JBAS Gala in Belgrade: An Evening of Serbian - Japanese Partnership at the EXPO 2027 Playground
A gala ceremony of the Japanese Business Alliance in Serbia (JBAS) was held last night at the EXPO 2027 Playground, celebrating business achievements, joint endeavours and the enduring partnership between Serbia and Japan.
During the ceremony, the EXPO 2027 Belgrade project was presented as one of the most significant international events that would shape Serbia’s economic and developmental landscape in the years ahead. Special emphasis was placed on the wide spectrum of business opportunities that EXPO opens both for domestic and for Japanese companies, including strengthening their presence in the Serbian market, connecting with new partners, and developing projects across various technological fields.
It was highlighted that EXPO 2027 Belgrade, with more than 130 participating countries, would represent a unique economic ecosystem in which companies from Japan, Serbia, and across the world would be able to forge new alliances, explore investment opportunities, develop technological cooperation, and access new markets.
Speakers emphasised the longstanding successful cooperation between Serbia and Japan, further strengthened through participation in World Expos. Particular attention was drawn to the significance of the recently concluded EXPO 2025 Osaka, the sixth World Expo organised by Japan, reaffirming Japan’s continuous dedication to the concept of international exhibitions.
On the occasion, Jagoda Lazarević, Minister of Domestic and Foreign Trade and Commissioner General of EXPO 2027 Belgrade, addressed the attendees, noting that 2025 had been exceptionally impressive in terms of cooperation between the two countries.
“In 2026 and 2027 we will be the hosts to two Expos - Belgrade and Yokohama - with a strong connection to Osaka. I see this as a fascinating opportunity. And I sincerely hope that, by 2027, we will have even more Japanese companies in Serbia, as well as the expansion of operations of those already present,” Lazarević stressed.
As the Commissioner General of EXPO 2027, Minister Lazarević expressed particular pleasure in the anticipation of the arrival of numerous Japanese visitors and companies to Belgrade in 2027.
“We will, of course, ensure that Serbia is adequately represented in Yokohama and that we continue to build relations between Serbia and Japan,” she stated.
Mentioning Japan’s longstanding presence in Serbia through significant projects, donations and development assistance programmes, Deputy Prime Minister and Minister of Economy Andrijana Mesarović noted that, although geographically distant, the two countries have become very close thanks to numerous activities and undeniable results achieved in the previous years.
“We want to see more Japanese companies in Serbia. And not just any companies, but those that bring the highest standards of corporate governance, production organisation and technological excellence,” Mesarović said.
“Japan will have a prominent role at EXPO 2027 Belgrade, and the Serbian side will provide full support to companies and institutions wishing to participate, invest or develop projects in partnership,” Minister Mesarović underlined.
Addressing the audience, Goran Pekez, the Chairman of the JBAS Board of Directors, remarked that 2025 was a year of exceptional achievements - from global visibility at EXPO Osaka to strategic agreements and initiatives promoting the “Society 5.0” concept and strategy in Serbia.
“EXPO Osaka 2025 was one of the most significant events, and our direct support and active participation helped the Serbian Pavilion become a vibrant space for presenting Serbian culture, technology, and investment potential to the global audience,” Pekez emphasised, adding that the Serbian Pavilion hosted numerous cultural performances and business meetings, offering a unique opportunity for connecting Japanese and Serbian companies, investors, and innovators.
A dedicated presentation on EXPO 2027 was delivered to the guests by Dušan Borovčanin, Advisor to the Director of EXPO 2027 d.o.o. Belgrade, who pointed out that Japan had been one of the centres of the world this year as the host of one of the most important international exhibitions, something we can expect again in 2027 in Belgrade.
Explaining the concept of EXPO 2027, Borovčanin highlighted that between 8,000 and 10,000 events would be held during its 93 days, including one major global summit and six thematic summits dedicated to specific business topics.
He emphasised that this would be a three-month period of highly intensive cooperation with more than 120 countries, offering companies, from a business perspective, the opportunity to expand their operations and partnerships in the Western Balkans region, primarily in Serbia, but also beyond.
“We have once again confirmed and announced that one of the world’s largest technology fairs, GITEX Global, is coming to Serbia. The first GITEX EXPO edition will be held in 2027, followed by annual editions until 2030,” Borovčanin noted.
The event was also attended by the Ambassador of Japan to Serbia, H.E. Akira Imamura, who highlighted that Serbia held the key to stability in the Western Balkans, and that just as Japan supported Serbia’s path to the European Union, Serbia supported peace in Japan's region in accordance with the international law.
The Ambassador noted that 2025 would be remembered for EXPO Osaka, visited by many ministers of the Government of the Republic of Serbia, as well as the President of Serbia.
The Japanese Business Alliance in Serbia (JBAS) is an association established with the aim of improving cooperation between Japan and the Republic of Serbia by developing economic and cultural relations between the two countries, in order to achieve the shared interests of its members. JBAS is recognised as a reference point of the Japan Chamber of Commerce and Industry (JCCI).
Photographed by: Dragan Kujundžić