In brief
Ethiopian exporter AWO Coffee is set to return to Shanghai’s 9th China International Import Expo (CIIE), following a successful debut that helped the company double its shipments to China. The firm plans a joint venture and is targeting a market driven by Chinese youth coffee culture, with recent trade figures showing a 47,836‑tonne export to China in the 2025/26 fiscal year.
Ethiopian coffee exporter AWO Coffee is preparing to return to the 9th China International Import Expo in Shanghai from November 5–10 after a successful debut at last year’s event, aiming to tap China’s expanding coffee market.
The company’s General Manager, Tesfaye Gebru, highlighted how the first participation exceeded expectations, saying it “allowed us to gauge consumer reception and establish strong trade connections.” His comments came as AWO Coffee has doubled its shipments to China in recent years, according to the firm’s own data and the Xinhua feature.
Marketing Manager Kaleab Fekad underscored the expo’s role, explaining that the CIIE “connects Ethiopian coffee producers and exporters with potential buyers and partners from China and around the world.” He added that the company will “aim to further promote our brand and expand our market opportunities in China.”
The 9th CIIE, scheduled in Shanghai, will host 4,142 overseas exhibiting companies from 162 countries, regions and international organizations, and its total exhibition area will exceed 440,000 square meters for the first time. It was launched in 2018 as the world’s first national‑level expo dedicated to imports and seeks to open China’s vast market to shared global opportunities.
Chinese coffee consumption is rising sharply, especially among youth. Analysts note that the burgeoning café culture provides significant growth prospects for Ethiopian coffee producers, with the younger generation’s increased interest in specialty coffee fueling demand.
AWO Coffee, whose name is derived from the Amharic word for “Yes,” is one of Ethiopia’s fast‑growing coffee processors and exporters. The company has expanded from exporting raw coffee beans to also supplying processed and powdered coffee in international markets.
In the 2025/26 fiscal year, Ethiopia exported 47,836 tonnes of coffee to China, generating 347 million U.S. dollars in revenue, compared with 34,284 tonnes worth 219 million U.S. dollars the previous year. These figures illustrate the sharp rise in trade volume between the two economies.
To capitalize on this momentum, AWO Coffee is planning to launch a joint venture that would allow deeper penetration into the Chinese market. The firm has not yet disclosed the partner, but the strategy is consistent with its broader goal of establishing more localized production and distribution channels in key growth areas.
“The Chinese market is entering the coffee business very rapidly and on a very large scale. Since the younger generation is getting more into coffee culture, the market has greater potential for the future, and we believe that we will be able to further expand our presence in China,” Fekad said.
AWO’s return to the CIIE follows a first‑hand assessment of consumer preferences gained during the 2025 expo. The firm says it intends to showcase its premium “designer” coffee varieties, developed for the modern Chinese palate that balances robust flavor with aromatic subtlety.
Industry experts view the expo as an ideal platform for Ethiopian exporters to negotiate long‑term contracts and secure shelf space in China’s leading specialty coffee chains. They note that the event will also help AWO Coffee comply with China’s food safety regulations and gain certifications required for high‑quality imports.
Besides trade, AWO hopes to learn from China’s advanced supply‑chain technologies. The company has expressed interest in adopting digital traceability tools that could enhance transparency and appeal to increasingly climate‑conscious Chinese consumers.
As the expo approaches, AWO Coffee has also begun outreach to Chinese media and influencers, aiming to raise brand visibility and educate potential buyers about the distinct aroma profiles of Ethiopian Arabica beans.
While some analysts remain cautious, noting the competitive landscape of specialty coffee in China, they agree that AWO’s dual focus on product quality and strategic partnerships positions it well for future growth.
Last year’s successful participation also gave the firm a network of potential buyers, including large retailers and food‑service chains keen to diversify their coffee offerings. AWO’s next goal is to convert these contacts into signed agreements that would secure a steady supply for a growing number of cafés across China’s tier‑city centers.
In speaking about the expo, Gebru conveyed optimism that “the CIIE remains the best way to introduce Ethiopian coffee to a massive, dynamic market.” He emphasized that AWO’s objective is not just to increase exports but also to build sustainable, long‑lasting relationships.
Ultimately, AWO Coffee’s participation at the 9th CIIE underscores Ethiopia’s broader ambition to broaden its coffee export base and find new markets as domestic demand becomes saturated.
With record exports to China and a focused strategy at the expo, the firm stands poised to leverage the Chinese café boom and solidify its position as a leading provider of premium Ethiopian coffee to the world.
