Osaka, Japan – June 20, 2025 – Aligning with the Expo 2025 Osaka’s “Health & Well-being Week,” the Pakistan Pavilion hosted a panel discussion titled “Pink Rock Salt: Trade, Health & Investment Potential” on Friday, June 20, 2025 at the Theme Weeks Studio on the Expo site. Organized by Pakistan Mineral Development Corporation (PMDC) in collaboration with the Trade Development Authority of Pakistan (TDAP), the event spotlighted the mineral legacy, health benefits and Pakistan’s trade potential of the Pink Rock Salt.
“Our pink salt is not just a mineral, it is a wellness product with global relevance,” said Mr. Asad Ahmed. “From nutrition to therapeutic uses, it has the potential to become Pakistan’s next major health brand. Japanese and international businesses can leverage this opportunity by partnering with Pakistan for its development and distribution.”
The event also featured the official documentary film of Pakistan Pavilion, titled: The Universe in a Grain of Salt depicting the visuals of the Salt Range and the interior of the magical Khewra Mine.
Focusing on export markets and branding initiatives, Mr. Muhammad Naeem noted,
“Pakistan’s pink salt is internationally recognized, yet under-leveraged. With the right branding and protection under GI laws, we can transform it into a premium product on the world stage.”
Discussions focused on building robust value chains, expanding product diversification, and forging international partnerships to unlock new markets. In addition, the panel stressed the importance of Geographical Indication (GI) protection to position pink rock salt as a premium, certified product on the world stage.
Mr. Muhammad Naseer, Project Director of the Pakistan Pavilion at Expo 2025, added “At Expo 2025, we are not just showcasing natural resources, we are telling a story of global relevance. This event helped position pink rock salt as a wellness product, a trade asset, and a symbol of Pakistan’s commitment to sustainable living and global well-being.”
The event was held within the broader narrative of the Pakistan Pavilion, where the Pink Salt features the infrastructure and the core elements of the pavilion design. It further reinforced the pavilion’s theme of balance between nature, wellness, and innovation, offering a compelling platform to translate heritage into opportunity and awareness into trade.
The event recording is available at:
https://www.youtube.com/live/_JsGPM-kgGw?si=zkF6_qKmBffTpTFo