At the recently opened World EXPO 2025 in Osaka, Japan, Lithuania has received exceptional recognition. A promotional video submitted by the national tourism agency “Lithuania Travel” was selected for continuous screening at the Expo’s main venue, the “Matsuri” arena — a prestigious platform welcoming thousands of visitors daily.
In addition to the video presentation, Lithuania attracted significant interest by introducing traditional Baltic sauna rituals, a practice gaining increasing popularity in Japan.
“Tourism is not merely an economic sector — it is a powerful opportunity to present Lithuania’s unique identity to the world,” said Agila Barzdienė, Vice Minister of Economy and Innovation. “We are delighted that Lithuania has been recognised at such a prominent international event. Strategic initiatives such as this open new avenues for our country. Last year alone, more than 5,000 Japanese tourists visited Lithuania — a 7% increase compared to the previous year. By enhancing our visibility at EXPO 2025, we can attract even more visitors from around the globe.”
Lithuania on the Global Stage
According to Olga Gončarova, Head of “Lithuania Travel,” the video’s screening offers a rare opportunity to showcase Lithuania’s tourism potential to an international audience. The “Matsuri” arena, spanning 23,000 square metres and accommodating up to 16,000 spectators, hosts the Expo’s largest events — providing Lithuania with invaluable exposure.
From 25 April to 6 May, a special “Tourism Week” is taking place at the Expo under the theme “Co-creating tourism experiences that bring cultures together.” Lithuania and Latvia jointly launched the week with a focus on wellness traditions, particularly the renowned Baltic sauna.
“The Expo only opened two weeks ago, and we are already witnessing great interest in the Baltic Pavilion,” said Lina Antanavičienė, Lithuania’s Ambassador and General Commissioner for EXPO 2025 Osaka. “Holding Lithuania’s first event during the inaugural thematic week has provided us with a remarkable platform to introduce our country’s rich tourism offerings to both the Japanese public and international visitors.”
Beyond Heat and Steam: A Profound Connection with Nature
At the heart of Lithuania’s presentation were the Baltic sauna rituals. The event featured professional sauna masters, including Birutė Masiliauskienė, Head of the Lithuanian Sauna Association, alongside a Latvian sauna expert and a representative from the Japan Sauna Association. Together, they delivered an immersive, two-and-a-half-hour introduction to these ancient traditions.
Masiliauskienė explained that whilst Latvian sauna practices often incorporate elements of esotericism and mystical traditions from other cultures, Lithuanian sauna rituals are more grounded, focusing on physical therapies, massage, vanojimas (leaf-whipping), and healing treatments.
“The Lithuanian sauna is unique and deeply feminine,” she said. “Whereas the Finnish sauna is intensely hot and difficult to endure for long periods, our sauna reflects an ancient matriarchal culture. It is more than mere heat and steam — it is a profound wellness ritual that combines the power of nature with centuries-old traditions. After three hours in a Lithuanian sauna, one feels as if they have enjoyed a three-day holiday.”An Invitation to Experience Baltic Wellness
Following the discussions — which included insights from a Japanese sauna enthusiast — the event continued at the joint Lithuania-Latvia Pavilion. For two days, Expo visitors were able to experience Baltic sauna traditions first-hand. Interactive performances featured birch branch massages, herbal scents, steam therapies, and leaf-whipping demonstrations. The pavilion also offered a unique misting wall where visitors could create drawings with water vapour.
Gončarova noted that Lithuanian sauna culture had previously been introduced in Japan at the 2024 JATA Tourism Expo, where it attracted considerable attention and even introduced the Japanese public to the Lithuanian word pirtis (sauna).
“Sauna culture is flourishing in Japan — it is no longer solely about relaxation but also about wellness, meditation, and slow living,” she said.
Lithuania’s approach to promoting itself in Japan draws heavily on nature-inspired motifs — evident in its folk art, traditional crafts, and textiles, where forest and plant patterns intertwine. “The Japanese instantly recognise and appreciate these symbols of nature, which resonate strongly with their own cultural traditions rooted in Shinto beliefs,” Gončarova added.
