With rich mineral resources, vast oil and gas reserves and a combined GDP of $3 trillion, Africa is widely regarded as the continent with the greatest potential for rapid growth. By 2030, its 1.2 billion population is forecast to have a spending power of $2.5 trillion.
For Japanese businesses, whose own domestic consumer markets are shrinking and which face higher or more complex barriers in the U.S. and China, the message is simple: Africa is open for business. Why, then, is Japanese business not seizing this opportunity?
