Success Stories
Cuboro: Learning Through Play
Mehmet Kale, Creative Technology Manager
Dec 17, 2025
When Swiss educational toy maker Cuboro joined the “Learning and Playing” week at Expo 2025 Osaka, it was more than an exhibition appearance. It became a story of cross-cultural dialogue, creativity, and collaboration – a moment where Swiss precision met Japanese appreciation for logic and craftsmanship.
The event at the Swiss Pavilion drew families, educators, and the media alike. But its true highlight was the participation of Sota Fujii, Japan’s celebrated Shogi grandmaster. Known as one of the country’s youngest and most respected minds, Mr Fujii’s personal connection to Cuboro – he played with the marble runs as a child – turned the workshop into a symbolic meeting point between two cultures that value learning through play, focus, and strategy.
Play allows people to learn and grow throughout their lives. It fosters creativity, logical thinking, and imagination that transcend cultural boundaries
Sebastian Etter
CEO, Cuboro AGA Shared Philosophy of Play and Precision
Founded in Bern, where the company is still headquartered today, Cuboro has spent decades perfecting wooden toys that stimulate problem-solving and imagination. Production takes place in Switzerland’s Emmental region, where each Cuboro set is carved from local beechwood and designed to invite users to construct intricate marble runs that combine logic with creativity.
Japan, with its deep respect for craftsmanship and educational excellence, was a natural match. For many years, Cuboro has enjoyed strong popularity in Japan as a high-quality educational toy that inspires creativity and logical thinking. Parents and teachers appreciate Cuboro’s ability to nurture the same skills that define strategic games like Shogi – patience, foresight, and spatial reasoning. Yet, despite the cultural alignment, Cuboro faced the challenge many SMEs encounter: how to connect with influential networks and associations in Japan’s formal and relationship-driven business environment.
Opening Doors with Team Switzerland
When initial approaches to the Japan Shogi Association proved difficult, Cuboro turned to Switzerland Global Enterprise (S-GE) for help. Through the Swiss Business Hub Japan, S-GE drafted a formal introduction letter that opened the long-awaited door for direct dialogue. The Hub also offered cultural guidance to ensure Cuboro could approach the conversation in the right way – respectful, clear, and in line with Japanese expectations.
The initiative quickly evolved into a full Team Switzerland collaboration. The Swiss Business Hub Japan facilitated the initial contact and provided advisory support, helping Cuboro navigate the formalities of approaching the Shogi Association. The Embassy of Switzerland in Japan then took the lead in coordinating with Mr Fujii’s representatives, ensuring that the dialogue remained respectful and effective. Meanwhile, Presence Switzerland and the Swiss Pavilion team contributed their organizational expertise on the ground, managing logistics and creating a welcoming setting at Expo Osaka.
Together, these efforts made it possible for Cuboro to present its story at the Swiss Pavilion and to welcome Mr Fujii as a guest – creating a moment that resonated nationwide.
This story shows the real value of Team Switzerland – when we work together, we can achieve what would otherwise be out of reach. In Japan, the close collaboration between all partners made it possible to support Cuboro’s vision and create a moment that resonated far beyond Expo Osaka.
Luca Saporita
Consultant Export & Investment Promotion, Swiss Business Hub JapanImpact and Legacy
The workshop attracted around 100 families who discovered how play can nurture creativity, focus, and collaboration. In addition to families, the event also drew numerous Cuboro retailers, educators, and media representatives who visited the workshops at the Swiss Pavilion. The appearance of Sota Fujii brought additional visibility and prestige, with media outlets across Japan highlighting the connection between Swiss design and Japanese strategy.
For Cuboro, the experience went far beyond publicity. It deepened trust with Japanese stakeholders, strengthened ties with its long-standing importer and distribution partner Niki Tiki, and reinforced its brand as a symbol of quality, sustainability, and educational value. Niki Tiki played a key role in the successful organisation of the event and was closely involved in the planning and implementation. Earlier, S-GE had also supported Cuboro by connecting it with trusted legal advisors – a service that proved essential to navigating regulatory aspects of the Japanese market.
Lessons from a Cultural Bridge
The Cuboro story shows how shared values – learning, craftsmanship, and mutual respect – can unite distant markets. It also demonstrates the impact of coordinated Swiss support abroad: when S-GE, the Embassy, and Presence Switzerland act together, even small SMEs can make a large cultural impression.
The collaboration with the Swiss Embassy, the Swiss Business Hub Japan, and the Swiss Pavilion team was truly inspiring. The cooperation was not only highly professional but also personally very pleasant, marked by great dedication and mutual respect. Their support opened important doors and made this meaningful cultural exchange possible.
Sebastian Etter
CEO, Cuboro AGPhoto credits: FDFA (Federal Department of Foreign Affairs, Switzerland) and Embassy of Switzerland in Japan
For more information about Cuboro, please visit: cuboro.ch
