Expo Connections
From 1970 to 2025, Osaka has played host to chamber member company opportunities and innovations.
Japan has been chosen three times as the site of the world’s fair. The first was in 1940, when Tokyo was to host an event that would have commemorated the 2,600th anniversary of the country’s founding. The onset of World War II put an end to that plan. But two other times—in 1970 and this year—the global celebration has come to Osaka, putting Japan in the spotlight. Both celebrations of global unity and culture presented opportunities for members of the American Chamber of Commerce in Japan (ACCJ). The ACCJ Journal spoke with two Corporate Sustaining Member companies about those experiences.
Expo ’70: Aflac
Aflac celebrated its 50th anniversary in Japan last year, and is today the country’s leading provider of cancer and medical insurance in terms of policies in force. The company’s entry in the market was inspired by a visit to the very event Osaka is hosting this year: a world’s fair.
John Amos, Aflac’s first chief executive officer and one of three brothers who founded the company, observed Japanese people wearing surgical masks during his trip to Expo ’70. He figured that people who were that keen on preventing the spread of colds and the flu must be health conscious and would understand the need for cancer insurance, Aflac’s core product. He was right.
Principal founder John Amos (center) watches Deputy Prime Minister Takeo Fukuda perform the traditional kagami-biraki sake barrel-breaking at Aflac’s grand opening party in 1974.
For the Columbus, Georgia-based company to bring that protection to the people of Japan took some effort. Cancer insurance was unprecedented at the time and required approval from several government ministries and agencies. There were no nationwide statistics on cancer hospitalizations, so the Aflac team had to gather the data from scratch. It took four years, but in October 1974, Aflac obtained its license, and the next month launched Japan’s first cancer insurance product. Sales took off right away.
Today, Aflac Japan has 4,874 full-time employees, and its products are sold by approximately 6,600 sales agencies and some 114,000 licensed associates employed by those agencies. More than 20,000 Japanese post offices and 360 banks—nearly 90 percent of all banks in Japan—serve as points of sale for Aflac.
“Localization has been an important factor in our success,” notes Andrew J. Conrad, senior vice president, general counsel, and compliance officer for Aflac Life Insurance Japan Ltd. “For example, back when Aflac first started selling cancer insurance in Japan, doctors and families typically hid cancer diagnoses from patients. They believed that knowing the diagnosis would be too stressful and hinder the patient’s recovery. Accordingly, in those early days, Aflac had to devise ways to pay claims without letting the patient know. This included sending documents in plain white envelopes, sending documents to family members at predetermined addresses, and making calls outside the home.”
Another way in which Aflac adapted to the local culture was to give its trademark duck—celebrating its 25th birthday this year—a softer, quieter character. It’s more consensus-minded than its US counterpart. In fact, for a time, there was a Maneki Neko Duck—the Aflac Duck dressed as a traditional beckoning cat good-luck charm.
In addition to insurance, Aflac focuses on two other areas in Japan: childhood cancer and youth scholarships. Three Aflac Parents Houses—two in Tokyo and one in Osaka—serve as comprehensive support centers for children with cancer, or other serious diseases, and their families. They provide accommodations for children undergoing treatment at hospitals away from home. Families can stay for ¥1,000 per night per person, with no charge for the affected children. More than 150,000 people, including those from overseas, have stayed at an Aflac Parents House. And through its scholarship fund, Aflac has helped more than 3,600 high school students who have had childhood cancer or lost a parent to cancer.
Aflac is looking ahead to the next 10 years and beyond with a new long-term management vision called “By Creating ‘Living in Your Own Way, Create New Shared Value,’” explains Conrad, who also serves as senior vice president of Aflac International, Inc. and is an ACCJ governor. “This vision highlights Aflac’s practice of using the company’s unique knowledge and resources to address societal issues in a manner that meets customer needs and creates economic value over the long-term.”
Japanese society has benefited greatly from Aflac’s dedication to helping others, and it all started among the pavilions of the Osaka expo.
Expo 2025 Osaka, Kansai: IBM
Another ACCJ Corporate Sustaining Member is making a societal difference at this year’s expo. IBM Japan, Ltd. is giving guests the opportunity to try its AI Suitcase, a luggage-shaped robot that guides people with visual impairments to their destinations.
IBM Japan is working as a member of the Consortium for Advanced Assistive Mobility Platform, commonly known as the AI Suitcase Consortium, which leads the development as well as the demonstration at the expo. AI Suitcases are being used in the Smart Mobility Expo Robot Experience of the Future Society Showcase Project.
Enabled by artificial intelligence (AI), various sensors, and human–machine interfaces, the device autonomously navigates a user from point A to point B based on what the user asks for through voice interaction. The device is equipped with three cameras—positioned on the left, front, and right—which enable it to see the surroundings and describe them through audio, including how many people are nearby and what objects or structures are around.
The device’s capabilities have evolved significantly since its development began in late 2017. Until around 2023, AI Suitcase mainly used deep learning technology for image recognition of surrounding pedestrians. But the consortium began incorporating AI in 2024 as the technology rapidly advanced. AI has enabled new features, such as flexible voice-based interaction and detailed audio descriptions of the surrounding environment.
“The AI Suitcase project is a cornerstone of our work in the accessibility research domain,” explains Hironobu Takagi, senior manager of the accessibility research team at IBM Research in Tokyo. “Chieko Asakawa, IBM fellow and chief executive director of Miraikan, has defined this grand challenge as ‘real-world accessibility,’ which combines AI, software, computer–human interaction, robot operation, and human social behaviors.”
Miraikan is the commonly used name for the National Museum of Emerging Science and Innovation, located in Odaiba. The popular innovation hub has been offering daily demonstrations of AI Suitcase since April 2024.
Takagi, who has been a researcher with IBM since 1999, says that, working with key partners, the company is successfully showcasing “tech for good” not only to Japanese society but the whole world through Expo 2025.
“Our experience at Miraikan has given us great confidence in the practicality of AI Suitcase,” he noted. “The know-how we developed at Miraikan, such as how to safely operate the AI Suitcase on a daily basis and how to explain its use briefly, has proved highly valuable, especially at Expo 2025.”
As of May 1, more than 216 groups had already participated in AI Suitcase since the opening of Expo 2025 on April 13, with 200 more reservations already booked for the first two weeks of May. Participants commented on how surprised they were that the robot had guided them safely, and said they hoped many people would experience this technology, because it is useful for society. One visually impaired person also commented that it was the best highlight of the Expo.
Still, this is one of many test runs for the life-changing technology. “Given that the current version of AI Suitcase is still a research prototype, very expensive to build, and operable only in limited environments, we have many hurdles to overcome—technically, socially, and legally—before it can be deployed in the real world,” admits Takagi. “But to make technologies like AI Suitcase truly practical, it is essential to offer members of the general public hands-on experiences and to broaden society’s understanding. If you have a chance to visit Osaka or Tokyo, we invite you to try AI Suitcase at the expo or Miraikan.”
