The Epson Shakira partnership is one of those brand moves that sounds like a brainstorm from a marketing team high on post-its: what if we combined a global music icon with printing and projection technology — and threw in some messaging about youth creativity and empowerment? Well, it’s here.
Epson, the Japanese tech company known for its projectors and printers, has officially named Shakira its ambassador for the Middle East, Türkiye, Africa, Central and West Asia (META-CWA). The campaign, called Imagine New Possibilities, wants to position Epson as a brand that helps unlock creativity — especially for young people, educators, and entrepreneurs.
On paper, it makes sense. Shakira has long paired her pop stardom with philanthropic work, especially in education. Epson wants to be seen as more than a device manufacturer. Together, they’re promising a vision of accessible tech that “empowers the next generation.”
But here’s the question: what does that empowerment actually look like?
There’s little detail so far about what the partnership will do, beyond rolling out across digital platforms, retail, and educational spaces. Will there be subsidised tech for schools? Community workshops? Or is this mostly branding with a hopeful message attached?
The move does reflect a larger trend in tech: brands reaching outside Silicon Valley for cultural influence. We’ve seen it with smartphone makers signing fashion designers and YouTubers. Now Epson wants a piece of that action — with a Latina superstar fronting a campaign in Africa and West Asia. It’s global influence as a service.
According to Epson South Africa’s country manager Timothy Thomas, the goal is to “enable both this generation and the next to dream big.” It’s a compelling pitch. But in a region where tech accessibility gaps are very real, a poster campaign — even with Shakira’s name on it — might need more than inspiration to land.
Still, if Epson can back this with tangible access to tools — and not just glossy marketing — the Epson Shakira partnership could be more than just a headline.