EXPO 2025 Osaka, Kansai, Japan is a globally significant international exposition, happening from April 13 to October 13, 2025, on Yumeshima Island in Osaka. Under the tagline "Where Dreams Take Shape", the Singapore Pavilion invites visitors to explore the limitless possibilities of dreams and take action toward shaping a better future. Inside the pavilion, visitors can also experience Singapore’s multicultural identity through authentic culinary offerings, making it a destination that appeals to all five senses. Candlewick’s Role ●To effectively communicate the Singapore Pavilion’s core messages—centered on the four pillars of Sustainability, Inclusivity, Innovation, and Resilience—to the Japanese audience, Candlewick was engaged to lead a comprehensive communications strategy for the EXPO period tailored for the Japanese market. ●By localizing the client’s messages and stories for Japanese audience and delivering them across a variety of touchpoints, Candlewick is helping to drive engagement and encourage visitation to the pavilion. Key Initiatives: ● Media Engagement Regular distribution of press releases to major Japanese media outlets Organizing media events and press tours of the pavilion Building strong media relations through both in-person and virtual outreach ● Social Media Campaign Design & Influencer Collaboration Collaborating with prominent KOLs and influencers to amplify pavilion messages across social media platforms ● Creative Concept Development Creation of the character “Dream Messenger Sunny”, inspired by the Crimson Sunbird, a bird native to Singapore Serving as a mascot character of the dream journey and embodying the pavilion’s tagline, Sunny is positioned as a digital campaign character for the Singapore Pavilion. ● Training & Capacity Building Conducting tailored briefings to deepen understanding of the Japanese media landscape By the time Expo opened in April, wenumerous media coverages across domestic and international web, print, and TV, had been secured. Coverages were on-message and strengthened the reputation of the Singapore Pavilion for timely information dissemination, contributing to the overall promotion of the Expo. ～～～～～～ Notable online coverage and TV broadcast examples: ① Kansai TV: https://www.youtube.com/watch?v=vxa1yJII32w & https://www.ktv.jp/news/feature/250409-singapore/ ② ABC TV: https://www.youtube.com/watch?v=T4pEesGVAjc ③ Mainichi Shimbun: https://mainichi.jp/articles/20250219/pr2/00m/020/437000c