Feature: Ethiopian coffee firm eyes greater opportunities in China through CIIE

ADDIS ABABA, Oct. 30 (Xinhua) -- As the 9th China International Import Expo (CIIE) approaches, executives of Ethiopian coffee company AWO Coffee are making final preparations for the event, seeking to tap the potential of China's fast-growing coffee market.

Building on its successful debut at last year's expo, AWO Coffee is looking to further expand its presence in China, with the CIIE providing a platform to connect with potential buyers, promote its premium brand and establish business partnerships.

"Our participation at the CIIE last year was a successful experience for us. We achieved notable outcomes that exceeded our expectations," the company's General Manager Tesfaye Gebru told Xinhua in a recent interview. He noted that the debut participation enabled the company to gauge consumer reception and establish strong trade connections.

Kaleab Fekad, the company's marketing manager, described the CIIE as an important international trading platform connecting Ethiopian coffee producers and exporters with potential buyers and partners from China and around the world.

"We decided to attend this year's expo for the second time because our experience last year was very successful," said Fekad. "This year, we aim to further promote our brand and expand our market opportunities in China."

The 9th CIIE is scheduled to take place in Shanghai from Nov. 5 to 10. A total of 162 countries, regions and international organizations will participate, alongside 4,142 overseas exhibiting companies. The overall exhibition area will exceed 440,000 square meters for the first time, according to the organizers.

Launched in 2018 as the world's first national-level expo dedicated to imports, the CIIE aims to expand China's opening up and turn its vast market into a shared opportunity for the world.

"The Chinese market is entering the coffee business very rapidly and on a very large scale. Since the younger generation is getting more into coffee culture, the market has greater potential for the future, and we believe that we will be able to further expand our presence in China," Fekad said.

Named after the Amharic word for "Yes," AWO Coffee is one of Ethiopia's fast-growing coffee processors and exporters, supplying renowned coffee varieties to international markets.

"Since we began exporting raw coffee beans and later expanded into processed and powdered coffee, our export figures have grown rapidly over the years," said Fekad. "Our brand is also becoming increasingly well-known among Chinese consumers."

To meet changing consumer preferences in China, the company has diversified its product range to include roasted beans and packaged powdered coffee. Its products are sourced from its own farm and through partnerships with smallholder farmers in Ethiopia's major coffee-growing regions.

Since beginning its exports to China about 12 years ago, AWO Coffee has steadily expanded its trade ties with the market. Its annual shipments to China have grown significantly, with exports exceeding 200 tons in 2025.

Looking ahead, AWO Coffee plans to expand its operational capacity and further penetrate the Chinese market. The company also plans to establish a joint venture in China in the coming months to strengthen its marketing efforts and facilitate participation in more exhibitions across the country.

Beyond individual business ambitions, China's growing coffee market is becoming increasingly important to Ethiopia's broader coffee industry.

Industry observers attribute the rising demand partly to changing consumption habits, particularly among younger Chinese consumers, who are increasingly embracing coffee culture. The trend offers new opportunities for Ethiopian coffee producers and millions of smallholder farmers who depend on the sector for their livelihoods.

Widely regarded as the birthplace of Arabica coffee, Ethiopia is one of Africa's leading coffee producers and exporters. Its coffee is internationally renowned for its quality and diverse flavor profiles, ranging from wine-like and fruity to chocolatey. The sector is also a major pillar of the country's agriculture-based economy.

China, which entered the top 10 destinations for Ethiopian coffee exports several years ago, became the third-largest export market in the 2025/26 Ethiopian fiscal year, which ended on July 7, up from fifth place in the previous fiscal year, according to official data.

"China remains among the new market destinations for Ethiopian coffee, but we are witnessing increasing shipments of coffee to China, and we hope that the country will become the largest buyer of Ethiopian coffee in the coming two years," Ethiopian Coffee and Tea Authority (ECTA) Deputy Director General Shafi Umer told Xinhua recently.

Ethiopia exported 47,836 tons of coffee to China in the 2025/26 fiscal year, earning 347 million U.S. dollars, compared with 34,284 tonnes worth 219 million dollars in the previous fiscal year, according to the ECTA.

"We are trying to tap into the huge market potential for Ethiopian coffee in China through intensive promotion and exporting organic coffee to meet the growing demand of Chinese consumers, especially among the youth," Umer said.