VirQ Goes Global: Finnish Fashion Conquers Osaka World Expo
June 12, 2025, will remain a significant milestone in VirQ's history as four stunning outfits from our collection will be showcased at the World Expo in Osaka, Japan. In honor of Finland Day, the Nordic Pavilion will feature the best of Finnish fashion and culture, and we are proud to be part of this unique event.
Expo 2025 Osaka – Designing Future Society
The Osaka World Expo will be held from April 13 to October 13, 2025, under the theme "Designing Future Society for Our Lives." This international mega-event is expected to attract approximately 28 million visitors from around the world. The joint Nordic Pavilion is anticipated to gather about 1.7 million visitors – what a tremendous opportunity for Finnish brands and culture to be presented on a global stage!
Maxikukkaralla Helle is one of the garments that traveled to Osaka
Finland Day – A Celebration of Happiness
Finland Day on June 12 begins with a formal ceremony opened by President Alexander Stubb. The event will also be attended by the Minister for Foreign Trade and Development Ville Tavio, representatives of the Parliament, and Finnish business representatives, highlighting the significance of the occasion.
The day's theme has been chosen as "Happiness Day of Finland," which feels natural for a country whose residents have been selected as the world's happiest nation for several consecutive years. The program will showcase the foundations of Finnish happiness in various ways – through culture and business life, but also in the form of Santa Claus, the Moomins, and the Finnish sauna. These symbols of Finnish identity will help the Japanese audience understand the unique culture and lifestyle of our northern country.
Pine tree, rock and lake – the iconic elements of Finnish nature
Party Like a Finn – Fashion and Music
Finland Day culminates in the "Party Like a Finn – Rock & Fashion" event, held at the National Day Hall "Ray Garden" from 18:00 to 19:30. In this unique event, a fashion show seamlessly blends into a rock concert, as artists Tuuletar and Käärijä, who magnificently represent Finland and Finnish identity, take the stage.
Beach dress in Liitu pattern can also be seen in Japan
VirQ is one of thirteen Finnish fashion and lifestyle brands showcasing their collections at the event. Other participating brands include ASK Scandinavia x Spinnova, Gauhar Helsinki, Halti x Spinnova, Lapuan Kankurit, Luhta Sportswear Company, Mifuko, Myssyfarmi, Pispala Clothing, Pure Waste Textiles, Sofia Ilmonen, VIBAe, and VIMMA.
We are particularly excited to present four VirQ outfits under the title New Classics. Treasures from our collection have been chosen to represent Finnish joy, vibrancy, and sustainable fashion. Our floral summer dresses with colorful prints reflect the vitality of the Finnish summer and the joy of light – themes that perfectly fit the "Happiness" spirit of the event.
Sustainable Fashion on the World Stage
An important part of the fashion show is emphasizing sustainable development and responsibility. Finland is a pioneer in sustainable fashion, and by showcasing sustainably produced clothing, we can inspire a global audience to make more environmentally friendly choices.
In VirQ's collection, sustainability is visible through high-quality, durable materials and timeless design. We believe in the longevity and versatility of clothes – a principle that is both economically and ecologically sensible.
Our collaboration with VIBAe footwear also continues on the World Expo stage. Our outfits will be complemented by new VirQ x VIBAe collection shoes. This collaboration exemplifies the mutual support and innovation between Finnish brands.
VirQ x VIBAe, the best travel companions!
From Behind the Scenes to a World-Class Show
Preparing for the Osaka World Expo has been an exciting and labor-intensive process for the entire VirQ team. Designing collections, selecting materials, and collaborating with other brands has required months of work, but the end result is worth all the effort.
Japanese Markets and Future Opportunities
Participating in the Osaka World Expo opens a unique opportunity for VirQ to make our brand known in the Japanese market. Japanese consumers appreciate quality, uniqueness, and the stories behind products – all characteristics that are an essential part of VirQ's DNA.
We believe that prints, diverse size range, and joyful color palette will also appeal to the Japanese audience. Our goal is to create lasting relationships with local retailers and fashion industry influencers, which could open a new chapter in VirQ's international growth story.
Gratitude and Anticipation
We eagerly await Finland Day and the opportunity to represent Finnish fashion and lifestyle on an international stage. This is just the beginning of VirQ's international journey, and we are ready to show the world what Finnish joy, sisu, and vibrancy look like – drawn into patterns and shaped into garments.
Stay tuned and follow us on social media to see how Finnish fashion and VirQ conquer Japan!
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