Thailand’s vision for EXPO 2028 is captured in the theme “The Future of Life: Living in Harmony, Sharing Prosperity,” a concept brought to life through the unique identity of Phuket. This small island embodies a future where balance defines a better way of living. Here, lush nature meets human progress, modern innovation coexists with local wisdom, and temples, churches, and mosques rise together along the same skyline. Health is not just medicine but also the air we breathe, the food we grow, and the relationships we nurture. As the host of EXPO 2028, Thailand presents Phuket as a living model of harmony, where economy and ecology, people and planet, can thrive side by side. It is a place where the future feels vibrant, peaceful, and full of possibility.
About B
Inspired by Peranakan art, a rich blend of Chinese, European, and Malay influences, this identity reflects the cultural layering that defines Phuket. Vibrant tile patterns, each carrying its own meaning, come together as a flexible visual system that can adapt across topics, formats, and platforms. Rather than a single statement, the design becomes a modular language — open, versatile, and harmonious — capable of shifting its tone while remaining cohesive. It is an identity built to communicate with clarity while celebrating diversity, making it both expressive and practical for every use case.
About A
This identity is built on the idea of dialogue — a conversation between opposites. Two faces, two forms, standing side by side. Nature and human, food and medicine. In today’s world, where opposing beliefs often clash or talk past each other, this design invites people to pause, see both sides, and start listening. The letterforms of EXPO 2028 are shaped as human faces, playful and expressive, carrying a uniquely Thai spirit. What might seem light-hearted at first glance is actually a thoughtful way to present serious global issues in a way that feels approachable and human. Through this design, we highlight the power of empathy — the ability to see through another’s eyes. And there is no better place to represent that spirit than Phuket, a place where cultural, religious, and social differences not only coexist but do so peacefully, with warmth and openness rarely seen elsewhere.
More than a pattern, it tells a story of connection.
It’s not just about looking beautiful or decorative. We want something that feels deeper — something that shows how people and ideas can connect, even when they’re different. Not just a pattern, but a conversation. The A-Cut embraces the Eastern way of seeing the world — not in isolated parts, but as an interconnected whole. While the tile-inspired design gracefully expresses how diverse elements can coexist, the idea of placing contrasting forms in dialogue makes the message clearer, more human, and emotionally engaging. It turns abstract themes into a story of empathy, inviting people to listen, understand, and connect. The visual language feels warm, open, and unmistakably Thai — a refreshing departure from past Expo identities that often lean heavily into innovation and technology, but overlook the human side of the story.
