Thai Pavilion at Osaka Expo 2025 Draws Criticism for Lackluster Display

The Thai Pavilion at the Osaka World Expo 2025, themed “Bhumipiman – The Land of Immunity,” was meant to showcase Thailand’s rich cultural heritage, holistic wellness practices, and cutting-edge public health initiatives. Instead, it has become a focal point of disappointment for many Thai visitors and business leaders, who have criticized the exhibit as underwhelming and far below the standards expected of a global event. With a budget of nearly 1 billion Thai Baht (US$27 million), questions are mounting over the quality of the presentation and the controversial awarding of the project to a company that reportedly ceased operations last year.

A Vision of Wellness Marred by Execution

The Osaka World Expo 2025, also known as the Kansai Expo, opened on April 13 and will run through October 13 on Yumeshima Island in Osaka Bay, Japan. Thailand’s participation, overseen by the Ministry of Public Health, aimed to position the country as a global destination for healthcare and wellness. The pavilion’s theme, “Bhumipiman – The Land of Immunity,” reflects a blend of traditional Thai lifestyle and modern medical innovation, with interactive zones highlighting everything from Thai cuisine as “the most delicious medicine in the world” to immersive experiences like Thai Nature Therapy.

Key features of the pavilion include an introductory zone with a traditional Thai “Jom Hae” roof design, an outdoor food sculpture representing Thailand’s biodiversity, and the Wisdom of Life Immersive Theatre, which uses large-screen visuals to depict the warmth of Thai culture and nature. Other sections focus on the country’s extensive healthcare infrastructure, with over 1,000 internationally accredited medical facilities, and initiatives like the “100 Potentialities of Thai Public Health System,” spotlighting herbal remedies and academic contributions.

Yet, despite the ambitious vision, the execution has drawn sharp criticism. Visitors have described the presentation as resembling a school project rather than a world-class exhibition. Dr. Anchalin Pannika, president of TQM Alpha Plc, a prominent Thai business, remarked that the display lacked the sophistication and polish expected at such a prestigious event. “It feels like something put together by students, not a professional team representing our country on the global stage” she said.

Budget and Contractual Concerns

The Thai Cabinet approved a budget of 973.48 million Thai Baht (US$27 million) for the pavilion on December 20, 2022, with 867.88 million Baht (US$24 million) allocated for exhibition expenses and 105.6 million Baht (US$3 million) for management. The project was awarded to Joint Venture RMA110 Co Ltd for 867.7 million Baht (US$24 million). However, public records indicate that the company officially ceased operations on February 16, 2024, with its books closed by March 25, 2024—well before the Expo’s opening. This revelation has fueled concerns about transparency and accountability in the allocation of public funds.

The discrepancy between the substantial budget and the perceived quality of the pavilion has sparked frustration among Thai business leaders and taxpayers alike. Kriengkrai Kanjanapokin, founder and CEO of Index Creative Village Plc—a firm often involved in international exhibitions for the Thai government—publicly clarified that his company had no connection to the Osaka project, distancing itself from the controversy. The lack of clarity surrounding the contractor’s status and the decision-making process has only deepened public skepticism.

Official Response and Visitor Turnout

Dr. Korakrit Limsommut, Deputy Director-General of the Department of Health Service Support, has defended the pavilion, emphasizing its potential to deliver tangible benefits for Thailand’s global image. He highlighted that over 18,000 visitors attended the Thai Pavilion in the first three days of the Expo, from April 13 to 15, and projected a total of 3 million visitors over the six-month event. “We are committed to showcasing Thailand’s unique strengths in wellness and healthcare, and we are open to feedback to improve the experience for international guests” he said.

While the early visitor numbers suggest some level of interest, the criticism from within Thailand raises questions about whether the pavilion will resonate with a broader international audience. Many argue that the presentation fails to capture the vibrancy and innovation that Thailand is known for, potentially undermining the country’s goal of establishing itself as a leader in global wellness tourism.

Cultural Representation at a Crossroads

Thailand’s participation in the Osaka Expo is not just about showcasing public health achievements; it is also a chance to highlight the nation’s cultural identity on a world stage. The pavilion’s elements, such as depictions of the Songkran Festival, Ruesi Datton (traditional Thai massage), and the country’s biodiversity, are intended to evoke a sense of pride and curiosity among visitors. Interactive games exploring the healing properties of Thai ingredients and sets like the “Spicy Thai Set” aim to engage audiences in a playful yet meaningful way.

However, the lukewarm reception suggests a missed opportunity. For a country with a reputation for hospitality and creativity, the pavilion’s lack of polish risks reinforcing outdated stereotypes rather than challenging them. Analysts note that cultural exhibitions at events like the World Expo often serve as soft power tools, shaping perceptions and fostering economic ties. If the Thai Pavilion continues to underwhelm, it could diminish the impact of Thailand’s broader efforts to attract medical tourists and wellness seekers—a sector that contributes significantly to the national economy.

Broader Implications for Public Spending

The controversy surrounding the Thai Pavilion also touches on deeper issues of governance and public spending in Thailand. With nearly 1 billion Baht (US$27 million) allocated to the project, the perceived lack of value for money has reignited debates over how government contracts are awarded and monitored. The fact that the contracted company reportedly ceased operations over a year before the Expo’s opening raises serious questions about due diligence and oversight within the Ministry of Public Health and the broader administration.

This incident is not isolated. Thailand has faced criticism in the past for inefficiencies in public projects, often attributed to bureaucratic red tape or lack of accountability. Some observers suggest that the pavilion’s shortcomings could become a lightning rod for broader public dissatisfaction, especially at a time when economic recovery and fiscal responsibility are top priorities for many Thais. If concerns about mismanagement persist, they may prompt calls for greater transparency in how cultural and promotional projects are funded and executed.

Looking Ahead: Can Thailand Salvage Its Image?

As the Osaka World Expo 2025 continues, the Thai Pavilion has an opportunity to address the criticism and refine its presentation. Dr. Korakrit’s openness to suggestions offers a glimmer of hope that adjustments could be made to elevate the experience for future visitors. Whether this will involve reallocating resources, revising displays, or engaging new creative talent remains to be seen.

For now, the pavilion stands as a cautionary tale of the challenges in translating cultural pride into a global showcase. With millions of visitors expected to pass through the Expo over the next six months, Thailand has a narrow window to turn the narrative around. The stakes are high—not just for the Ministry of Public Health, but for the country’s reputation as a leader in wellness and innovation. As feedback continues to pour in, the question remains: can Thailand transform this setback into a story of resilience and improvement?