Since the first International Exhibition in London's Crystal Palace in 1851, World Expos have introduced the world to transformative innovations like the telephone, the Eiffel Tower and IMAX films. Today, these events attract more visitors than the Olympic Games, run for six months and serve as powerful platforms for international collaboration and diplomacy.
Expo 2025 Osaka welcomed 28 million visitors across 184 days, with 188 pavilions competing for attention. The Trivandi team delivered operational excellence across three pavilions: USA, Australia and UAE. Here, seven members of Trivandi’s USA Pavilion team share what it takes to succeed.
Leading an Expo Pavilion with Passion, Resilience and Precision
Sawyer Franz, Pavilion Operations Director
Tell us about your role?
I lead the symphony behind the scenes, turning what looks like a temporary building into a living, breathing world stage. Every day at a World Expo is about bringing people together through culture, storytelling and hospitality, ensuring that every detail works in harmony.
My role blends people management with patience management, strategy with spontaneity, and above all, the belief that something extraordinary happens when you bring great people together for a common purpose. When you lead with empathy, trust your team and create space for creativity and ownership, you build something greater than an event. You build a movement.
What was the biggest operational challenge you faced, and how did your team solve it?
Our biggest challenge was not a single crisis. It was maintaining rhythm through six-months of constant motion. We opened a complex operation in record time, built our systems from scratch and trained hundreds of staff whilst meeting the expectations of an international stage. There were days that started before dawn and ended long after closing, storms, shifting policies and last-minute VIP visits that could rewrite our plans in minutes. Each time, the team found a solution, often with humour, ingenuity or sheer determination. Guests never saw the behind the scenes. They only experienced seamless service.
What’s the key to success when working at an Expo?
Resilience is the heartbeat of an Expo. An Olympic Games lasts 16 days. World Expo runs for 184. That length demands more than endurance. It demands optimism under pressure. It means finding grace in chaos and choosing collaboration over complaint, creativity over frustration. At Expo, anything can change in a moment, and resilience is what turns uncertainty into excellence.
Operational excellence isn't built on control. It's built on connection. People, not projects, is the mindset that carries you through an Expo. Plans and checklists matter, but people make them come alive.
Turning Storytelling into Performance: Why Programming Matters at World Expos
Riley Senzig, Pavilion Programming Manager
How would you describe the Programming role at an Expo pavilion?
Programming at a World Expo is the heartbeat of the visitor experience. It's where the pavilion's story comes alive, turning the space into somewhere culture, innovation and human connection meet. Through music, dance, talks and artistic expression, programming creates memorable moments that help visitors connect more deeply with the pavilion's story and values.
Share a performance or programme that had a big impact on visitors?
One programme that really stood out was our jazz series. We featured acts like Leonika and the New York Groove, and the Carolina Jazz Ensemble, whose performances had a huge impact on visitors. People were dancing, staying longer than planned and often returning later in the week to catch another set. Many guests said the atmosphere reminded them of home or transported them to a New York jazz club. It was a clear example of how live music can transform the pavilion experience.
What are the challenges in programming 184 days of live content?
Programming at an Expo presents unique challenges because of its duration and consistency. It has to be sustainable. Performers, staff and logistics must be managed to maintain quality without burnout. The experience also needs to feel fresh for repeat visitors whilst ensuring new guests still experience the full essence of the programme.
We kept the programme feeling fresh by balancing consistency with variety. Our resident performers stayed for several weeks at a time, which allowed us to maintain a high level of quality and familiarity for returning visitors. We also featured short-term guest performers and collaborations with other pavilions, which added new energy and perspectives. This combination created a rhythm that felt both reliable and dynamic.
What’s the number one lesson about programming you think event professionals should take from an Expo?
Large-scale, long-running programmes succeed when creativity and logistics are treated as equally important partners.
Delivering Unforgettable Experiences at an Expo
Danielle Jelley, Pavilion Events Manager
What kind of events take place inside a national pavilion at an Expo?
Events inside a national pavilion vary depending on its size, purpose and design. At large pavilions like the USA Pavilion, there is often a dedicated space for private functions that host government entities, inter-pavilion protocol events and corporate gatherings. Our multipurpose room hosted cocktail receptions, seminars, networking events and seated lunches and dinners, with US companies as our core client group. Over the course of Expo 2025, more than 5,000 guests attended private events at the USA Pavilion. Each event was an opportunity to showcase American innovation, hospitality, and culture while blending operational precision with memorable experiences.
What is different about delivering events in an Expo setting compared to a more traditional venue?
Delivering events at a venue within a mega-event site presents unique challenges. As one of 188 pavilions, we operated under the local organising authority's complex rules and regulations. Even simple requests, like bringing in a sommelier knife or AV equipment, required multiple approvals and coordination. Yet this complexity also created value: VIP access to the sold-out Expo site, exclusive tours allowing guests to bypass two-hour queues and priority experiences unavailable to the public.
What was the most memorable event you delivered at Expo 2025?
The first major event of Expo 2025 stands out. Organised for a key sponsor, it spanned multiple pavilion locations: the outdoor plaza, stage and indoor multipurpose space. We coordinated international performers from Las Vegas, a custom-built stage, a large production crew and a distinguished guest list of 120 top Japanese executives. Executing such a complex event in the first month set the standard for the following five months.
How has working on Expo 2025 shaped the way you think about major events?
My background is in large-scale sporting events, so Expo 2025 offered a new perspective. Unlike the fast-paced, competition-driven nature of sport, Expo operates through diplomacy, cultural exchange and soft power. That environment required a different kind of leadership and communication, strengthening my ability to adapt, listen and problem-solve in a highly collaborative, multicultural setting.
Diplomacy in Action: Lessons from the Protocol Team
Madeline Allen, Pavilion Venue Operations Manager
What does protocol mean in the context of a World Expo Pavilion?
At an Expo, protocol refers to the experience designed specifically for high-level government and business guests, a crucial audience that exists alongside the public-facing nature of the event. Protocol visits can include heads of state, ministers, CEOs and international delegations. When hosting VIPs, protocol becomes the space where hospitality meets diplomacy and every moment must be intentionally planned.
Done well, protocol goes far beyond a guided tour. It's a carefully choreographed sequence that feels effortless to the guests, beginning long before arrival with aligned expectations, messaging goals, cultural nuances and security considerations. On the ground, it's a blend of precise timing, discreet coordination across multiple teams and constant situational awareness. Every handshake, photo moment and transition is intentional. The art is making that planning invisible, so guests feel not managed but genuinely hosted.
Do you have a standout story of a VIP or delegation visit that really tested your team?
What truly tested our team was the constant reality that at Expo, a high-level visit can materialise with only minutes' notice. With the site full of ministers, CEOs and diplomatic delegations from every corner of the world, a "five-minute warning" became normal. Delivering a seamless, high-level hospitality experience without the usual runway defined the challenge. You can't rely on rehearsal. You rely on instinct, communication and trust in your team.
Whether it's a head of state or a group of students seeing the pavilion for the first time, the approach is the same: treat every guest like their visit matters, because it does. That means meeting people where they are, reading their energy and adjusting the experience to match their pace and level of curiosity. The goal is always to create a moment where they feel seen, cared for and genuinely welcomed.
What’s one thing about World Expos that most people don’t know but should?
Most people think of Expos as giant theme parks, but they're actually living diplomatic arenas. Every encounter, whether a formal delegation tour or a casual conversation on the pavilion floor, is an opportunity to build relationships and shape perceptions. Major events are not just about execution. They're about creating environments where diplomacy, creativity and human connection can thrive side by side.
Telling the Pavilion Story
Elizabeth Hildebrand, Media, Communications & Public Relations
How do you tell the story of a pavilion at a global event like Expo?
Telling the story of a Pavilion begins with clarity of purpose. Every message, post and press interaction was designed to showcase excellence and leadership in innovation, entrepreneurship and culture whilst also supporting the broader narrative of the country's participation in Expo 2025.
We tailored our strategy to different audiences: press, social media followers and onsite visitors. Each channel had its own tone and approach, but all pointed back to a central idea: the pavilion was a space where culture, innovation and connection came to life.
What were the biggest challenges in making the USA Pavilion stand out amid hundreds of others?
With 188 pavilions, hundreds of events and a continuous news cycle, visibility was a constant challenge. The USA Pavilion was very popular, but core exhibits remained static. To ensure we gained traction throughout the six-month period, we continuously developed fresh content, leveraged partnerships and explored innovative storytelling formats for social media. Building strong relationships with the press was critical. Creating a reputation as a team that was organised, responsible and fast to respond meant they sought us out for coverage.
Can you share a campaign or piece of coverage that you’re particularly proud of?
Opening week featured onsite filming and live TV broadcasts from the Pavilion with local and regional stations. This early exposure showcased signature elements — like the moon rock — and positioned the pavilion as a must-see attraction. Later, we collaborated with BE:FIRST, one of Japan's hottest pop groups, inviting them for a tour, a dance challenge with our youth ambassadors and social media content. Videos from the collaboration reached over three million views and became the pavilion's most engaging online content. The group even filmed a full music video onsite, further amplifying international exposure.
How do you keep a pavilion ‘newsworthy’ over six-months?
Six-months is a long time to keep anything in the news cycle. Long-term relevance depends on a strategic, evolving content plan. We mapped key communication milestones and consistently reassessed angles that would engage visitors and media alike. Social media content had to be timely, visually compelling and culturally sensitive to resonate with both local and global audiences. After the initial opening period, we considered aspects of our Pavilion that would differentiate us, and shifted focus to a deeper dive into the details of our space exhibit content, restaurant offering, and cultural programming.
What advice would you give to comms teams about engaging global audiences in a live event space?
Start with strategy. Define audiences, key messages, and tone of voice early, but stay flexible. Monitor engagement, reassess what works, and adapt to local audiences, emerging trends or unexpected developments.
Global events demand crisis readiness. Even small onsite incidents, external news or broader political contexts can affect messaging. The team must be prepared to respond quickly, clearly and consistently whilst keeping the pavilion's narrative on track.
How the USA Pavilion Earned the Title of 'Best Pavilion Team'
USA Pavilion Senior Workforce and HR Manager
How did the USA Pavilion at Expo 2025 earn the title of ‘Best Pavilion Team’?
It started long before opening day, with how we identified, recruited and cared for our people. We looked beyond skills to attitude, collaboration and cultural fit. From the moment an offer was made, we focused on the details that define professionalism: fast, clear communication, smooth onboarding and comprehensive pre-arrival information. The recruitment experience set the tone for the entire journey.
How did we support our people on site?
At the USA Pavilion, our people were our priority. We created a dedicated HR function focused entirely on staff wellbeing and engagement, ensuring uniforms were practical and professional, rosters were easily accessible via mobile app and nutritious meals were available daily. These sound simple, but in a high-pressure, 184-day operation, they make all the difference.
Training was embedded throughout the event lifecycle, starting with a comprehensive introduction to Trivandi and the pavilion, followed by tailored modules on workforce topics, health and safety and role-specific readiness exercises. We invested in recognition, career development and performance reviews to ensure every team member felt seen and supported.
How did you manage cultural understanding and integration, with so many of your workforce based away from home and working in a different culture?
We focused heavily on cultural integration and support. Before arrival, staff received relocation information, cultural insights and practical guidance to ensure a smooth transition. Upon arrival, we offered comfortable accommodation, streamlined visa processes and a warm welcome that allowed staff to settle quickly.
That focus on wellbeing continued throughout the six months of operations. Regular welfare checks, social events and moments of gratitude helped sustain morale. Initiatives like our Spark of the Month awards and team socials fostered pride and connection across all levels of staff and contractors.
When challenges arose, whether a dip in performance or a grievance, we addressed them immediately and fairly. Confronting issues early wasn't always easy, but it protected the culture we had built. Our success as the Best Pavilion Team wasn't an accident. It was the result of putting people first, every single day.
At Trivandi, our greatest asset will always be our people, and Expo 2025 proved just how powerful that investment can be.