By Hasekiel Johannes
What if Namibia’s biggest untapped resource is not within its borders — but spread across the globe?
The Namibian diaspora holds immense potential to help local businesses to access international markets and largely driving export promotion.
In general, the diaspora is known for being cultural ambassadors, business connectors, attracting investments, and particularly driving homegrown products abroad.
However, Namibian diaspora-driven export promotion remains largely untapped and underreported for various reasons. Nevertheless, valuable lessons can be drawn from the African diaspora.
Lessons from DRC, Nigeria and Ghana
Across Africa, lessons can be learned from the diaspora communities of the Democratic Republic of Congo (DRC), Nigeria, and Ghana who have successfully facilitated trade and market access for their home countries.
For instance, The DRC Diaspora and Business Networks, have established strong business communities in Europe (particularly in France and Belgium) and North America.
These networks act as intermediaries, connecting businesses back home with buyers abroad. By leveraging their understanding of both markets, they facilitate trade agreements, logistics, and even investment opportunities for Congolese entrepreneurs.
Similarly, The Nigerian and Ghanaian diaspora communities in the USA and Europe have successfully introduced African products into mainstream markets.
A prime example is the shea butter industry, where Nigerian and Ghanaian entrepreneurs have created strong distribution networks that supply beauty and wellness brands worldwide.
They did this via online platforms, specialised retail stores, and word-of-mouth marketing — these communities have made shea butter a globally recognised product.
Namibian Diaspora-driven export promotion
Namibia has unique, high-quality products that have the potential to appeal to international consumers, particularly in the USA and Europe. And the Namibian diaspora should be at the forefront of promoting these products through cultural advocacy, business linkages, and direct marketing — basically “putting us on” as the Gen Z call it.
Key products include Marula Oil (used in the global beauty and wellness industry), Kapana (grilled meat culture – a growing street food trend), Kapana Spices (targeting niche food markets), Devil’s Claw (with medicinal and cosmetic benefits), Biltong, and Namibian Gin (Ombike), among others.
A win for Namibia
Namibian diaspora-driven export promotion can succeed through the following strategies: forming business associations in key markets (USA, UK, Germany) to promote and distribute Namibian products; partnering with local retailers and supermarkets to stock these products; establishing online platforms (Amazon, Etsy, Alibaba) for direct sales; collaborating with embassies to organize trade fairs and B2B events; and engaging Namibian influencers abroad to showcase products on digital platforms.
The synergy between culture and commerce must be emphasized, as cultural appreciation often drives consumer interest in new products. Through collaboration, innovation, and strategic networking, the Namibian diaspora can become ambassadors of Namibian trade, ensuring that the nation’s rich products find their rightful place in international markets.
* Hasekiel Johannes has over 11 years of experience in MSME development and business innovation. He currently serves as a Consultant for MSME Market Access & Export Promotion at the Namibia Investment Promotion and Development Board (NIPDB), where he supports entrepreneurs in scaling their businesses for success.
