At the CIIE | African Coffee Beans Fragrance the Expo

At a Glance (China Coffee Network): Our reporters Chen Xi, Dong Yilang and Bi Zhenshan The rich aroma of nuts, the intensity of dark chocolate, t…

Our reporters Chen Xi, Dong Yilang and Bi Zhenshan

The rich aroma of nuts, the intensity of dark chocolate, the sweetness of caramel… at the Country Pavilions of the China International Import Expo (CIIE), a mellow coffee scent wafted through the Gabon booth, drawing many visitors who followed their noses to sip from cups at the bar.

Africa is the birthplace of coffee and one of the world’s most important coffee-producing regions. As China’s coffee consumption grows rapidly and the industry scales up, more African brands are entering the Chinese market, and the CIIE is precisely the stage where a wide range of products make their concentrated debut.

“This is our first time at the CIIE. Gabon has brought 100% Robusta beans — strong in body, pure and uniquely flavored. We hope to reach cooperation with Chinese coffee shops and roasters,” a Gabon booth staffer, Ossyba, told our reporter. He and his colleagues have already connected and exchanged with dozens of Chinese enterprises, gaining a deep understanding of market demand for specific flavor profiles and niche segments. “The effect of exhibiting exceeded our expectations. The openness, curiosity and welcome shown by our Chinese partners deeply moved us.”

It is understood that the tariff rate on African green coffee beans exported to China was around 8% previously. But starting May 1 this year, China has fully implemented zero-tariff measures for 53 African countries with diplomatic ties. This means an African coffee bean that crosses oceans to reach China costs less and becomes more competitive. “For us, China’s zero-tariff policy is a major boon; we will seize the CIIE opportunity and develop the Chinese market,” Ossyba said.

At the Burundi SOCO Coffee booth in the Asia-Africa Products Zone, brand lead Bruce was surrounded by visitors as he focused on introducing the Arabica beans on display. “Burundi coffee is excellent in quality but weak in market voice. The CIIE is a great opportunity to build awareness, and quite a few Chinese companies showed interest in our beans and have reached preliminary cooperation intentions,” Bruce said in an interview, visibly tired yet unable to hide his joy.

On this trip to China, the host’s friendliness and sincerity deeply moved Bruce. He recalled that, introduced by the Embassy of Burundi in China, he successfully registered for the event; the organizer not only proactively reached out but also provided a free booth and promotional materials. Our reporter learned that this year’s CIIE further upgraded the Asia-Africa Products Zone; the exhibition area for African enterprises has steadily increased, and the free booth area offered to least-developed countries grew by 17%.

The bonds formed at the booths are the concept of win-win cooperation taking root and sprouting. “Planted in Africa, sold hot in China — a single coffee bean connects friendship and mutual trust,” Wang Yong, China general manager of Jinshi International (Kenya), told our reporter. During a research trip a few years ago, he and his colleagues found that Kenya’s climate and soil are uniquely suited to growing coffee, and from then on decided to step onto the African continent and develop the coffee industry using local natural conditions. At the CIIE, Wang brought beans that are rich in flavor and affordable in price, winning favor with many consumers.

Lately, Wang and his colleagues have been even more energized. “After the zero-tariff policy took effect, many African enterprises came to inquire and seek cooperation. Currently, our coffee plantations provide over a hundred local jobs, and we plan to further expand in scale,” he said.

Kenya is one of the 2026 “Export to China” theme countries. At the CIIE, Kenya brought coffee, avocado, cut flowers and other specialty products, drawing large crowds at its pavilion. “The CIIE precisely matches ‘what Kenya has’ with ‘what China needs’,” Situma, a department lead at Kenya’s Export Promotion and Brand Agency, told our reporter. From the first to the ninth CIIE, China’s door has opened ever wider, and the Kenyan enterprises and institutions participating have also grown in number. In recent years, with China’s favorable policies emerging frequently, Kenya’s export scale to China has kept climbing, and economic and trade cooperation between the two countries has deepened further. At the same time, the increase in exports has created more jobs and raised the income of those employed.

Welcoming guests from the five continents and pursuing benefit for the world, the “four-leaf clover” keeps dazzling, and the story of our coming together continues. (Dispatch from our Shanghai correspondent, November 8)

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