Africa-Press – Eswatini. Eswatini has been presented with a remarkable opportunity to showcase its unique features at the prestigious 2025 Japan World Expo.
The event, scheduled to run from 13th April 2025 to 13th October 2025, will welcome over 170 countries and inter-governmental organisations at the Yumeshima Expo Site in Osaka, in the Kansai region. This participation will allow Eswatini six months to promote itself on the international stage. The announcement regarding this opportunity was made on 1st April 2025 at Mountain View in Mbabane, during a launch event organised by the Eswatini Investment Promotion Authority (EIPA).
The event was attended by the Minister of Commerce, Industry and Trade, Manqoba Khumalo, and the Minister of Tourism and Environmental Affairs, Jane Mkhonta-Simelane, along with officials from various Ministries and Departments. Representatives from YKK Zippers, a Japanese company, were also present.
In his remarks, Minister Khumalo noted that this opportunity follows four years after Eswatini’s participation in the World Expo 2020 Dubai, which was held in 2021 due to the pandemic. He highlighted the success of the Dubai Expo, which attracted over 500,000 visitors to the Eswatini pavilion.
Expo 2025 Theme and Focus
The theme for Expo 2025 is “Designing Future Society for Our Lives,” which aims to stimulate critical thinking about how individuals wish to live and how they can maximise their potential. The event is viewed as the Expo of Sustainable Development Goals (SDGs), taking place five years before the 2030 target year for the SDGs. It will provide an opportunity to assess progress towards achieving the SDGs and to accelerate efforts leading up to 2030 and beyond.
The Government of Japan will showcase its Society 5.0 strategy, which aims to create a super-smart society where various global issues can be addressed using advanced technologies, including the Internet of Things (IoT), artificial intelligence (AI), and robotics. Eswatini is keen to leverage new technologies and is actively pursuing this area, looking forward to collaborating with Japan and learning from its experience.
Eswatini Pavilion Theme
In alignment with the Expo 2025 theme, Eswatini’s pavilion will promote a future society that respects and preserves its cultural heritage and traditions. Minister Khumalo stated that Emaswati have witnessed the importance of maintaining culture and traditions, which have contributed to the peace and stability the country has enjoyed for decades and have driven its economy, making Eswatini a preferred destination for investment and tourism. The theme for the Eswatini pavilion is “Our History Defines Our Future Society: Originality – Heritage – Future.” This core message will be conveyed through displays, videos, gifts for visitors, and various cultural performances during Eswatini’s National Day celebrations.
National Day Celebrations and Business Opportunities
All countries participating in Expo 2025 will host National Day celebrations, promoting their culture and traditions while fostering goodwill. Eswatini’s National Day is scheduled for 3rd June 2025, featuring traditional and contemporary performances, a parade around the Expo site, and tours of other countries’ pavilions.Additionally, on 2nd June 2025, Eswatini will hold a seminar focused on business opportunities in ICT, trade, investment, and tourism.
Minister Khumalo encouraged the business community to mark these dates and join the Eswatini delegation at National Day. Japan, being the fourth largest economy in the world and the fifth largest market by trade volume, offers an alternative market for Eswatini products. Exports to Japan totalled E44 438 170 in 2024, primarily consisting of wood chips, citrus fruits, and crafts. The seminar aims to unlock further market opportunities and attract foreign direct investment (FDI) from the region.
Eswatini-Japan Relations and Support for Expo 2025
Eswatini and Japan share similarities in their commitment to tradition and cultural heritage, characterised by distinct traditional attire and dances. Expo 2025 presents an opportunity to strengthen these ties. The good relations are also supported by technical and development assistance from the Japanese government in areas such as road infrastructure, health, education, and agriculture.
Japan has provided substantial assistance for Eswatini’s participation in Expo 2025, which includes the design, construction, and curation of the Eswatini pavilion, staffing, and support for Eswatini’s National Day.
Conclusion and Call to Action
The minister extended gratitude to Team Eswatini, led by Commissioner General His Excellency Sibani Mngomezulu, for their efforts in planning for the Expo. He urged them to promote Eswatini’s image, aspirations, culture, and unique products, ensuring that visitors leave the pavilion with memorable experiences that could increase tourism and establish business partnerships.
He also called on media houses to play a crucial role in disseminating information about Expo 2025. He invited them to collaborate in promoting the event, ensuring that Emaswati remain informed about activities leading up to the end of October. The Eswatini Expo 2025 team has established social media pages to share updates, and interested parties can also visit the official World Expo 2025 Osaka website for further information.
Key Incentives:
Two representatives from print media houses will be nominated to attend and cover National Day celebrations, with sponsorship covering two economy class return tickets and seven nights of accommodation.
Ten local cultural dance troupes and artists will perform during National Day, with sponsorship covering ten economy return tickets and five nights of accommodation.
Free entrance for 200 emaSwati travelling to Osaka, with registration required to qualify.
Minister Khumalo concluded by officially launching Eswatini’s participation in the 2025 Japan World Expo, expressing gratitude to all attendees and looking forward to their presence in Osaka.
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