Amplifying Malaysia at Expo 2025 Osaka | Projects

75.8M+

Impressions

235K+

Engagements

15.5K+

Net followers and subscribers gained

14.1M+

TikTok and YouTube video views

Overview

A nation's story, told daily for nine months

Through consistent storytelling, real time updates and content captured on the ground, the campaign generated over 75.8 million impressions, more than 235,000 engagements and approximately 15,500 net new followers and subscribers across Instagram, Facebook, X, TikTok, LinkedIn and YouTube, from March to December 2025.

Challenge

Represent Malaysia to an international audience every day for the length of a world expo, across six platforms with six different behaviours, without a single quiet week.

Objectives

Sustained visibility for the pavilion, growing communities in Malaysia and Japan, and a consistent narrative that served government, industry and the visiting public at once.

Discovery

Six content pillars were defined before publishing began, so every post had a reason to exist: Culture and People, Experience the Pavilion, Innovation and Trade, Food and Lifestyle, Sustainability and Tech, Community and UGC.

The solution

Six platforms, one voice

Instagram

The community builder

The primary engagement channel. Reels and carousels captured on the ground carried culture, people and visitor experience, with Stories reshares turning visitors into contributors.

16.4Mimpressions

Facebook

The reach engine

Broad awareness for audiences at home and in Japan, with paid support early in the campaign giving way to organic performance as the expo built momentum.

47.7Mimpressions

TikTok

The discovery channel

Short form video for audiences who had never heard of the pavilion, where cultural moments travelled furthest.

10.9Mvideo views

YouTube

The long form record

Ceremonies, performances and delegation visits documented at length for the audience that wanted the full story.

3.3Mvideo views

The live channel

Real time updates during key moments, with the highest engagement rate of any platform in the campaign.

3.7%engagement rate

The institutional voice

A professional presence aligned with government and stakeholder communication, speaking to trade and investment audiences.

Gallery

The campaign, as reported

The six strategic content pillars that guided the Malaysia Pavilion social media campaign

Six content pillars, set before publishing began, kept nine months of output coherent

Instagram · top organic content

Top performing Instagram posts from the Malaysia Pavilion campaign

Top organic content: the closing performances and the pavilion director reached over 56,000 and 55,000 impressions each

Instagram · performance overview

Instagram alone: 16.4 million impressions, 3,728 pieces of content and 10,483 net new followers

TikTok · performance overview

TikTok: 10.9 million video views from 115 posts

Instagram · top organic content

Further top performing Instagram content from the campaign

Experience the Pavilion content carried the closing weeks

Figures drawn from the official Social Media Report for Malaysia's participation in Expo 2025 Osaka, March to December 2025.

Capabilities

What this campaign drew on

Content strategyContent creationSocial media managementVideo productionCommunity managementPaid awarenessAnalytics and reportingBilingual publishing

Timeline

March to December 2025

March

Foundation

Pillars, tone and platform roles agreed. Paid awareness seeds early visibility.

April

Opening

Expo opens. Daily publishing begins across all six platforms.

May to September

Momentum

Organic performance takes over as culture and on the ground content resonates.

October to December

Close and record

Closing ceremonies, results and the consolidated report handed over.

Business outcome

Malaysia, seen by tens of millions

Social media successfully supported communication objectives throughout the expo period: awareness at national scale, communities that grew every month in both Malaysia and Japan, and a consolidated record that now serves the teams who follow.

What we carry forward: each platform responds to different content, so one message must be produced six ways. Decide the pillars first, publish on the ground, and let the data reallocate effort month by month.

More work

Government

Malaysia Pavilion, Expo 2025 Osaka

The five system digital ecosystem behind the same pavilion.

5systems Corporate

Eventique Management

A portfolio led site for an event management firm.

150+events shown

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