Health and Well-being Week
Khewra Pink Rock Salt: Trade Health & Investment Potential
Islamic Republic of Pakistan
A panel discussion on Pink Rock Salt highlighting Pakistan’s rich reserves in Salt Mine in Pakistan and its untapped trade potential. Experts from PMDC will emphasize the overview of Pink Rock Salt, value addition, branding, and health-related uses and use in culinary and wellness sectors. The salt’s mineral content and global demand alongside the importance of Geographical Indication (GI) registration by Pakistan to protect its origin and identit will be highlighted as a key step in boosting exports and preventing mislabeling. The panel will call for strategic marketing, improved supply chains, and stronger IP enforcement in international markets to fully harness pink salt as Pakistan's national economic asset.
Discussion
- Well-being
- Healthy life expectancy
- SBNR
| Transmission of simultaneous interpretation | Provided |
|---|---|
| Language of interpretation | Japanese and English |
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Track Programme
- Time and
Date of
the event -
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2025.06.20[Fri]
18:00 ～ 19:00
(Venue Open 17:30)
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- Venue
- Theme Weeks Studio
Programme details
Introduction of PMDC & Overview of Pink Rock Salt by Mr. Irfan Ahmed
Business Opportunities & Export Potential of Rock Salt by Mr. Asad Ahmad and Mr. Muhammad Naeem
Health Benefits of Pink Rock Salt by Mr. Irfan Ahmed and Mr. Muhammad Naeem
【Event Schedule】
1. 05:30 pm – 06:00 pm Guests to be seated
2. 06:00 pm – 06:03 pm Introductory remarks by Dr. Arfa Shahid
3. 06:03 pm – 06:05 pm Recitation from the Holy Quran
4. 06:05 pm – 06:10 pm Welcome Remarks by Mr. Muhammad Naseer, Project Director, Expo 2025, Osaka
5. 06:10 pm – 06:25 pm Overview of Pakistan Mineral Development Corporation (PMDC) and Business Opportunities of Pink Rock Salt by Mr. Asad Ahmed, PMDC
6. 06:25 pm 06:30 pm Documentary on Salt Ranges and Khewra Salt Mines
7. 06:30 pm – 06:45 pm Pakistan’s Trade Potential & Health Benefits of Pink Rock Salt by Mr. Muhammad Naeem, PMDC
8. 06:45 pm – 06:55 pm QnA session
9. 06:55 pm – 07:00 pm Closing Remarks
Reports
【Reflection】
Government of Pakistan hosted an interactive session titled “Khewra Pink Rock Salt: Trade, Health & Investment Potential” on June 20, 2025, during the Health and Well-Being Theme Week of the Expo. The event aimed to highlight Pakistan’s natural treasure of Pink Rock Salt from wellness, trade and sustainability perspectives. The session was organized by Expo 2025 cell of Trade development Authority of Pakistan (TDAP) in partnership with the Pakistan Mineral Development Corporation (PMDC).
This event was organized to contribute to Expo 2025 Osaka’s central theme, “Designing Future Society for Our Lives,” and its sub-theme “Saving Lives.” Held during the Health and Well-being Theme Week, the session specifically highlighted how natural resources like Pakistan’s pink rock salt can support both human health and sustainable economic development. Its key objectives were to;
1. Present pink rock salt as a natural product with healing and therapeutic benefits aligning with Health & wellness theme week of Expo
2. Introduce Pakistan’s pink salt reserves and other mineral reserves and encourage international collaboration in value-added processing, branding, exports and investments.
3. Demonstrate how the mining and architectural use of pink salt at the Pavilion reflects eco-friendly construction, low carbon footprint, and a message of harmony with nature.
4. Address the widespread myth that pink rock salt marketed as “Himalayan salt” originates from India, by highlighting that 100% of the world’s commercial pink salt is mined from Pakistan’s Salt Range.
The event was divided into two distinct parts i.e. Panel Discussion followed by Interactive session and the Salt Products’ Display (program attached at Annex-A). The event was attended by international audience ranging from researchers, academia, health professionals, culinary experts, media, businessmen and Expo delegates (Total 78)
The second part of the event featured a dedicated display area, where a wide range of pink rock salt products were showcased at the entrance of the venue. These included both traditional and value-added items made form Pink Rock Salt. Products on display included:
• Pink Salt Cooking Tile: Thick, natural slabs used for grilling, searing, and serving gourmet dishes popular for their flavor-enhancing properties.
• Salt Lamps: Ethereal salt crystal lamps that purify the air and are believed to reduce stress and improve sleep quality.
• Bath Salts and soaps: Finely ground pink salt and soap bars used for skin exfoliation and relaxation.
• Packaged Culinary Salt: Finely ground or coarse pink salt for cooking and seasoning, offered in export-grade packaging for global markets.
• Beauty Products: Gua sha, Shampoo, Conditioner, hand creams, massage balls for healthy skin and scalp.
The display was accompanied by product description and QR code linked to the Pakistan Trade Portal, enabling visitors and potential buyers to access detailed product information, supplier profiles, and export facilitation services directly from the companies. This interactive element helped the audience to experience various uses of pink salt in daily life.
The event successfully positioned Pink Rock Salt as a product of Pakistan and a symbol of natural wellness, cultural heritage, and commercial opportunity. It also opened the gateway for the investment into the mineral sector of Pakistan especially the projects of PMDC.
【Post EXPO Initiatives】
Building on the success of this session, following steps may be taken:
1. Strengthening Global Trade Partnerships:
With growing interest from international buyers, wellness brands, and investors, especially from Japan, PMDC may pursue long-term trade agreements and joint ventures in promotion of trade of Pink Rock Salt sector.
2. Value-Added Export Strategy:
Based on the interest of visitors in pink salt products like shampoos, body washes, bath salts etc, steps maybe taken to leverage potential in producing value-added products that cater to high-end markets and wellness sectors.
3. Branding & International Certification:
Continued of efforts of Government of Pakistan to promote pink salt under the Geographical Indication (GI) tag will help establish Pakistan’s salt as a globally trusted brand known for purity and health benefits. PMDC may immediately develop different trademarks of Pink Rock Salt and register in growing markets like Japan, USA, South Korea etc.
4. Salt Tourism & Heritage Promotion:
The Khewra Salt Mines themselves offer an untapped tourism opportunity. Investment in guided tours, wellness resorts, and cultural experiences may further promote the region and add sustainable income streams to the local economy.
5. Research & Wellness Collaborations:
Partnerships with international health institutes, nutritionists, and alternative medicine experts may help expand the use of pink salt in therapeutic applications.
6. Follow-Up Events & Outreach:
TDAP and PMDC may plan to host additional events, business meetings, and workshops to explore commercial possibilities initiated by this session.
Cast
Moderator
Arfa Shahid
Trade Development Authority of Pakistan (TDAP)
Assistant Director (Administration and Programming), Expo 2025 cell of TDAP responsible for the promotional and theme based events to be organized by Islamic Republic of Pakistan at Expo 2025, Osaka.
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Speakers
Asad Ahmed
Managing Director PMDC
Having 25 years’ of experienced of Corporate and Public sector in National/ Multinational companies of Mineral and Power sector.
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Muhammad Naeem
Dy. Manager (Mining) PMDC
Project Manager at Pakistan Mineral Development Corporation with experience in mining & geology. He heads the Khewra Project of PMDC.
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Muhammad Naseer
Trade Development Authroity of Pakistan
Project Director for Expo 2025, Osaka
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Adil Mukhtar
Trade Development Authroity of Pakistan
Deputy Director (Government Relations) at Expo 2025 Osaka with background in Digital Trade, Technology and Policy
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Co-organiser
Trade Development Authroity of Pakistan
Health and Well-being Week
Khewra Pink Rock Salt: Trade Health & Investment Potential
A panel discussion on Pink Rock Salt highlighting Pakistan’s rich reserves in Salt Mine in Pakistan and its untapped trade potential. Experts from PMDC will emphasize the overview of Pink Rock Salt, value addition, branding, and health-related uses and use in culinary and wellness sectors. The salt’s mineral content and global demand alongside the importance of Geographical Indication (GI) registration by Pakistan to protect its origin and identit will be highlighted as a key step in boosting exports and preventing mislabeling. The panel will call for strategic marketing, improved supply chains, and stronger IP enforcement in international markets to fully harness pink salt as Pakistan's national economic asset.
-
2025.06.20[Fri]
18:00～19:00
(Venue Open 17:30)
- Theme Weeks Studio
- * Programme times and content are subject to change. Any changes will be announced on this website and via the ticket booking system.
- * The schedule is subject to change depending on the organiser's circumstances.
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