Online Reporter
Business Reporter
ZIMBABWE’S pavilion at Expo 2025 Osaka, Japan, has emerged as one of the most popular sites in the Commons B section, drawing sustained interest from global visitors, business leaders and international media.
The country is among 170 countries exhibiting at the expo, which kicked off on April 13, 2025 and runs until October 13, 2025.
Zimbabwe is participating under the theme “Beyond the Limits,” reflecting its progress and resilience.
The country is showcasing its economic potential, including its mineral resources, tourism and attractive business environment.
Through an immersive experience that integrates cultural heritage with cutting-edge digital tools, the country’s pavilion is projecting Zimbabwe as a vibrant, innovative, and investment-ready country.
The exhibit features Virtual Reality tours, immersive screen displays, and traditional instruments like the mbira and African drums, which offer visitors an insight into Zimbabwe’s experience and potential.
The expo is serving as a powerful platform to reshape perceptions and boost Zimbabwe’s visibility.
The platform is enabling Zimbabwe to tell its authentic story about culture, heritage, history, trade and investment opportunities, and the response from visitors has been overwhelmingly positive, and a clear indication that Zimbabwe is open to global rediscovery.
“We are showcasing Zimbabwe as a premier tourist and investment destination in Africa, as well as a reliable supplier of high-quality value-added products and services,” said ZimTrade head of secretariat at the pavilion Mr Danai Majaha.
The pavilion has become a favourite for Japanese visitors, many of whom are drawn to the authenticity of Zimbabwe’s cultural showcase.
Notable visitors to the stand so far include popular Japanese actor, Asagoe Goe and retired JAICA (Japan International Cooperation Agency) rice expert, Dr Tatsushi Tsuboi, who recently held a rice planting ceremony at the Pavilion together with
officials from Kitsuki City.
“The combination of traditional sounds, storytelling, and immersive digital experiences is creating genuine conversations that extend beyond tourism.
“Culture is proving to be one of our strongest tools at this expo.
“The Japanese visitors, who make up the bulk of our visitors, are particularly engaged by our heritage displays such as the mbira, drums, and vivid depictions of Zimbabwean landscapes.
“These cultural touchpoints are opening doors to meaningful dialogue around trade, tourism, and long-term investment,” Mr Majaha said.
With Zimbabwe exhibiting in a shared area alongside 26 other countries, the pavilion has succeeded in distinguishing itself through responsiveness and innovation.
Beyond culture and tourism, the pavilion has become an important conduit for economic engagements, as the country is actively promoting its economic opportunities.
The expo will help tell the story of Zimbabwe and its progress towards Vision 2030 goals, by which time the country is expected to have attained upper middle income status, emphasising sustainable development, innovation, and economic growth.
Zimbabwe also seeks to attract investment and explore new trade partnerships with global businesses, particularly those in Japan while it will provide a platform for Zimbabwean businesses to engage with potential investors and explore collaborative opportunities.
Further, Zimbabwe aims to use the six-month event to promote its scenic destinations and tourism potential to a global audience, with the goal of increasing tourist arrivals by 15 percent annually.
Zimbabwe will showcase its natural beauty and unique experiences to attract visitors from the Asian market, which is increasingly interested in eco-tourism.
The country also plans to use the expo to learn from international best practices in various sectors and adapt them to the Zimbabwean context.
The Expo is also a valuable opportunity for Zimbabwe to re-engage with the international community and strengthen diplomatic ties.
Zimbabwe is utilising digital tools, including a dedicated website and mobile application, to enhance engagement with visitors at the expo.
Plans are underway to enhance the showcase further in the coming months, including the celebration of Zimbabwe’s National Day at the Expo on July 16, 2025, and the Zimbabwe Business Forum, scheduled for July 15, 2025.
The event will feature high-level official engagements, live cultural performances, and dedicated sessions to tourism, investment, and trade promotion.
Zimbabwe is aiming to attract 3 million visitors to its pavilion and aims to give impetus to its National Export Strategy target of achieving a 10 percent annual growth. The country’s pavilion will be designed to showcase its resilience and embrace diversity, innovation, and resilience.
