Staff Reporter

Zimbabwe’s cultural diplomacy efforts received a significant boost this week when one of Japan’s largest television networks, Asahi Broadcasting Corporation (ABC), aired a feature on the country’s Osaka World Expo 2025 pavilion highlighting the mbira, Zimbabwe’s iconic traditional instrument.

The live broadcast, which reached millions of viewers across Japan, cast a spotlight on Zimbabwe’s unique blend of heritage and innovation as part of ongoing activities for Culture Month and the lead-up to the official opening of Expo 2025 Osaka.

The Zimbabwean delegation, led by officials from the Ministry of Information, Publicity and Broadcasting Services and the National Arts Council of Zimbabwe (NACZ), has prioritised showcasing cultural products that reflect national identity, while appealing to global audiences.

Speaking at the Expo, Oliver Chauke, a delegate from the NACZ, said the mbira presentation represents more than musical tradition, it is a strategic soft power tool.

“We are promoting the consumption of Zimbabwean cultural goods and products beyond our borders. The mbira is at the heart of our story it carries our history, our rhythm, and our future.

When a Japanese network stops to focus on something as specific as our mbira, it means our message that culture is a living, exportable asset is getting through,” Chauke said

Meanwhile, the feature segment by Asahi Broadcasting comes amid renewed efforts by Zimbabwe to use cultural assets to foster international engagement, attract tourism, and open new markets for its creative industries. Visitors to the Zimbabwe Pavilion were treated to live mbira demonstrations, traditional dance, and multimedia experiences that link heritage with contemporary storytelling.

The Zimbabwean team at Expo 2025 is expected to host further events during the Culture Month, with a special focus on youth participation, digital storytelling, and diaspora engagement.