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ASC Seminars

The 90th "How to win trust when doing business in Africa"

Monday June 3rd, 2024 5:40p.m.~ 7:10p.m. (JST)

Dr. Ebede Ndi, a native of Cameroon, will give a lecture at our center on the occasion of his stay in Japan. We look forward to welcoming those who are interested in doing business in Africa.


◆Title: How to win trust when doing business in Africa

◆Abstract: Africa has become an irreversible center for business opportunities in this century and the next. However, lack of trust, fear of the unknown and the related uncertainty to succeed in this new "gold rush" adventure still dominate the minds of many Asian business leaders. The shortage of proper equipment, training, and knowledge of African business culture prevents them from prioritizing their investment in this emerging large market. Regardless of your preferred business interests, building trust and overcoming psychological barrier is of paramount importance when doing business in Africa. This seminar will equip you with the required conceptual and practical tools and techniques in building trust with your African business partner when you finally decide to make a safe and profitable investment move.

◆Lecturer(Short Bio):
Dr. Ebede Ndi is the founder of the Conceptual Institute, a think tank committed to doing research on African studies. He holds a Ph.D. in East-West psychology from the San Francisco-based California Institute of Integral Studies, where he taught courses on African-centered psychology and studies, research methods, and academic writing. In 2016, he moved to Taipei, Taiwan, where he now resides and where he gave workshops on cross-cultural communication at the Ministry of Health and Welfare, offered workshops at the National Taiwan Normal University, and taught courses on marketing, business English, and cross-cultural business communication at the National Taipei University of Technology.

In January 2024, he was invited to offer a foundational workshop training at the Nanyang Technological University and the Singapore Business Federation's Center for African Studies in Singapore, where he received a universal ovation and recognition for the quality of the training. As a scholar, he believes that knowledge has no boundary, and learning has no end.


◆Date&Time:Monday 3 June, 2024 5:40p.m.~7:10p.m.(JST)/ 8:40a.m.~10:10a.m.(GMT)

◆Venue:Onsite Room207(2F Research and lecture bldg.,TUFS)& Online(Zoom Meeting)


◆Admission fee:FREE

Please pre-register in advence from here 】Or Use QR Code.


Registration deadline: June 2, 2024 (Sun) * Registration will be closed when capacity is reached.

Zoom information will be sent to your registered e-mail address by the morning of the seminar.

◆Co-organized by Kanto Branch of the Japan Association for African Studies


The 90th ASC seminar was held on Monday 3 June, 2024 in a hybrid system. 15 participants were on-site and 15 online.

Following the lecture emphasizing the importance of trust in business in Africa, lively discussion was continued. Some discussion points were as follows: improvement of vulnerable institutions before relying on trust; the relevance of discussion dealing all Africa in the same framework: theoretical bases for the analysis of trust.