OSAKA, JAPAN – The Kenya Pavilion at the ongoing Expo 2025 Japan, today presented an opportunity for Japanese consumers and businesses to experience premium Kenyan tea through experiential sampling, purple tea making and information platform. This initiative targeted an exploration of Kenya's remarkable tea sector, which achieved export revenues of $1.35 billion (Kshs 181.69 billion) in 2024, while positioning the country as the ideal partner for Japan's evolving tea market valued at 108,000 tons annually and projected to reach 164,600 tons by 2033 with a compound annual growth rate of 4.5%.

Kenya's tea industry represents one of the most successful agricultural transformation stories in Africa, with production reaching 598.47 million kilograms in 2024, marking a 4.95% increase from the previous year's 570.26 million kilograms. This growth stems from favorable weather conditions, improved fertilizer distribution systems, and expanded factory processing capacity across Kenya's premier tea-growing regions. The industry's success is anchored in the country's unique geographical advantages, including high-altitude cultivation between 1,500 and 2,700 meters above sea level, volcanic soils rich in essential minerals, and consistent rainfall patterns that create optimal conditions for producing tea with distinctive flavor profiles, exceptional quality, and superior health benefits.

The global landscape positions Kenya advantageously within the world's top five tea exporters, alongside China, Sri Lanka, India, and Poland, accounting for over 70.5% of global tea sales. Kenya's competitive edge lies not only in volume but in its specialized focus on high-quality black tea production that meets the most demanding international standards.

For the Japanese market, Kenya's tea sector presents compelling opportunities that align perfectly with Japan's tea culture evolution and market dynamics. While Japan traditionally dominates green tea production and consumption, approximately 90% of black tea consumed in Japan is imported from four primary sources, with roughly 40% from Sri Lanka, 20% each from India and Kenya, and 10% from other origins. This market structure presents significant expansion potential for Kenyan tea, particularly as Japanese consumers demonstrate increasing appreciation for premium quality, ethical sourcing, and diverse flavor experiences that Kenyan teas uniquely provide.

Kenya's specialty tea segment represents an emerging with potential for Japanese partnerships. Value-added tea exports, though currently representing 5% of Kenya's total exports at 28.90 million kilograms in 2024, demonstrate the country's commitment to innovation and premium product development. The government's strategic focus on boosting local value addition has created opportunities for collaborative product development, custom blending, and exclusive market partnerships that cater to Japanese preferences for precision, quality, and authentic experiences.

During the event, the guests were taken through the process of transforming the purple teas, the correct methods of brewing and sampling of the final products. Mr. Naofumi Shirakawa from Raise World CO.LTD, a tea expert and major buyer of Kenya’s tea based in Japan, provided visitors with information on purple tea and industry opportunities having had successfully partnered with various tea farms and companies in Kenya to buy Kenya’s premium purple teas.

“Kenya’ s tea has a competitive advantage that positions itself above alternatives in the global market which include; consistency in cup quality which is characterized by bright color, robust flavor, and excellent brewing strength that results from high-altitude cultivation and meticulous processing techniques, Kenya also has an all year-round production capabilities which ensures reliable supply continuity without seasonal interruptions that affect other origins. We have also seen an established export infrastructure, and efficient logistics networks which has guaranteed product integrity from farm to consumer” Mr. Naofumi Shirakawa.

The Expo 2025 platform has provided Japanese visitors access to Kenya's tea excellence through curated tasting experiences that showcase the full spectrum of Kenyan tea varieties, from robust breakfast blends to delicate afternoon teas, aromatic flavored summer options, and innovative specialty products. The Kenya pavilion at Expo 2025 Osaka, has represented more than just product promotion, it has embodied Kenya's vision of building lasting relationships with Japanese partners who share common values of quality excellence, innovation pursuit, and sustainable development. Through direct engagement with Japanese consumers, retailers, importers, and industry stakeholders, Kenya seeks to establish comprehensive partnerships that create mutual value, support economic development objectives, and contribute to evolving global tea culture through authentic collaboration and shared expertise.

--ABOUT EXPO 2025: The World Exposition 2025 Osaka, Kansai, Japan runs from April 13 to October 13, 2025, providing global platform for innovation showcase and international collaboration under the theme "Designing Future Society for Our Lives".

MEDIA CONTACT:

Kenya Pavilion Maureen Mambo

Phone: +254-721-588581

Email: Mmambo@brand.ke

Website: www.makeitkenya.go.ke