Eswatini’s top leadership took the country’s investment message to Japan this week, presenting a compelling case to global investors during the Japan-Eswatini Business Forum held on the sidelines of Expo 2025 in Osaka.
Prime Minister Russell Mmiso Dlamini, joined by Commerce Minister Manqoba Khumalo and Tourism Minister Jane Mkhonta-Simelane, made a collective pitch aimed at positioning Eswatini as a preferred destination for investment. The forum attracted Japanese business leaders and potential investors looking to expand into Africa.
Eswatini Investment Promotion Authority (EIPA) CEO and Commissioner General at the Expo, Sibani Mngomezulu, also addressed the gathering, focusing on opportunities across the country’s key sectors. Japanese garment accessories giant YKK, which has operated in Eswatini for nearly five decades, gave a positive account of its experience doing business in the kingdom, calling the environment “ripe and conducive.” 
The Prime Minister said Eswatini’s presence at the Expo serves a broader mission beyond cultural promotion. He described it as a launchpad for boosting bilateral trade, attracting long-term investment, and opening the tourism market to Asia. He pointed out that current trade between the two countries stands at US$13.6 million, mostly favouring Japanese imports, and stressed Eswatini’s intention to shift that balance by increasing exports such as timber, citrus fruits, jams, textiles, sugar, and handmade crafts—particularly those produced by women-led businesses.
He introduced attendees to the country’s Programme of Action, which he said is geared toward modernising infrastructure, simplifying the regulatory environment, and aligning national goals with the UN’s Sustainable Development Goals.
Also presented was Eswatini’s new digital initiative, the ‘Government in Your Hand’ (GIYH) App, which is designed to improve public service delivery. The Prime Minister said the country draws inspiration from Japan’s Society 5.0 model and is seeking partnerships in emerging technologies to bridge the digital divide.
He extended formal invitations to Japanese investors and the Japan External Trade Organisation (JETRO) to participate in the Eswatini International Trade Fair in 2025 and the second Eswatini Investment Conference slated for 2026.
After the forum, the delegation visited the Japan Pavilion and Eswatini stall before attending a dinner hosted by the Japanese government.
