Visitors take selfies at Joy Wing Mau’s booth at the eighth China International Import Expo in Shanghai on 6 November (HU FAN)  

A huge crowd gathered at the Ugandan Pavilion in the National Exhibition Hall of the eighth China International Import Expo (CIIE) in Shanghai on the morning of 6 November, as performers danced to the passionate beats of African drums. Inside the pavilion, guests witnessed the signing of a memorandum of understanding between Uganda’s Ministry of Agriculture, Animal Industry and Fisheries, and Cotti Coffee, one of China’s leading coffee shop chains.  

Describing the CIIE as a valuable platform for Ugandan participants to reach deals with Chinese partners, Ugandan Ambassador to China Oliver Wonekha expressed her excitement at the deal. “This means that our Chinese friends are going to drink some real Ugandan coffee, because we know that our coffee is often blended with others,” she said. 

Noting that Ugandan coffee has traditionally been sold mainly to Western countries, she welcomed the increasing demand for coffee in China. “I’m happy that the Chinese people today are not only drinking tea but also coffee - including coffee from Africa and especially from Uganda,” she said. 

The optimism was shared by exhibitors and participants from Africa and other Global South countries across the vast venue of the CIIE, where they showcased their finest products, forged partnerships, and explored new opportunities in the Chinese market. 

Roberto Argueta introduces Honduran coffee to visitors at the eighth China International Import Expo in Shanghai on 5 November (HU FAN)  

Expanding presence  

Held on 5-10 November, the eighth CIIE attracted a record 4,108 exhibitors from 138 countries and regions, with a larger presence from the Global South. 

The number of companies from least developed countries at the expo has increased to 163, a 23.5-percent year-on-year rise, while the number of African exhibitors has grown by 80 percent. Thailand, the United Arab Emirates, Nigeria and Colombia served as the guests of honour for this year’s event. 

Nigeria’s national pavilion showcased the country’s abundant resources, featuring key export products such as lithium, lead, zinc, and iron ore, as well as high-quality agricultural goods including sesame, peanuts, cashew nuts, and shea butter. Cultural experiences, including traditional costumes, were also featured in the pavilion, highlighting the nation’s cultural diversity. 

Among the Nigerian exhibitors was Bimkaf Palace, a food processing company based in Abuja, which presented a range of spices and coconut products. Abimbola Kafilat Ayeni, CEO of Bimkaf Palace, expressed her delight over the selection of Nigeria as a guest of honour for the CIIE. “This sends a message that we have a lot to offer, from agricultural products to minerals. It puts us in a good position,” she said. 

The expo offers new opportunities for African businesses. “Here I can get contacts, not only from China but also from other African countries, with whom we can do business together. I hope this will take our brand to a new level,” she added. 

At the Honduras Pavilion, Roberto Argueta, founder of the coffee brand Surco, promoted not only his own brand, but Honduran coffee as a whole. Known for its high-quality beans grown in the country’s mountainous regions, Honduras produces coffee with distinct flavours across its six major growing areas. 

Argueta attracted visitors by grinding beans and brewing a pot on site, inviting them to enjoy both the aroma and the taste. Confident about his prospects in China, he said, “Honduran coffee will have a strong presence in the Chinese market because we offer different flavours and varieties to suit every palate.” 

Beyond agricultural and resource-based exhibits, Global South countries also demonstrated their growing technological strength. At the equipment pavilion, Emirati tech firm Sindan exhibited their innovations alongside major international players such as ASML. The company, a leader in intelligent manufacturing using AI and 3D printing, displayed products such as a 3D-printed cargo drone, rocket thrust chamber assembly, turbofan engine and bipedal transport robot, drawing crowds with its futuristic designs. 

Visitors buy artware at the African Foods and Agricultural Products Pavilion at the eighth China International Import Expo in Shanghai on 9 November (HU FAN) 

South-South cooperation  

The expo also underscored the growing cooperation among Global South countries, as businesses crossed borders and joined hands with local partners to bring quality products to China, meeting the country’s rising demand for high-end goods while fostering local development, particularly in agriculture, in their home countries. 

Showcasing a range of products including plant extracts, rose tea and saffron, Iranian lifestyle brand Perspolisa exemplified how South-South cooperation can drive business growth. By combining Iran’s premium raw materials with China’s advanced processing capabilities, the company now sells over 1 million pieces of some of its product lines in China annually - a remarkable leap from just thousands in 2019 when it first participated in the CIIE.  

Elaheh Fazel, the brand’s ambassador from Iran, enthusiastically promoted the products to visitors in fluent Chinese. She likened the CIIE to the ancient Silk Road that once connected the two nations, describing it as a prime platform for showcasing Iran’s finest products. 

In the African Foods and Agricultural Products Pavilion organised by South Africa’s Standard Bank, more than 20 exhibitors from across the continent presented a diverse array of goods - ranging from raw crops to branded wines. Operating in over 20 African countries, the bank has brought its clients to the CIIE for eight consecutive years. 

Andrew Robertson, head of business enablement and operations at Standard Bank, said that the bank’s partnership with its largest shareholder, Industrial and Commercial Bank of China (ICBC), has been instrumental in making the pavilion possible. “As partners, ICBC identifies opportunities and demand in the Chinese market, while Standard Bank finds qualified suppliers in Africa who can reliably deliver seasonal volumes of products,” he explained. “This enables us to connect African suppliers with Chinese buyers.” 

To date, the bank has brought more than 180 clients to the CIIE, in addition to organising participation in other events such as the China-Africa Economic and Trade Expo held biennially in Changsha, Hunan Province. It also collaborates with ICBC through virtual matchmaking sessions to build partnerships beyond physical events. 

Robertson noted that China’s support for African agricultural exports - including tariff exemptions and the Green Channel Initiative that streamlines customs procedures - is visionary. “These measures boost the competitiveness of African exporters while meeting China’s growing demand for premium agricultural products,” he said. 

Similar success stories could be found throughout the expo halls. Joy Wing Mau, attending the CIIE for the eighth time, launched three new products at this year’s event: top-quality blueberries from Peru, durians from Malaysia, and coconuts from Thailand. The debut of extra-large Peruvian blueberries attracted a large number of young visitors to its booth. 

China’s deepening cooperation with these countries has facilitated the company’s business growth. Zhao Fanghua, Joy Wing Mau’s marketing director for China, said that the newly launched Chancay Port in Peru, built with Chinese assistance, has shortened delivery times, allowing Chinese consumers to enjoy fresher Peruvian produce. “Our products were actually part of the first shipment from the port to China,” she noted. 

Another long-time participant, Minerva Foods, a leading meat producer and exporter from South America, has been working with Chinese supermarkets to bring high-quality beef to China while building new partnerships to export Chinese chicken to the Middle East.  

Recognising China as a key market, Marina Fonseca, international marketing coordinator at Minerva Foods, said that attending the CIIE helps the company to understand evolving consumer needs and explore new business opportunities. 

Together, these exhibitors demonstrate the growing vitality of South-South cooperation. As highlighted in the World Openness Report 2025 released during the eighth Hongqiao International Economic Forum held alongside the expo, emerging markets and developing economies are accelerating their openness, deepening collaboration and promoting inclusive globalisation. According to the report, this has injected fresh momentum into global development.