Ministry of Culture / Japan / 2025Experiential · Film · Events & Sponsorship
Meet Saudi.
Saudi Arabia's Ministry of Culture used its Expo 2025 Osaka pavilion to recast how Japan sees the Kingdom, with a campaign built on the things the two cultures have in common.
- Brand
- Ministry of Culture
- Agency
- Consulum
- Market
- Japan
- Region
- Global
- Year
- 2025
The challenge
Research cited in the SABRE entry found low positive sentiment towards Saudi Arabia in Japan, with the country seen mainly through oil and the holy cities.
The idea
Consulum led with cultural similarities drawn from primary research. A seven-city caravan toured Japan with Saudi food, music and customs before the Expo opened, followed by a cross-cultural cooking challenge, a hero film and VR experiences that pointed visitors to the Saudi Pavilion.
Results
- According to Consulum and the ministry, favourable impressions of Saudi Arabia in Japan rose 37 points to 79%.
- The pavilion received 3 million visitors over six months, 40% of them attributed to the campaign, according to Consulum.
- The SABRE Awards entry reports 959 million in traditional media reach.
Case study source: Consultancy-me.com Source ↗
Awards
- Athar Festival Awards 2025Best Transformation CampaignBronze
- Athar Festival Awards 2025Best Governmental CampaignSilver
Credits
- Creative agency
- Consulum
- Executive Creative Director, Consulum
- Julián Hernández
