Expanding into African Markets by Showcasing Aseptic Technology at "TICAD 9" Expo

Targeting the Next Growth Market Following India at the TICAD Business Expo

In August 2025, Shibuya made its first appearance at the "TICAD Business Expo" held at Pacifico Yokohama. With a population exceeding 1.4 billion, Africa is a vital region with guaranteed future economic growth. We have positioned this continent as our next target market following India, using the expo to promote our flagship aseptic filling systems. During the event, our booth welcomed 156 visitors, including members of the Japanese Diet, a former Minister of Economy, Trade and Industry, and government and business representatives from 33 of Africa's 54 nations.

Transforming African Beverage Culture with Advanced Aseptic Technology

While bottled carbonated drinks currently dominate African markets, aseptic filling technology—essential for the safe distribution of "low-acid and neutral beverages" such as milk-based drinks and tea—is not yet widespread. At our booth, we distributed samples of green tea and milk tea while explaining the necessity of aseptic systems. Many visitors expressed surprise and excitement, noting that our technology revealed new possibilities for beverage businesses in their home countries. We are pursuing a proactive sales strategy to uncover demand and deliver safe, high-quality drinks that align with local food cultures.

"Preserve What Matters": A Mission to Protect the Future of Africa

For this exhibition, we introduced a new key visual featuring our slogan: "Preserve What Matters." This represents more than just the technical processes of "filling and preservation"; it embodies our profound mission to protect "irreplaceable values"—such as people's health and rich local cultural heritage—and ensure they are passed on to future generations. Despite a competitive environment with established rivals, we are moving forward steadily through collaborations with regional business alliances and financial institutions. Shibuya will continue to pursue innovations that solve social issues and enrich lives across African nations through our technology.