Press Release: Africa Reimagined’s attendance at the first Kenya China-Africa Economic and Trade Expo in partnership with the International Trade Centre to showcase premium African products and boost Africa to China trade

Africa Reimagined (AR) is excited to announce its participation in the forthcoming 4th China-Africa Economic and Trade Expo (CAETE) in Nairobi, Kenya at the Edge Convention Centre from 9th to 11th May 2024. AR is teaming up with the International Trade Centre (ITC) to showcase eight premium African brands in the AR-ITC booth.

The aim of AR’s attendance at the CAETE is to provide an opportunity for African brands to meet with Chinese businesspersons to kickstart their entry into the vast and lucrative Chinese market, and ultimately, to boost Africa to China value-added trade and reduce Africa’s trade deficit with China.

The Kenya CAETE is hosted by China’s Ministry of Commerce (MOFCOM) and KenInvest. The Kenya CAETE aims to bolster investments and trade between China and Africa by highlighting innovative achievements, fostering economic, and trade cooperation. The 2,000 sqm is set to bring over 200 Chinese companies from various sectors, as well as professional visitors including distributors, wholesalers, importers, and retailers from China to the event and will serve as an ideal platform for African businesses to explore avenues for market expansion and collaboration.

At the Kenya CAETE, the attendees will engage in different activities, including sourcing high-quality branded African products for both online and offline retail channels in China, procuring wholesale supplies of agricultural products for the Chinese market, establishing strategic business partnerships with African enterprises, and delving into investment opportunities in African companies.

This is the first CAETE that has been held in Africa. The CAETE was previously a biennial event held three times in 2019, 2021 and 2023 in Hunan Province, China by MOFCOM. AR has been a featured exhibitor at every single CAETE and has showcased and supported 29 African brands with entering the Chinese market through the CAETE in China.

The AR booth will showcase products from eight premium African brands from sectors including fashion & accessories, food & beverage and skincare:

Mille Collines (South Africa): Mille Collines is a luxury womenswear and lifestyle brand designing statement pieces inspired by Africa and manufactured across the continent, including woven and knitted shawls, ceramics, accessories, and more.

Afropian (Ethiopia): Afropian is a Panafrican fashion brand founded in Ethiopia in 2017 by Mrs. Hortense Mbea. With a focus on sustainability and empowering women and youth, Afropian produces a wide range of fashion items, accessories, and home decor, all handmade by artisans across 15 African countries.

Oye (Kenya): Oye celebrates individuality through its unique footwear and accessories designs, blending African craftsmanship with contemporary styles to create a collection that highlights Kenya’s rich heritage.

The Shaba (Kenya): The Shaba crafts stylish and functional bags with a focus on social impact, respecting nature, supporting communities, and celebrating craftsmanship.

O’BAO (Kenya): A brand of Elekea Ltd, O’BAO produces Baobab-based products, sourcing ingredients locally in Kenya and supporting local farmers through fair income opportunities and environmental sustainability initiatives.

Raintree Farms (Uganda): Raintree Farms is a fast-growing beauty brand from Uganda, specializing in moringa oleifera products packed with nutrients and anti-inflammatory ingredients. Their commitment to quality and community impact drives their mission.

The Chocolate Bar (TCB) (Kenya): TCB offers artisanal chocolate made from premium African cocoa beans sourced directly from smallholder farmers across the continent. Their bean-to-bar process ensures quality and supports positive social change.

Kazi Yetu (Tanzania): Offering single-origin organic teas blended with spices and herbs from smallholder farmers across Tanzania and Zanzibar, Kazi Yetu’s tea blends boast purely original flavors without artificial or natural aromas.

AR is a flagship China market-entry program of Development Reimagined (DR), an award-winning international development consultancy headquartered in Beijing and with offices in Nairobi and London. Since its inception in 2019, AR has successfully assisted 36 African brands from 11 different African countries in establishing and expanding their presence in the Chinese market. The platform’s steadfast commitment to retaining the entire value chain within the African continent underscores its dedication to sustainable development and local economic empowerment.

The ITC, established jointly by the World Trade Organization and the United Nations in 1964, is an international agency dedicated to empowering micro, small, and medium-sized enterprises (MSMEs) to venture into the global market. It aims to foster inclusive and sustainable economic development, aligning with the 2030 Agenda for Sustainable Development (SDG).

Visit the AR booth in the main hall of the Edge Convention Centre in Nairobi, Kenya from 9-11 May. Contact Ms. Rosie Wigmore, Program Manager of AR for more information:


Phone/WhatsApp: +86 186 0082 1243

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