Zambia targets Japanese market to revive coffee exports at 2025 Osaka World Expo

Zambia is reportedly leveraging its participation at the 2025 World Expo in Osaka, Japan, to unlock new international markets for its agricultural products, with a particular focus on reviving and expanding its coffee exports.

The initiative forms part of the government’s broader strategy to position agriculture as a cornerstone of economic diversification and a key source of foreign exchange, according to a statement issued by Ministry of Agriculture spokesperson, Balewa Zyuulu.

Speaking at the Expo, Ministry of Agriculture Director of Internal Audit, Larry Mulomba said Zambia was working to reintroduce premium agricultural commodities—beginning with Zambian-grown coffee—into Japanese and other global markets.

“We want to see our products back on international shelves, starting with Japan. Zambian coffee once had a strong presence here, but today it’s absent. This Expo gives us a renewed opportunity to rebuild that market presence,” Mulomba said.

He added that Zambia aimed to go beyond coffee by tapping into the export of processed foods, organic teas, and fruits.

Zambian coffee, renowned for its rich flavor and organic cultivation methods, is being positioned as a flagship product capable of penetrating premium niche markets, particularly in Asia, where demand for high-quality, ethically sourced coffee is rising.

Mulomba emphasized that the Expo provided Zambia with a unique opportunity to diversify trade with Japan and other global partners, while also showcasing a broader range of export products, including gemstones, crafts, honey, fruits, tea, and coffee.

“Zambian coffee is no longer found on Japanese shelves, and the government is determined to change that through targeted re-entry strategies,” he said.

Mulomba noted that the initiative aligned with President Hakainde Hichilema’s economic transformation agenda, which emphasizes scaling up non-traditional exports, expanding rural incomes, and creating jobs through agricultural value addition.

As part of these efforts, the Ministry is actively engaging Japanese investors in areas such as agricultural mechanisation and agro-processing, with a focus on establishing manufacturing and assembly plants for tractors, irrigation systems, and coffee processing machinery.

“From the field to the factory, we want to strengthen our agricultural value chain. With modern equipment and infrastructure, our farmers can increase yields, reduce losses, and meet the high standards of export markets like Japan,” Mulomba said.

He also highlighted the Ministry’s commitment to institutional collaboration in research and development, climate-smart agriculture, and technical skills training as critical to improving productivity across the sector.

“This Expo isn’t just about showcasing what we grow. It’s about building long-term trade and investment relationships. We’re here to show the world that Zambia is open for business and our agriculture sector is ready to compete globally,” he added.

Meanwhile, Zyuulu said Zambia’s delegation, working in close coordination with the Zambian Embassy in Tokyo, was also engaging in bilateral meetings and investment promotion efforts under the Tokyo International Conference on African Development (TICAD) framework.

He said the engagements were designed to position Zambia as a land-linked regional trade hub with access to markets across Southern and Central Africa.

“Zambia’s participation at the 2025 World Expo presents a mutual opportunity—enhancing our international visibility and economic prospects, while also strengthening Japan’s global engagement,” Zyuulu said.

He added that with global demand rising for sustainable, traceable, and high-quality agricultural products, Zambia was confident its coffee industry—backed by renewed investment and strategic marketing—can boost export earnings and transform rural livelihoods.

WARNING! All rights reserved. This material, and other digital content on this website, may not be reproduced, published, broadcast, rewritten or redistributed in whole or in part without prior express permission from ZAMBIA MONITOR.