Japanese electric appliance maker Panasonic is restructuring up its sales offensive in Africa with an eye to the region’s growth potential.

The company set up a new sales subsidiary in South Africa this month to tap into its growing number of middle-income consumers.

It held an event on Thursday to display its broad range of products, from home appliances to business equipment. The show in the country’s largest city of Johannesburg attracted 400 people, including retailers and electronics shop owners.

Panasonic officials say they are targeting young people in particular. Audio products and mobile phones attracted a lot of attention at the show.

The managing director of the new local subsidiary, Hiroshi Maeda, says he hopes Panasonic sales will develop as the African market grows in the mid- to long-term.

Africa’s economic growth is losing some steam in the face of lower commodity prices and China’s slowdown. But businesses around the globe are still setting their sights on Africa and its population of more than one billion. The continent is often regarded as the last major untapped market.