Zimbabwe under spotlight at Expo 2025 Osaka

Zimbabwe’s participation at the historic Expo 2025 Osaka, Japan, is attracting significant global attention, with its pavilion emerging as a stand-out attraction in the Commons B pavilion shared by 26 countries from Africa, South America, the South Pacific and the Caribbean.

Collaborative activities with neighbouring pavilions are enhancing Zimbabwe’s exposure and creating significant avenues for engagement as scores of visitors end up being attracted to Zimbabwe’s captivating pavilion.

The Zimbabwe pavilion’s innovative hybrid exhibition approach, blending digital technology and rich cultural heritage, is captivating visitors from Japan and across the globe.

The pavilion employs immersive virtual reality experiences and large-screen displays to showcase Zimbabwe’s premier tourist destinations, such as the Mighty Victoria Falls, one of the world’s seven wonders, national parks, the artistic Great Zimbabwe monuments and the Eastern Highlands, as well as obtaining business opportunities.

Products of culture and heritage such as the mbira and African drums complement these high-tech presentations, offering visitors a holistic view of Zimbabwe’s cultural and natural wealth mesmerising culture-loving countries such as Japan, China, among others, are attending the expo running from April 13 to October 13, 2025.

Japanese visitors have shown keen interest in the cultural and heritage exhibits, often spending extended periods engaging with the displays, learning how to play local musical instruments such as mbira and taking time to learn how they were uniquely created and the meaning attached to Zimbabwe’s culture.

While cultural experiences are the main entry point for most visitors, this enthusiasm is fostering deeper connections and laying the groundwork for potential business collaborations in tourism, investment and trade.

Mr Danai Majaha, head of secretariat for the Zimbabwe pavilion, highlighted the strategic importance of the expo in reshaping Brand Zimbabwe and projecting a new global narrative on what the country offers.

“This platform is enabling us to reposition Zimbabwe on the global map, and we are telling our own authentic story of beauty, resilience, creativity and opportunity.

“We are showcasing Zimbabwe as a premier tourist and investment destination in Africa, as well as a reliable source of high-quality products and services.

“The response from visitors has been overwhelmingly positive, and it is clear that the world is open to rediscovering Zimbabwe through how we are presenting it,” he said.

Mr Majaha noted that the pavilion’s content is continually refined in response to visitor interests and that cultural experiences have emerged as the strongest tool, serving both as an entry point for engagement and as a medium to introduce the country’s broader value proposition.

“One of the strengths of our pavilion is that it is not static.

“We are constantly responding to the interests of visitors and if we notice increased curiosity in a particular area, we adjust our programming to deepen engagement.

This responsiveness is what is making the Zimbabwe pavilion a must-visit destination at expo 2025.”

The Zimbabwe pavilion’s focus on telling a compelling national story is helping to build trust and curiosity, especially among first-time visitors, who may have previously known little about the country.

This approach is aligned with Zimbabwe’s broader economic diplomacy agenda, in which the expo is part of the national strategy to re-engage with the world, attract new investments and integrate more deeply into global trade networks.

Through strategic branding and storytelling, Zimbabwe is leveraging the Expo’s global reach to reintegrate into the international economic system, fostering growth, partnerships and renewed international confidence.

Zimbabwe will host its National Day at the expo on July 16, 2025 under the theme “Beyond the Limits”, which will be preceded by the Zimbabwe Business Forum on July 15, 2025.

The National Day, expected to be presided over by President Mnangagwa, will highlight Zimbabwe’s cultural heritage, economic potential and commitment to international collaboration.

Zimbabwe’s National Day will feature live performances, art exhibitions and business forums targeting sectors such as mining, agriculture, manufacturing and tourism and is also set to be attended by state firms representatives and private sector players, some of whom have already pledged to also bankroll the event.

The expo is anticipated to yield tangible benefits for Zimbabwe, including increased tourist arrivals, investment deals, increased trade and strengthened diplomatic ties.

The country’s participation strategy emphasises showcasing social and cultural diversity, promoting trade and investment opportunities and benchmarking against international best practices to achieve Sustainable Development Goals.

National day programmes at Expo 2025 Osaka are dedicated events, where each participating country celebrates its heritage, achievements and contributions.

The programmes allow nations to present their culture, values and innovations to a global audience, fostering cultural exchange and diplomacy.

They are important for enhancing national visibility, strengthening international relationships and promoting tourism, trade and investment.

The national day programmes offer an opportunity for countries to showcase their identity, attract international attention, and engage in meaningful dialogues, ultimately spotlighting their role in global development and co-operation.

Targeted expo outcomes include increasing tourist arrivals in Zimbabwe by 15 percent per annum, growing trade by 10 percent per year and expanding registered investment deals by 10 percent per year, and improving Brand Zimbabwe value

About 20 new partnerships are expected to be forged at the expo.

Zimbabwe will seek to learn from Japan’s experiences.

In 2024, Japan’s Gross Domestic Product (GDP) was 609,4 trillion Yen (US$4,01 trillion), according to the Japanese Cabinet Office.

This marks the first time Japan’s GDP has exceeded 600 trillion Yen in a calendar year.

Japan’s major economic activities are concentrated in the services sector.

The service sector accounts for 70 percent of the economy.

The remainder covers industries such as manufacturing, particularly automobiles, consumer electronics and semiconductors, alongside a thriving tourism industry.

In 2024, Japanese exports to Zimbabwe stood at US$62 million. The top five exported goods from Japan to Zimbabwe included transportation, consumer goods, capital goods, vehicles, parts and accessories. Exports to Japan from Zimbabwe primarily consist of tobacco, crude minerals and cotton.

-herald