By Thoboloko Ntšonyane
MASERU- Lesotho is set to make its mark at the upcoming Osaka Expo 2025, in Japan as it prepares to showcase its rich culture, investment potential, and national identity.
The highly anticipated Osaka Expo 2025 in Japan will be held from April 13 to October 13, 2025. It will be conducted under the theme in ‘Designing Future Society for Our Lives’ and the sub themes Saving Lives; Empowering Lives and Connecting Lives.
Senior Trade Promotion Officer at the Ministry of Trade, Industry and Business Development, Nthabeleng Maphike said Lesotho has been selected under the sub-theme ‘Connecting Lives’.
Also, a member of the Osaka Expo national steering committee, Maphike stated that this sub-theme aligns well with countries across the region.
She highlighted that expos are valuable platforms for product and market diversification, as they attract potential clients. She added that the country is also aiming to expand market access to other nations.
Lesotho’s participation in Expo 2025 Osaka aims to enhance the Sustainable Development Goals (SDGs) by showcasing innovative technologies and sustainable infrastructure.
The country’s pavilion will be led by a Commissioner General, supported by a Deputy Commissioner General (DCG) and an Executive Commissioner (EC).
The pavilion will feature an exhibition space of 53 square metres, a 15 square metre commercial area designated for a photo booth, and a 16 square metre office space. Maphike pointed out that Lesotho has received comprehensive support for its exhibition space, reflecting its economic status.
Lesotho will exhibit under the title ‘Experience Elevation’.
Rather than being represented by individual companies, Lesotho will showcase its broader national image, which is the Lesotho Nation Brand.
On 29 June, Lesotho will host a Trade and Investment Forum at the Expo, followed by a Bilateral Cooperation event on 30 June. Through this representation, Lesotho aims to strengthen its global footprint, attract investment, and celebrate the essence of Basotho culture and innovation.
Regarding support for Small and Medium Enterprises (SMEs), she said the assistance is currently provided to the government. However, efforts are underway to collaborate with the private sector, and a budget proposal has been submitted to subsidise Basotho businesses, pending approval.
The key stakeholders involved in the Osaka Expo initiative include the Ministry of Trade, Industry and Business Development, Ministry of Tourism, Ministry of Foreign Affairs and International Relations, and Ministry of Communications, the Lesotho National Development Corporation (LNDC), Lesotho Tourism Development Corporation (LTDC), Basotho Enterprises Development Corporation (BEDCO), and Lesotho Chamber of Commerce and Industry (LCCI).
The LNDC Corporate Communication Manager, Tiisetso Moremoholo stated that they are investing both human and financial resources in the Expo to provide a platform for linking up with potential investors.
Their aim, she said, is to help Basotho connect with like-minded businesses that are responsive to their product offerings.
For the success of the Expo, she emphasised that they are relying on digital marketing and media, among other strategies.
Public Relations Manager at the LHDA, which will be among the exhibitors at the Expo, highlighted their involvement in infrastructural development projects connecting Lesotho and South Africa. He expressed pride in being part of Lesotho’s story.
Brown noted that the theme for Lesotho aligns with their work, as they have constructed bridges and roads to link communities in the highlands with economic centres in other towns and districts.
In undertaking these high-level infrastructure projects, he pointed out that there has been a rare opportunity for skills export from Lesotho. Going forward, he expressed the desire for Basotho to acquire advanced skills to undertake state-of-the-art infrastructure projects.
He also spoke about skills transfer, noting that Basotho managed some components of the projects during the construction of the Polihali major works.
He further stated that their projects contribute significantly to the SDGs.
Brown revealed that they will showcase the Lesotho Highlands Water Project (LHWP) through an innovative virtual 3D model, displaying all aspects of the project. They will also use 3D videos with narrations explaining each project component.
Senior Marketing Communications and Stakeholder Relations at BEDCO, ‘Mamahapela Maphike stressed the crucial role of the media in creating awareness and excitement for Basotho businesses around the Expo, promising to support this initiative.
She mentioned that the Expo is expected to generate significant economic benefits for the country, adding that some products from Basotho businesses have already been shipped to Japan.
As of December last year, 158 countries have confirmed their participation in the Expo.