2025年日本大阪世博會中國館

2025年日本大阪世博會于4月13日至10月13日在日本大阪舉行，主題為“構想煥發生機的未來社會”。中國館占地面積約3500平方米，是大阪世博會最大的外國自建館之一，展館圍繞“共同構建人與自然生命共同體——綠色發展的未來社會”的主題，以“天人合一”“綠水青山”“生生不息”三大篇章為敘事主線，向世界展示5000年中華文明孕育的傳統生態智慧，展現新時代綠色發展理念與成就，展望中國同世界各國攜手，共同構建人與自然生命共同體的美好愿景。

世博會中國館核心視覺標識系統及吉祥物主體造型設計由中國美術學院副院長韓緒教授擔任總指導，視覺傳播學院黨委書記兼副院長俞佳迪教授領銜主創團隊擔任設計。設計團隊以“本源設計”為核心理念，立足中華文明精神根系，通過極簡凝練的視覺語言直抒東方美學胸臆——以跨越時空的設計對話彰顯文化根脈的永恒價值，在返本開新的創作實踐中，建構起承載大國氣象的視覺敘事體系，生動詮釋了新時代中國設計的文化自覺與創新自信。

2025日本大阪世博會中國館標志

LOGO OF THE CHINA PAVILION

AT EXPO 2025 OSAKA

2025年日本大阪世博會中國館標志設計以漢字“中國”為主體，配以英文及數字信息。標志的文字取法于中國戰國時期石鼓文與古羅馬圖拉真碑刻字母，呈現東西方文明高峰之際會、書寫源初之對話。石鼓文與圖拉真碑刻字母分別是人類在公元元年前后東西方經典書寫體系的巔峰之作，象征著東西方文明對文本秩序的視覺表達：石鼓文渾厚古拙、富于韻律，是中國石刻文字之祖，乃“國之重器”的符號象征；圖拉真碑刻字母則比例嚴謹、結構均衡，其定義的西方理性美學成為拉丁字母的經典范式。

標志以“中國”漢字直接書寫設計，東方豎排文本與西方橫排文本的視圖范式造就了東西方觀看方式的交流互鑒。石鼓文與圖拉真碑刻字母二者雖誕生于不同文化傳統，卻同樣強調銘刻的永恒性，以石刻傳達大國敘事與文化正統。

標志整體取法于古而不泥古，完整控制字型之古韻于現代視覺環境中。提煉石鼓文與圖拉真碑刻字母造型之精神，以現代設計語言傳達東方書寫“古拙靈動”與西方書寫“嚴謹端莊”之形式美感：東西方書寫體系經典范式的并置互參，終使得東西方文明的歷史記憶與文化認同際會相遇。

The logo of China Pavilion at Expo 2025 Osaka, Kansai, is mainly designed with the Chinese characters “China”, together with corresponding English translation and numerical information. The logo’s design originates from the inscriptions on Qin Shi Gu of Chinas Warring States period and the inscriptions on Trajan’s Column of ancient Rome, presenting a dialogue between the East and the West at each civilization’s peak and the beginning of the writing world. Inscriptions on Qin Shi Gu and Trajan’s Column are respectively the most magnificent works of the classical writing systems of the East and the West before and after the Common Era, symbolising the visual expression of the East and the West’s text order: Qin Shi Gu’s Inscriptions are thick, solid and rich in rhythm, regarded as the ancestor of Chinese stone writing and symbol of the “the Pillars of China’s Great Power”; while the Trajan’s Inscriptions are in strict proportion and balanced structure, which defined the aesthetics of western rationality and have become the eternal paradigm of Latin alphabet.

The China Pavilion’s logo is designed directly in the written Chinese characters “China”. The viewing methods of vertical text from the East and horizontal text from the West create an exchange of eastern and western ideas of writing and reading. Although born from different cultures, the inscriptions on both Qin Shi Gu and Trajan’s Column emphasise the eternity of the engraved stones, conveying the narrative of a great nation and cultural orthodoxy through the action of inscribing.

The design of the China Pavilion’s logo references ancient practices, meanwhile fully translates the ancient charm of the characters in a modern visual environment. Refining the spirit of the inscriptions on Qin Shi Gu and Trajan’s Column, the logo uses modern design language to convey the beauty of “naive and dynamic” eastern writing and “precise and dignified” western writing. The logo expresses the conversation of the classic paradigms of eastern and western writing systems, which ultimately make civilisations of both the East and the West meet in historical memory and common understanding of human culture.

2025日本大阪世博會中國館吉祥物“悠悠”

MASCOT YOYO OF THE CHINA PAVILION

AT EXPO 2025 OSAKA

“悠悠”這個名字發音簡單、聲色圓潤，無論任何語言背景的朋友都能輕松地叫出它的名字，世界各國的觀眾與粉絲都能迅速地與悠悠成為“好朋友”。

“悠悠”從四個方面蘊含著豐富的意義：一是“時光悠悠”，大熊貓是中國獨有的珍稀物種，是生物進化的“活化石”。它長達800萬年的繁衍生息啟迪著我們思考物種與自然的和諧相處，與人類的和諧共生。二是“竹韻悠悠”，竹子既是熊貓的不解之緣，也是中國文化中集眾多美好寓意于一身的符號。悠悠胸前懷抱嫩竹，取意“胸有成竹”，我們已經做好準備，張開雙臂歡迎全球觀眾的到來。三是“萌趣悠悠”，悠悠形態憨態可掬，散發著治愈的魅力。我們期待這位萌動人心的“黑白精靈”能夠為每位觀眾送去快樂和陽光。四是“真情悠悠”，大熊貓是中國同世界各國友好交往的溫情紐帶。幾十年來，在各國，特別是在東道國日本，架起了民心相通的橋梁，傳遞著跨越國界的溫暖和感動。

（本段關于吉祥物的設計說明引自公眾號“世博會中國館”）

2025大阪世博會衍生品物料

“Yoyo”, the official mascot of China Pavilion, Expo 2025 Osaka, Kansai, whose name is easy to pronounce for people of any language background, would soon become good friends with audiences and fans from all over the world. Meanwhile, the name “Yoyo” is also rich in meaning from four aspects. First, “Shi Guang Yoyo”(Earth memory), the giant panda is one of China’s unique rare species and is a “living fossil” of biological evolution. Its 8-million-year history on Earth inspires us to think about the harmony and coexistence between all living creatures and nature. Secondly, “Zhu Yun Yoyo”(bamboo rhyme), bamboo is not only panda’s survival necessity, but also a symbol that conveys many blissful meanings in Chinese culture. Yoyo is holding a bamboo in front of his chest, which means “Xiong You Cheng Zhu”(ready for anything), telling the world that we are ready to give a warm welcome for audiences from all parts of the world with open arms. Thirdly, “Meng Qu Yoyo”(lovely appearance), the naive appearance of Yoyo exudes a healing charm and we are looking forward to seeing this adorable mascot bring happiness to everyone. Fourthly, “Zhen Qing Yoyo”(true feeling), the panda is a warm bond of friendship between China and the world. Over the past few decades, pandas have built bridges between China and the world, especially in the host country, Japan, and have given warmth of a loving heart across borders.

2025大阪世博會中國館標志及吉祥物設計團隊

時間：2025年4月13日—10月13日

地點：大阪世博園國際展區A7

委托方：中國國際貿易促進委員會

總指導

韓緒

設計指導

俞佳迪

設計創意

俞佳迪、盧西、曾平

設計執行

李映昀、胡宗婷、盛沫瑤、閔一凡、黃橙、

郭祺、靳爍、曾靖童、程奕、蘇可欣

西文字體

曾平

吉祥物原型

李映昀、靳爍、程奕

吉祥物周邊

郭祺、曾靖童、蘇可欣

項目統籌

盛沫瑤、閔一凡

來 源｜視覺傳播學院

編 輯｜陳舒婷 戴佳杰 鄭佳怡

責 編｜邱莉麗 童戈辛 盧 西 周 慧

審 核｜方 舟 俞佳迪

中國美術學院官方微信號

投稿郵箱：caanews@caa.edu.cn

“國美學術通訊”官方微信號

投稿郵箱：caarmt@caa.edu.cn

出品：

中國美術學院黨委宣傳部

PUBLICITY OFFICE OF THE CPC CAA COMMITTEE

CAA融媒體中心

CAA MEDIA CONVERGENCE CENTER