JETRO to Host “Super Japan in Lagos” for the First Time – Showcasing Japan’s Pop Culture Appeal — “Japan Pavilion” to be Established at the 2025 Lagos International Trade Fair , West Africa ’s Largest Trade Fair —

Oct 23, 2025

The Japan External Trade Organization (JETRO) will organize a business mission to Nigeria that allows participants to experience and explore new business opportunities through the appeal of Japanese pop culture. The mission coincides with the establishment of the Japan Pavilion at the 2025 Lagos International Trade Fair, Nigeria’s largest comprehensive trade exhibition, to be held from November 7 to 16, 2025 in Lagos.

As part of the program, JETRO will host the first-ever “Super Japan in Lagos” on November 14 (Fri.) and 15 (Sat.) at a special area within the Japan Pavilion. The event will bring together local anime fans, creators and Japanese companies to foster and expand fan communities around Japanese pop culture. A dedicated space will feature exhibition areas, workshops, catering, and stage programs, offering experiential opportunities for Nigerian youth to engage with Japanese products and brands through the lens of pop culture. Through PR events centered on pop culture popular among Nigerian youth, as well as hands-on activities organized by participating Japanese companies, visitors will have the opportunity to experience the charm of Japanese products. This marks JETRO’s first attempt to host an event in Africa focusing on pop culture and the creation and expansion of local fan communities, paving the way for Japanese companies to explore future market opportunities on the continent.

This year marks the 10th participation of JETRO in the Lagos International Trade Fair. A total of 39 Japanese companies will exhibit within the Japan Pavilion, including 9 first-time exhibitors from the industrial machinery and consumer goods sectors. Exhibitors will showcase a wide range of products and technologies, including food and beverages, electric and electronic equipment, machinery, and services.

With a population of approximately 240 million, Nigeria is the most populous country in Africa and remains a promising market with strong growth potential driven by its demographic expansion. Marking the 10th anniversary of the Japan Pavilion, JETRO aims to enhance the visibility of high-quality Japanese products and brands among Nigerian buyers and consumers through initiatives such as “Super Japan in Lagos.” By fostering fandom and encouraging purchase intent, JETRO will continue to support Japanese companies in developing new markets in Africa.

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