Columns

Mr. Luciano Barbosa de Lima is PREX Global Network (PGN) member who participated in the course on “Developed Market Oriented Export Promotion Strategy/Marketing Strategy (A)” in 2022 online which was entrusted by JICA.

He is a Specialist in Export and Investment Promotion at the Department of World Expos and Special Projects at the Brazilian Trade and Investment Promotion Agency (ApexBrasil) and is now especially working as Pavilion Liaison Officer for the Expo 2025 Osaka.

He also has been the counterpart to implement online seminars for Brazilian companies by utilizing ‘The Seminar Implementation Support Program for PREX Global Network’ in JFY 2022 and 2023. (Please refer to the articles from PREX website)

• https://www.prex-hrd.or.jp/en/training/p6661/
• https://www.prex-hrd.or.jp/en/training/p6634/

Following the first interview in the link below, which was conducted online, we experienced Brazil Pavilion and interviewed Luciano, who visited Japan for his work as the Pavilion Liaison Officer for Expo 2025 Osaka.

【PREX Global Network Interview Vol.1】 Mr. Luciano Barbosa de Lima (Brazil)｜PREX:Pacific Resource Exchange Center

******************************************************************************

PREX: We are so happy to finally meet you in person! We’ve collaborated with you for several seminars and a previous interview, but all were held online. I know you’ve been preparing for a long time for this Expo. What kind of work are you doing as the Brazil Pavilion Liaison Officer?

Luciano: Thank you, it’s great to be here. As Liaison Officer, I’m responsible for managing all communication and coordination with our partners involved in the Expo. That includes Brazilian and international stakeholders: exporters, institutions, artists, and government representatives. Basically, everyone responsible for making this project happen.

PREX: That sounds like a complex role, as you’re coordinating with many stakeholders.

Luciano: Exactly. From Brazil, our team coordinates everything with the Expo organization to ensure we follow all the official guidelines and procedures. That includes handling forms, permits, and daily communications. I also work on programming, selecting proposals and inviting artists to participate in Brazil’s cultural agenda here at the Expo. Our core team is very small, just five or six people from ApexBrasil, but we manage everything: construction, administration, and pavilion operations.

PREX: Are all of those five or six people from ApexBrasil?

Luciano: Yes, all are from ApexBrasil. During the Expo, we also contract local technical and administrative staff: logistics teams, protocol officers, even ambassadors for the pavilion. The Pavilion Director manages the day-to-day work of the local staff, but we in Brasilia still handle many administrative and strategic issues. I work closely with both our team and visiting delegations to ensure everything runs smoothly.

PREX: I see. What kind of responsibilities do you manage from Brazil, and what are you dealing with during your stay in Japan?

Luciano: From Brazil, we focus on gathering support from across the country to participate in the Expo, both governmental and private sector partners. It’s a global platform, so it’s essential to present Brazil in a strong, unified way. Here in Japan, I came specifically for Mobility Week, one of the Expo’s themed weeks focusing on transportation. We welcomed partners like Toyota to represent Brazil’s contributions to transport innovation and sustainability. We also had cultural programming, including a performance by Flavia Bittencourt, a singer from northeast Brazil.

PREX: June 21 is Brazil’s National Day at the Expo, right? That must be a major event.

Luciano: Yes, we’re expecting a large delegation from Brazil: senators, business leaders, and other officials. The day will include both official ceremonies and a rich cultural program. We plan to feature Brazilian music, including samba and bossa nova. One confirmed artist is Zeca Pagodinho, a very famous samba singer. Another is Lisa Ono, a Japanese-Brazilian bossa nova artist popular in Japan. There will be concerts, a parade around the Expo site, and performances on pop-up stages.

PREX: That sounds like a very colorful and exciting celebration! What do you see as the biggest advantage of participating in the Expo?

Luciano: The Expo provides global visibility. It’s an opportunity to showcase Brazilian culture, creativity, and innovation. But it’s also a strategic platform to promote tourism, attract investment, and support exports. We want to present Brazil as a vibrant, dynamic country. This is our chance to shape Brazil’s image on the world stage.

PREX: In our previous interview, you mentioned the importance of dialogue with other countries. Are you organizing any collaborative events during the Expo?

Luciano: Yes. The Expo’s theme “Designing Future Society for Our Lives” is broad, so we use the Theme Weeks to go deeper into specific topics. During each Theme Week, we bring experts from Brazil to exchange ideas with their global counterparts. For example, this week is Mobility Week, and we’re hosting discussions on transportation and sustainability. In SDGs Week, Biodiversity Week, and Health & Well-being Week, we expect to organize sessions with international guests, including experts from WHO and other countries. These exchanges are very valuable.

PREX: So, each week has a unique focus, and countries collaborate based on that?

Luciano: Yes, there are 26 weeks in total, but about eight of them are designated as Thematic Weeks. During those weeks, countries with relevant contributions are encouraged to organize events and share knowledge. For instance, this week we’ve seen events from Malaysia and Luxembourg related to mobility, in addition to Brazil’s.

PREX: That explains why the temporary exhibition space in your pavilion was transformed into a theater for film screenings.

Luciano: Exactly. That space adapts to each week’s theme. Previously, we had an exhibition about Brazilian architecture, which also received great feedback. The pavilion is always evolving.

PREX: I heard that the overall theme of the Brazil Pavilion was inspired by a Brazilian philosopher.

Luciano: The sentence printed in the Pavilion “What purpose is our existence meant for?” from Caetano Veloso, a celebrated singer and cultural thinker, influenced the design and philosophy of the pavilion with his ideas about identity, nature, and belonging.

PREX: Brazil truly is a country rich in art and culture. Thank you for sharing that. So, what would you say are the main features of the Brazil Pavilion?

Luciano: The Brazil Pavilion focus is on experience, when visitors can feel, interact, and reflect, rather than simply observe. Whether through immersive visuals, live music, or participatory installations like the Parangoromos, we aim to foster meaningful connections. The name Parangoromo blends two cultural references: Parangoles, performative garments created by Brazilian artist Helio Oiticica as symbols of movement and transformation, and Hagoromos, traditional Japanese robes associated with lightness and spirituality. By wearing them, visitors become part of the artwork itself. Importantly, the Pavilion celebrates Brazil’s rich diversity of people, regions, culture, and innovation.

PREX: Thank you for this inspiring conversation, Luciano. We wish you continued success at the Expo!

Luciano: Thank you so much. It’s been a pleasure working with you and sharing this journey. The partnership between PREX and ApexBrasil is very special, and I look forward to what we’ll build together in the future.

(Display at the Brazil Pavilion)

END

(as of May 28, 2025)