HORIBA’s Challenge in the EXPO 2025: “Future of Life” -The Changing Waters- AR Experience

Since its opening, the Expo 2025 Osaka, Kansai, Japan (hereafter referred to as the EXPO 2025) has been bustling with visitors. HORIBA is proud to sponsor the Signature Pavilion “Future of Life,” produced by Professor Hiroshi Ishiguro of Osaka University, a renowned expert in android development and robotics, as a Bronze Partner. 

This EXPO 2025 aims to transcend the limitations of time and space, opening up possibilities for a new era where people from all over the world can participate. Alongside the physical event, a Virtual EXPO 2025 is being held simultaneously. As part of this initiative, HORIBA challenged itself to create a game app using AR (Augmented Reality) technology to deepen understanding of the Pavilion’s message.

Background: Developing the AR Experience “The Changing Water” 

Itoga: When we started involving the EXPO 2025 activity in the organizing of an internal project, the “HAKARU MIRAI EXPO 2025 PROJECT^＊1,” in 2022, there was no discussion about incorporating AR into the EXPO 2025 project. However, separate from the Pavilion’s internal exhibits and performances, we’ve had to brainstorm on how to present the Pavilion structure itself as a living organism. Various ideas were proposed, but due to technical challenges, none were implemented at the time. 

By 2024, with the growing popularity of VR and AR technologies—and the Virtual EXPO 2025 allowing their use—we began considering AR-based content during discussions with the Pavilion team. Encouraged by the Pavilion’s support, we decided to attempt AR-based productions. 

HORIBA had already decided to sponsor the pavilion’s presentation using its air quality monitor and water quality analyzers. However, these devices were not displayed in locations where pavilion visitors could easily notice them. While exploring ways to convey HORIBA’s involvement in the EXPO 2025, we arrived at the idea of utilizing AR technology to capture the interest of pavilion visitors. 

Idea Development and Pavilion Compatibility 

Itoga: Seeking ideas globally from HORIBARIANs^*2, we explored a concept that would allow pavilion visitors to experience "adding something to the water in the water basin and observing its reactions" in AR. This led to the concept of “Analytical and Measurement” based on how the water transforms during interactions. 

This idea struck the perfect balance between entertainment and practicality, aligning beautifully with the overarching vision of the “HAKARU MIRAI EXPO 2025 PROJECT” team. Not only does it complement the Pavilion’s concept, but it also integrates seamlessly with HORIBA’s ethos. 

Overcoming Challenges 

Itoga: Incorporating AR—a technology not typically used within HORIBA—was undeniably a daring choice. However, we never said, “It’s not possible.” The real challenge was finding creative ways to embed “Analytical and Measurement” into the game’s storyline. 

Balancing the scientific accuracy of HORIBA’s technology while ensuring accessibility was particularly difficult. Overly technical content risks alienating casual users, while overly simplified content risks diluting the essence of science and spreading misinformation. Navigating this delicate balance was an ongoing struggle. 

We explored options for providing additional explanations to visitors interested in the science behind the technology. While emphasizing gameplay could be an alternative, we were careful not to compromise HORIBA’s core values, ensuring that the company’s spirit of technological excellence remains intact.

Additionally,  we strove to uphold Pavilion’s sophisticated aesthetic  and uphold the Pavilion’s polished design coordinated by Professor Ishiguro. The Pavilion’s interior and exterior designs reflect Professor Ishiguro’s vision—minimalist, sleek, and primarily black. However, AR was added later, all these elements had to be integrated afterward. In particular, we needed to make many adjustments of AR makers to ensure they harmonized with the Pavilion’s design and atmosphere without disrupting the image. The more we tried to integrate everything, the more we felt the difficulty of this task.

Iki: For AR marker placement, we struggled with issues such as obstructing visitor flow inside the Pavilion. Ultimately, the AR markers were installed along the water basin surrounding the Pavilion. To work around the limited space, the game app was made accessible with markers featuring displays encouraging users to “TRY AR,” represented by hemoglobin-inspired objects in the water basin. 

Despite a tight schedule from concept to launch, the project’s success hinged on the team’s solidarity and the shared commitment to resolving challenges. Cooperation among all involved parties, including the HORIBA AR team, AR vendors, and the Japan Association for the 2025 World Exposition, ensured swift and effective decision-making. 

By fostering a shared mindset—“mutually beneficial outcomes for all stakeholders”—we overcame adversities with innovative approaches, solving concrete issues efficiently. This collective dedication enabled us to complete the project under stringent conditions, including the EXPO 2025 guidelines, integration with the virtual EXPO 2025, pavilion rules, architectural design, and harmony with the overall presentation. 

Itoga:  While I wish for more dynamic interaction between the Pavilion and AR players, connecting this feedback directly to Light Installations, I am satisfied with what we've accomplished under the constraints. However, the AR experience remains underrecognized, which presents an ongoing challenge. 
During the remaining EXPO 2025 period, we will focus on raising awareness to ensure as many people as possible can discover and enjoy the AR experience. 

Iki: To attract visitors’ interest, we took several approaches such as using logos and “TRY AR” signage, as well as ground advertisements with stickers outside the pavilion and digital signage inside. These diversified methods aim to create an inviting environment for visitors to engage with the AR experience. I hope audiences not only feel the “expansion of life” through AR but also deepen their appreciation for the unique charm of Professor Ishiguro’s Pavilion. 

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(Interview date: June 2025)
*All content and names of organizations, affiliations, positions, etc. mentioned in the text are those at the time the interview was conducted.

©Expo 2025

Yuki Itoga 
Global Operations Team, R&D Process Innovation Dept. Research & Development Division, HORIBA STEC Co., Ltd.
Motivated by the opportunity to “challenge new things,” he joined the EXPO 2025 project, inspired by its theme of “Life.”

Mitsuhide Iki 
Solution Engineering Team, ICT Service Dept., DX Strategy Center, Distribution & DX Division, HORIBA, Ltd. 
Intrigued by the keyword “future,” he viewed this EXPO 2025 project as an invaluable opportunity to learn new perspectives and approaches for project advancement. 

 Note:

*1)  HAKARU MIRAI EXPO 2025 PROJECT: This project was formed by open recruitment across HORIBA group's companies in Japan (HORIBA, Ltd., HORIBA STEC, Co., Ltd. HORIBA Advanced Techno, Co.,Ltd. HORIBA TECHNO SERVICE, Co., Ltd.). It comprises 27 volunteers, regardless of age or company tenure, who wanted to be involved in the Expo. The project team was launched in July 2022, starting activities to envision a future society 50 years from now. In co-creation meetings with other sponsor companies, we discussed the “urban environment” of 2075 and considered HORIBA's future role in society.

*2) HORIBARIAN: All HORIBA employees are regarded as family and called HORIBARIAN as a nickname