Rene Anthere Rwanyange
Kigali – April 21, 2026; – ASA International (Rwanda) Plc joined Rwandans in marking the 32nd commemoration of the 1994 Genocide against the Tutsi during a solemn visit to the Kigali Genocide Memorial.
The participation reaffirmed its commitment to national values of remembrance, unity, reconciliation, and resilience under the national call to “Remember, Unite, Renew”.
The commemoration was attended by the Group Chief Executive Officer of ASA International, Rob Keijsers; the Vice Chairman of the Board of Directors of ASA International (Rwanda) Plc, Gerald Mpyisi; and the Chief Executive Officer of ASA International (Rwanda) Plc, Christian Salifou, alongside members of the Board and staff representatives.
A moment of national reflection
As Rwanda continues its journey of remembrance and renewal, Kwibuka32 served as a solemn reminder of the lives lost during the Genocide against the Tutsi and the enduring responsibility to prevent such atrocities from ever occurring again.
The delegation participated in a guided memorial tour, a wreath-laying ceremony, and a reflection at the Flame of Hope, paying tribute to over one million innocent lives lost in 1994.
The remembrance was accompanied by a strong message of commitment to unity and collective responsibility to ensure that genocide never happens again.
Education at the heart of prevention
An educational session delivered by Serge Rwigamba on behalf of the Kigali Genocide Memorial emphasised that genocide ideology is rooted in division, dehumanization, and silence.
He underscored that remembrance must go beyond ceremony, calling for continuous education and active prevention of any form of discrimination or ideology that threatens unity.
Mr. Serge Rwigamba
Leaders’ reflections
In his remarks, Christian Salifou, Chief Executive Officer of ASA International (Rwanda) Plc, paid tribute to the victims of the Genocide and expressed solidarity with survivors.
He reaffirmed the company’s commitment to a workplace grounded in respect, inclusion, integrity, and human dignity.
“Rwanda’s extraordinary journey of recovery stands as a powerful example of what can be achieved through unity and reconciliation,” he said, adding that survivors’ voices remain central to remembrance and prevention efforts.
Gerald Mpyisi, Vice Chairman of the Board, reiterated that Kwibuka is both a moment of remembrance and responsibility.
He noted that Rwanda’s progress over the past 32 years demonstrates that healing is a continuous process that must be protected through vigilance, unity, and accountability.
“Unity must be nurtured, dignity protected, and division rejected in all its forms,” he said, calling on colleagues to uphold these values in their professional and personal conduct.
A global perspective on responsibility
ASA International Group Chief Executive Officer, Mr Rob Keijsers, commended Rwanda’s extraordinary journey over the past 32 years, describing it as a powerful example of what can be achieved through unity, reconciliation, and sustained national commitment to rebuilding.
Mr Keijsers stressed that the lessons from the 1994 Genocide against the Tutsi extend beyond Rwanda’s borders and speak directly to the conscience of leadership everywhere.
He warned of the consequences of division and the dangers of silence in the face of dehumanization, noting that leadership is ultimately defined not only by outcomes but also by values.
He emphasised that ethical leadership must be anchored in respect for human dignity, inclusion, accountability, and the courage to act against injustice.
“‘Never Again’ is not only a historical commitment but an ongoing responsibility that must be reflected in how we lead, how we make decisions, and how we engage with one another,” Keijsers said.
Commitment to national values
Across all interventions, a clear and consistent message emerged: remembrance must be translated into meaningful action.
The leaders reaffirmed ASA International (Rwanda) Plc’s commitment to Rwanda’s national values of unity, reconciliation, peace, and resilience.
The commemoration concluded with a renewed expression of solidarity with survivors and a shared commitment to the principles guiding Rwanda’s national journey: Remember. Unite. Renew.
