In the days leading up to the 9th China International Import Expo in Shanghai, the Ethiopian coffee exporter AWO Coffee is shuffling final preparations for its second appearance, hoping to deepen the company’s foothold in China’s fast-growing coffee market. The firm’s general manager, Tesfaye Gebru, told Xinhua that the first‑time participation exceeded expectations, allowing the brand to gauge consumer reception and build strong trade links.
Following a debut last year that helped AWO Coffee double its shipments to China, the company is now looking to expand further by promoting its premium brand and establishing new business partnerships. The company also plans a joint venture aimed at penetrating the Chinese market more deeply.
The move is timed with the expo’s schedule, which runs from November 5 to 10 in Shanghai. According to organisers, the ninth edition will host 162 countries, regions and international organisations, along with 4,142 overseas exhibitors, in an exhibition area that will exceed 440,000 square metres for the first time.
The China International Import Expo, launched in 2018 as the world’s first national‑level expo dedicated to imports, seeks to broaden China’s opening‑up and create shared opportunities for global trade. AWO Coffee hopes to leverage this platform to reach a broader customer base and secure strategic partners.
Kaleab Fekad, AWO Coffee’s marketing manager, said the expo is “an important international trading platform connecting Ethiopian coffee producers and exporters with potential buyers and partners from China and around the world.” He added, “We decided to attend this year’s expo for the second time because our experience last year was very successful. This year, we aim to further promote our brand and expand our market opportunities in China.”
Industry analysts point to China’s youth café culture as a key driver for the future of coffee retail. As more young consumers in the country embrace coffee, the market is expected to grow at a rapid pace, offering significant opportunities for Ethiopian coffee producers. AWO Coffee’s strategic entry reflects this trend, with the firm aiming to capture a share of the expanding market.
As the expo approaches, AWO Coffee’s preparation work includes finalising product displays, marketing materials and shipment logistics to meet the expectations of potential Chinese buyers. With its renewed focus and expanded product range, the company seeks to secure new partnership deals and solidify its presence in one of the world’s largest coffee‑consuming nations.
