The year that was: highlights of the year
By Molly Wambui: MWambui@brand.ke
During the 2024/2025 financial year, Kenya Export Promotion and Branding Agency (KEPROBA) made notable progress in positioning Kenya globally as a source of quality goods and services. In this edition, we highlight a number of events that were undertaken to fulfill this objective.
Inaugural Meeting of the National Coordination Committee for Expo 2025 Osaka
Kenya confirmed participation in Expo 2025 Osaka, Japan through a note verbale by the Ministry of Foreign and Diaspora Affairs. The Agency, which is the Responsible National Authority for Kenya’s participation in the world exposition, is coordinating preparations for the event. The expo will run for a period of six months from 13th April to 13th October 2025, under the theme Designing Future Society for Our Lives.
The main objectives of Kenya’s participation in Expo Osaka 2025 are to position Kenya as a source of high-quality exports and a prime tourism and investment destination, to increase exports to Japan by 15% annually and to boost foreign direct investments and Japanese tourist arrivals by 10-15% annually.
The expo implementation framework comprises of the National Coordination Committee chaired by the Principal Secretary, State Department for Trade, the National Steering Committee (NSC) chaired by the Chief Executive Officer of KEPROBA, and the Technical Working Groups (TWG) appointed by the Chair of the National Steering Committee.
Continue on page 2
The year that was: highlights of the year
Kenya champions regional trade at the 49th Dar es Salaam International Trade Fair 2025
Accessing foreign markets and why it matters
KEPROBA’s Digital Campaigns in the FY 2024-2025 Garner Global Attention for Kenyan Exports
KEPROBA champions strategic environmental sustainability at Kaptagat Forest Tree Growing Event
Maureen Mambo- Editor -inChief
Mariam Maina - Editor
CONTRIBUTORS
Mariam Maina
Molly Wambui
Irene Van De Graaf
Gertrude Mirobi
Charles Musee
Irene Muturi
Samuel Njaaga - Layout
The inaugural meeting of the National Coordination Committee (NCC) for Expo 2025 Osaka was convened to establish Kenya’s roadmap for participation in the upcoming Expo, ensure alignment among stakeholders, and chart a collaborative approach towards achieving the objectives of the expo.
Technical Officers from KEPROBA presented on Kenya’s participation in Expo 2025 Osaka. The presentations highlighted the strategic goals, planned exhibits, and the significance of showcasing Kenya’s culture, innovation, and economic potential on an international platform.
Ambassador Moi Lemoshira, Kenya’s Ambassador to Japan, emphasized the diplomatic and economic significance of Kenya’s participation in the Expo.
The inaugural meeting of the National Coordination Committee for Expo 2025 Osaka was a significant step towards ensuring a well-coordinated and impactful representation of Kenya at the Expo. The discussions and insights shared paved the way for further planning and collaboration among stakeholders leading up to the event.
KEPROBA Chief Executive Officer Floice Mukabana makes a presentation during the inaugural meeting of the National Coordinating Committee for Expo Osaka.
Kenya Week Celebrations at Expo 2025 Osaka
The Kenya Export Promotion and Branding Agency is coordinating Kenya’s participation in the expo. The agency organized the Kenya Week Celebrations from 21st to 24th June 2025. Expo 2025 Osaka presented a golden opportunity to strengthen and improve Kenya’s national brand within the global community.
Several activities were lined up during the week-long celebrations to showcase the best of Kenya, including a highlevel business forum, a diaspora networking dinner, and the Kenya National Day of Honour.
Kenya National Day of Honour 24th June 2025
The Republic of Kenya held its official ceremony and special event on Tuesday, June 24, 2025, to commemorate its National Day of Honour during the Kenya Week celebrations at Expo 2025 Osaka. The day marked a key moment of international recognition for Kenya, offering a platform to showcase its culture, innovation, and trade potential to the world.
Kenya’s Head of Delegation, Hon. Lee Kinyanjui, CS, Ministry of Investments Trade and Industry, was joined by Amb. Yasushi Misawa, Representative of the Government of Japan and Ambassador in Charge of Kansai. The team from Kenya included Madam Regina Akoth Ombam, PS, State Department for Trade, John L. Ololtua, PS, State Department for Tourism, Amb. Moi Lemoshira, Head of Mission, Kenya Embassy in Tokyo and Floice Mukabana, CEO, KEPROBA and Director General for Kenya’s Participation at the Expo Osaka.
In his address, CS Hon. Lee Kinyanjui highlighted Kenya’s efforts to grow exports to Japan beyond the current USD 69.29 million, with strong potential in premium products such as coffee, tea, flowers, nuts, and herbal plants. He underscored Kenya’s readiness to attract sustainable investments, noting that over 93% of the country’s energy mix is renewable, with a target of 100% by 2032.At the official National Day ceremony, the CS championed strategic partnerships that can drive Kenya’s export growth.
The national day also featured vibrant cultural displays and entertainment from Zamalewa dance troupe. Sixty students from Osaka Municipal Yuzato Elementary School joined the Kenyan performers to sing “Jambo Bwana,” one of Kenya’s most iconic songs, offering a warm and memorable cultural exchange.
Kenya Diaspora Networking Dinner
The Kenya Diaspora Networking Dinner marked the official start of the Kenya Week Celebration at Expo 2025 Osaka. The theme of the dinner was “Pride in Our Roots, Invest in Our Future.” The Diaspora Networking Dinner aimed to strengthen connections, recognize the diaspora contributions, and explore ways to enhance market penetration through diaspora-led initiatives.
The Kenyan Diaspora worldwide has been instrumental in promoting national development, enhancing Kenya’s global presence, and facilitating market linkages for Kenyan products. In recognition of the diaspora contributions, Kenya hosted the Kenya Diaspora Networking Dinner which was held on 21st June 2025 at the Osaka International Convention Centre (OICC).
The event attracted a total of one hundred and fortytwo registered participants who were treated to cultural performances, Kenyan cuisine sampling, and presentations on how the business community can leverage diaspora
networks to promote Kenyan offerings. The engagement aimed to foster collaborations between government, private sector players, and the diaspora in unlocking new trade, tourism and investment opportunities.
Ambassador Lemoshira, Kenya’s Ambassador to Japan, welcomed the diaspora community and lauded their efforts in building a positive image of Kenya abroad. He emphasized the important role Kenyans living in Japan continue to play in strengthening bilateral relations between Kenya and Japan through business linkages, cultural exchange, and grassroots diplomacy. He encouraged the diaspora to actively engage in initiatives that promote Kenya’s strategic interests.
KEPROBA CEO Ms. Floice Mukabana underscored the importance of the diaspora in serving as brand ambassadors for Kenya. She urged the Kenyan community in Japan to leverage their networks, cultural understanding and market access to boost demand for Kenyan products. She highlighted that through direct promotion, referrals, and participation in trade and cultural events, the diaspora can significantly increase Kenya’s export footprint in Japan.
The dinner provided a vibrant and engaging environment for networking and reaffirmed the strong connection between Kenya and its diaspora in Japan. Attendees had the opportunity to connect, share experiences, and reflect on the role of the diaspora in national development. The event was a celebration of unity, identity, and national pride, underscored by cultural expressions and calls for stronger collaboration between the diaspora and the Kenyan government.
2025
The Kenya Export Promotion and Branding Agency (KEPROBA,) in collaboration with the State Department for Trade and Enterprise Development, Ministry of Foreign Affairs, Kenya High Commission in Dar Es Salaam and the private sector ,spearheaded the successful participation of Kenya in the 49th Dar es Salaam International Trade Fair (DITF) that was held at the Saba Saba grounds from 28th June to 13th July 2025.
The event attracted over 4,000 exhibitors, comprising 3,501 local companies and 394 international companies, including participants from neighbouring countries and beyond. The theme of the 49th DITF 2025 was “Industrialization for Job Creation and Sustainable Trade”. A total of 16 Kenyan enterprises from key sectors of the economy namely the food and beverage, leather & leather accessories, industrial & household, healthcare, beauty and herbal products, commercial crafts and services participated in this event.
Kenya’s goal of participating in this trade fair was to accord Kenyan exporters an opportunity to increase their market share and presence in the Tanzanian market and beyond. The participation was in line with KEPROBA’s strategic objective of strengthening business relations with key trading partners and enhancing Kenya’s trade competitiveness through increased visibility in strategic markets.
The Kenya Pavilion’s vibrant presence at DITF 2025 reflects the deepening economic partnership between Kenya and Tanzania. It highlights Kenya’s role as a major exporter within the East African region and reinforces the commitment of both countries to leveraging regional trade fairs for mutual benefit. The Kenya pavilion was awarded the 2nd best foreign exhibitor during the exhibition.
Kenyan exhibitors interacted with local, regional, and international exhibitors who made inquiries on Kenyan goods and services in addition to purchasing Kenyan exhibits on display. The exhibitors, listed in the table below, were able to make substantial sales during the Fair. Additionally, organizations that displayed their merchandise during the exhibition were able to receive orders, enquiries and feedback from the participants for further follow-up.
Hon. Lee Kinyanjui – CS, Ministry of Investments Trade and Industry, makes a keynote address during the Kenya National Day of Honour in Osaka, Japan.
Zamalewa Dancers and Yuzato Elementary School presenting “Jambo Bwana” song
The 49th Dar es Salaam International Trade Fair
The Team from KEPROBA pause for a photo with H.E. Dr. Dr. Hussein Mwinyi, the President of Zanzibar when he visited the Kenya Pavillion.
2025 World Rally Championship Safari Rally Kenya Edition
The World Rally Championship (WRC) Safari Rally Kenya 2025 is an internationally acclaimed motorsport event that draws participants and spectators from across the globe. The rally provides an opportunity to showcase Kenya’s scenic landscapes, tourism potential, and national identity. The agency sought to leverage the global appeal of the rally to promote Made in Kenya products, enhance Kenya’s reputation as a hospitable nation, and position Kenyan exports on the international stage.
The agency put up an exhibition at the rally village in Naivasha were Made in Kenya adoptees showcased their merchandise. The products on display included Coffee, leather accessories, dental floss, honey and cereals. Rally fans got an opportunity to sample Kenyan Coffee, tea and macadamia nuts which are the country’s major exports.
Participating in the WRC helped position Kenya as a producer of high-quality products. The exhibition helped to publicize the Made in Kenya initiative and generate interest for new registrations. The exhibitors also got valuable market exposure that positively impacted their businesses.
Changamka Shopping Festival and Kenya Industrialization Week 2024
The seventh edition of the Changamka shopping festival was held from the fifth to the ninth of November 2024 at the Kenyatta International Conference Centre. The event, hosted by the Kenya Association of Manufacturers in partnership with the Ministry of Investments, Trade and Industry (MITI), featured over two hundred exhibitors, all drawn from Kenya’s manufacturing sector. The festival aims to debunk the misconception that locally produced goods are inferior to imported goods by showcasing quality Kenyan made goods and innovations.
All the agencies within the Ministry of Industry, Trade and Investments took part in this year’s Changamka Festival to increase awareness on the services they offer and respond to enquiries from the public.
KEPROBA hosted fourteen enterprises within its stand, all of whom were part of the Made in Kenya initiative. They included Akala 21, Kaya Nuts, Karembo Spa and Mubi Leather among others. Increased visibility through exhibitions is one of the biggest benefits of joining the made in Kenya initiative.
During the festival, several manufacturers made enquiries on how to join this unique initiative.
KEPROBA Board Members Dr. Grace Kinya and Michael Mafaka, interact with an exhibitor at the Kenya Pavillion.
The KEPROBA stand at the Rally Village
A WRC driver receives a gift pack from the agency
KEPROBA CEO Floice Mukabana samples products from Karembo Spa, a Made in Kenya adoptee who exhibited at the Changamka Festival.
Kenya champions regional trade at the 49th Dar es Salaam International Trade Fair 2025
By Mariam Maina: mmaina@brand.ke
The Kenya Export Promotion and Branding Agency (KEPROBA), in collaboration with the State Department for Trade and Enterprise Development, Ministry of Foreign Affairs, Kenya High Commission in Dar Es Salaam, and the private sector, successfully coordinated Kenya’s vibrant participation at the 49th Dar es Salaam International Trade Fair (DITF), held at the Saba Saba grounds from June 28 to July 13, 2025.
The event provided a strategic platform for Kenyan exporters to deepen their market presence in Tanzania and the wider Eastern African region, while exploring new business opportunities and benchmarking against competitors. This aligns with KEPROBA’s Strategic Plan 2021-2023, which emphasizes strengthening trade relations with key partners and enhancing Kenya’s competitiveness through active participation in trade promotion activities, including international fairs, trade missions, and market research.
The 49th edition of DITF, themed “Industrialization for Job Creation and Sustainable Trade,” resonated deeply with Kenya’s Big 4 Agenda, aimed at boosting the manufacturing sector and promoting Kenyan products across regional markets. The fair was officially opened on July 7, 2025, by His Excellency Dr. Hussein Ali Mwinyi, President of Zanzibar and Chairman of the Revolutionary Council.
Kenya’s delegation featured 16 enterprises from vital sectors such as food and beverages (milk, tea, and coffee), leather and leather accessories, industrial and household goods (including detergents and value-adding machinery), healthcare products (pharmaceutical devices), beauty
care and herbal products, as well as commercial crafts and services. Their participation earned Kenya the prestigious 2nd Best Foreign Exhibitor award, underscoring the quality and competitiveness of Kenyan products on the international stage.
The Kenyan team was led by Hon. Michael Mafaka and Dr. Grace Muriithi, board members of KEPROBA, who emphasized Kenya’s commitment to regional trade integration and economic growth through the “Made in Kenya” initiative.
In addition to private sector representation, government agencies including the Kenya Bureau of Standards, Kenya Revenue Authority, Kenya Trade Network Agency, and Micro and Small Enterprises Authority supported the delegation, further boosting the country’s trade facilitation and export readiness.
Kenya officially opened its national pavilion at DITF 2025, showcasing a robust lineup of export-ready businesses across sectors such as tea, coffee, textiles and apparel, leather, handicrafts, natural herbs, and manufactured goods.
This participation not only highlights Kenya’s drive for quality, innovation, and regional integration but also reinforces its positioning as a key player in the East African market. By promoting authentic, proudly Made in Kenya products, the nation is paving the way for sustainable industrialization, job creation, and long-term economic growth across the continent.
Accessing foreign markets and why it matters
By Irene Muturi: Interncomm1@brand.ke
Exporting is a promising business opportunity, but it requires careful planning, licensing, and market research. As a Kenyan entrepreneur or producer, unlocking international markets involves leveraging a mix of local and global facilitation from trade support institutions, engaging in trade promotion activities and working with trade officers in Kenya missions in targeted countries.
Local TSIs play a crucial role in preparing businesses for export, ensuring compliance, and facilitating domestic capacity building. The Kenya Export Promotion and Branding Agency (KEPROBA) is one such institution. KEPROBA’s principal activities are implementing export development and promotion activities through providing export assistance to promote Kenyan goods and services globally, distributing trade related and international export standards information and carrying out export market research.
The Agency also manages the Kenya Nation Brand and country’s image through coordinating nation branding initiatives and trade fairs, providing branding guidelines for Government Agencies, Kenya Missions Abroad, marketing and providing positive information about Kenya and its products and services.
KEPROBA has an export readiness program that equips potential or existing exporters with necessary skills.
WHY VENTURE INTO EXPORT TRADE
Improved product and produce standards
Innovation exchange
Managing risk
Reaching millions of consumers
Exporting enables Kenyan businesses to expand globally, improve product quality, manage risks, foster innovation, access millions of consumers, build trust, and gain competitiveness with support from trade institutions and participation in trade events.
Global TSIs include bodies like International Trade Centre (ITC), World Trade Organization (WTO), and African Export-Import Bank (Afreximbank). ITC has a variety of tools and research-based data that one can use to make export related decisions. Kenya’s commercial attachés in missions abroad can be contacted as well.
Participating in trade events such as expos, festivals, conferences, fairs and summits is one of the most powerful ways to access information and markets. These events open doors to buyers, distributors, investors, and government officials all in one place. They are platforms to meet buyers directly, showcase products or services, gain market insights, network and get seen by global media and trade directories. One can stay informed about these activities on TSIs social media platforms or websites.
Why venture into export trade
Exporting is very important for Kenyan entrepreneurs because it helps them grow and improve their businesses. Key benefits include;
Improved product and produce standards: To get to international markets, exporters must meet strict quality and safety standards. This therefore means that quality products that appeals to both export and domestic markets will be produced. Produce will have longer shelf life, reducing
post-harvest losses. Market prices will be higher due to premium-grade classification. There will be reliability with global buyers, leading to repeat orders and long-term contracts.
Innovation exchange: Operating in diverse markets often leads to knowledge sharing and product improvement. This exposure introduces a company to different consumer behaviour and preferences. These insights can inspire new product features, services, or even entirely new offerings.
Managing risk: Selling products in different countries helps spread the risk, so the business isn’t too dependent on one market. If the economy in one country goes down, sales from other places can keep the business going. This way, the company stays more stable and can continue growing, even when some markets face tough times.
Reaching millions of consumers: Instead of relying only on the Kenyan market, which can be saturated, entrepreneurs can expand their customer base dramatically. This ability to reach millions of consumers in turn boosts business growth through high sales.
Exporting helps Kenyan entrepreneurs build a strong reputation by proving their products can meet international quality standards. Successfully entering foreign markets sends a clear message that the brand is reliable. As a result, trust increases both locally and internationally. Businesses gain a competitive edge over those limited to domestic markets.
Exporting is more than just selling goods beyond Kenya’s borders, it is a powerful strategy for growth, learning, and longterm success. By accessing international markets, one can improve product quality, reduce business risks, and reach millions of new customers. Support from trade institutions, both local and global, as well as participation in trade events, helps make the process easier and more effective. With the right planning and support, the global market is full of opportunities waiting to be explored.
KEPROBA’s Digital Campaigns in the FY 2024-2025 Garner Global Attention for Kenyan Exports
By Gertrude Mirobi : gmirobi@brand.ke
The Kenya Export Promotion and Branding Agency (KEPROBA) had outstanding success on its digital promotional campaigns for the 2024–2025 fiscal year. These strategic initiatives, designed to elevate the visibility of Kenyan products and services on a global scale, yielded exceptional results.
Across a diverse portfolio of campaigns, the Agency’s digital efforts generated over 17 million impressions and a combined total of more than 5.2 million video views. This remarkable reach highlighted the effectiveness of using digital platforms to connect with consumers, investors, and partners across the world.
Global Stage: Expo Osaka 2025 Campaign
The campaign for the Expo Osaka 2025 was a standout performer, demonstrating incredible growth in global interest.
Total Engagements: 101,310, a staggering 2,729.1% increase.
Impressions: The campaign generated 2,252,661 impressions, a rise of 2,111.3%.
Video Views: Video content saw a 3,876.5% surge, reaching 986,500 views.
National Branding and Recognition
Campaigns focused on building the overarching “Brand Kenya” identity drove significant and sustained engagement.
Made in Kenya: This foundational campaign increased its engagements by 48.4% to 15,969 and grew video views by 294.7% to 307,06.
#MakeItKenya - Kenya the Brand: This branding campaign saw engagements grow by 120%. Its video views exploded with a 2,215.8% increase to reach 200,822 views.
#KenyanOfTheWeek:
Celebrating the individuals behind Kenyan success, this campaign garnered 125,523 impressions and 4,382 engagements.
Driving Digital Trade: The E-Portal Initiative
A key focus was placed on populating
Kenyan Tea: The tea campaign secured 1,073,156 impressions and 320,390 video views.
Kenyan Coffee: This campaign reached 22,608 engagements (a 73% increase) and saw video views rise by 1,163.7%.
Kenyan Avocados: The Kenyan Avocados campaign performed well, securing 158,160 impressions and 72,664 video views. Engagements saw a 79.3% increase.
Kenyan Nuts: The campaign for Kenyan Nuts showed remarkable growth in video content, with views increasing by 1,234.5% to 22,914. It also garnered 175,040 impressions.
Strategic and Emerging Sectors:
Blue Economy KE: This campaign saw impressions increase by 1,630.4% to 841,742.
Kenyan Pharmaceuticals: The new pharma campaign established a strong baseline with 1,110,807 impressions and 270,748 video views.
Kenyan Textile: The textile sector achieved an 1,861.5% increase in video views.
E-Portal Seller Recruitment: On the local front, the campaign to onboard Kenyan sellers saw impressions double with a 106.6% increase. It achieved 100,892 video views and 3,229
Agricultural Excellence:
Kenyan Leather: The Kenyan Leather sector experienced significant growth over the fiscal year, with video views climbing 595.3% to 232,826. The campaign recorded 583,650 impressions and 16,168 total engagements.
Targeted EU Market Promotions:
Coffee Cupping in Belgium: This event-specific promotion successfully garnered 57,447 impressions and 15,000 video views.
Tea Tasting in Belgium: This event for Kenyan tea resulted in 43,365 impressions and 2,141 engagements.
National Patriotism Campaign:
#KenyanFlagBracelet Campaign: This campaign was a top performer in audience interaction, achieving 87,393 engagements and 589,202 video views.
Driving the National Export Agenda
The meat campaign performed solidly, securing 1,039,566 impressions and 44,971
Provides a platform where exporters/sellers can showcase their products internationally.
This campaign achieved over 1 million impressions and saw a massive 1,289%
This initiative saw a phenomenal 16,200% increase in total engagements, which
The “Kenya Export Agenda” campaign, which ran in the final quarter, promoted the agency’s mandate, resulting in 1,035,373 impressions and an 81.1% increase in engagements.
The remarkable outcomes of these digital campaigns underscore the power of strategic online promotion in building brand equity and driving export growth. KEPROBA remains steadfast in its commitment to leveraging innovative digital tools to champion Kenyan exporters and showcase the quality, diversity, and vibrancy of Kenyan products to the world.
Provides customized market intelligence information to potential exporters to improve their products and enhance competitiveness.
KEPROBA champions strategic environmental sustainability at Kaptagat Forest Tree Growing Event
By Charles Musee: Interncomm2@brand.ke
Kenya’s commitment to environmental sustainability has reached new heights as tree planting evolves into a strategic national endeavour, integral to the country’s socioeconomic development and climate resilience agenda. The Government’s ambitious 15 Billion Trees Initiative is central to this transformation, positioning reforestation as a catalyst for ecological restoration, rural empowerment, and sustainable growth.
In this context, the 9th Annual Kaptagat Forest Tree Growing Event, held on July 11th and 12th, 2025, in Elgeyo Marakwet and Uasin Gishu counties, exemplifies collaborative action towards these goals. Bringing together stakeholders from national and county governments, development partners, the private sector, and local communities, the event advanced the objectives of the Kaptagat Integrated Conservation Programme by planting strategic indigenous tree species across 34 hectares of degraded land.
Kenya Export Promotion and Branding Agency (KEPROBA) contributed to this national priority by donating 10,000 indigenous seedlings, reinforcing its corporate sustainability mandate in line with Kenya’s environmental and economic vision. This support not only enriches biodiversity and restores vital ecosystems but also complements Kenya’s broader agenda to combat climate change and enhance green cover as part of the 15 Billion Trees Campaign targeted for completion by 2032.
Indigenous tree species, carefully selected for their adaptability and ecological value, underpin the long-term success of reforestation efforts. Their role in strengthening soil health, curbing erosion, supporting native wildlife habitats, and sustaining water catchments positions them as crucial assets in Kenya’s climate adaptation and economic resilience strategies.
By aligning corporate social responsibility with national development imperatives, KEPROBA sets a compelling example for private sector engagement in environmental stewardship. The agency’s active participation signals a call to action for businesses to integrate sustainability into their growth models by contributing tangible, scalable solutions— like tree planting—that generate environmental, social, and economic returns.
The Kaptagat event’s inclusive approach, involving government officials, local communities, youth, and schools, reflects the collective responsibility and community empowerment central to Kenya’s green growth pathway. This initiative embodies how reforestation serves not only ecological restoration but also social cohesion and livelihoods improvement.
Strategically, Kenya’s proactive investment in climate resilience through large-scale tree planting strengthens its position as a global leader in green transformation, climate diplomacy, and sustainable development finance. As the country scales up its tree growing efforts, initiatives like Kaptagat signify how local actions resonate with global environmental priorities, advancing ecological justice and economic opportunity simultaneously.
KEPROBA remains committed to amplifying these strategic environmental initiatives, recognizing that Kenya’s future depends on restoring its natural heritage while fostering an innovative, green economy aligned with the 15 Billion Trees vision. This partnership and progress mark a milestone in Kenya’s journey toward a resilient, sustainable future, one where ecological balance and national prosperity grow hand in hand.
