Uganda is making strategic strides in promoting its exports on the international market, with a strong presence at the third phase of the 137th China Import and Export Fair, popularly known as the Canton Fair, taking place in Guangzhou, China.
Officially opened on Thursday, this phase of the fair focuses on enhancing quality of life and lifestyle experiences. It brings together over 12,000 enterprises from across the globe, including 284 import exhibitors from 30 countries and regions. Uganda is among the ten countries with national pavilions at the fair—an affirmation of the country’s growing influence in global trade discussions.
At the Ugandan booth, visitors are welcomed with displays of the country’s premium export products, most notably coffee, which continues to gain traction among Chinese and international buyers due to its unique taste profile and organic production methods. Other showcased items include organic agricultural produce, crafts, and value-added food products.
The Uganda Coffee Development Authority (UCDA), alongside various private exporters, is taking advantage of the platform to forge partnerships with Chinese importers and distributors.The East African nation’s participation is being spearheaded by the Embassy of Uganda in China and the Uganda Consulate in Guangzhou, under a joint initiative to enhance Uganda’s visibility in Asia’s largest consumer market. Officials say Uganda’s aim is not just to sell products but to build long-term trade and investment relationships.
“Our focus is on promoting high-quality Ugandan exports, especially coffee, which is increasingly appealing to Chinese consumers looking for premium and sustainable products,” said a representative from the Ugandan Consulate.
The third phase of the fair, which runs across 515,000 square metres with more than 24,000 booths, centres around five categories: toys and infant products, fashion, home textiles, stationery, and leisure and health. Uganda’s booth stands out not only for its products but also for its message of sustainability and traceability—key concerns for the modern global consumer.
The Canton Fair has long served as a vital platform for global trade exchange, and Uganda’s participation reflects its strategic advantage on the international stage, particularly in the China-Africa trade corridor. Uganda benefits from:
• Favourable climate and fertile soils, which support year-round production of high-quality agricultural goods.
• Strategic trade agreements with China under the Forum on China-Africa Cooperation (FOCAC) and preferential treatment under China’s Least Developed Countries (LDC) initiative.
• A youthful, entrepreneurial population driving innovation in agriculture and crafts.
• Strong institutional support, including government trade missions and promotion efforts through consulates and embassies.Uganda’s coffee, in particular, is receiving keen interest. With China’s growing middle class embracing coffee culture, Uganda’s robusta and arabica beans are being marketed as both affordable and premium alternatives to Latin American blends.
The fair’s import exhibition also aligns with Uganda’s ambitions to diversify its export markets beyond traditional partners in Europe and North America. Events like the upcoming Global Food Show on May 3 offer even more opportunities for Ugandan businesses to introduce their products to Asia and secure cross-border trade deals.
The 137th Canton Fair marks a continued commitment by the Ugandan government to support exporters and position Uganda as a reliable source of organic, traceable, and high-quality goods. With China opening more doors for African exports, Uganda is seizing the moment—not just to trade, but to build brand Uganda on the world map
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