Lithuania Fires Up a Real Sauna Experience at World Expo in Japan: Spotlight on Unique Baltic Wellness Ritual
At the World EXPO 2025 exhibition recently opened in Japan, Lithuania received exceptional recognition – a promotional video submitted by the national tourism promotion agency “Lithuania Travel” was selected for continuous broadcast at the “Matsuri” arena, the main venue of the event in Osaka. Visitors to the exhibition also got to explore traditional Baltic sauna rituals, which are gaining increasing attention in Japan.
“Tourism is not only a part of our economy but also a chance to showcase Lithuania’s unique identity to the world. Every opportunity to represent our country internationally is incredibly important. We’re thrilled that Lithuania was noticed at the World EXPO 2025 in Osaka – this is a great example of how strategic work and creative solutions can open new doors. Last year alone, more than 5,000 tourists from Japan visited Lithuania – a 7% increase compared to the previous year. By enhancing Lithuania’s visibility, we can attract even more, since the World Expo welcomes visitors not only from Japan but from all over the world,” said Agila Barzdienė, Vice Minister of Economy and Innovation.
According to Olga Gončarova, Head of “Lithuania Travel, "the video’s screening offers a unique opportunity to present Lithuania’s tourism potential to an international audience. The video is broadcast during main events at the Expo’s largest space – a 23,000 square meter venue that can host up to 16,000 spectators. You can watch the video here.
From April 25 to May 6, a special Tourism Week is taking place at EXPO with the theme “Co-creating tourism experiences that bring cultures together.” It kicked off on April 26 with a joint event by Lithuania and Latvia, with a main focus on wellness rituals – especially the Baltic sauna.
“The Expo only started two weeks ago, and we already see great interest in the Baltic Pavilion. We’re proud to have held Lithuania’s first event during the very first thematic week of EXPO, giving us a special platform to introduce Lithuania and its tourism appeal to the Japanese public and global visitors. The event, initiated by Lithuania and organized together with Latvia, spotlighted wellness rituals, with a special emphasis on Baltic sauna traditions. It showcased our deep connection with nature, which also resonates with Japanese values,” said Lina Antanavičienė, Lithuania’s Ambassador and General Commissioner for EXPO 2025 Osaka.
More Than Just Heat and Steam
“Our goal for the thematic week is to bring together wisdom and knowledge to address global challenges, promote cultural dialogue, and build a society of the future where life can shine bright. We want the world to discover the Baltic region through wellness, cultural uniqueness, and shared interests,” said O. Gončarova.
Lithuania’s main event at EXPO featured a professional sauna master with over eight years of experience – Birutė Masiliauskienė, head of the Lithuanian Sauna Association – alongside a Latvian sauna expert and a representative from the Japan Sauna Association. During the 2.5-hour event, attendees experienced authentic presentations of Baltic sauna rituals and took part in discussions about cultural differences and shared traditions.
The differences between Latvian and Lithuanian sauna traditions were also highlighted. As Masiliauskienė explained, Latvian saunas often incorporate elements of esotericism, rituals, and magical practices from other cultures, whereas Lithuanian saunas are more down-to-earth and focused on physical treatments – massage, “vanojimas” (leaf whipping), and healing routines.
“The Lithuanian sauna is unique and feminine. For example, the Finnish sauna is very hot and hard to stay in for long. In contrast, the Lithuanian sauna comes from an ancient matriarchal culture. It’s more than heat and steam – it’s a wellness ritual that connects nature’s power, ancient traditions, and a deep relaxation philosophy. After three hours in a Lithuanian sauna, you feel like you’ve had a three-day vacation,” Masiliauskienė said.
A Chance to Experience Baltic Rituals Firsthand
After the discussion – where even a Japanese sauna enthusiast shared his experiences of Baltic sauna rituals – the event continued in the joint Lithuania-Latvia Pavilion. For two days, EXPO 2025 visitors could experience Baltic sauna rituals firsthand. Lithuanian and Latvian sauna masters hosted interactive performances using birch branches, scents, massages, leaf-whipping, and steam effects. The pavilion also featured a unique misting wall where visitors could draw pictures.
Olga Gončarova pointed out that Lithuanian saunas had already been showcased in Japan at the 2024 JATA Tourism Expo, where they received massive interest. “The Japanese even learned a new word – ‘pirtis’ (sauna). Sauna culture is thriving in Japan – it's now not only about relaxation but also wellness, meditation, and slow living,” she said.
“We present Lithuania in Japan through nature-inspired motifs – seen in our folk art, traditional souvenirs, window shutters, and tablecloths, where plant and forest patterns intertwine. The Japanese immediately recognize and appreciate these symbols of nature because they resonate deeply with their own culture. Lithuanians have preserved a deep bond with nature, just as the Japanese do through their Shinto traditions,” Gončarova added.