From Local Tradition to National and Regional Branding: Bulgarian Yogurt and the Transformation of Cultural Value at World Expos

Abstract (English)

This paper examines the evolving cultural significance of Bulgarian yogurt in Japan through a comparative analysis of the Bulgarian Pavilion exhibitions at Osaka Expo 1970 and Expo 2025. In 1970, Bulgarian yogurt was “discovered” by one of Japan’s major dairy companies, Meiji, yet at that time, the Bulgarian Pavilion itself did not place particular emphasis on yogurt. Over the past 55 years, however, Bulgarian yogurt has become a symbol deeply intertwined with national identity, health discourse, and international cultural diplomacy.
Focusing on the 2025 exhibition, this study explores how Bulgarian yogurt has been repositioned as a central theme, featuring prominently through the character “Lacto-chan,” who embodies core values such as faith, hope, cooperation, and gratitude—values that are particularly resonant in today’s era of uncertainty, when reconnecting with fundamental human principles is more critical than ever. The Bulgarian Pavilion, under the theme “Evolving with Nature,” highlights the essential role of bacteria in sustaining ecosystems and human health, while inviting visitors to rediscover Bulgaria’s contribution to a sustainable future. In this context, Lacto-chan serves not only as a mascot but also as an ambassador of unity, evolution, kindness, and respect for nature, symbolizing the friendship between Bulgaria and Japan.
By analyzing the shifts in representation and value attachment over time, this paper argues that food products like yogurt not only serve as cultural commodities but also become dynamic tools for nation branding, soft power, and global cultural recognition. Furthermore, in contemporary Japan, yogurt has evolved beyond a symbol of health and longevity to become a medium for regional revitalization and branding, as seen in initiatives such as Tottori Prefecture’s promotion of local yogurt products at Expo 2025. Through the lens of Bulgarian yogurt and its localized adaptations, this case study offers broader insights into how cultural meanings are constructed, mobilized, and transformed across multiple scales—from global expositions to regional branding and identity-making efforts.