Kenya’s reputation as a global athletics powerhouse took center stage at Expo 2025 Osaka during the “Run with the Champions” mini marathon, held at Yodogawa Park on Sunday, 22nd June. The event, part of Kenya Week celebrations, not only highlighted the nation’s dominance in long-distance running but also positioned Kenya as a premier sports tourism destination. Alongside the marathon, the Kenya Export Promotion and Branding Agency (KEPROBA) leveraged the occasion to promote Kenya’s flourishing flower sector, aiming to expand exports to Japan, Asia, and Australia.
The mini marathon, featuring 3km, 5km, and 10km races, attracted participants from across the globe, including Japanese runners, Kenyan diaspora members, and Expo attendees. The event began at dawn, with athletes warming up as the sun rose over Osaka. Kenya’s Ambassador to Japan, H.E. Moi Lemoshira, officiated the opening ceremony, emphasizing how sports unite cultures and economies.
“Kenya’s athletes are our ambassadors on the global stage,” said Ambassador Lemoshira. “This marathon is more than a raceit’s a bridge connecting Kenya and Japan through shared passion and excellence.”
The presence of elite Kenyan runners, including past Olympic medalists, added prestige to the event, drawing media attention and reinforcing Kenya’s image as a nurturing ground for world-class talent. By organizing such events abroad, Kenya is strategically positioning itself as a sports tourism hub, inviting international visitors to train in its high-altitude regions and experience its rich athletic culture firsthand.
While the marathon celebrated Kenya’s athletic prowess, KEPROBA seized the moment to spotlight another of the country’s top exports: flowers. A vibrant flower activation at the marathon venue showcased Kenya’s premium roses, carnations, and summer flowers, with arrangements adorning the finish line and award podium.
Kenya is the world’s third-largest flower exporter, and KEPROBA is aggressively targeting new markets in Asia and Australia. The agency’s CEO, Ms. Floice Mukabana, explained the strategy:
“Flowers are a symbol of Kenya’s beauty and economic potential. By integrating our flower sector into high-profile events like this marathon, we’re creating memorable brand associations. Japan’s floral market is sophisticated, and we’re confident that Kenyan flowers with their quality, variety, and sustainability will captivate consumers here and beyond.”
The activation included interactive displays, free bouquets for participants, and meetings with Japanese florists and distributors. Panelists from Kenya’s flower industry, such as Richard Mutua (Rimi Flora Limited) and Ebanazer Thankayyan (Solai & Enkasiti Flower Farms), highlighted innovations in sustainable farming and logistics that make Kenyan flowers competitive globally.
Speaking at the end of his race in Japan, The cabinet secretary for the Ministry of Investments, Trade and Industry of the Republic of Kenya Hon Lee Kinyanjui remarked that sports doesnt only united but alos open up diplomatic channels that foster trade.
“Kenya recognizes the transformative power of sports not just as a source of national pride, but as a catalyst for social, economic, and cultural development. Through events like the Kenya Expo Run, we celebrate our athletic excellence while forging deeper ties with global partners like Japan. Our athletes, past and present, are ambassadors of this vision, proving that Kenya’s legacy on the track translates into opportunities far beyond the finish line.” Said Hon Lee Kinyanjui.
The mini marathon and flower activation exemplified Kenya’s innovative approach to trade promotion. By combining sports diplomacy with export branding, KEPROBA is crafting a multifaceted image of Kenya one where athletic excellence and agricultural innovation go hand in hand.
KEPROBA Chairman Mr. Jaswinder Bedi commended the Kenyan champions for running with Kenyans in the diaspora and the people of Japan as show of unity and purpose, “ Kenyan marathoners are world class and we are leveraging on them to showcase our athletic potential while also promoting sports tourism among the Japanese people. Events like this not only put a sportlight on Kenya but also enable the country to position itsself as an ideal training ground for upcoming marathoners irrespective on their origin.”
As the marathon concluded with an awards ceremony, participants left with more than medals; they took home a deeper appreciation for Kenya’s contributions to global sports and horticulture. With such initiatives, Kenya is not just running races it’s sprinting toward new economic horizons.
The Kenya Week at Expo 2025 Osaka continues through June 25th, featuring business forums, cultural performances, and networking events to strengthen Kenya-Japan ties.
