李佳琦直播间举办卢旺达好物公益专场，挂耳咖啡上架即售罄

Brief (coffeeyo.com): On the evening of 11 September, Li Jiaqi’s livestream hosted a charity sales session for Rwandan goods, joined by Rwanda’s Ambassador to China, Emmanuel Karenzi Karake. Red Bourbon drip-bag coffee, roasted beans and oat chilli sauce all went on sale, with more than 10,000 units sold and the drip-bag coffee selling out almost at once.

On the evening of 11 September, Li Jiaqi’s livestream held a charity session devoted to Rwandan products. Emmanuel Karenzi Karake, Rwanda’s Ambassador to China, joined the broadcast to present the country’s specialties alongside Li Jiaqi. Red Bourbon drip-bag coffee, roasted coffee beans and oat chilli sauce were all listed, with total sales exceeding 10,000 units; the drip-bag coffee sold out quickly, the chat buzzed with activity and consumers responded warmly.

Li Jiaqi’s livestream hosts a charity sales session for Rwandan products

That evening the livestream felt like a “mini tour of Rwanda”. It opened with a lively traditional dance performance by a Rwandan troupe. The ambassador introduced Rwanda, known as the “land of a thousand hills”, and highlighted two of its signature agricultural products, namely Bourbon coffee beans and habanero chilli, to the audience. Tens of thousands of Chinese consumers got a direct sense, through the screen, of the bounty of the African land.

That same evening, the Rwandan Embassy in China posted on its official WeChat account that the broadcast had put the country’s specialty goods in front of more Chinese consumers and made them better known, tangibly raising the profile of Rwandan products in the Chinese market and injecting fresh energy into people-to-people and commercial ties between the two countries.

Rwandan specialty products prove popular with Chinese consumers

The charity session coincided with several significant milestones: 2026 marks the 55th anniversary of diplomatic relations between China and Rwanda and the 70th anniversary of the start of diplomatic relations between China and African countries; China and Africa have jointly designated 2026 the “China-Africa Year of People-to-People Exchanges”, with nearly 600 such events planned across the year. Against this backdrop, Li Jiaqi’s livestream used a new form of e-commerce to bring quality Rwandan products into the Chinese market, a vivid example of non-governmental economic cooperation and people-to-people exchange between the two countries.

The Li Jiaqi livestream has taken part in a number of charity broadcasts for developing countries in recent years: in 2021 it teamed up with CCTV reporter Wang Bingbing to promote Afghan pine nuts, selling 120,000 tins in three hours; in 2022 it ran a charity agricultural session with the Ethiopian Ambassador to China in which 10,000 portions of Yirgacheffe coffee beans sold out in five seconds; and in 2024 the “Yunpin Africa” campaign showcased goods from several countries. Today it has become an important window continuously linking Chinese consumers with distinctive products from around the world.

From a single coffee bean to a jar of chilli sauce, Li Jiaqi’s livestream is using culture and consumption as a bond, letting goodwill travel across mountains and seas and adding fresh energy and warmth to win-win cooperation under the framework of South-South cooperation.

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