Global technology leader Epson has announced a significant partnership with internationally acclaimed artist Shakira, naming her as the new brand ambassador for the Middle East, Türkiye, Africa, Central and West Asia (META-CWA) region. The collaboration, which officially launches July 1, 2025, marks a strategic expansion of Epson’s commitment to fostering creativity and innovation across diverse communities.
This partnership builds on Epson’s existing global collaboration with the Colombian superstar, as the company extends its “Imagine New Possibilities” campaign to the META-CWA region. The initiative specifically targets youth, entrepreneurs, educators, and families by championing bold ideas and creativity through cutting-edge technology.
Strategic Alliance Focused on Empowerment
The collaboration represents more than a typical celebrity endorsement, aligning with both Epson’s corporate values and Shakira’s commitment to social impact. As Natalie Harrison, Epson META-CWA Regional Marketing Director, explained: “At Epson, we see creativity as a catalyst for change. Our partnership with Shakira reflects our shared belief in unlocking potential through education, innovation, and empowerment. Shakira’s passion for creativity and her commitment to inspiring the next generation aligns seamlessly with our mission”.
Shakira brings substantial credibility to the partnership as a multi-Grammy and Latin Grammy award-winning artist who has sold over 70 million albums worldwide. Beyond her musical achievements, her role as a UNICEF Goodwill Ambassador and her work in education through her Fundación Pies Descalzos foundation demonstrate her commitment to empowerment and social change.
The campaign will activate across multiple channels including digital platforms, retail locations, and educational initiatives throughout the META-CWA region. This comprehensive approach reflects Epson’s strategy to reach diverse audiences while maintaining its focus on accessible technology solutions.
Epson’s Growing Regional Presence
This announcement comes at a time of significant growth for Epson in the region. The company recently reported strong financial performance, with FY24 profits rising 38.4% year-on-year, driven largely by demand for its sustainable printing technologies including the Heat-Free EcoTank series. In Kenya specifically, Epson has seen strong adoption of its environmentally conscious printing solutions, with the EcoTank line praised for its lower ink and electricity costs.
The technology giant’s expansion aligns with key policy frameworks in the region, including Kenya’s Artificial Intelligence Strategy 2025-2030 and the Nairobi Declaration on Fostering a Connected and Empowered Africa. These initiatives call for expanded digital literacy, improved infrastructure, and inclusive innovation across the continent.
Epson’s commitment to sustainability also resonates with regional environmental goals. The company’s Environmental Vision 2050 aims to achieve carbon neutrality and eliminate waste, principles reflected in products like the EcoTank range, which cuts plastic and metal waste by 86% over five years while using up to 85% less energy than comparable laser printers.
Building on Technology Partnership Trends
The Shakira partnership reflects a broader trend in technology marketing, where companies increasingly seek authentic connections with influential figures who share their values. Similar to Samsung’s recent partnership with Achraf Hakimi for the Galaxy brand, Epson’s collaboration with Shakira emphasizes shared values of creativity, innovation, and social impact rather than simple product promotion.
This approach has proven successful for other technology brands in the region. As we’ve seen with OPPO’s partnership with Lamine Yamal, authentic brand ambassadorships that align with corporate values and social impact can effectively engage younger audiences while building brand credibility.
Supporting Creative Communities
The partnership is expected to significantly deepen Epson’s engagement with creative communities and youth-focused programs throughout the META-CWA region. From providing students with tools to transform ideas into reality to supporting small businesses with accessible design and printing solutions, the collaboration underscores Epson’s commitment to enabling progress through innovation.
This focus on educational impact aligns with Shakira’s extensive work in education and youth empowerment. Her Fundación Pies Descalzos has long focused on providing educational opportunities to underserved communities, and her previous technology partnerships have included collaborations with Amazon and Code.org to expand computer science education for Hispanic students worldwide.
The campaign reinforces Epson’s vision of creating environments where imagination, learning, and confidence can thrive. By combining Shakira’s global influence with Epson’s technological expertise, the partnership aims to inspire new possibilities for creativity and innovation across one of the world’s most dynamic regions.
Regional Technology Leadership
Epson’s appointment of Shakira as brand ambassador also reflects the company’s deeper strategy to establish itself as a technology leader in the META-CWA region. With operations spanning more than 80 countries across the Middle East, Türkiye, Africa, and Central & West Asia, Epson META-CWA brings high-quality, eco-conscious solutions in printing, scanning, visual display, manufacturing, and lifestyle categories to diverse markets.
The partnership leverages Epson’s 80-year legacy as a Japanese technology pioneer while addressing the unique needs of emerging markets. This approach has already shown success, with the company’s Heat-Free EcoTank printers gaining significant adoption in Kenya and other regional markets due to their efficiency and sustainability benefits.
As the campaign launches across the region, it will serve as a testament to how global technology companies can create meaningful partnerships that go beyond traditional marketing to foster genuine social impact and creative empowerment.
