Senegal's week at Expo Osaka 2025 in Japan was a complete success. This is the assessment of the Minister of Industry and Trade, Dr. Serigne Guèye Diop, who is also the Commissioner General for Senegal's participation in Expo Osaka 2025. Organized from August 20 to 25 by his ministry, this major event, under the theme "Senegal, a crossroads of interconnected peoples for sustainable and equitable development," aims to promote the many investment opportunities in the land of Teranga, strengthen Public-Private Partnerships (PPPs) and enhance the dynamism of the national private sector, in perfect alignment with the Senegal 2050 National Transformation Agenda.

A very positive assessment

Senegal Week at Expo Osaka 2025 is a strategic meeting. Highlighted by the holding of the National Day and the Senegal-Japan Economic Forum, it noted the active participation of more than 40 Senegalese small and medium-sized enterprises (SMEs). At the end of the meeting, the minister drew a positive assessment.

"After these two days, we can make a truly positive assessment. We had three major events. The first was the national day that we were to celebrate with the Japanese government, Senegalese employers, and all stakeholders, to showcase our culture and the country's assets in terms of investment in tourism and to reaffirm, on both sides, this desire for bilateral cooperation between Japan and Senegal. It was both a political and diplomatic event, which was truly a total success, as you have seen. The other event, which is also very important, is the visit to the Senegal pavilion by the President of the Republic, Bassirou Diomaye Faye, to inquire firsthand about the quality of the pavilion and the exhibits. This is very important because, of the 54 African countries, only 5, including Senegal, have a pavilion of 300 square meters. All the rest have a common pavilion of 10 or 15 square meters," emphasized Dr. Serigne Guèye Diop.

He adds: "The third and final event was the Senegal-Japan Economic Forum, which attracted nearly 400 participants from Senegalese and Japanese economic players. I always say that marketing is only valuable if it generates benefits. And one of the benefits of this Senegalese pavilion is awareness. If 80% of visitors know Senegal here in Japan, that's already good, but it's not enough. Benefits are how many billions of CFA francs will be reinvested in Senegal. For us, that's the performance indicator. At the end of the forum, how many Japanese companies, how many Japanese SMEs, how many Japanese structures will come to invest in Senegal and set up in the country's economic zones. And on this point, the forum was also a success."

A remarkable craze with nearly 30,000 visitors per day

Since its opening, the Senegal pavilion has generated remarkable enthusiasm, with an average of 30,000 visitors per day, and has been praised for its quality and innovation. It has provided a unique platform for our companies, allowing them to demonstrate their expertise, forge promising links with international partners, and explore new opportunities in the Japanese and Asian markets. According to the Minister, this positive momentum confirms the potential of Senegalese products and the talent of Senegalese entrepreneurs, and validates the strategy that preceded the country's participation, namely: to position Senegal as a preferred, innovative, and forward-looking business destination.

This Senegal Pavilion at Expo Osaka 2025 is a first in the history of world expositions. It was created under the leadership of the Minister of Industry and Trade, Dr. Serigne Guèye Diop, the dedication of ASEPEX Director General Modou Mbène Guèye, and with the support of the Senegalese Embassy in Japan as well as the selflessness of other stakeholders. For the General Commissioner of Senegal's participation in Expo Osaka 2025, territorial marketing is a necessity to sell his country's potential.

"You know, in most countries, territorial marketing is not taken seriously. People think that the country is attractive enough for everyone to come. But, often, they forget that there are 194 countries in the world, and all these countries are looking to attract investors. And the country that has made the biggest impact on the world through its presence and communication is the one that will attract the others. So, that's what we wanted to do here, at the Osaka 2025 World Expo," the Minister of Industry and Trade immediately stated.