Presented with the powerful idea Not For Sale, Ukraine celebrated its National Day at EXPO 2025. Creative agency Bickerstaff.248, along with the Government of Ukraine, shaped gratitude as a comprehensive cultural experience — from a live instrumental Ode to symbolic stories inside the pavilion and an open invitation to Ukraine.
Critics worldwide have questioned Ukraine’s gratitude for international support. Rather than defend, Ukrainian creatives chose to demonstrate — transforming statements into striking storytelling. As a result, gratitude became the central creative theme of Ukraine’s National Day at EXPO 2025 in Japan, the world’s largest international exhibition featuring 150+ countries.
Across the main stage and inside the Not For Sale pavilion, the country translated “thank you” into sound, symbols, and shared experiences — acknowledging partners and individuals who stand with Ukraine through action.
GRATITUDE GETS A SOUNDTRACK
Rather than relying on speeches, Ukraine’s creative team chose a more powerful medium — music. The challenge was: how to make the sound recognisable, and such that it flows into the idea of gratitude. The result — Ode of Gratitude, an instrumental composition that literally orchestrates international solidarity into sound.
Created especially for Ukraine’s National Day by the creative agency Bickerstaff.092 and music band Hyphen Dash, the composition extends the idea that Ukraine’s voice is heard thanks to the international community. The ode blends recognisable tones from partner nations — the chimes of Big Ben, Japanese temple bells, the urban hum of New York — into one composition of unity.
“While working on the project, we were deeply inspired by Japanese culture, its boundless gratitude, depth, and ability to appreciate. We conceived the Ukrainian Pavilion as a story about value, not price. That’s why we dedicated the National Day to all the countries that help us uphold the values of a free, humane, and fair world by creating the ‘Ode of Gratitude.’” — comments Ilia Anufrienko, creative director and founder of Bickerstaff.578.
To carry the message further, the team partnered with the Ukrainian production BFF to produce a music video that visually supports the main idea of united voices. Today, Ode of Gratitude is available on music platforms, so it can travel long after the applause fades.
ITEMS OF SOLIDARITY // THE GRATITUDE SHOP
To the Ukrainian Pavilion Not For Sale, a “store” where nothing can be bought, new items have arrived. To thank not only nations but precise individuals who support Ukraine, the team placed a new installation called Imported Goods.
These new five symbolic “products” dedicated to foreign friends of Ukraine show how individual choices — cultural, civic, humanitarian — become tangible support:
Bread: Honouring British author Felicity Spector and her book “Bread & War” about Ukraine, exploring how food connects us to culture and survival.
Elevator: Celebrating German activist Frank Peter Wilde, who has tirelessly advocated for Ukrainian refugees and humanitarian aid.
Sewing machine: Recognising Canadian Christian Borys and his Saint Javelin project, which raised millions for Ukraine through creative merchandise and grassroots support.
Violin: Symbolising Japanese musician SUGIZO, who organised concerts and campaigns to support Ukrainians living in Japan.
Hat: Tribute to British politician Boris Johnson, who became a symbol of Western support as one of the first leaders to visit Kyiv after the full-scale invasion began. He liked the idea so much that he posted the shelf on his Instagram account.
“The whole concept behind the Ukraine Pavilion — values are not for sale — was really powerful and moving. I was incredibly honoured to take part and to see the 3D loaf of bread created to represent the value of ‘dignity’ through my support for Bake for Ukraine. It stands as a tribute to the amazing volunteers who bake and deliver hand-made Ukrainian sourdough to de-occupied villages and displaced people”, — commented Felicity Spector
These items, same as all others, have their own video stories accessible by scanning the barcode. They feature documentation of each individual’s support work, showing how personal choices transform into meaningful impact for Ukraine.
INVITATION TO TRAVEL TO UKRAINE
To carry gratitude beyond a single day, Ukraine launched the No Discount Club — a platform that invites international supporters to experience the country firsthand through authentic local experiences.
No Discount Club offers unique personal experiences curated by Ukrainian cultural institutions, businesses, and individuals. No coupons, no promotional codes — just genuine hospitality offered as gratitude. The only requirement: you must travel to Ukraine.EXPO guests received No Discount Cards with unique access codes for booking experiences on the website. Options range from a songwriting workshop with an Eurovision artist to curated cultural immersion with Ukraine’s Ministry of Culture.
Ukraine’s National Day at EXPO proved something simple: creativity can change how the world sees you. Instead of making speeches about gratitude, they made music. Instead of just saying thank you, they created experiences people could actually feel.
The whole approach worked because it was real. Visitors didn’t just walk through a pavilion — they discovered personal stories, scanned barcodes to learn about individual heroes, and left with invitations to see Ukraine for themselves.
Sometimes the best diplomacy isn’t about politics or headlines. It’s about showing people who you really are. Ukraine’s thank you became something you could hear, touch, and remember — and that’s what made it matter.
