across the Kingdom, attended by senior executives and thought leaders, and fostering professional ties and collaboration among creative leaders.
Commenting on the occasion, Saudi Ambassador to Japan and Commissioner-General of Pavilion Dr. Ghazi Faisal Binzagr expressed honor in receiving recognition for the "Meet Saudi" campaign, highlighting the Kingdom's commitment to cultural exchange and effective communication at Expo 2025 Osaka.
The campaign received praise for its marketing achievements, effectively promoting the pavilion and showcasing Saudi Arabia's cultural vision. Launched during the International Participants Meeting in Himeji last January, it featured a Saudi tour across seven Japanese cities, generating significant momentum ahead of the pavilion's opening in April.
It excelled on social media, achieving high visibility and coverage, ranking first among international pavilions in Japan's tier-one news media category. This success attracted 40% of the three million total visitors, enhancing cultural understanding and engagement.
Recognition at the Athar Awards marks a major achievement in advancing the Kingdom's cultural diplomacy. The Kingdom will continue to support cultural dialogue leading to Expo 2030 Riyadh, building on the foundations established at Expo 2025 Osaka and emphasizing its commitment to cooperation and innovation.