Kenyan creative entrepreneur Melissa Kariuki has been announced as Africa’s representative at the World Trade Organization (WTO) Public Forum 2025, where she will spotlight the continent’s rapidly growing creative economy. The forum, themed “Reinventing Global Trade for a Sustainable Future,” is scheduled to run from September 24–27 in Geneva.
Kariuki,who has led several initiatives supporting young creatives and digital entrepreneurs, is expected to emphasize the role of Africa’s creative industries in job creation, innovation, and global competitiveness. She will also call for stronger trade policies that allow African designers, musicians, filmmakers, and tech innovators to compete fairly on the global stage.
Observers say Kariuki’s presence is symbolic at a time when the WTO is increasingly recognizing the importance of non-traditional sectors—including digital trade, cultural exports, and intellectual property—in shaping global commerce. For Africa, where over 70% of the population is under 30, the creative economy is widely regarded as a key engine for sustainable growth.
