UK Government Announces Mascot ‘PIX’ and the First Sponsor for Osaka-Kansai World Expo Pavilion

The UK government has announced ‘PIX’, the mascot for the British Pavilion at the Osaka-Kansai World Expo, along with its first sponsor.

The announcement was made by Carolyn Davidson, the UK representative for the 2025 Osaka-Kansai World Expo, and Evan Jones, the director of the UK Pavilion, during the ‘International Participants Meeting 2025’, hosted by the Japan Association for the 2025 World Exposition.

‘PIX’ is made up of building blocks, symbolizing the potential for simple ideas to connect and create great achievements. The Pavilion will feature stories related to the cultures and histories of the UK and Japan, with PIX’s design comprising the three colors of the Union Jack, representing exploration, innovation, and humor—the spirit of Britain.

The first round of sponsors includes the biopharmaceutical company AstraZeneca, luxury sports car manufacturer Aston Martin, hospitality company IHG Hotels & Resorts, staffing solutions company Robert Walters, hearing aid specialists Ampetronic, and the governments of Scotland and Wales.

The Pavilion’s design is inspired by the achievements of the world’s first programmer, Ada Lovelace, and features an exterior constructed of aluminum wire reminiscent of the punch cards used in early computers. This pays homage to the textile industry innovations that occurred in Osaka and Manchester in the 19th century, with the woven aluminum wires symbolizing how small ideas can culminate in great ones. Inside, visitors can explore various aspects of British culture, science, and innovation through immersive experiences modeled after Japanese families.

ES GLOBAL, specializing in semi-permanent and sustainable structures, will design, construct, maintain, and dismantle the Pavilion in collaboration with wooarchitects, who have led design efforts for major global events, including the London Olympics.