· Coffee, a leading export crop of Rwanda, to China is being promoted extensively by Rwanda’s investment authority
· The promotional efforts include online sales with popular celebrities as live streaming hosts on Chinese social media platforms
Coffee, a leading export crop of Rwanda, to China is being promoted extensively by Rwanda’s investment authority. The promotional efforts include online sales with popular celebrities as live streaming hosts on Chinese social media platforms. China International Import Expo (CIIE) is another platform which is used by Rwanda Investment Board to raise more awareness of Rwandan coffee among Chinese consumers. The CIIE, is a trade fair held annually in Shanghai since 2018, is the first exhibition dedicated to importing.
Despite COVID 19 restrictions, 1.5 tons of Rwandan coffee beans were sold out in a second via China’s live-stream sales, on May 15. The Success of the online sale has encouraged Rwanda Development Board (RDB) to pursue more Rwandan companies to start trading online, to achieve higher volumes of export to China. The government is also supporting companies to increase their production and supply to meet China’s demand, RDB added. The closure of airports amid the pandemic plunged the demand.
the National Agricultural Export Development Board (NAEB) reported that Rwanda’s global export of Coffee in April stood at 90,993 kg, with 240,495 U.S. dollars revenues, dropping from over 1.16 million kg in April 2019 when revenues reached around 3.33 million dollars, marking a 92-percent decline in quantities and a 93-percent decline in revenues. according to In April, only four countries imported Rwandan coffee with “few quantities,” while in normal circumstances, more than 10 countries import Rwandan coffee, according to the NAEB.
