For Professor Adedoyin Aguoru, studying Japan is more than an academic pursuit. It bridges cultures, brings ideas together and offers an opportunity to reshape how Africa is understood beyond its borders.
As president of the African Association for Japanese Studies (AAJS), Aguoru has devoted herself to deepening intellectual engagement between Africa and Japan, creating platforms where scholars, students and cultural practitioners can interrogate established narratives and explore new possibilities for collaboration.
Her passion found expression at the association’s seventh conference, held at Lead City University, Ibadan, from October 13 to 16, 2026.
With the theme Reimagining Africa in Japanese Media:
With the theme Reimagining Africa in Japanese Media: Narratives, Representations and Influences, the conference brought together scholars and researchers to examine how Japanese media portrays Africa, the forces shaping those portrayals and their implications for cultural understanding, diplomacy and international relations.
The opening ceremony, held on October 14, set the tone for three days of intellectual engagement. Beyond the formal addresses, scholars from across Nigeria presented academic papers, exchanged ideas and explored ways of building a more balanced understanding of Africa-Japan relations. It was an afternoon of scholarship, cultural exchange, diplomatic engagement and enlightenment.
Welcoming participants on behalf of the local organising committee, Professor Fatai Adetunji described the conference as an important opportunity to deepen intellectual and cultural conversations between Africa and Japan. He noted that the media was not simply a mirror reflecting society but a force capable of shaping the realities it represents.
Through news, reporting, literature, film, anime, manga, digital
“Through news, reporting, literature, film, anime, manga, digital platforms and other forms of cultural expression, images and narratives about Africa can travel across borders, influence public opinion and shape international relationships,” he said.
Such representations, he cautioned, could encourage appreciation and solidarity but could also perpetuate stereotypes, oversimplify complex realities and obscure the diversity of African societies.
Adetunji challenged scholars to examine whose voices were heard, whose perspectives were prioritised and whose experiences remained invisible in narratives about Africa. He urged participants to engage deeply, question boldly and collaborate generously, expressing the hope that the conference would inspire new research, strengthen partnerships and encourage future generations of African and Japanese scholars.
In her welcome address, Aguoru called
In her welcome address, Aguoru called for a more nuanced and balanced representation of Africa in Japanese media. She said the conference provided an opportunity to examine how Africa and Nigeria were portrayed in Japanese media and to explore ways of strengthening cultural and intellectual ties between Africa and Japan.
“How do we reimagine and reimage Nigeria and Africa in Japanese media?” she asked, noting that students would lead discussions on the subject following the keynote address.
Aguoru also expressed delight at the growing commitment of scholars, researchers and students to strengthening relations between Africa and Japan. She thanked the university’s management and staff, delegates and members of the African Association for Japanese Studies Club for their contributions to the association’s growth.
She also highlighted the conference’s academic activities, including
She also highlighted the conference’s academic activities, including plenary sessions and the launch of Studies in Transnational Africa and Japan, a publication dedicated to advancing scholarship on relations between the two regions. The publication was presented in honour of the university’s proprietor, Professor Jide Owoeye.
Aguoru welcomed the Japanese ambassador to Nigeria, Suzuki Hideo, who was represented by the Deputy Head of Mission, Kozaki Hitoshi, as well as other distinguished guests. She expressed hope that the gathering would foster deeper academic engagement, encourage fresh perspectives and strengthen the bridge between Africa and Japan. She wished participants fruitful deliberations and a successful conference.
In an interview with this reporter, Aguoru said the conference was also an opportunity to confront a troubling question: Who tells Africa’s stories, and what happens when those stories are incomplete?
Explaining the inspiration behind the conference, Aguoru said
Explaining the inspiration behind the conference, Aguoru said her concerns had been heightened by developments surrounding the Japan International Cooperation Agency’s hometown project, which generated protests in Japan following its announcement the previous year. The initiative involved four African countries and prompted her to reflect on how Africa was perceived in Japan and the factors influencing those perceptions.
“I began to reflect, and I had to be in Osaka to do some presentations. And while engaging colleagues there, the idea came that we needed to look at how Japanese people, the Japanese media, represented Africa and why they did so,” she explained.
She observed that African stories in international news coverage frequently revolved around aid and poverty, creating the impression that the continent had little to offer beyond its developmental challenges.
Yet Africa, she argued, possesses enormous cultural, intellectual
Yet Africa, she argued, possesses enormous cultural, intellectual and economic resignificant presence across the continent, including in Nigeria, where Japanese automobiles are commonplace
Aguoru believes that a better understanding of Africa must begin with examining the information available to Japanese audiences and encouraging more nuanced representations of African societies. She cited the film The Gods Must Be Crazy as an example of how popular culture can reinforce simplistic perceptions of the continent.
“When something has already been implanted in the minds of people, it then begins to influence how they see Africa,” she said, adding that the limited availability of African content in Japanese media further compounds the problem.
For the AAJS president, therefore, reimagining Africa requires
For the AAJS president, therefore, reimagining Africa requires more than criticising existing representations. It demands sustained research, cultural exchange and the active participation of Africans in shaping the stories through which the continent is understood.
The Deputy Vice-Chancellor for Management Sciences and Humanities at Lead City University, Professor Omolara Campbell, who represented the Vice-Chancellor, Professor Kabiru Adeyemo, also emphasised the importance of responsible cultural representation in her speech.
She described the conference as an opportunity to question established narratives, explore fresh perspectives and deepen understanding of how the media shapes the ways societies perceive one another.
The stories told about people can influence how
“The stories told about people can influence how they are perceived, the opportunities extended to them and the relationships built with them,” Campbell said.
She maintained that reimagining Africa in Japanese media should involve more than changing existing images. It should create opportunities for authentic storytelling, mutual understanding and collaboration between African and Japanese scholars and creative communities.
“Both societies possess rich histories, diverse cultures and evolving identities that deserve nuanced and responsible representation,” she added.
Campbell expressed the hope that the discussions would
Campbell expressed the hope that the discussions would extend beyond the conference, generating sustained partnerships, fresh research and practical contributions to a better understanding of both societies.
Representing the Japanese ambassador to Nigeria, Suzuki Hideo, the Deputy Head of Mission at the Japanese Embassy, Kozaki Hitoshi, commended the AAJS for providing a platform for scholars, researchers, students and practitioners to explore Japanese history, culture, language, society and international relations.
He noted that Japan-Africa relations encompassed education, science and technology, innovation, economic development, culture and human-reequired people capable of communicating across cultural boundaries
Hitoshi highlighted the growing popularity of Japanese pop
Hitoshi highlighted the growing popularity of Japanese pop culture in Nigeria, particularly anime and video games, as an important avenue for cultural exchange. He recalled that the Japan External Trade Organization organised Super Japan at the Japan Pavilion of the Lagos International Trade Fair in November 2025, showcasing aspects of contemporary Japanese culture.
He also pointed to the Aniwi Convention held in Lagos in August 2026 and announced that the second edition of Super Japan was scheduled for November 6 to 8, 2026. The event, he said, would extend beyond entertainment into lifestyle sectors, including food, beauty, health and wellness.
“Cultural exchange through pop culture, for example, is gaining momentum, particularly in Lagos. We consider this an extremely important area for strengthening ties between Japan and Nigeria moving forward,” he said.
Hitoshi added that Japan hoped to establish
Hitoshi added that Japan hoped to establish an office in Lagos to further strengthen exchanges between the two countries. He also encouraged the association to expand its academic networks and support more students and emerging researchers in Japanese studies.
For Dr Olayiwola Awakan, Director-General of the Nigerian Tourism Development Authority, the question of Africa’s representation has implications that extend beyond academia into tourism, economic development and international relations.
Delivering the keynote address, Awakan argued that Africa’s image had too often been shaped by narratives of conflict, poverty, disease, political instability and humanitarian crises.
Africa is not a single story
“Africa is not a single story. It is a continent of 54 countries, thousands of cultures and languages, extraordinary biodiversity, youthful populations, ancient civilisations, innovative creative industries and rapidly transforming economies,” he said.
He challenged Nigerians to take greater responsibility for telling their country’s stories, noting that the international community could only engage meaningfully with the information made available to it.
“How much of positivity do you talk about your society? How much of portrayal do you put out about your culture, your arts, your tradition, your heritage and your history?” he asked.
Drawing on his experience in tourism development, Awakan
Drawing on his experience in tourism development, Awakan explained that the media played a crucial role in shaping perceptions of destinations. Before travellers decide where to visit, he observed, their impressions of those destinations have often been shaped by television, documentaries, films, social media and digital content.
He cited an impromptu dance video he recorded during a visit to his alma mater as an illustration of how an ordinary social media post could introduce Nigerian culture to audiences far beyond the country’s borders.
Awakan also disclosed that work was underway on a tourism-focused streaming platform intended to showcase Nigeria’s cultural heritage, festivals, historical sites and tourist destinations to international audiences.
He urged African and Japanese filmmakers, academics, tourism
He urged African and Japanese filmmakers, academics, tourism institutions and creative entrepreneurs to collaborate on projects that would present both societies through richer and more authentic stories.
His proposed framework for stronger Africa-Japan narrative partnerships included research, joint productions, destination storytelling, academic and cultural exchanges, and measurable standards for assessing the impact of media representations.
“Reimagining Africa does not mean manufacturing a perfect Africa. It means presenting the complete Africa, a continent that has challenges but is not defined by them,” he declared.
One of the highlights of the event came
However, one of the highlights of the event came when Aguoru presented a cake shaped like a book titled Japan’s Policy in Africato the Chairman of Council and proprietor of Lead City University, Professor Jide Owoeye, in celebration of his 70th birthday. The cake was subsequently cut in his honour. Owoeye had celebrated his 70th birthday earlier in the year.
Expressing her appreciation for the impact Owoeye had had on her life, Aguoru said the gesture was a surprise intended to honour him after the association had been unable to celebrate his milestone birthday earlier in the year.
“I would liken this to a surprise. This is because, as members of the African Association for Japanese Studies, we were unable to celebrate Professor Jide Owoeye the way we wanted to when he turned 70 earlier in the year.
Prof. Owoeye was my supervisor when I
“Prof. Owoeye was my supervisor when I was a master’s student, and he introduced me to Japanese studies. I remember he taught me Asia in World Politics.But there is a book that he wrote more than 30 years ago that I love so much. That book is the basis for this engagement. And today, we want to use this opportunity to thank him for daring to go to Japan at the point at which he did and for having been able to write this wonderful book. The title of the book, as we see, is Japan’s Policy in Africa.”
Other significant events that took place that day included the public presentation of five volumes of Studies in Transnational Africa and Japan (STAJ), the presentation of an award to Owoeye and a media roundtable, which followed immediately after the birthday cake was cut.
For Aguoru, however, the conference’s significance lay not only in the quality of its discussions but also in its ability to inspire action among younger generations.
She explained that the organisers deliberately brought undergraduate
She explained that the organisers deliberately brought undergraduate students and young academics into the conversations, drawing participants from Lead City University, the University of Ibadan, The Polytechnic, Ibadan, and Landmark University.
The approach was intended to move the conference beyond a gathering dominated by established scholars and give younger participants opportunities to engage with research, question existing assumptions and consider their own roles in shaping Africa’s image.
Aguoru acknowledged that funding remained a major challenge, with much of the organising team’s time, revent
It’s my passion that keeps me going, she
“It’s my passion that keeps me going,” she said, explaining that the association continued to raise funds and persevere because of the value participants and supporters attached to its work.
The three-day programme of academic papers and discussions provided a space for scholars to interrogate representations of Africa, exchange research findings and consider new avenues for cooperation between African and Japanese institutions.
Ultimately, the conference underscored a central truth: Africa’s image cannot be left entirely to others to construct. Its writers, filmmakers, scholars, journalists, artists and cultural institutions must also participate in telling its stories.
For Aguoru and the AAJS, that task is both an intellectual responsibility and an opportunity to build a more enduring relationship between Africa and Japan, one grounded in mutual respect, cultural understanding and shared creativity.
