In brief
Aethiopian coffee exporter AWO Coffee is preparing for the 9th China International Import Expo in Shanghai to tap China’s growing coffee market. The company plans a joint venture and aims to double its China shipments, benefiting from the country’s expanding café culture among younger consumers.
Afternoon September 30, Ethiopian coffee exporter AWO Coffee announced it would attend the 9th China International Import Expo (CIIE) in Shanghai from Nov. 5‑10 to grow its market in China.
General Manager Tesfaye Gebru said the company’s first CIIE trip last year “exceeded our expectations.” He noted that the event let them gauge consumer reception and build trade connections with Chinese buyers.
Marketing Manager Kaleab Fekad described the Expo as an essential platform for linking coffee producers to buyers worldwide. He said AWO will use this year’s exposure to “further promote our brand” and “expand our market opportunities in China.”
The company plans a joint‑venture in China, a move that will help it penetrate an expanding coffee market. Analysts point to a surge in café culture among Chinese youth as a key growth driver.
Over the past two years AWO has doubled its shipments to China, moving from raw beans to processed and powdered coffee for international clients.
Organizers said the 9th CIIE will host 162 countries, regions, and international organisations, with 4,142 overseas exhibitors and a total exhibition area of more than 440,000 square metres—the largest yet.
The CIIE, launched in 2018 as the world’s first national‑level import expo, aims to widen China’s opening and turn the huge domestic market into a shared opportunity for global partners.
