World Bee Day at Expo Osaka: Slovenia's Story of Sustainability, Culture and Hospitality

The event unfolded on the symbolic date of World Bee Day, a United Nations–recognized international day that was initiated by Slovenia. It served as a meaningful backdrop to highlight the country’s broader values – from biodiversity protection and sustainable tourism to creativity, well-being and international cooperation.  

Saša Leban, Commissioner General of the Slovenian Pavilion, opened the event with a warm welcome, setting the tone for a meaningful exchange of ideas. She was followed by Manatsu Ichinoki, Deputy Secretary General and Executive Board Member of the Japan Association for the 2025 World Exposition, who extended his own words of greeting and support. The event continued with a dynamic roundtable discussion, bringing together insightful perspectives from both Slovenia and Japan. Among the key speakers was Maher Nasser, Commissioner General of the United Nations at Expo 2025, who emphasized the global importance of pollinators and highlighted World Bee Day as a vital cross-cultural initiative.

Also participating in the roundtable were Ana Savšek, Head of Digital Content Marketing at STB, Helga Lukač, from Expano and the Pomurje Development Centre, Fujio Miyachi, a renowned Japanese importer and advocate of Slovenian honey, and Hideki, known as Folleto Pistachio, Expo personality and Slovenian enthusiast. Together, they explored Slovenia as a destination rooted in sustainability and nature, and highlighted the strong emotional and cultural ties between Slovenia and Japan. 

MSc. Maja Pak Olaj, Director of the Slovenian Tourist Board, reflected on the significance of World Bee Day and the STB’s presentation at the Expo: "World Expos serve as a strategic platform to present Slovenia’s identity, values and development goals while enhancing its visibility and global reputation. At this year’s Expo, the STB is proudly promoting Slovenian tourism with continuous presence and partnerships with key stakeholders. Special focus has been placed on World Bee Day, a celebration we are proud to celebrate today. Beekeeping tourism is one of Slovenia’s most authentic tourism products, blending the country’s natural wealth, rich cultural heritage and commitment to sustainability. Through the fascinating story of bees, we emphasize the importance of balanced development, while also strengthening our ties with Japan— a nation that deeply cherishes pristine nature, sustainability and boutique experiences." 

Commissioner General Mrs. Saša Leban highlighted Slovenia’s leadership in sustainability, cultural dialogue and global cooperation. She emphasized that World Bee Day reminds us of the power of collaboration, balance and shared responsibility. “Bees act collectively, with purpose. They create abundance through cooperation. Let us do the same,” she stated. Leban also underscored that the Slovenian Pavilion stands as a living example of Slovenia’s values: sustainability, innovation and authentic hospitality.

Maher Nasser, Commissioner General of the United Nations at Expo 2025, commented: "When World Bee Day was initially proposed and eventually adopted, people wondered why there needs to be a Bee Day. And upon looking into the role the bees play and the diversity and sustaining the life of plants, it becomes clear that play an essential role."

Manatsu Ichinoki, Deputy Secretary General and Executive Board Member of the Japan Association for the 2025 World Exposition, welcomed the participants and thanked Slovenia for organizing the World Bee Day at Expo 2025 Osaka. He underscored the significance of World Bee Day as a powerful symbol of our collective responsibility toward biodiversity and sustainable living. He praised Slovenia for its thoughtful and imaginative contribution to the Expo, highlighting how it brought global attention to vital environmental issues through creativity and authenticity. In addition, he expressed heartfelt appreciation for the Slovenian team’s warm hospitality and proactive spirit, which added depth and vibrancy to the overall Expo experience.

The event showcased the Pomurje region, a unique and captivating area located at the crossroads of four countries – Slovenia, Austria, Hungary, and Croatia. This Thermal-Pannonian region, known for its rich cultural tapestry and picturesque landscapes, is one of Slovenia’s most sought-after destinations. A curated selection of Pomurje wines – highly regarded among Japanese consumers – was also featured at the event. 

Helga Lukač, representing Expano and the Pomurje Development Centre, explained: “Pomurje, Slovenia’s Thermal-Pannonian region, is a treasure trove of natural and cultural heritage. Nearly half of its territory is protected under the Natura 2000 network, including the UNESCO-designated Mura-Drava-Danube Transboundary Biosphere Reserve. The region offers diverse sustainable tourism experiences – from thermal wellness and nature escapes to authentic cuisine, fine wines, and outdoor activities. Pomurje shares many values with Japan, such as a deep respect for nature, seasonal living, and traditional craftsmanship. A symbol of this friendship is the SAKURA garden at Expano in Murska Sobota – a gift from Yukio and Keiko Mori, honorary citizens of the city.” 

Ana Savšek, Head of the Digital Content Marketing Department at the Slovenian Tourist Board (STB), presented Slovenia’s exceptional tourism offer, emphasizing its year-round appeal for a diverse range of travellers – individuals, couples, friends, or families. She highlighted that Slovenia provides a wealth of experiences that cater to every interest and desire, from thrilling active adventures amidst its pristine natural landscapes to serene city breaks enriched with cultural heritage. Visitors can indulge in rejuvenating thermal spa holidays, savour the delights of world-class cuisine at top restaurants and explore a variety of unique experiences that blend relaxation, adventure and culinary excellence. Slovenia is also a very safe country to live in and to travel to – a fact supported by the Global Peace Index, where it consistently ranks among the world’s top 10 most peaceful countries. This sense of safety and stability makes Slovenia especially appealing to travellers from Japan and beyond. 

Two distinguished Japanese guests also participated in the roundtable discussion: Fujio Miyachi, a Slovenian honey expert and importer, and Hideki, known as “Folleto Pistachio”, an Expo celebrity and passionate advocate for Slovenia. Both highlighted the striking similarities between Japan and Slovenia, particularly their pristine green landscapes, and emphasized that Slovenia offers a wealth of experiences that resonate with Japanese visitors. These include exceptional gastronomy, rich culture and a variety of outdoor adventures, all of which cater to the interests and desires of Japanese travellers.  

The event also celebrated the traditional Slovenian art of beehive panel painting, a unique folk art form that honours and protects bees. Journalists were invited to engage with this cultural heritage by painting their own panels, leaving their creative mark and deepening their connection with Slovenia’s rich traditions. 

Highlighting Slovenia’s artistic traditions, the event featured the traditional Slovenian art of beehive panel painting – a cherished folk art that honours bees and reflects rural creativity. Journalists joined in by painting their own panels, forging a personal connection with this meaningful tradition.

Slovenia at Expo 2025 Osaka 

The Slovenian Tourist Board (STB) is strategically leveraging Expo 2025 Osaka as a global platform to share key stories about Slovenia’s tourism offer with an international audience. Two additional events are scheduled to further enhance Slovenia’s visibility: a tourism workshop in Tokyo on September 24 and a travel trade presentation in Osaka on September 26.  

More about the Slovenian Pavilion at Expo Osaka 

Beekeeping in Slovenia 

Slovenia, often referred to as one of the cradles of European beekeeping, has a long-standing tradition of preserving the art and knowledge of apiculture. Apitourism, an innovative and sustainable tourism concept, offers visitors a sensory journey into the world of bees. It educates on the crucial role of these pollinators while showcasing Slovenia as a green, healthy destination known for its hospitality and outstanding beekeepers. Key attractions include beautifully curated honey plant gardens and thematic beekeeping trails. Museums across the country – such as the Museum of Apiculture in Radovljica – offer deep insights into the nation’s rich beekeeping culture. Slovenia is also among the first countries to offer officially certified apitourism products in all its regions, making it a true pioneer in sustainable and educational bee-based tourism. 

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About World Bee Day  

The idea for World Bee Day was born in Slovenia and officially adopted by the United Nations. Celebrated each year on May 20, the date honours the birth of Anton Janša, an 18th-century beekeeping pioneer and the first official apiculture teacher at the Habsburg court. His innovative methods, rooted in Carniolan beekeeping, transformed the way beekeeping was practiced across Europe. World Bee Day not only celebrates Slovenia’s beekeeping legacy but also serves as a powerful platform for raising global awareness about the critical role of bees and other pollinators in ensuring food security and preserving biodiversity. It promotes sustainable agricultural practices, supports efforts to reduce hunger and poverty in developing countries, and strengthens Slovenia’s international image as a green, active, healthy, and innovative destination. At the heart of Slovenia’s natural treasures lies the Carniolan bee—an indigenous species known for its gentle temperament, exceptional productivity, and vital role in biodiversity conservation. 

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