Exhibition in Japan to strengthen Zim’s brand

Hebert Zharare in OSAKA, Japan

ZIMBABWE’S participation at Expo 2025 Osaka, Kansai, Japan will help build the country’s brand, which local businesses can leverage for success.

The country has built an impressive pavilion here that combines virtual reality (VR) and physical exhibitions, which have drawn massive crowds in Commons-B Hall, used mainly by African and Caribbean countries.

So intriguing are the exhibitions that over 6 000 people visited the stand when the expo officially opened on Sunday, according to the head of secretariat at the Zimbabwe pavilion, Mr Danai Majaya.

He also said 16 000 people had passed through Zimbabwe’s stand by the end of business on Thursday.

There are about 170 countries exhibiting.

Overall, 28 million people are expected to pass through the gates at the exhibition park from April 13 to October 13 this year, when the event ends.

Out of the 28 million visitors, 25 million are Japanese, while three million are from other countries.

Zimbabwe’s exhibition is running under the theme “Beyond the Limits”, which also resonates with the broader expo’s sub-theme “Connecting Lives”.

“We have been receiving visitors, including participants from other pavilions — some from France, the United States of America and Saudi Arabia — who are saying that after watching our virtual reality (VR), what they are seeing is far different from what they have been led to believe about Zimbabwe,” said Mr Majaya.

“We are writing a new narrative, a real narrative about the country that we expect our businesses to benefit from. In our content, we are showing our tourist attractions, including Victoria Falls, one of the Seven Wonders of the World, and game in our national parks. We are showing our cities and towns, our eateries and after watching, those who have never been to Zimbabwe are mesmerised. The majority are asking where we outsourced our production and our displays, and they are shocked to hear that all the productions were done by young Zimbabweans.”

Zimbabwe’s pavilion has been a drawcard for visitors of all demographics, arts and culture enthusiasts, as well as popular celebrities, including Japanese comedian Mr Goe Asagoe, who visited the pavilion on Tuesday.

“We are attracting celebrities (Mr Goe Asagoe); the idea is to cause curiosity. People follow curiosity . . . we want to understand what the people of Japan want. They are culturalists, so we are also exposing them to Zimbabwe’s culture, some dances and our musical instruments such as the mbira; they are enjoying playing it. So, the combination of our giant LED screen and virtual reality sets are all meant to create visitors’ experience,” he said.

Unlike printed banners and graphics being used by other countries, Mr Majaya said, the LED screens were allowing them to show diverse content that is appealing to different demographics, adding that, as the country celebrates 45 years of Uhuru, a lot of content showing how “our” independence was attained is going to be exhibited.

“When people watch, we learn what they want, and our LED screens allow us to immediately respond to the visitors’ interests. Our theme is ‘Beyond the Limits’, and we are saying that distance, time or even resources should not limit our visitors; we have digital tools to expose them to what is in Zimbabwe. Some people say they have heard about Victoria Falls, and through our VR, they are being taken through the place. Next time, we are going to add content on swimming with crocodiles, the beaches along the Zambezi River and the Tonga culture,” he said.

Senior journalist with a Japanese media company Yomiuri Shimbun Mr Ryoji Fukazawa, who has been to Zimbabwe, said the fascinating thing about the country are the people, whom he described as peaceful, friendly and helpful.

“Unfortunately, people here in Japan do not understand what Zimbabwe offers; what potential Zimbabwe has. In comparison with other pavilions, I personally prefer this pavilion (Zimbabwe),” he said.

“It has very friendly people and a nice presentation. I have been to Zimbabwe many times when I was working in South Africa. There is no violence in Zimbabwe. The food there is very tasty . . .”

Zimbabwe’s commissioner-general to the expo Mr Allan Majuru said Zimbabwe used innovations to ensure that visitors actively engaged with the exhibitions.

“For us, the issue is not about numbers but enquiries that these numbers will turn into and also possible business prospects that they lead to. If you look at our stand, it is designed to create curiosity. The idea is to turn that virtual reality into reality for the benefit of Zimbabwe’s tourism. Also, if you look back home, the way we are using innovation hubs, we are looking at a development where the innovation should help our society. If you look at the baobab, this is the most Afrocentric superfood in terms of health. So, we are going to use these innovation hubs so that the world collaborates with us,” he said.

Zimbabwe’s National Business Day, which will be graced by President Mnangagwa, will be held in July.

During the expo, Zimbabwean companies and their Japanese counterparts are expected to seal several deals.