Shanghai, China — Rwandan coffee is making a bold entrance into the Chinese market, captivating consumers with its rich aroma and flavor. This surge in popularity is largely credited to the efforts of entrepreneurs like Andrew Gatera, who is showcasing Rwanda’s finest beans at the 7th China International Import Expo (CIIE) from November 5 to 10.
Back in May 2020, James Kimonyo, the Rwandan Ambassador to China, participated in a live streaming event that sold nearly 1.5 tons of Rwandan coffee beans in mere seconds. This remarkable sale matched Rwanda’s total coffee exports to China from the previous year, highlighting the vast potential of this burgeoning market.
Andrew Gatera, inspired by the enthusiastic reception of Rwandan coffee last year, has returned to the CIIE with renewed ambition. “Last year, I was amazed by the passion Chinese consumers showed for our coffee,” he shared. “This year, I aim to build on those connections and secure more significant deals.”
The CIIE serves as a unique platform for global businesses to introduce their products to China, the world’s second-largest economy. For Gatera, it is an opportunity to expand the reach of Rwandan coffee and establish lasting partnerships. “The expo allows us to meet distributors and consumers face-to-face, understanding their preferences and building trust,” he said.
Gatera’s endeavors are bolstered by the growing exchanges between Africa and China, which continue to open doors for African businesses. The strengthening trade relationships have not only boosted coffee exports but have also fostered cultural exchange and mutual understanding. “The Chinese market is vast and dynamic,” Gatera noted. “Being here enables us to introduce the uniqueness of Rwandan coffee to a wider audience.”
As the CIIE progresses, Gatera remains optimistic about the future. “We are excited to see where these opportunities will take us,” he said. “Our goal is to make Rwandan coffee a household name in China.”
The success of entrepreneurs like Gatera underscores the potential for increased trade between Africa and Asia. With platforms like the CIIE facilitating connections, businesses from developing countries have an unprecedented chance to thrive in new markets.
Reference(s):
cgtn.com
