TICAD 9 Special Session: Co-Creating a New Market in Africa with Japan’s Leading Companies
Taking the first step, not just envisioning potential.
In August 2025, during the TICAD 9 (Tokyo International Conference on African Development) summit, we are proud to host a special session that opens new doors to African business.
At the heart of this session is our newly launched co-creation initiative with four major Japanese companies. Centered on solar-powered cold storage, food processing for export, and digital kiosks, this project, already in motion, will be presented and discussed alongside distinguished panelists at TICAD 9.
Africa’s solution starts here. A new-generation business model, born from Japan’s collective strength.
A bold public-private partnership is underway. Backed by Japan’s Ministry of Economy, Trade and Industry (METI), the project unites the agility of a startup with the technology of industry leaders: Mitsui O.S.K. Lines, Daikin, Dai Nippon Printing, and Seiko Epson. Built in Senegal, this model transforms food loss into value and targets the global market. What are the strategies, risks, and future of this initiative? This session provides a candid discussion on real-world African business and untapped opportunity.
Why these four giants chose to co-create with a startup?
We see this session as a rare insight into the real decision-making behind corporate risk-taking: why Japan’s top firms are investing technical and strategic resources into a startup-led vision in Africa.
We will reveal the three core drivers behind this powerful co-creation:
1. Field-Proven Trust and Local Access
Our CEO Koichi Sato shares how, after seven years in Senegal, we earned deep trust from local communities and government. This “last-mile credibility”, which money can’t buy, is essential to real success in African business and something large companies cannot achieve alone.
2. Strategic Business Design
This is not just social impact. It is a calculated business model integrating carbon reduction, food value addition, and local industry development. Speakers will explain how their technologies are embedded in this model and why African field trials may shape future product development and business domains.
3. Scale Through Co-Creation
No single company can build such infrastructure alone. It takes logistics, materials, ICT, and clean energy working together. Our joint team will share how collaboration creates a scale of vision that one company alone could never reach.
Discover the New Landscape of Africa
This is a must-attend opportunity to understand realistic, scalable African entry strategies for Japanese companies.
- How can your technology or service create value in Africa?
- What benefits can arise from startup collaboration?
- How can ESG/SDGs contributions align with business growth?
The 45-minute session includes a rich panel dialogue to deepen the discussion.
Panelists
Founder
Koichi Sato, CEO, SUCRECUBE Japon Inc.
Strategic Investor
Ken Shibusawa, CEO, Shibusawa and Company / Co-Chair, Keizai Doyukai Africa Committee
Corporate Co-Creation Partners
- Toru Hikima, Executive Officer, Chief Sustainability Officer, Mitsui O.S.K. Lines
- Yoichi Yamada, Executive Officer / COO, Seiko Epson
- Hitomi Kusahara, Deputy General Manager, Dai Nippon Printing
Moderator
Yuji Suyama, Co-Founder, Zebra and Company
Session Information
TICAD 9 Official Panel Session
“Co-Creation from Japan: A Startup-Driven Frontier in Africa”
Date: Friday, August 22, 2025
Time: 13:30 to 14:15
Location: TICAD 9, Pacifico Yokohama (Stage B, JETRO Japan Fair)
Host: SUCRECUBE Japon Inc.
Co-Hosts: Shibusawa & Co., Seiko Epson, Mitsui O.S.K. Lines, Dai Nippon Printing
Admission: Free (pre-registration via TICAD 9 website required)
Additional registration for Q&A participation: Google Form → [link]
Reference Links
- Our Co-Creation Vision
- [2022 Off-Grid ICT Project with Kansai Electric]
- [2025 Co-Creation with 4 Japanese Companies in Senegal Agriculture]