KEPROBA engages stakeholders to drive thematic months programming at Expo 2025
Osaka
The business of creativity; Africa Sourcing and Fashion Week Nairobi 2025
Experience Kenya at Expo 2025: A vibrant journey of flavor, music and culture
By Irene Van De Graaf : irenev@brand.ke
As the global spotlight shifts to Expo 2025 Osaka, which officially opened on April 13, 2025, Kenya has begun shaping its presence at this six-month international showcase. In line with this commitment, the Kenya Export Promotion and Branding Agency (KEPROBA) convened a high-level stakeholder workshop on April 15, 2025, at Weston Hotel in Nairobi. The workshop, focused on Kenya’s Thematic Months programming, brought together representatives from key sectors to align on strategies for curating a meaningful and impactful Pavilion experience.
The workshop was designed to engage stakeholders in the planning and implementation of Kenya’s participation at the Expo. Under the Expo’s overarching theme, “Designing Future Society for Our Lives,” Kenya seeks to present a forward looking and holistic narrative that highlights its trade, investment, tourism, innovation, and cultural strengths. KEPROBA’s approach centers on Thematic Months, a structured framework that will guide the Pavilion’s programming throughout the Expo’s duration.
The Thematic Months concept offers a unique opportunity to showcase Kenya’s diversity through curated content, activities, and engagements that reflect both national priorities and global trends. Each month will spotlight specific sectors aligned to the Expo’s focus areas. This programming will include high impact investment showcases, sector led exhibitions, cultural performances, audiovisual storytelling, and Kenya’s participation in global forums and panel discussions. The goal is to
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Unlocking Regional Growth: KEPROBA’s Role in Kenya’s New Cross-Border Trade Era
Kenya showcases its best at Expo 2025 Osaka, Kansai, Japan
Kenya showcases diverse tea portfolio at exclusive Brussels Tasting Event
Maureen Mambo- Editor -inChief
Mariam Maina - Editor
CONTRIBUTORS
Mariam maina
Molly Wambui
Irene Van De Graa
Jonah Karanja
Gertrude Mirobi
Samuel Njaaga - Layout
create a vibrant Pavilion experience that captures attention, stimulates dialogue, and invites partnerships.
Expo 2025 is a shared platform, and through close collaboration with our stakeholders, we are shaping a Pavilion experience that reflects the best of Kenya’s trade, culture, and innovation
A particularly engaging segment of the workshop was the breakout sessions, where stakeholders grouped themselves according to thematic focus areas. These sessions, guided by KEPROBA officers, were aimed at initiating detailed planning around each month’s activities. Discussions focused on leadership structures, programming schedules, partnership opportunities, and content development. These thematic committees will play a central role in delivering a Pavilion experience that is both consistent and compelling across the six-month period.
From agribusiness and blue economy to creative industries and technological innovation, the diversity of Kenya’s sectors offers a rich tapestry of stories to tell. The Thematic Months approach allows each of these narratives to be highlighted with intention and clarity, ensuring that Kenya’s Pavilion is dynamic, relevant, and globally resonant.
Stakeholders at the workshop were briefed on the critical role they play in delivering this vision. They were encouraged to identify and schedule weekly activities under each thematic month that respond to the Expo’s central theme. These activities will serve to position Kenya as a country that is not only rich in opportunity but also actively contributing to global innovation and sustainable development.
In addition to activity planning, stakeholders were requested to submit sectoral and topical content that will enrich Kenya’s overall country profile at the Expo. This includes strategic investment projects, compelling videos, sector profiles, and cultural content that will enhance visitor engagement at the Pavilion. The material submitted will inform how Kenya is perceived by global audiences and must therefore reflect depth, relevance, and creativity.
The workshop also addressed logistical and operational needs. Participants discussed the nomination of speakers and experts to participate in Expo aligned forums, as well as the identification of personnel who will be deployed to Osaka to oversee the implementation of the Pavilion’s program of activities. Emphasis was placed on the timely submission of content to facilitate translation into Japanese and seamless integration into the overall Expo experience.
Another key element discussed was the Kenya Week celebration, a high visibility event within the Expo calendar that presents an opportunity for Kenya to elevate its national brand on an even broader platform. Stakeholders were encouraged to prepare to participate actively in the activities planned for this important week, which will feature headline events, business forums, and cultural showcases.
The Agency also highlighted the importance of mobilizing resources and partnerships to support Kenya’s participation. As the Pavilion takes shape, a collaborative, multi-agency approach will be essential in achieving the goals outlined in the Expo 2025 concept paper. KEPROBA reiterated its commitment to facilitating all aspects of Kenya’s participation, including coordination of content, logistical support for personnel travelling to Japan, and engagement with international and local stakeholders.
As Kenya moves into the implementation phase of its Expo 2025 Osaka activities, KEPROBA is excited to collaborate with stakeholders in curating a Pavilion experience that not only reflects Kenya’s diversity and potential but also inspires meaningful partnerships, investment opportunities, and cultural exchange. The shared vision and collaborative energy demonstrated at the workshop mark a significant milestone toward delivering a wellcoordinated and impactful national presence on this prestigious international platform.
By Molly Wambui: MWambui@brand.ke
The fourth edition of the Africa Sourcing and Fashion (AFSW) Nairobi was held from April 24-27, 2025 at the Sarit Expo Center. The event attracted over two hundred exhibitors from thirty countries. Leather and garment manufacturers from South Sudan, Switzerland, Turkey, UAE and Ethiopia formed part of the exhibitors. The event received over two thousand visitors, underscoring the importance of the event in the global fashion business.
The Kenya Export Promotion and Branding Agency (KEPROBA) exhibited at the event and took the opportunity to give expert advice on export-related matters that touch on the fashion industry. Leather and apparel are an important sector of the economy. The leather industry is currently valued at KES 15 billion and provides thousands of jobs. The Kenyan apparel industry is a significant part of the country’s manufacturing sector, serving both local and export markets. It is heavily focused on exports, with a large portion of production going to the United States under the African Growth and Opportunity Act (AGOA) and to the European Union.
It was a proud moment for the Agency as several Made in Kenya adoptees exhibited at the event. The adoptees included Adelphi, Dakari, Thonge Leather, Mubi Leather, Spinners and Spinners, Wazawazi, Pure Purple and Tlhokomelo. For more information on how to join the Made in Kenya Initiative, please visit https://makeitkenya.go.ke/buyer-seller/about-madein-kenya#register
The theme of this year’s Africa Sourcing and Fashion Week Nairobi was “Unleashing the Power of Sustainability and Innovation in Fashion”. According to the UN Environment Programme, the fashion industry is the second-biggest consumer of water globally and is responsible for about 10% of global carbon emission. Several innovations are tackling pollution in the fashion industry, focusing on sustainable materials, circular economy practices, and reducing environmental impact throughout the value chain. These include developing eco-friendly fabrics like recycled materials and bio-fabrics, implementing waterless dyeing technologies, and utilizing Artificial Intelligence for accurate sizing to minimize waste.
This event showed Kenya’s suitability as a MICE destination and the country’s importance in Fashion in the East African Region.
By Mariam Maina: mmaina@brand.ke
As you step into the Commons A Pavilion at Expo 2025 in Osaka, Kansai, Japan, the rich aroma of freshly brewed Kenyan coffee greets you, mingling with the vibrant rhythms of drums, shakers, and isikuti music filling the air. Following the enticing scent and the lively Kenyan beats leads you straight to the Kenya Pavilion.
Inside, the Kenya Pavilion delivers an immersive journey through interactive exhibits, dynamic cultural performances, and thought-provoking discussions. Visitors gain a deeper appreciation of Kenya’s achievements, cultural heritage, and forward-looking aspirations, all showcased through a blend of tradition, innovation, and engaging storytelling.
Visitors can enjoy immersive coffee and tea tasting experiences. The pavilion offers coffee cupping sessions where guests savor Kenyan coffee known for its bold flavor, bright acidity, and fruity notes. Alongside coffee, tea tasting is also featured, allowing visitors to explore the rich aromas and flavors of Kenyan teas. These tastings provide a sensory journey into Kenya’s renowned beverage culture, enhancing the overall cultural experience at the Expo.
As visitors enjoy the finest Kenyan brews, they also have the unique opportunity to see, feel, and smell coffee and tea in
their raw forms at the Soko Immersive display, creating a truly comprehensive and engaging experience.
The SampleBar Kenya, offers visitors a playful and creative way to interact with sounds and visuals of Kenyan traditional instruments. Bridging tradition and modernity, it leverages on digital technology to document, safeguard and exhibit the vast variety of traditional music from across the country, covering over 500 instruments from its over 40 ethnic cultures.
Simply move wooden blocks with QR codes across the installation’s glass surface to listen, explore, play with and remix samples of our traditional music…as if you were a DJ.
The project was developed by Bomas of Kenya and Libido Music (Sweden) and supported by a grant from Ignite Culture: ACP-EU Culture Programme (Eastern Africa). This fund was implemented by HEVA, in partnership with the British Council Kenya, with the financial contribution of the European Union and the Organisation of ACP (African, Caribbean and Pacific) States.
By Jonah Karanja: Jkaranja@brand.go.ke
Kenyan brands must rise, expand, and thrive beyond borders through strategic engagement, value addition, and cross-border trade opportunities.
Kenya and Ethiopia have taken a bold step towards deepening economic ties by signing a landmark Memorandum of Understanding (MoU) aimed at boosting cross-border trade along the Moyale border. Formalized after two years of meticulous negotiations, this agreement marks a pivotal moment in East Africa’s journey towards regional integration under the African Continental Free Trade Area (AfCFTA).
The new pact establishes streamlined customs procedures, designates special trade zones, and sets clear transaction thresholds to facilitate smoother and more efficient trade flows between the two nations. Specifically, traders from both sides will now be able to transact goods worth up to $1,000 per trip, with a limit of four trips per month, within designated zones 100 kilometers on Kenya’s side and 50 kilometers on Ethiopia’s side. This framework aims to encourage formal trade, mitigate informal trading challenges, and ultimately stimulate economic growth on both sides of the border.
For Kenya, this agreement presents a golden opportunity to elevate its export profile and no institution is better positioned to seize this moment than the Kenya Export Promotion and Branding Agency (KEPROBA). Through its flagship Made in Kenya initiative, KEPROBA can leverage the MoU to spotlight Kenyan products and ensure they dominate the expanded Ethiopian market.
In 2023, Kenya’s exports to Ethiopia stood at US$86.2 million, comprising mainly vegetables, mineral fuels, and manufactured goods. However, with streamlined trade corridors now in place, KEPROBA can amplify these figures by aggressively promoting value-added Kenyan products from processed foods and textiles to building materials and personal care items. By aligning export campaigns with the MoU’s designated goods list, KEPROBA can help local manufacturers tap into this cross-border trade surge.
Moreover, the Made in Kenya brand can serve as a mark of quality and authenticity in Ethiopian markets.
KEPROBA’s role in building consumer trust through brand visibility campaigns, participation in trade fairs, and collaborative marketing with Ethiopian counterparts will be crucial. Beyond commodities, this MoU opens doors for Kenyan services from construction expertise to ICT solutions further broadening the scope of Kenya’s export landscape.
As Cabinet Secretary for Investments, Trade, and Industry Lee Kinyanjui aptly put it, this agreement is about more than goods; it is about enabling people to work and trade freely across borders. KEPROBA’s strategic engagement can ensure that Kenyan enterprises, particularly SMEs, are wellpositioned to benefit from this new era of liberalized trade.
The Kenya-Ethiopia MoU is not just a trade agreement it is a call to action for Kenyan brands to rise, expand, and thrive beyond borders. Through the Made in Kenya initiative, KEPROBA has a unique mandate to turn this opportunity into tangible growth for Kenya’s economy and its people.
By Mariam Maina: mmaina@brand.ke
Kenya, a vibrant nation renowned for its rich cultural heritage and commitment to sustainable development, is set to make a powerful statement at Expo 2025 Osaka, Kansai, Japan.
Under the theme Kenya Rising: From the Bottom Up, the Kenya Pavilion will highlight the nation’s dynamic progress, blending its cultural legacy with advancements renewable energy, tourism, and trade.
Kenya’s participation in Expo 2025 underscores its dedication to driving sustainable development and empowering its people. The pavilion will serve as a platform to showcase the transformative impact of innovation and collaboration on Kenya’s journey toward a sustainable future.
Visitors will experience firsthand how Kenya is leveraging its unique strengths to position itself as a leader in Africa’s economic and technological evolution.
The Kenya Pavilion will celebrate the nation’s growth and transformation, emphasizing its role as a hub for innovation and sustainability. From its world-class renewable energy
projects to its thriving tourism industry and vibrant cultural exports, Kenya will demonstrate how it is rising from the bottom up to create a brighter future for its people and the continent.
“Expo 2025 Osaka, Kansai, Japan is an opportunity for Kenya to share its story of resilience, innovation, and progress with the world,” says Ms. Floice Mukabana, Commission General for
Kenya Section and the Chief Executive Officer, Kenya Export Promotion and Branding Agency. “Through our pavilion, we aim to inspire global audiences by showcasing how Kenya is harnessing its cultural heritage and technological advancements to drive sustainable development and economic empowerment.”
action and renewable energy efforts, while expanding access to finance for its citizens.
among others
The Kenya Pavilion will offer an immersive experience through interactive exhibits, cultural showcases, and engaging discussions, providing visitors with a deeper understanding of the nation’s achievements and aspirations. It will spotlight Kenya’s advancements in innovation and technology, highlighting its leadership in fintech, mobile technology, and digital transformation. Further, Kenya will showcase its prowess in renewable energy through its geothermal, wind, and solar projects; tourism through the country’s breathtaking landscapes, diverse wildlife, and rich cultural heritage; and trade and investment opportunities for global partnerships.
Kenya’s participation in the Expo 2025 reaffirms its commitment to fostering international collaboration and sharing its vision for a sustainable and prosperous future. The nation invites the world to join in celebrating its journey and to explore the endless possibilities that Kenya has to offer.
Kenya is championing its Bottom-up Economic Transformation Agenda, a transformative approach focused on grassroots development and economic empowerment. By building on local initiatives, the nation aims to drive inclusive economic growth and uplift communities. At the same time, Kenya is spearheading sustainable innovation, leading Africa’s climate
Through its participation in global platforms, Kenya invites visitors to connect with its story, be inspired by its progress, and explore opportunities to partner, invest, and trade. The goal is to spark meaningful engagement, offering visitors a deeper understanding of Kenya’s achievements in empowering lives and driving sustainable development. By fostering actionable insights and a sense of responsibility, Kenya hopes to inspire individuals and communities worldwide to contribute positively to their own lives and the global community.
The Kenya pavilion has been divided into 5 zones, highlighting Kenya’s rich cultural heritage, trade and investment opportunities, sustainable projects aligned to Kenya’s economic transformation agenda and an exploit of our key products that provide a solid foundation for modern development. The focus will be on SDGs that are aligned to the Bottom-up Economic Transformation Agenda.
Through the series of interactive exhibits and immersive experiences, visitors will journey through Kenya’s diverse landscapes and communities, witnessing firsthand how grassroots efforts, supported by local innovation and international collaboration, are propelling the country towards sustainable development.
A key attraction is the Sample Bar Kenya which will offer an immersive experience where guests can interact with Kenya’s cultural heritage through Music. Participants will be able to mix pre-recorded sound segments with other pre-recorded music, learn about the culture, craft unique auditory compositions, learn about different Kenyan Instruments and the communities they are from.
Visitors will also be able to sample Kenya’s iconic products; the pavilion will allow visitors to see, smell, touch and taste our tea, coffee, flowers, nuts
Kenya’s presence at the Expo will feature a series of dynamic activations and high-profile events to showcase its trade, investment, tourism, and cultural heritage. Throughout the Expo period, visitors can engage in tea tasting, coffee cupping, and nuts sampling at the Kenya’s Non-Commercial Space, located directly opposite the Kenya Pavilion.
Key highlight will be the Kenya Week Celebrations that will kick-start with the Kenya Run at the Expo (Mini-Marathon), themed “Run with Champions” is scheduled for 22nd June 2025, bringing together elite Kenyan athletes to promote the country’s sporting excellence and showcase Kenya’s global image as a sporting nation.
In addition, on 23rd June 2025, Kenya will host the Kenya-Japan High-Level Business Forum, which will present Kenya’s trade, investment, and tourism opportunities to business executives from Japan, Southeast Asia, and the Far East.
The climax of the Kenya Week Celebrations will be the Kenya’s National Day of Honour on 24th June 2025 that will culminate in a Cultural Performance featuring Kenyan cultural music and dance. H.E. the President of the Republic of Kenya is expected to be the Chief Guest during the hoisting of the Kenya Flag.
On 25th June 2025, Kenya will hold Diaspora Networking Dinner to provide a platform for engagements with Kenya’s Diaspora in Japan and the neighbouring countries. Through this forum, opportunities for investment in Kenya by the diaspora will be highlighted.
Notably, Kenya will also host a Flower Day, where visitors will have an opportunity to learn about the world’s fourth largest exporter of cut flowers, producing vibrant blooms, nurtured in the fertile soils and favourable climate.
By Gertrude Mirobi gmirobi@brand.ke
The Kenyan Embassy in Brussels, Belgium hosted an exclusive tea tasting event on 1st April 2025, unveiling the depth and diversity of Kenya’s tea industry to European buyers. The event, attended by international importers, sommeliers, and hospitality professionals, highlighted Kenya’s potential to expand beyond its famed CTC (Crush, Tear, Curl) teas into specialty and organic markets.
The event, a collaborative effort between the Agriculture and Food Authority (AFA) Coffee Directorate, Kenya Export Promotion and Branding Agency (KEPROBA), Tea Board of Kenya, and the Kenya Tea Development Agency, was a strategic move to amplify Kenya’s foothold in Europe’s competitive tea market.
Tea tasting is the process of evaluating and analyzing different characteristics of tea, including aroma, flavor, appearance, and mouthfeel, to assess its quality, origin, and profile. It plays a significant role in tea export, branding, blending, and pricing, especially for a major tea-producing country like Kenya.
The event featured 22 tea samples from across Kenya, including:
CTC tea:
Familiar to most participants, it was noted for its strong, brisk, and malty character, making it ideal for blends and milk tea. Some buyers praised its full-bodied nature but mentioned it lacked differentiation from other CTC teas in the market.
White tea:
Delicate, smooth, and floral with hints of peach and honey. Buyers were intrigued by its lightness, subtle sweetness, and refreshing flavor which made it stand out for many.
A revelation for many, it was observed to offer a slightly astringent, fruity, and earthy profile
With floral and woody undertones, the oolong tea was compared to the Taiwanese variety and was observed to be another pleasant specialty tea from Kenya with its unique taste.
One sample was appreciated for its natural sweetness and calming effect (chamomile), while the other was noted for its bold spiced aroma and heaviness (peppermint).
The tea tasting was coordinated by Belgian tea sommelier and owner of a tea and coffee company, Stijn Van Schoonlandt, to present the teas in a manner that was palatable to the European consumer market with which he was familiar.
Participants were surprised by Kenya’s specialty teas. Many only associated Kenya with CTC, but the feedback on the specialty teas was exceptionally positive.
A roundtable discussion chaired by Amb. Prof. Bitange Ndemo, PhD, FKIM, CBS identified critical areas for growth:
Market awareness: Buyers urged Kenya to aggressively promote its specialty teas globally.
Storytelling: Traceability and farmer narratives could command premium prices.
Supply chain: Reducing intermediaries and streamlining EU customs processes emerged as priorities.
Consistency: Standardizing processing methods to maintain flavor profiles in bulk shipments.
Organic demand: European buyers emphasized untapped potential for certified organic teas.
The Embassy outlined actionable steps, including:
D Marketing campaigns targeting European tea festivals and influencers
D Farmer-buyer exchanges to build trust and highlight Kenya’s terroir
D Tech-driven traceability to enhance supply chain transparency
D Adopting best practices from tea giants like China and Japan
The world is ready for Kenyan teas beyond CTC. With strategic partnerships and innovation, we can position Kenya as a leader in specialty and sustainable teas.
