A publication by Kenya Export Promotion and Branding Agency
Kenya Showcases Culture and Identity During Kenya Week at Expo 2025 Osaka
By Irene Van De Graaf | irenev@brand ke
Kenya’s participation at Expo 2025 Osaka reached its peak during Kenya Week, where a powerful blend of culture, sport, and diplomacy brought the spirit of the nation to life on a global stage. Among the week’s highlights were the Run with Champions marathon, the National Day of Honour and the flower activation. Each event captured a unique aspecta of Kenya’s values, reinforcing its cultural identity, national pride, and creative expression.
The Run with Champions marathon created an unforgettable platform to share Kenya’s athletic heritage with the world. Participants joined Kenyan sporting legends in a vibrant 10KM, 5KM, and 3KM race which allowed them to experience the energy and excellence that define Kenya’s global reputation in long-distance running. The event pulsed with music, colour, and community spirit, creating moments that reflected Kenya’s unique ability to connect through culture and sport. In a touching gesture, every participant received a rose grown in Kenya, symbolizing beauty and goodwill. The gesture not only celebrated the individual achievement of the runners, it also highlighted Kenya’s flourishing floriculture sector, one of the finest in the world.
On 24th June 2025, Kenya marked its official National Day of Honour at the Expo, an event that drew senior Japanese officials, dignitaries, and hundreds of international guests. The ceremony was graced by Cabinet Secretary Hon. Lee Kinyanjui, who delivered a compelling keynote address. “Kenya is cognizant of the invaluable opportunity of participating at Expo 2025 in expanding trade and attracting more investments,” he stated, reaffirming Kenya’s commitment to growing exports to Japan beyond the current USD 69.29 million. He referred to premium sectors such as
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Kenya Showcases Culture and Identity During Kenya Week at Expo 2025 Osaka
Building the Kenya brand: A strategic tool for global engagement
Kenya’s Flowers Meet Global Opportunity
Africa Public Service Day 2025; Recognizing the Role of Public Servants
East Africa Coffee Fest Busia Edition
Kenya’s Macadamia Industry Sets a Bold Course at the 2025 National Conference.
Maureen Mambo- Editor -inChief
Mariam Maina - Editor
CONTRIBUTORS
Mariam maina
Molly Wambui
Irene Van De Graaf
Jonah Karanja
Gertrude Mirobi
Keith Mutembe
Tiffany Kerigo
Samuel Njaaga - Layout
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specialty coffee, organic tea, flowers, nuts, and herbs as having the strongest potential for expansion into the Japanese market.
Hon. Kinyanjui also emphasized Kenya’s readiness to welcome sustainable and innovation-driven investments, noting that over 93% of Kenya’s energy mix is already from renewable sources, with a national target of achieving 100% by 2032. “Kenya stands out as a unique investment destination in Africa, driven by its dynamic economy, innovation ecosystem, and commitment to sustainability,” he added, highlighting the country’s leadership within regional trade blocs and its attractiveness as a gateway to the broader African market.
As part of the day’s programme, visitors were treated to a cultural performance by the renowned Zamaleo Afriq troupe. Their energetic dances and rhythmic storytelling offered a sensory experience that transported the audience to the heart of Kenya. Following the ceremony, the Cabinet Secretary toured the Kenya Pavilion, where he engaged with key stakeholders, viewed Kenya’s premium products on display, and reaffirmed the government’s commitment to support exporters and innovators to access the Japanese market.
One of the most visually captivating elements of the day was the flower activation where visitors received rose stems grown in Kenya. This initiative was made possible through the generous support of Kenya’s top flower producers and exporters, including Rimi Flora Ltd, AAA Growers (AAA Roses), Philiam Group Cargo Ltd, Roseto Ltd, Buchati Gambier Blooms, PJ Dave Flowers Group, and Credible Blooms Ltd.
rose so vibrant and perfectly shaped. I didn’t know Kenya was this important in the world of flowers. This is unforgettable.” Her words echoed the sentiments of many who stopped by, a quiet yet powerful reminder of the emotional connection that quality and authenticity can create.
Inside the Pavilion, the flower wall emerged as a favourite spot for visitors. These floral moments not only created stunning visuals but also sparked meaningful conversations and business interest, turning a simple gesture into a strategic branding success.
Kenya Week at Expo 2025 Osaka demonstrated the power of national storytelling. It brought together policy, culture, sport, and business into a unified expression of Kenya’s global identity. From the heartbeat of a race to the elegance of a single rose, Kenya showed the world who it is: Bold, Beautiful, and Open for Business.
Kenya’s story was told not in speeches alone, but in every flower given, every dance performed, and every smile shared.
Many visitors expressed admiration for the beauty and freshness of the roses. One Japanese visitor, pausing to take a photo with her flower in front of the “Make It Kenya” photo booth, remarked, “I’ve never seen a
Building the Kenya brand: A strategic tool for global engagement
By Keith Mutembei
In today’s fast-moving world, how a country is perceived globally could influence how it thrives in trade, diplomacy, tourism, and beyond. A strong, well-defined national brand is more than just a slogan. It’s a powerful strategy for the global influence of economic growth and soft power.
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People around the world perceive countries like Japan as innovative and Brazil as rich in culture as well as football identity. These feelings are the result of intentional branding.
The image of Kenya internationally often centers on its world-renowned wildlife, long-distance runners and scenic landscapes. While these are undeniable strengths, Kenya also is a regional technology leader, a major exporter of agricultural produce, a diplomatic hub and a melting pot of 40-plus cultures and languages.,
The Kenya export promotion and branding agency (KEPROBA) is the heart of Kenya’s mission to build its nation brand. KEPROBA ensures that Kenyan goods and services carry with them a strong, positive national identity that is recognized and respected worldwide. The agency spearheads the national branding and export promotion by:
Coordinating the implementation of the brand Kenya strategy
Promoting made in Kenya mark to enhance product credibility
Supporting Kenyan exporters in global trade affairs and exhibitions.
Researching and analyzing international markets to guide branding efforts
Encouraging consistent brand messages that are recognized and respected worldwide
Branding is often viewed through a marketing lens, but it plays a more strategic role, particularly in a country’s foreign relations.
In global diplomacy, soft power, the ability to influence others through attraction rather than coercion, is critical. Nation branding is a core part of soft power. A positive, consistent image of Kenya can influence how international communities respond to our policy position, trade proposals, or cultural exports. Kenya hosts UN offices in Nairobi and leads in climate action discussions as examples of soft power.
Building the Kenya brand successfully requires investment in creative storytelling through film, digital media, and international platforms that reflect the vibrancy, creativity, and resilience of our people. The Kenyan diaspora plays a vital role in this vision, serving as global ambassadors who carry and share the Kenya brand across borders. Cultural diplomacy — from exhibitions and festivals to food and fashion — should be embraced as a tool for connection and influence.
As the world becomes increasingly digital, our online presence must be bold, engaging, and aligned with our national aspirations. From government to creatives to entrepreneurs, building Brand Kenya requires a collective effort. It is about pride, purpose, and potential.
Kenya is more — more than a destination, more than a market. It is a global player, a cultural force, and a land of endless opportunity. Now is the time to tell that story boldly.
Kenya’s Flowers Meet Global Opportunity
By Tiffany Kerigo
The International Floriculture Trade Expo (IFTEX) is one of the most important events in Kenya’s flower industry. Held annually in Nairobi, it brings together growers, exporters, and international buyers under one roof to showcase the best of Kenya’s floriculture. With flowers being one of the country’s top exports, IFTEX plays a key role in connecting our local industry to global markets.
IFTEX is one of the largest flower expos in the world, drawing participants from Europe, the Middle East, Asia, and the Americas. Growers, especially small- and medium-scale farmers, gain direct access to high-value international buyers, reducing reliance on middlemen and increasing profit margins. The expo significantly contributes to the steady rise of flower exports by promoting diversity in flower varieties and encouraging entry into emerging markets like Japan.
Through interactions with international stakeholders, Kenyan farmers are exposed to global best practices, quality standards, and new technologies, which improve both the quality and competitiveness of Kenyan flowers. IFTEX attracts foreign investors interested in floriculture, logistics, cold chain systems, and agribusiness, boosting job creation
and infrastructure development in the sector.
By showcasing the excellence of Kenyan floriculture, IFTEX builds a strong foundation for initiatives like Kenya Week in Japan. The goodwill, reputation, and professional networks cultivated through the expo give Kenyan agencies greater confidence when engaging in soft diplomacy such as donating flowers to elevate Kenya’s brand image abroad.
This year’s exhibition was held at Visa Oshwal Centre in Nairobi from the 3rd to the 5th of June. IFTEX 2025 offered a diverse range of exhibits and activities including show gardens, the latest innovations in technology and equipment, floristry highlights, networking
opportunities and the Great Pavilion where attendees could discover a vast array of flowers, including rare varieties and new releases.
The show began with an opening ceremony followed by an official party and sustainability conference that allowed attendees to network with industry professionals and attend discussions on sustainable practices in the flower industry.
Walking through IFTEX felt like stepping into a living garden, each booth more vibrant than the last, filled with blooms grown with care and precision. KEPROBA attended the event to engage flower growers and exporters about something bigger than business: representing Kenya on the global stage at Kenya Week during Expo 2025 Osaka, Japan.
We approached exhibitors to consider donating flowers to be showcased in Japan as part of our cultural display during Kenya week. We explained how these flowers would stand as symbols of who we are as a people: proud, resilient, creative, and full of life.
One of the most powerful yet underrated tools in this type of diplomacy is culture. When Kenya exports art, music, fashion, or flowers we’re engaging in public diplomacy. We’re not just talking to governments; we’re connecting with hearts. Flowers carry this soft power beautifully. They’re non-verbal ambassadors that evoke beauty, emotion, and peace and wherever they are displayed.
By showcasing Kenyan blooms during Kenya Week, we are not only promoting one of our strongest export sectors but also sending a message: Kenya is innovative, creative, and ready to build bridges through business and culture.
For Kenya, flowers are so much more than items of decoration. They’re a
source of national pride, a pillar of our economy, and a reflection of our identity as a country that thrives in nature and creativity.
Kenya is one of the top flower exporters in the world, especially known for its roses. Every bloom grown here carries with it the hard work of thousands of Kenyans, from the farmers who rise early to tend to the fields, to the packers and exporters who ensure each flower reaches its destination fresh and flawless. The flower industry supports over 100,000 jobs directly and touches the lives of countless others indirectly, especially women and youth. When we showcase our flowers abroad, we’re not just showing beauty, we are presenting a product that sustains livelihoods and powers communities.
Beyond the economic side, flowers also carry emotional and cultural weight. They represent peace, celebration, love and remembrance. When we display Kenyan flowers at an international event like Kenya Week in Japan, we’re participating in a form of cultural diplomacy. We’re saying: Here is something beautiful that comes from our soil, our hands, and our hearts.
This floral initiative is not just symbolic; it holds tangible implications for Kenya–Japan relations. Firstly, it strengthens cultural exchange. By sharing a piece of Kenya’s natural beauty, the gesture fosters goodwill and mutual appreciation between the two nations.
Secondly, it positions Kenya as a refined and capable player on the global stage not only agriculturally, but also in branding and innovation.
This perception is crucial in attracting investors, buyers, and policymakers who engage with the event.
Thirdly, the donation opens bilateral trade channels. Japan is an established consumer of high-quality flowers, and Kenya’s participation in Kenya Week could spark curiosity from Japanese businesses in Kenya’s horticulture industry. This could pave the way for future commercial partnerships, market entry opportunities, and even tourism growth rooted in agro-experiences.
For agencies involved in nation branding and export promotion like KEPROBA, this flower donation is a strategic move. It aligns with Kenya’s vision to elevate key exports on global platforms while telling a broader narrative about the country’s strengths and values. It is more than a donation, it is a bloom of possibility.
The impact of this initiative goes far beyond sending flowers overseas. It adds something meaningful to Kenya Week. It strengthens peopleto-people ties between Kenya, Japan and the rest of the one hundred and fifty- eight nations present at the Expo, showing that our connection isn’t only about trade agreements and official visits, but also about shared beauty, appreciation, and culture.
Showcasing our flowers at such an event also has the potential to boost interest in Kenyan exports, reminding buyers and guests in Japan of the world-class quality we offer. It opens the door for conversations about future trade, tourism, investment, and collaboration — all sparked by something as simple and elegant as a flower.
Africa Public Service Day 2025; Recognizing the Role of Public Servants
By Irene Muturi
Kenya Export Promotion and Branding Agency participated in the 2025 edition of the Africa Public Service Day (APSD) , a three-day conference held from 10th to 12th June at the Kenyatta International Conference Centre (KICC) in Nairobi. The event, organized by the Ministry of Public Service, Human Capital Development, and Special Programmes, was centred around the continental theme “Enhancing the Agility and Resilience of Public Institutions to Achieve Equitable Governance and Rapidly Address Historical Service Delivery Gaps.” APSD 2025 brought together a wide range of Ministries, Departments and Agencies (MDAs), dignitaries, and stakeholders to discuss the future of Africa’s public service sector and explore ways to create more resilient and responsive institutions.
The conference was officially opened with an energetic procession led by Principal Secretary Dr. Jane Kere Imbunya, accompanied by the National Youth Service (NYS) band. Starting from Harambee House and moving towards KICC, this procession set the tone for the event. The event was attended by several prominent figures, including CS for Public Service, Human Capital Development, and Special Programmes, Geoffrey Kiringa Ruku, Deputy Chief of Staff in charge of performance and delivery Management in the Executive Office of the President, Eliud Owalo and other key public service officials.
KEPROBA seized the opportunity of the exhibition to engage with the public, raise awareness about its functions, and
attract more MIK (Made in Kenya) adoptees. The agency had a stand where citizens could receive business counselling and learn about its services, ongoing initiatives, and how they could get involved in promoting Kenyan products on the global stage.
KEPROBA’s participation in APSD was a unique opportunity to connect directly with the citizens and offer insights into the importance of national branding and export promotion. Through face-to-face interactions, KEPROBA representatives were able to explain how businesses can benefit from adopting the MIK mark of identity to stand out in the competitive global market. These sessions also highlighted the agency’s efforts in providing market intelligence and support to local enterprises looking to expand their reach internationally inspiring Kenyan businesses to embrace innovation and adaptability in their strategies.
For KEPROBA, APSD 2025 was not just an opportunity to showcase its work, it was also a chance to contribute to the broader discussions on governance, resilience, and innovation. By promoting the MIK campaign and engaging with the public, the agency reaffirmed its commitment to support Kenya’s economic growth through export promotion.
KEPROBA’s efforts were not only focused on educating the public about its initiatives, but also on creating a lasting impact on the broader goal of enhancing Kenya’s competitive edge in international trade. The agency’s participation in APSD 2025 helped further its vision of creating an economically resilient Kenya, where public service institutions actively engage with citizens to build a more prosperous nation.
Looking forward, KEPROBA will continue to drive initiatives aimed at enhancing Kenya’s brand globally and fostering a competitive export market. The agency remains focused on expanding its reach and ensuring that local businesses have the tools and knowledge to thrive internationally. Through initiatives like MIK, KEPROBA is playing an integral role in helping Kenya build a resilient, sustainable economy that benefits all its citizens.
East Africa Coffee Fest Busia Edition
By Molly Wambui: mwambui@brand.ke
The East African Coffee Fest 2025 is a year-long journey celebrating the rich Coffee culture of Kenya and Uganda. Coffee growers, processors and other industry stakeholders have met in various coffee-growing regions to promote coffee growing and consumption. The Coffee fest is also introducing the crop to the younger generation to ensure the long-term sustainability of Coffee production.
KEPROBA has participated in the East Africa Coffee Fest in its capacity as the lead government agency in promoting coffee exports from Kenya. Coffee exports rose to 53,519 tonnes in 2024, a significant jump from 47,861 tonnes in 2023. Kenya is renowned for its high-quality Arabica coffee, known for its intense flavor, full body, and pleasant aroma. These attributes make Kenyan Coffee one of the most sought-after Coffee in the world.
Following successful participation in the Wundanyi, Naivasha, and Diani editions, KEPROBA attended the Busia leg that was held at the Busia Agricultural Training Centre. The event attracted industry stakeholders from Bungoma, Kakamega, Vihiga, Kisii and Mount Elgon. Both Arabica and Robusta coffee varieties are grown in western Kenya. Farmers from the region received training on the best practises in Coffee growing. They also had a chance to network and exchange knowledge on various aspects such as Coffee varieties and pricing.
In addition to the training, there was an exhibition where growers and processors such as Njambi Coffee, a Made In Kenya adoptee, got a chance to showcase their products. KEPROBA took the opportunity to hold an exporter’s clinic which tackled various issues such as market access and pricing for ripe coffee beans. The farmers also expressed concern over payment delays by cooperatives, leaving them vulnerable to exploitation by middlemen from neighbouring Uganda who purchased their produce at low prices but paid on the spot. Additionally, access to financing was constrained, especially for farmers who were situated on ancestral land which is communally owned. This makes it difficult for the farmers to qualify for loan facilities.
Following the Busia visit, KEPROBA intends to make followup visits in collaboration with other industry stakeholders such as at the Coffee Research Institute (CRI) and the Coffee Directorate to conduct capacity-building exercises. This will go a long way in increasing coffee production in western Kenya.
KEPROBA staff engage a Coffee farmer during the East African Coffee Fest in Busia County.
Youth from Busia Agricultural Training Centre participate in the event
Njambi Coffee exhibited during the East African Coffee Fest in Busia County
Kenya’s Macadamia Industry Sets a Bold Course at the 2025 National Conference
By Gertrude Mirobi; gmirobi@brand.ke
From June 4th to 6th 2025, Kenya’s Macadamia industry came into sharp focus at the National Macadamia Conference held at Embu University. Hosted by the Agriculture and Food Authority (AFA), the conference, themed “Empowering Kenya’s Macadamia Industry through Collaborations for Enhanced Value and Sustainability,” brought together stakeholders from across the entire value chain. It served as a timely platform for dialogue, innovation, and renewed commitment to strengthening Kenya’s role in the global Macadamia market.
Since the liberalization of the subsector, Kenya has grown to become one of the world’s top five producers of macadamia nuts, generating over Ksh 6 billion in export earnings annually. However, the sector continues to face challenges including price volatility, limited access to premium markets, inconsistent quality standards, and
increasing climate pressures. The 2025 conference aimed to address these gaps, with a strong emphasis on coordinated, value chain-wide collaboration.
The opening ceremony featured senior government officials including Deputy President H.E. Prof. Kithure Kindiki, AFA Director General Dr. Bruno Linyiru, and Principal Secretary for Agriculture and Livestock Development Dr. Paul Kiprono Ronoh. They underscored the strategic importance of Macadamia nuts to Kenya’s agricultural transformation agenda. Industry trailblazers such as Pius Ngugi of Kenya Nut Company and Peter Munga of Equatorial Nuts Company were honoured for their pioneering roles in establishing the industry.
A key highlight of the conference was the session on market access and export readiness, where the Kenya
Export Promotion and Branding Agency (KEPROBA) was featured. Peterson Nyachwaya, KEPROBA’s Director of Research and Innovation, shared the agency’s strategies for addressing gaps in export data, market intelligence, product adaptation and branding. He highlighted the Product Development and Adaptation Programme, which supports Kenyan exporters to align their products with global consumer preferences.
“Export competitiveness doesn’t stop at quality,” Nyachwaya noted. “It is about understanding consumer needs, optimizing presentation, and meeting regulatory expectations across markets.”
AFA further steered discussions on standardization and quality assurance, highlighting standards that enhance food safety, aflatoxin control, and traceability. These are essential
elements for accessing and sustaining premium export markets.
The conference also placed significant emphasis on value addition as a lever for economic growth and job creation. Stakeholders were encouraged to shift from exporting raw nuts to investing in local processing, producing roasted kernels, macadamia oils, confectionery and other high-value products. This transition promises greater earnings for farmers and small enterprises while elevating the global perception of Kenyan Macadamia.
Central to this effort is the Made in Kenya mark, a national symbol of quality and authenticity of locally produced goods. KEPROBA urged macadamia producers and processors to adopt the mark as part of a broader branding strategy aimed at building consumer trust and positioning Kenya as a premium source of value-added agricultural products.
The mark not only enhances visibility in competitive international markets but also reinforces pride in homegrown excellence.
Climate resilience and sustainable practices were another major focus of discussions during the conference. Experts shared practical strategies on climate-smart agriculture, such as water conservation, regenerative soil management, and the use of climate-resilient macadamia varieties. These approaches are essential for ensuring long-term productivity and environmental integrity amid changing weather patterns.
Inclusivity was a key pillar of the conference, with a session dedicated to youth, women, and microentrepreneurs. These groups are often underrepresented in agribusiness. Financial institutions like Equity Bank and Root Capital outlined financing
solutions tailored to the needs of smallholders and processors. Successful agripreneurs also shared inspiring stories of innovation and empowerment within the sector.
By the end of the conference, there emerged a clear vision for integrated growth across the entire value chain, from seed to shelf. Whether through stronger farmer cooperatives, publicprivate partnerships, or improved logistics and market linkages, stakeholders agreed that cohesive collaboration is essential to unlocking the sector’s full potential.
The National Macadamia Conference 2025 affirmed Kenya’s readiness to lead in the global nut industry, driven by quality, innovation, sustainability, and inclusive growth.
Inaugural National Macadamia Conference in Embu
