Pilsner Urquell will represent the Czech Republic at Expo 2025 in Japan

Pilsner Urquell has been announced as a key partner of the Czech pavilion at Expo 2025 in Osaka, Japan, showcasing the country’s brewing heritage and craftsmanship on a global stage. This collaboration highlights the legacy of the iconic pilsner beer, which was first brewed 182 years ago in Plzeň and has inspired brewers around the world.

At the heart of the pavilion's theme—talent and creativity—Pilsner Urquell will offer visitors an authentic taste of Czech brewing tradition. The beer will be served by Japanese bartenders specially trained in Plzeň to deliver the perfect pour, bringing a slice of Czech pub culture to Japan.

As the originator of the pilsner beer style, Pilsner Urquell holds a significant place in brewing history, shaping the world’s most popular beer category. Its inclusion at Expo 2025 underscores the Czech pavilion’s aim to celebrate innovation alongside tradition.

Visitors to the Czech pavilion will have the opportunity to experience Pilsner Urquell as it is meant to be enjoyed—freshly poured into glassware. A unique taproom experience will also include a "school of pouring," where attendees can learn to pour classic styles such as hladinka (smooth), šnyt (half-pour), and mlíko (creamy foam).

“Expo 2025 allows us to present the best of what our country has to offer. We are therefore very pleased that Pilsner Urquell will be there,” Zdeněk Kovář, spokesperson for parent company Plzeňský Prazdroj, states through a press release.

"The beer that inspired the world and gave rise to the most widespread beer category, pilsner, is the result of creative spirit and the work of many talented people. This is exactly in line with what the Czech national pavilion in Osaka aims to present."

To ensure authenticity, Japanese bartenders serving Pilsner Urquell at Expo 2025 have undergone extensive training in Plzeň. This program, led by Czech master brewers, covered the fundamentals of proper pouring techniques, the beer’s brewing process, and the history of the brewery.

Trainees also gained hands-on experience during stress tests in Czech restaurants and pubs, mastering the skills needed to deliver a truly authentic experience.

"During the training, led by our commercial brewers, they not only learned the principles of proper pouring but also gained knowledge about brewing Pilsner beer and the brewery's history," adds Kovář.

“These bartenders will ensure that visitors to Expo 2025 enjoy the same high-quality beer experience as they would in the best Czech pubs.”

EXPO 2025, which will run in Osaka from April 13 to Oct. 13, 2025, is expected to draw millions of visitors as it explores the intersection of innovation, sustainability, and cultural tradition. With its presence at this event, Pilsner Urquell reinforces its status as a Czech icon and a global ambassador for the country’s rich brewing heritage.