In brief
Ethiopian coffee company AWO Coffee is finalizing preparations for the 9th China International Import Expo in Shanghai, following a successful debut last year. Executives Tesfaye Gebru and Kaleab Fekad highlight the expo’s role in connecting Ethiopian producers with Chinese buyers, noting the rapid growth of China’s youth‑driven coffee culture. AWO plans to promote its premium brand and pursue a joint‑venture partnership in the Chinese market.
A Ethiopian coffee exporter, AWO Coffee, is gearing up to return to the 9th China International Import Expo (CIIE) in Shanghai from November 5 to 10, following a successful first appearance in 2025. The company, which supplies premium coffee varieties to global markets, plans to leverage the CIIE as a platform to connect with potential buyers and secure new business partnerships in China’s rapidly expanding coffee market.
According to Xinhua, the general manager of AWO Coffee, Tesfaye Gebru, said the company’s participation last year “was a successful experience for us. We achieved notable outcomes that exceeded our expectations.” Gebru also noted that the debut enabled the firm to gauge consumer reception and build strong trade connections that could be expanded upon this year.
Marketing manager Kaleab Fekad echoed those sentiments, describing 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.” He said that AWO decided to attend this year’s expo again because the experience last year proved “very successful” and that the firm aims to promote its brand further and seek joint‑venture opportunities to deepen its market footprint in China.
Fekad highlighted the growing potential of China’s coffee culture, noting that the younger generation is increasingly embracing coffee consumption. He added, the market’s rapid expansion offers “greater potential for the future, and we believe that we will be able to further expand our presence in China.”
Notable logistical details of the upcoming expo include the participation of 162 countries, regions and international organisations, alongside 4,142 overseas exhibiting companies. Organisers state the overall exhibition area will exceed 440,000 square metres for the first time, underscoring the CIIE’s role as China’s largest platform dedicated solely to imports.
Since its launch in 2018 as the world’s first national‑level import exhibition, the CIIE has aimed to expand China’s opening up and transform its vast market into a shared opportunity for the world. According to organisers, the expo’s growth mirrors the rise of China’s consumer market and the strengthening of its global trade ties.
AWO Coffee, whose name comes from the Amharic word for “Yes,” has experienced rapid growth in Ethiopian coffee processing and exporting. The firm has doubled its shipments to China in recent years, expanding from raw coffee beans to processed and powdered coffee for both local and international buyers.
During a recent interview with Xinhua, Gebru reported that AWO’s trade figures in China have accelerated as more Chinese retailers and cafés source premium beans. He cited the need to secure formal distribution agreements, particularly with specialty coffee retailers that cater to China’s young café‑culture market.
Fekad reiterated AWO’s partnership ambitions, saying the company aims to “establish a joint‑venture to further penetrate the Chinese market.” He added that the partnership would likely involve local distributors with experience in the burgeoning specialty coffee sector and extended logistics support to meet Chinese demand for high‑quality beans and processed coffee products.
Officials at AWO believe that attending the CIIE will provide valuable insights into Chinese consumer preferences and help the company fine‑tune its product range to suit local tastes. The firm also plans to host a series of tasting sessions for CIIE exhibitors, showcasing its flagship single‑origin beans and discussing additions such as roasted ready‑to‑drink blends.
“This year’s expo is a crucial step for us,” Fekad said. “It presents a unique opportunity to strengthen our presence in China while exploring collaborations that could yield mutual growth,” he added. Gebru also emphasized that the company will use the event to showcase its technological advancements in coffee processing and sustainability initiatives, aligning with China’s evolving environmental standards.
Overall, AWO Coffee’s preparations for the 9th CIIE suggest a focused strategy to harness China’s accelerating coffee market, deepen a growing partnership through joint‑venture possibilities, and reinforce its reputation as a reliable exporter of premium Ethiopian beans.
