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KENYA SHINES AT EXPO 2025 OSAKA
GREENWASHING THREATENS CREDIBILITY OF KENYA’S EXPORTS
DRIVING GROWTH THROUGH TRADE AND INNOVATION AT NITF 2025
WHY GHANA IS THE NEXT BIG MARKET FOR KENYAN PRODUCTS
EXPO OSAKA HIGHLIGHTS
Maureen Mambo - Editor-in-Chief
Mariam Maina - Editor
Contributors
Gertrude Mirobi
Charles Muse
Irene Muturi
Mariam Maina
Irene Van De Graaf
Molly Wambui
Walter Kelvin Otieno- Layout
By Charles Musee I Interncomm2@brand.ke
Every generation, a nation finds a leader whose life and legacy become a part of its own story. Raila Amolo Odinga was one such leader. His journey reflected the spirit of Kenya. His life was filled with resilience, courage, and a deep love for his country. For decades, he stood as a symbol of hope, unity, and change.
Kenyans have known him by many names: Tinga, Agwambo, Jakom, The Enigma, Owad Gi Piny, and finally, Baba. These were not just nicknames; they reflected a man who grew with the nation and found new ways to unite it at every opportunity. When the youth of the 1990s chanted Tinga, they rallied behind a force for change. He was like a tractor that refused to stall, pushing Kenya toward democracy. To the reformists and dreamers of the 2000s, Agwambo symbolized the mystery and endurance of a leader who kept hope alive, even when times were tough. Within his political home, Jakom represented his steady leadership, chairman who guided with firmness and humility.
As politics changed and new generations came of age, The Enigma embodied a man larger than politics. He was unpredictable yet always purposeful, impossible to ignore, and capable of reshaping the national conversation. In his later years, Owad Gi Piny, meaning “Brother of the Nation,” represented his most profound shift, from a political figure to a national elder who crossed divides of age, tribe, and ideology. Finally, Baba became the name that united us all, young and old, rural and urban, believer and skeptic into one family called Kenya.
Through these evolving names, Raila Odinga did more than lead political movements. He provided each generation with a way to connect with the idea of Kenya. His identity was dynamic, and
through that dynamism, he allowed everyone, from the youth of independence to today’s digital generation, to see a part of themselves in him. The story of his names is the story of Kenya’s unity. It reminds us that while we may speak many languages and hold many views, our shared heroes give us a common heartbeat.
Raila’s efforts to strengthen democracy peaked with the adoption of the 2010 Constitution, a pivotal moment that reshaped governance and gave voice and dignity to many who had long been overlooked. This Constitution is perhaps the clearest expression of his dream: a fair and inclusive Kenya where every person matters. However, Raila’s legacy goes beyond politics; it is also cultural and economic.
At the Kenya Export Promotion and Branding Agency (KEPROBA), we remember him as a leader who recognized that how a country presents itself impacts how it trades. He believed Kenya should not only produce quality goods but also tell a story the world could trust. His clear purpose, that Kenya’s products and people should be “Made in Kenya, Known Globally” captures his vision. It reflects a country’s confidence in its identity, pride in its makers, and ambition in its reach.
As Prime Minister, Raila pushed for investment in ports, roads, and infrastructure that opened Kenyan farms, factories, and creative industries to new markets. In regional and continental roles, he advocated for connected corridors that would allow African commerce to flow freely and efficiently. These were not merely development plans, they were acts of nationbuilding. By emphasizing quality, standards, and pride, he helped lay the groundwork for Kenyan exporters to confidently enter markets, carrying with them the story of a people who persevere and produce with excellence.
His life taught us that leadership needs the courage to confront injustice and humility to foster peace. He faced detention and hardship with determination. When reconciliation was needed, he responded, notably in actions that moved a divided country toward healing. In recognizing his service, President William Ruto’s award of the Chief of the Order of the Golden Heart of Kenya (C.G.H.) became a collective expression of gratitude. As Faith Odhiambo, then President of the Law Society of Kenya, stated, “Raila Odinga is the ultimate Shujaa, a man who has fought for freedom, justice, and the rule of law, not for himself, but for the generations that follow.” Her words resonate with millions who saw Raila not just as a politician, but as a guardian of Kenya’s promise.
For KEPROBA, Raila’s story is both a memory and a call to action. He showed us that nation-branding begins at home: in the confidence of our producers, the dignity of our workers, and the honesty of our trade. He taught that pride in being Kenyan, a pride rooted in talent, culture, and hard work, is a product we can promote to the world. When we say Made in Kenya, Known Globally, we invoke his belief that identity and commerce are connected. When Kenya stands proudly behind its goods and people, the world will respond. Baba’s legacy lives on in every marketplace where a Kenyan product bears its mark and in every young Kenyan who dares to dream of our country’s potential.
By Gertrude Mirobi I gmirobi@brand.ke
The award was received by Ms. Floice Mukabana, Commissioner General and Chief Executive Officer of the Kenya Export Promotion and Branding Agency (KEPROBA), who led Kenya’s delegation at the global exposition.
Kenya was recognized for its exceptional exhibition design under the Empowering Lives theme at Expo 2025 Osaka, Japan. On 12th October 2025, the Kenya Pavilion received the Silver Medal, ranking as Second Runners-Up in Best Exhibition Design among all Type C pavilions.
The award followed a rigorous evaluation process by the Expo Awards Committee, which assessed pavilions based on creativity, alignment with the Expo theme and sub-themes, visitor engagement, and overall exhibition design. Kyrgyzstan emerged first, while Yemen placed third.
Kenya’s participation at the Expo demonstrated the nation’s commitment to global collaboration in trade, investment, climate action, and cultural exchange. Throughout the six-month exposition, the Kenyan flag flew proudly among those of more than 160 participating countries, symbolizing the nation’s dedication to promoting international understanding and contributing to the common good of humanity.
The
recognition underscored Kenya’s
growing reputation for excellence in storytelling, innovation, and design on the world stage
The Kenya Pavilion attracted over 2,270,581 visitors, representing nearly 10% of all Expo 2025 Osaka attendees. On average, the pavilion welcomed 12,000 visitors daily, with peak days reaching 22,000 visitors during the final weekend of September. Visitors showed great interest in Kenya’s culture, innovation, and opportunities, with many proudly identifying with the nation through the popular Kenyan flag wristbands, which drew immense admiration.
The award was received by Ms. Floice Mukabana, Commissioner General and Chief Executive Officer of the Kenya Export Promotion and Branding Agency (KEPROBA), who led Kenya’s delegation at the global exposition. The recognition underscored Kenya’s growing reputation for excellence in storytelling, innovation, and design on the world stage.
Ms. Mukabana stated that the recognition was a proud moment for the country. She noted that it affirmed Kenya’s creativity, innovation, and the strength of its national story, one of resilience, progress, and empowerment. She added that Kenya’s participation showcased the nation’s potential and reinforced its position as a key player in the global marketplace.
The Kenya Pavilion highlighted the country’s economic transformation, cultural diversity, innovation, and
2,270,581
Visitors Kenya Pavilion attracted
sustainability agenda under the theme Kenya Rising From the Bottom-Up. Through immersive exhibits, cultural showcases, and interactive presentations, the pavilion shared Kenya’s journey of inclusive growth, sustainability, and resilience, reflecting the Bottom-Up Economic Transformation Agenda (BETA).
Kenya celebrated the international recognition alongside the visibility, partnerships, and opportunities cultivated throughout its participation. These achievements marked a significant step toward enhancing Kenya’s export growth, investment attraction, and global brand presence.
By Mariam Maina mmaina@brand.ke
In my line of work, the terms sustainability, sustainable practices or initiatives keep popping up. Almost everyone is talking about sustainability and how to get on the ship before it sails off. Companies, not just in Kenya but abroad, are looking at how they can incorporate sustainability practices into their processes. In trying to understand this new or not so new concept, I enrolled for a course in Sustainability Communications in UK’s PR Academy and in my first lesson, the term greenwashing came into play.
According to Oxford Dictionary, Greenwashing is the dissemination of misleading or deceptive publicity by an organization with the aim of presenting an environmentally responsible public image.
It was during this lesson that I came to the realization that there is a lot of greenwashing in Kenya and this is a risk area that threatens the credibility of Kenya’s
Consumers are increasingly demanding products and services which minimize harm to, or have a positive effect on, the environment. As a result, there has been a proliferation of products, services and businesses which claim to meet that demand.
As Kenya continues to expand its export markets with a growing emphasis on sustainability, a shadow looms over the country’s green credentials due to rising
incidences of greenwashing where companies make misleading environmental claims to appear more eco-friendly than they truly are.
There have been incidences of greenwashing challenges facing various export products, from tea to coffee to horticulture. Allegations or issues vary from dubious trade practices, exaggerated sustainability claims, scrutiny over claims of organic and sustainable farming practices. Many companies tout environmentally friendly credentials without sufficient third-party verification or full product traceability, risking eroded trust with global buyers, raising questions about the transparency and authenticity of environmental certifications within the different sectors.
In the face of growing concerns over greenwashing, Kenya’s export sector needs to chart a path toward genuine sustainability to safeguard its global reputation. So how can we achieve this?
• The government can take lead in address greenwashing by developing or supporting enforcement of existing consumer protection, advertising standards, and environmental laws targeting false sustainability claims. Like in the UK, Kenya can encourage development of policies incentivizing green investments and rewarding verified sustainable exporters.
• Enhance transparency and verification by implementing third-party certifications and independent audits to verify sustainability claims on export products such as tea, coffee, and horticulture. Businesses can also invest in traceability systems that provide full supply chain transparency, allowing buyers and consumers to confirm the environmental credentials of products.
• Strengthen sustainable practices across the value chain by encouraging adoption of climate-smart agriculture, sustainable farming inputs, and organic practices verified by recognized standards. It is also important to promote clean production technologies and waste management improvements in processing and packaging.
• Consumers rely heavily on advertisements as they make choices on what to purchase. Organizations should develop clear and responsible marketing guidelines that prohibit exaggerated or misleading environmental claims in communications and advertising.
• There is need for the government, exporters, certification bodies, and local communities to ensure shared responsibility and compliance. For accountability purposes, these stakeholders can develop guidelines and monitor sector-wide sustainability progress.
• Exporters and smallholder farmers need to be empowered with skills and knowledge in sustainable practices, environmental reporting, and meeting international standards.
At the Kenya Export Promotion and Branding Agency (KEPROBA), our mandate extends beyond simply promoting exports, it is fundamentally about establishing Kenya as a trusted global brand. With this realization, we need to have a serious conversation about positioning Kenya as a credible, sustainable exporter, minimizing greenwashing risks and boosting the value of Kenyan goods and services internationally.
Nairobi International Trade Fair 2025 brought together exhibitors, innovators, and industry leaders from across Kenya and beyond. Organized by the Agricultural Society of Kenya (ASK), the annual event has long served as a platform to showcase agriculture, manufacturing, and technological innovations. This year’s edition ran from 29th September to 5th October at the Jamhuri Park Showground under the theme “Promoting Climate Smart Agriculture and Trade Initiatives for Sustainable Economic Growth.”
The fair attracted over 300 exhibitors, including both local and international participants from countries such as China, India, Ghana, South Africa, and Tanzania showcasing their products, services and technologies through both indoor and outdoor exhibitions designed to engage visitors and potential business partners. Among notable participants were the Agriculture and Food Authority (AFA), the National Commission for Science, Technology and Innovation (NACOSTI), the National Defence University Kenya and the State Department for Trade.
H.E. President William Ruto officially opened the Fair, emphasizing the importance of value addition and economic transformation.
“For decades, we have exported our tea, our coffee, our livestock, our minerals, our cotton, our hides and skins, and even our fish in raw form only to import them back at a premium as finished products. That era must end. Value addition alone, however, is not enough. Our farmers and producers must also access larger and more lucrative markets,” he said.
By Irene Muturi Interncomm1@brand.ke
This statement served as both a critique of past practices and a clear call to action for farmers, entrepreneurs, and industry stakeholders to invest in local processing industries, capture more value, and increase Kenya’s competitiveness in global markets. He also highlighted the role of reforms under the Bottom-Up Economic Transformation Agenda, noting that they are reducing postharvest losses, improving productivity, and linking farmers directly to markets.
The Kenya Export Promotion and Branding Agency at the trade fair had a booth showcasing Kenya’s exportready enterprises as part of its ongoing efforts to promote the Made in Kenya Initiative and enhance market access for local producers. Among the companies coordinated by KEPROBA were Flour Fusion Millers, Bagman Tents & Leather, Tufloss Flosspicks, and Nutriblends Fresh Delights, each representing Kenya’s growing capacity in value addition and quality manufacturing.
KEPROBA’S booth attracted key stakeholders including Ms. Lucy Komen, CEO of the Warehouse Receipt System Council, and Ms. Betty Maloba from the World Bank Group, who commended the Agency’s role in supporting exporters and strengthening Kenya’s global competitiveness.
NITF 2025 successfully combined trade, innovation, and policy advocacy. With strong calls to action, the fair underscored the urgent need for value addition, industrial growth, and international collaboration.
By Irene Van De Graaf I irenev@brand.ke
As Africa’s economies become more interconnected, Ghana is emerging as one of the most dynamic gateways for trade and investment in West Africa. For Kenya, whose exports already enjoy a reputation for quality and authenticity, Ghana presents a market of immense promise. One defined by a growing middle class, an appetite for Africanmade goods, and a strategic position that links the continent’s western seaboard to regional and global markets.
Recent engagements in Accra revealed a country that not only welcomes Kenyan products but actively seeks them out. From supermarket chains and café owners to trade associations and diaspora networks, the demand for Made in Kenya products is expanding, and the timing for deeper market penetration could not be better. With both nations bound by the spirit of Pan-
African cooperation and the shared framework of the African Continental Free Trade Area (AfCFTA) the door to opportunity is wide open.
Ghana’s economy has been on a steady path of recovery and growth. With a population of approximately 32 million people, the country’s expanding middle class, improving purchasing power, and appetite for quality imported goods have made it one of Africa’s most attractive destinations for trade. The nation’s gross domestic product grew by 3.1 percent in 2023 and is projected to rise to 4.8 percent in 2025. Confidence among investors is building again, and its stable democracy continues to attract international attention as a safe and strategic hub for doing business in West Africa.
Ghana’s import market tells an equally compelling story. In 2024, imports were valued at nearly 14 billion US dollars, with food products such as rice, poultry, and beverages among the top import categories. This trend reveals the country’s continued reliance on imports to meet growing domestic demand and
Ghana’s economy has been on a steady path of recovery and growth. With a population of approximately 32 million people
the vast space available for new entrants offering quality consumer products. For Kenya, this presents an opportunity to deepen its export footprint in a market that appreciates African-made excellence and shares similar cultural values.
Kenya’s exports to Ghana are currently modest but growing. In 2024, Kenya exported goods worth an estimated 47 million US dollars, led by tea, coffee, cut flowers, pharmaceuticals, and manufactured products. Over the same period, exports grew by 12 percent, showing that the momentum is already building. Imports from Ghana mainly consist of cocoa, palm oil, and minerals, valued at about 23
The balance highlights an untapped potential that can be unlocked through sustained engagement, improved market intelligence, and a stronger presence of Kenyan brands. What makes Ghana particularly attractive is its openness to diverse product categories. During engagements with major retailers, distributors, and trade institutions in Accra, several key areas of opportunity stood out. Leading retail chains such as Melcom, which operates 72 outlets nationwide, and Shoprite, one of West Africa’s most recognized supermarket brands, expressed clear interest in sourcing from Kenya. Their priority areas included packaged tea and coffee, dairy products, nuts, cosmetics, processed foods, and leather goods. These products align strongly with Kenya’s manufacturing capabilities and export strengths.
The food and beverage sector offers some of the highest potential. Ghana’s thriving café culture has created new demand for specialty coffees and teas. Kenyan Arabica, known for its premium quality and unique flavour profile, was warmly received by café owners and distributors in Accra. Coffee houses such as James Town Coffee, Vida Café, and Honey Suckle showed interest in stocking Kenyan brands, citing their authenticity and superior taste. The potential annual demand for Kenyan tea and coffee in Ghana has been projected at over 26 containers, valued at approximately 199 million shillings. Beyond beverages, dairy products also present strong promise, with consistent interest from retail chains for long-life milk and powdered dairy goods.
Processed foods, nuts, and spices are another promising frontier. Ghanaian consumers have demonstrated growing preference for healthy and value-added products, creating an ideal space for Kenyan producers who already comply with high standards in food safety and packaging. Demand for Kenyan nuts, particularly macadamia and cashew, continues to grow, with buyers looking for stable supply and competitive pricing. Spices and processed foods, from dried onions to chili sauces, align with changing consumer habits in Ghana, where convenience and flavor are increasingly valued. Together, these sectors represent an estimated annual business potential of 84 million shillings.
Beyond food and beverages, Kenya’s creative and manufacturing sectors are also well-positioned to make inroads. Leather goods, textiles, and
cosmetics attracted significant attention in Ghana’s modern retail outlets and boutique stores. There is clear appreciation for authentic African craftsmanship and design, with Kenyan products seen as stylish, durable, and culturally rich. The rise of beauty and wellness products in Ghana’s urban centers has also created room for Kenyan brands that emphasize natural ingredients and sustainable production. These categories may begin with smaller volumes, but they hold the potential to scale rapidly with proper branding and distribution support.
Institutional and diaspora linkages add another layer of opportunity. The Kenya High Commission in Accra, working closely with Ghanaian trade bodies such as the Ghana Export Promotion Authority, the Federation of Associations of Ghanaian Exporters, and the Ghana Chamber of Commerce and Industry, continues to strengthen bilateral networks. These partnerships have opened doors for future collaboration in areas such as horticulture, processed foods, and creative industries. Kenya’s diaspora in Ghana, estimated at about 600 people, also represents a ready market and an active network supporting the entry of Kenyan goods. Many import Kenyan products informally and are advocating for the establishment of a Kenya Trade House in Ghana to make distribution more efficient and affordable.
While the opportunities are abundant, a few challenges remain. Exporters face logistical hurdles such as high shipping costs, limited direct routes between Mombasa and West Africa, and non-tariff barriers linked to customs and documentation procedures. Price competitiveness is another factor, as Ghana also imports from Asia, Europe, and South Africa. Overcoming these challenges will require coordinated efforts between government agencies, exporters, and trade partners to reduce transaction costs and improve efficiency through mechanisms such as the Pan African Payment and Settlement System under the AfCFTA framework.
Despite these barriers, the path forward is clear. Ghana is a promising market where Kenya’s reputation for quality, innovation, and reliability resonates strongly. The demand exists, the networks have been established, and the frameworks to facilitate trade are already in place. What remains is consistent follow-up, stronger brand positioning, and a deliberate strategy to translate goodwill into long-term trade. For Kenyan exporters, Ghana offers a strategic springboard into the larger West African economy, a place where Made in Kenya can truly thrive.
44 Million
Goods worth Kenya exported to Ghana in 2024
As Africa’s trade landscape evolves under the African Continental Free Trade Area, Kenya’s exporters are finding new pathways to reach continental markets. Among the most promising is Ghana, a fast-growing economy with an appetite for quality, authenticity, and African-made excellence.
A collage capturing the KEPROBA team’s market surveys and engagement visits in Accra, highlighting interactions with leading retailers, distributors, and business associations to identify export opportunities for Kenyan products in Ghana.
Kenya’s participation at the Expo demonstrated the nation’s commitment to global collaboration in trade, investment, climate action, and cultural exchange, positioning it as a leading voice in shaping a sustainable and equitable future
By Molly Wambui MWambui@brand.ke
Hon. Lee Maiyani Kinyanjui, Cabinet Secretary, Ministry of Investments Trade and Industry, makes a keynote address during the Kenya National Day of Honour in Osaka, Japan.
The Kenya Export Promotion and Branding Agency Coordinated Kenya’s participation in the Expo 2025 that was held in Osaka, Japan. The exhibition, which was held from the 13th of April to the 13th of October 2025, presented a golden opportunity to showcase the best of Kenya’s rich culture, export products and tourist attractions.
The Agency planned several events, offering a platform to showcase its culture, innovation, and trade potential to the world. The Kenya Pavilion at Expo 2025 Osaka attracted high visitor turnout, registering over two million visitors. The Kenya National Day of Honour was held on the 24th June 2025, during the Kenya Week celebrations at Expo 2025 Osaka. The day marked a key moment of international recognition for Kenya.
Kenya’s Head of Delegation was Hon. Lee Kinyanjui, Cabinet Secretary, Ministry of Investment, Trade and Industry. In his address, CS 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. He also championed strategic partnerships as an avenue to drive Kenya’s export growth.
The national day also featured a vibrant cultural display and entertainment from Zamalewa dance troupe and Bomas of Kenya. 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 memorable cultural exchange.
Participants during the event
a live demonstration of purple tea preparation, offering participants an immersive experience
Kenya also hosted an event to showcase the country’s nut industry, one of the fastest-growing sectors in its agricultural export portfolio. The event, dubbed A Nutty Affair, provided visitors with an opportunity to sample Kenyan macadamia nuts while learning about the industry’s role in improving the economy, international trade, and sustainable farming practices used in growing the nuts.
The event was attended by over 220 visitors, including Japanese consumers, trade representatives, and international visitors who sampled premium Kenyan macadamia nuts. The event sparked strong interest among the attendees, many of whom expressed interest in purchasing Kenyan macadamia through direct contacts with producers and exporters.
The Kenya pavilion at Expo 2025 hosted a purple tea event aimed at creating awareness of the product in the Japanese market. The event dubbed, “Purple Experience: A Sip of Wellness, A Taste of Kenya” served as an engaging platform to introduce visitors to Kenya’s Purple Tea through a guided tasting and presentation led by Naofumi Shirakawa of Raise World Co. Ltd, a supplier of Kenya’s purple tea in Japan. The event highlighted the distinct attributes of purple tea such as its unique colour transformation, preparation techniques, and health benefits.
The Purple Tea Experience brought together over 250 participants. Seventy cups of freshly brewed tea and 250 souvenir packets were shared, leaving a memorable impression of Kenya’s premium tea offering in Japan. The tea’s pleasant aroma, unique colour and health benefits struck a chord with attendees at the event, with some expressing interest in purchasing the tea in future.
Mr. Naofumi Shirakawa conducting a live demonstration of purple tea preparation, offering participants an immersive experience.
Consultations during the tourism event with Travelers Guardian Inc.
The country also hosted a Magical Kenya Weekend Event, a vibrant two-day tourism activation, whose primary objective was to create visibility for Kenya’s tourism offerings in the Japanese market and to promote Kenya as a premium destination. The event was a direct response to growing inquiries at the Kenya Pavilion regarding Kenya’s tourism offerings.
The event was aligned to Kenya’s broader tourism recovery and growth trajectory, building on the country’s impressive performance in 2024. Japan has demonstrated remarkable potential as an emerging market with visitor numbers growing by 16.8% from 10,503 in 2023 to 12,267 in 2024, positioning it as the 15th most improved source market. This upward trend reflects increasing Japanese interest in Kenya’s unique blend of wildlife safaris, cultural immersions, adventure activities, and serene landscapes.
The event was a collaborative effort involving KEPROBA, the Kenya Tourism Board and the Kenyan Embassy in Tokyo. Additionally, it featured participation of Travelers Guardian Inc, a Japanese tours and travel company which facilitated on-site consultations to help visitors book holidays in Kenya. The event blended educational presentations, interactive consultations, live entertainment, and sensory experiences to immerse attendees in Kenya’s tourism sector. A captivating live music show featuring Kenyan artist Kevin Atieno and his band comprising African and Japanese musicians was held.
The setlist highlighted iconic Kenyan hits, blending Afrobeat rhythms that resonated exceptionally well with the audience, with Hakuna matata being the most popular tune among the Japanese audience. There were sampling stations for the attendees to enjoy Kenyan nuts and premium Kenyan tea, providing a taste of the country’s renowned hospitality and agricultural exports.
Musical extravaganza that was held during the magical Kenya Experience
Kenya’s participation at the Expo demonstrated the nation’s commitment to global collaboration in trade, investment, climate action, and cultural exchange, positioning it as a leading voice in shaping a sustainable and equitable future. Throughout the six-month exposition, the Kenyan flag flew proudly among those of over 160 participating countries, symbolizing the nation’s steadfast commitment to promoting international understanding and contributing to the common good of humanity.
The Chief Executive Officer of the Kenya Export Promotion and Branding Agency, Ms. Floice Mukabana held a meeting with Mr. Masato Kawauchi (Executive Officer/Tea Taster) and Ms. Mizuki Watanabe (Tea Marketing Division) of the Kobe Tea Co. Ltd in Kobe city, Japan.
The company noted that they already import tea from Kenya, largely black (Crush, Tear and Curl) CTC tea but would like to buy more, attributing this to the high quality of the tea produced in Kenya. In a year, the company imports an average of 200 tonnes of tea, out of which 100 tonnes is tea imported from Kenya. Other Countries exporting tea to KOBE Tea Co. Ltd include India, China and Sri Lanka.
The company has been looking forward to diversifying into other teas such as Black Orthodox and purple teas from Kenya. At the moment, the company buys Kenyan tea through a trading agent but looks forward to directly sourcing from the farmers in Kenya. The Company looks upon the Kenya Export Promotion and Branding Agency for linkage with Kenyan farmers of Black Orthodox tea and purple tea
The Chief Executive Officer of the Kenya Export Promotion and Branding Agency, Ms. Floice Mukabana held a meeting with Mr. Toyoma Masuda and Mr. Shinji Sonoda of JF Tsurumi Kaki Ltd in company of Mr. Motoki Yoshii, the Sales Director for Greenpacks company. JF Tsurumi Kaki Ltd is a wholesale for flowers in Osaka, buying the flowers from Auction and directly from the Greenpacks Corporation.
The companies expressed decrease in production capacities and deteriorating quality of flowers produced domestically, during the summer season than in any other season. There is therefore greater demand for Kenyan roses and other kind of flowers during summer season (June to August). High demand for Kenya’s flowers is also registered during Christmas Day in the month of December, during valentine’s Day celebrations in the month of February, Mother’s International Days in May and other ceremonies such as graduation ceremonies and birthday parties. These flowers are largely imported from China, Colombia, Indonesia, Malaysia and Taiwan.
African Countries exporting to these companies include Kenya, Uganda and Ethiopia. While, import of the flowers from Kenya is faced with challenges attributed to lack of a direct flight from Kenya to Japan, delaying their arrival in Japan and consequent shelf-life; export of flowers to Japan happen anyway, through air transport via Dubai. It was however noted that while the florists understand and can single out Kenyan high-quality flowers in a pack of many other flowers, the consumers are sold flowers without further information on the source of the flowers.
The Kenyan team were advised that in addition to the flower activations undertaken at the Expo 2025 Osaka, Kansai, Japan, in-store promotions/activations in targeted stores would further help creation of visibility and increase demand for the Kenyan flowers
The Chief Executive Officer of the Kenya Export Promotion and Branding Agency, Ms. Floice Mukabana held a meeting with Mr. Shigehiro Yamamoto, the President of the Showa Trading Co. Ltd, a company that processes and sell dried fruits and nuts. These products are largely imported from Thailand, China, Turkey, Philippines, USA, Taiwan, Vietnam, Canada, Italy and Mexico.
While the dried fruits varies from mango, pineapple, apple, banana, orange, passion fruit, berries, among others, the nuts largely includes peanuts in its variant forms. The Company therefore expressed optimism for diversification into other nuts such as Macadamia nuts. The demand for nuts, including macadamia nuts, is increasingly growing, on consideration by the Japanese that nut taking is a healthy lifestyle. Currently, the company import peanuts from other African Countries such as South Africa, Zambia and Mozambique, beating the notion that Africa is too far from Japan, instilling confidence that indeed Kenya can trade with Japan, and is indeed trading with Japan, despite the long distance between the two Countries.
Trading with other Countries in Africa further gives the company confidence for compliance with standards and requirements by the Kenya’s macadamia exporters. These include proper product identification and traceability issues, proper product packaging, consistent product quality (For example, a crack on nuts such as almonds can lead to its rejection or decrease in its price. Additionally, no artificial ingredients should be added to the product, even for purposes of preservation), among others.
The Kenya Export Promotion and Branding Agency is looking forward to a closer working relationship with Mr. Shigehiro Yamamoto to link the Kenyan exporters with Showa Trading Co. Ltd for uptake of opportunities to export to the company in Japan.
The Chief Executive Officer of the Kenya Export Promotion and Branding Agency Ms. Floice Mukabana held a meeting with Mr. Ichiro Takeda, President of Nippon Coffee Trading Co. Ltd., and Mr. Hironori Iwasa, Manager –Coffee Sales. The discussions focused on enhancing market linkages between Kenyan coffee producers particularly smallholder farmers and cooperatives and the Japanese market.
Key areas of focus included promoting direct trade partnerships that prioritize sustainability, traceability, and premium quality.
The engagement underscored the importance of working with established coffee cooperatives that operate washing stations to ensure consistency in processing standards and improved value for farmers.
To support this initiative, the Agency committed to facilitating connections between Nippon Coffee Trading Co. Ltd. and key sector stakeholders including coffee cooperatives, the Nairobi Coffee Exchange, the Coffee Directorate, and individual farmers. This collaboration aims to strengthen Kenya’s coffee export value chain, enhance farmer incomes, and reinforce the country’s positioning as a source of high-quality, ethically produced coffee.
What a jubilation, what a celebration! The Kenyan Pavilion at Expo Osaka 2025 has officially welcomed its 2 millionth visitor, marking another proud milestone in our journey. The vibrant Commons A was transformed into a purely Kenyan affair the moment the announcement was made — and the celebrations surpassed even those of our memorable 1 millionth visitor milestone.
The star of the day was Mr. Junichi Niimi a young and humble rocket engineer from Nagoya Prefecture, visiting the Expo for the very first time. Overjoyed and deeply moved, he shared that he simply could not miss experiencing the Kenyan Pavilion, having long fallen in love with the irresistible aroma of Kenyan coffee.
Accompanied by his father, mother, and brother, Eng. Niimi was treated to a sumptuous and finger-licking serving of nyama choma, a signature Kenyan delicacy. Draped in a vibrant Maasai shuka, he said the experience made him feel “truly Kenyan — a warrior at heart.”
The celebration was not his alone. All visitors joined in the festivities, with a lively coffee tasting session setting the perfect tone for the day. From the warmth of our hospitality to the aroma of our finest brews, we truly made it Kenya — once again showcasing the magic, culture, and spirit of our beautiful nation.
