BY THEMBA ZWANE
MBABANE – Eswatini is positioning its horticultural and agricultural products to tap into Japan’s massive retail market, valued at approximately US$198 billion (about E3.25 trillion) in 2023, through its participation in the Yokohama World Horticultural Expo 2027.
Ministry of Agriculture Principal Secretary (PS) Sydney Simelane said the global exhibition presents a strategic opportunity for the kingdom to expand agricultural exports, diversify its economy and establish a stronger presence in the Asian market.
Speaking during the formal launch and stakeholder participation meeting for Green x Expo 2027 at Mountain View, Simelane said Japan’s reliance on imported horticultural produce created an opportunity for Eswatini to supply products that meet the country’s market requirements.
According to Simelane, Japan currently relies on imports for approximately 60 per cent of its horticultural produce and imports almost all kinds of fruits and vegetables.
He said the market’s demand for products such as onions, broccoli, carrots, squash, bananas, oranges, grapefruit, pineapples and apples aligned with crops in which Eswatini had strong production capabilities.
“Japan presents a major commercial opening for Eswatini due to its high import dependency,” Simelane said, emphasising that the expo could serve as a springboard for the kingdom to access the Asian market.
The participation is expected to bring together local producers and private-sector companies to showcase the country’s agricultural potential to international buyers and other stakeholders.
Eswatini has been allocated a 25-square-metre exhibition space at the expo, where 21 private companies will showcase products across four key sectors: horticulture, food and beverages, forestry, and handicrafts.
The country will also highlight three local farmer programmes: the Woman Farmer Foundation, which empowers women in agriculture; the Smallholder Horticulture Empowerment and Promotion (SHEP) initiative; and the Traditional Agriculture and Vegetable Initiative (TAVI).
Simelane said the inclusion of these programmes would help ensure that the country’s participation extended beyond established businesses and highlighted opportunities for local farmers.
He called on private-sector partners, farmer organisations and government agencies to work together to ensure that Eswatini’s products were ready to compete in the demanding Japanese market.
“Success in Yokohama will require coordinated effort, rigorous quality assurance, and active collaboration,” he said.
He stressed that products presented at the exhibition would have to meet Japan’s strict standards while demonstrating the sustainability and diversity of Eswatini’s agricultural sector.
The preparations will therefore require stakeholders to align their strategies, refine logistics and ensure that participating businesses are ready to present products that meet the expectations of potential buyers.
Further, Simelane said Eswatini’s participation followed high-level diplomatic engagement between the kingdom and Japan.
He explained that His Majesty King Mswati III made a formal request for Eswatini’s participation to Japan’s then-serving Prime Minister during the Ninth Tokyo International Conference on African Development (TICAD 9) in August 2025.
Following the request, the kingdom received an official invitation from the Japanese government. Simelane said Japan had also provided a comprehensive sponsorship package to support Eswatini’s participation.
He noted that the expo was governed by the Bureau International des Expositions (BIE), under the framework of the 1928 Convention relating to International Exhibitions, and that Eswatini was among 184 signatories referenced in the address.
Green x Expo 2027 is scheduled to take place in Yokohama, Japan, from March 19 to September 26, 2027. The event is expected to attract more than 15 million visitors, with participation from over 80 countries.
The exhibition will focus on global horticulture, landscaping and sustainable agriculture, while promoting innovation, environmental sustainability and communities that coexist harmoniously with nature.
Under the overarching theme, “Scenery of the Future for Happiness,” the expo will also explore co-existence and green communities rooted in agriculture and mutual support.
For Eswatini, the event offers an opportunity to present its agricultural products to an international audience while building relationships that could support future trade and investment.
Simelane said the kingdom had the agricultural production capacity and export readiness to take advantage of gaps in Japan’s market, but emphasised that success would depend on effective preparation and collaboration among all participating stakeholders.
With the 2027 exhibition approaching, the focus is on turning the international platform into a practical commercial opportunity for local producers, businesses and the wider economy.
If successfully leveraged, Eswatini’s participation could strengthen the visibility of its agricultural products, open doors to new export markets and support the country’s broader drive towards export-led economic growth and diversification.
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(Courtesy Pic)
