Japan (Nippon or Nihon, and formally Nihonkoku) is an island country in East Asia. It is situated in the northwest Pacific Ocean, and is bordered on the west by the Sea of Japan, while extending from the Sea of Okhotsk in the north toward the East China Sea, Philippine Sea, and Taiwan in the south. Japan is a part of the Ring of Fire, and spans an archipelago of 6852 islands covering 377,975 square kilometers (145,937 sq mi); the five main islands are Hokkaido, Honshu (the “mainland”), Shikoku, Kyushu, and Okinawa. Tokyo is the nation’s capital and largest city, followed by Yokohama, Osaka, Nagoya, Sapporo, Fukuoka, Kobe, and Kyoto. Japan is the eleventh most populous country in the world, as well as one of the most densely populated and urbanized. About threefourths of the country’s terrain is mountainous, concentrating its population of 125.5 million on narrow coastal plains. Japan is divided into 47 administrative prefectures and eight traditional regions.
Japan’s government operates under a constitution that separates powers among the legislative, executive, and judicial branches. The constitution, which was enacted in 1947, replaced the Meiji Constitution of 1889 and is characterized by the principles of sovereignty and the commitment to maintaining Japan as a peaceful and democratic nation. The current head of government in Japan is Shigeru Ishiba, who holds the office of prime minister. The office of prime minister was established during the Meiji Restoration in the 1880s. Since the constitution of 1947, the prime minister is designated by the Diet (Kokkai) and formally appointed by the emperor.
Japan experienced relatively low unemployment by Western standards, but it rose considerably and surpassed 5% in 2000 for the first time in the postwar era. The Japanese economy faced stagnation and teetered between recession and weak growth as it entered the 21st century. Following World War II, Japan’s economy was
devastated, but it underwent land and labor reforms under Allied occupation. The Korean War created demand for Japanese goods, spurring investment and export policies. Japan’s rapid economic growth began to slow in the early 1970s due to rising petroleum prices, increased labor costs, a rising yen, and weakening global demand. Despite economic challenges, Japan continued to have one of the world’s highest per capita GDPs and experienced annual trade surpluses until the global recession following the financial crisis of 2007–08.
Japan, the world’s fourth-largest economy, is highly exposed to external impacts due to its heavy reliance on exports. This vulnerability has manifested itself in recent years, as its economy
has experienced periods of recession alongside the global economic slowdown. Likewise, the global economic crisis caused by the Covid-19 pandemic has had a significant impact (-4,6% in GDP growth in 2020). However, the country’s economy rebounded in 2021 and 2022 both (+1.7%), 2023(+1.5%), 2024(+0.1%) and is estimated to grow by 1.2% in 2025 (IMF, May 2025), on the back of strong public consumption and investment. Japan’s economy contracted slightly in Q3 2022, due mostly to a drop in net exports, raising concern that the recovery that had just begun was coming to an end. But the strength of import growth is a sign that domestic demand remains reasonably strong.
2.0 INTERNATIONAL TRADE
Table 1: Situational Analysis
Japan’s Trade Flows and Position in the Global Trade
In 2024, Japan’s exports were valued at USD 708.0 billion which accounted for 3.0% of the world exports during the year. Japan was the 5th largest exporter in the year.
On the other hand, Japan’s imports in the year were valued at USD 743.3 billion which made up 3.1% of the world imports in the year ranking the country as the 5th largest global importer in 2024.
Her lead export destination market in 2024 was United States of America with exports valued at USD 141.6 billion, accounting for 20.0% of Japan’s total exports.
In the same year, Japan’s top source market was China with imports valued at USD 167.3 billion accounting for 22.5% of Japan’s imports.
The country was the 2nd largest exporter of Motor cars and other motor vehicles principally designed for the transport of persons with her exports being valued at USD 106.8 billion
Japan’s chief import product in 2024 was Petroleum oils and oils obtained from bituminous minerals (crude). The country imported approximately USD 71.9 billion worth of the product.
2.1 Japan’s International trade performance
2.1.1 Japan’s lead import trade partners Table 2: Japan’s top 25 import trade partners
Rank in 2024
Imports from the world Exporters
Source: International Trade Centre database 2024; Compiled by KEPROBA
Japan’s total imports have been increasing on average by 5.1% per year between 2020 and 2024.
Lead source markets included: China (USD 167.3 billion; 22.5%), USA (USD 85.0 billion; 11.4%), Australia (USD 52.9 billion; 7.1%), UAE (USD 36.9 billion; 5.0%) and Republic of Korea (USD 31.5 billion; 4.2%).
Table 3: Japan’s top 20 import trade products
Source: International Trade Centre database; Compiled by KEPROBA
Japan’s top import products in 2024 included: petroleum oils (crude) (USD 71.9 billion), Petroleum gas and other gaseous hydrocarbons (USD 47.3 billion), Coal (USD 29.9 billion), Telephone sets (USD 26.1 billion) and Electronic integrated circuits (USD 23.2 billion)
2.1.3 Japan’s lead export trade partners Table 4: Japan’s top 25 export trade partners
Exports to the world
Source: International Trade Centre database; Compiled by KEPROBA
Lead destination markets included: USA (USD 141.6 billion; 20.0%), China (USD 124.7 billion; 17.6%), Republic of Korea (USD 46.5 billion; 6.6%), Taipei Chinese (USD 45.4 billion; 6.4%) and Hong Kong, China (USD 36.0 billion; 5.1%). Collectively, the top 5 countries accounted for 55.7% of Japan’s total exports in 2024.
2.1.4 Japan’s lead export products
Japan’s top export products in 2024 included: Motor cars and other motor vehicles (USD 106.8 billion), Electronic integrated circuits (USD 32.5 billion), Machines and apparatus of a kind used solely or principally for the manufacture of semiconductor (USD 29.7 billion), Parts and accessories for tractors, motor vehicles for the transport of ten or more persons (USD 25.9 billion) Gold (USD 17.9 billion).
Table 5: Japan’s top 20 export trade products
3
Source: International Trade Centre database; Compiled by KEPROBA
Top 5, 10 and 20 products accounted for 30.0%, 36.6%, and 54.3% respectively of all her exports in 2024.
3.0 Kenya – Japan Bilateral Trade Relations
3.1 Trade balance
Figure 1: Kenya-Japan bilateral trade
KENYA-JAPAN BILATERAL TRADE
Source: International Trade Centre database; Compiled by KEPROBA
Kenya’s exports to Japan since 2015 has had steady growth all decade long with lowest value being USD 40.1 million in 2016. Our best performing year was 2024 with our exports reaching USD 69.3 million.
Kenya’s imports from Japan have been fluctuating over the last 10 years. There. The peak import value was USD 987.8 million in 2018. Imports from Japan haven’t been under USD 699.9 million throughout the decade.
Between 2015 and 2024, Kenya’s exports to Japan averaged at USD 51.8 million while her imports from Japan averaged at USD 850.1 million.
The balance of trade between the two countries has been in favour of Japan all through the last decade with the Peak value being USD 937.8 million which was in 2018 and the lowest being USD 637.0 million in 2023.
Source: International Trade Centre database; Compiled by KEPROBA
The value of Kenya’s exports to Japan stood at USD 69.3 million in 2024 and has been increasing on an average rate of 13.2% per year between 2020 and 2024.
Kenya’s principal export product to Japan in 2024 was Titanium ores and concentrates, accounting for 34.1% of Kenya’s exports to the country. Other key export products include Waste and Scrap (28.7%), Tea (10.9%), Cut flowers and flower buds (10.6%), and coffee (10.6%)
The top five export products constituted 63.7% of Kenya’s total exports to Japan indicating moderately high concentration of the export basket.
3.3 Kenya’s imports from Japan
Table 7: Kenya’s imports from Japan
Source: International Trade Centre database; Compiled by KEPROBA
Kenya’s imports from Japan were valued at USD 817.0 million in 2024. Kenya’s leading and main import products from Japan in 2022 included: Motor cars and other motor vehicles (USD 345.9 million), Flat rolled products of iron (USD 242.6 million), Motor vehicles for transport of goods (USD 60.5 million), motor vehicles for transport of >= 10 persons (USD 30.1) and parts and accessories for tractors, motor vehicles (USD 23.6 million)
Kenya-Japan Shares of Trade 2024
Figure 2: Exports share to Japan.
Source: International Trade Centre database, Compiled by KEPROBA
Figure 3: Imports share from Japan
Instruments and appliances used in medical, surgical, dental
or
and
Motor vehicles for the transport of >= 10 persons 3.7%
Motor vehicles for the transport of goods
Flat-rolled products of iron
Source: International Trade Centre database, Compiled by KEPROBA
5.0 Kenya’s Potential Exports to Japan
Figure 4: Export potential for Kenya’s products in Japan
Source: International Trade Centre database; Compiled by KEPROBA
The products with greatest export potential from Kenya to Japan are Black tea, packings >3kg, cut flowers & buds, fresh and Coffee, not roasted, not decaffeinated.
Kenya has the highest supply capacity in Black tea, packings >3kg.
Medicaments consisting of mixed or unmixed products, for retail sale is the product that faces the strongest demand potential in Japan.
6.0 Annex i: Map of Japan
Source: Google Map,
7.0 Annex ii Quick Facts
Also Known As Nippon • Nihon
Head Of Government Prime Minister: Shigeru Ishiba
Capital Tokyo
Population (2025 est.) 123,105,000
Currency Exchange Rate 1 USD equals 157.826 Japanese yen
Form Of Government constitutional monarchy with a national Diet consisting of two legislative houses (House of Councillors [242]; House of Representatives [475])
Official Language Japanese
Official Religion none
Official Name Nihon, or Nippon (Japan)
Total Area (Sq Km) 377,969
Total Area (Sq Mi) 145,934
Monetary Unit yen (¥)
Population Rank (2025) 11
Population Projection 2030 120,984,000
Density: Persons Per Sq Mi 2025) 843.6
Density: Persons Per Sq Km (2025) 325.7
Urban-Rural Population Urban: (2018) 91.6% • Rural: (2018) 8.4%
Life Expectancy at Birth Male: (2022) 81.9 years • Female: (2022) 87.9 years
Literacy: Percentage Of Population Age 15 And Over Literate Male: 100% • Female: 100%
The Kenya Export Promotion and Branding Agency (KEPROBA) is a state corporation established under the State Corporations Act Cap 446 through Legal Notice No.110 of August 9, 2019 after the merger of the Export Promotion Council and Brand Kenya Board. KEPROBA is under the Ministry of Investments, Trade and Industry.
OUR SERVICES
The Agency’s principal activities are implementing export development and promotion activities through providing export assistance to promote Kenyan goods and services globally, distributing trade related and international export standards information and carrying out export market research.
The Agency also manages the Kenya Nation Brand and country’s image through coordinating nation branding initiatives and trade fairs, providing branding guidelines for Government Agencies, Kenya Missions Abroad, marketing and providing positive information about Kenya and its products and services.
Our functions include product development including adaptation, packaging and branding; export market development, market intelligence through research, analysis and monitoring of trends and opportunities in international markets, supporting development of value chains for export market among others.
Our mission is to Brand Kenya, Export Kenyan, Build Kenya.
MAGICAL KENYA DESTINATION
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Magical Kenya invites the world to experience a destination that is not just visited but truly felt. Every moment here becomes a story worth telling. For more information, visit: www.magicalkenya.com
