The African Diaspora Network Japan (ADNJ) has identified Nigeria as a key hub for enhancing economic relations between Japan and Africa.
ADNJ advocates for Japanese companies to explore the African market, particularly through the African Continental Free Trade Area. At the 2024 Osaka-Africa Business Forum, held both in person and virtually under the theme “Let’s Walk with Africa,” ADNJ leaders emphasized Nigeria as an ideal location for businesses seeking to establish a presence in Africa.
In her keynote address, adviser on small and medium enterprises Nose Yukio outlined the unique market potential of Africa, highlighting its rapidly growing population and rich natural resources. “By 2050, the African continent will account for a quarter of the global population,” Yukio noted, emphasizing that the relatively untapped market presents significant opportunities for new ventures.
She urged participants to focus on “untapped markets,” particularly in Lagos, Nigeria. “When choosing the first countries in Africa to visit and do business with, consider regional splits: Egypt in North Africa for its proximity to Europe via the Suez Canal, Kenya in East Africa, and Nigeria in West Africa, with its strategic port city of Lagos,” she advised.
Yukio also provided strategies for Japanese firms to succeed in Africa, stressing the importance of developing products that meet local needs. “To avoid failure, identify market demands, such as automotive products, power generators, and water filters,” she explained. By concentrating on essential, high-demand goods, companies can sidestep common pitfalls faced by international firms in the region. She encouraged businesses to utilize local materials and take advantage of Africa’s competitive labor costs for manufacturing.
Professor Oussouby Sacko, a Japanese-Malian scholar, spoke on “Reconstructing the African Dialogue,” characterizing Africa as “the final frontier of the global economy.” He urged Japanese business leaders to recognize the continent’s diversity and unique challenges rather than viewing it as a monolithic market. Sacko acknowledged that educational gaps could impede Japan-Africa trade partnerships and encouraged collaborative efforts to find solutions. He stressed, “Africa needs to work with Asia,” highlighting the mutual benefits of strengthened cooperation.
A representative from the Japanese government reaffirmed the administration’s commitment to nurturing Japan-Africa partnerships, despite challenges such as insecurity. “We are partnering with businesses in Africa because it brings us joy and helps us generate revenue,” the official stated, adding that Tokyo would continue to provide information on opportunities across the continent.
The official praised ADNJ’s expanded focus on tangible business partnerships, commending its efforts to invite more African companies and entrepreneurs to Japan.
David Kpondehou, President of ADNJ, expressed pride in the organization’s initiatives aimed at reshaping perceptions and promoting cross-continental business interactions. “ADNJ is leading the way to change the narrative that Africans can travel for business and come to Japan for 10 days,” Kpondehou said. He highlighted projects like the Japan Africa Youth Agenda 2025 and the Pan African Network in Japan as key components of ADNJ’s mission to strengthen ties.
