Uganda has stepped up its trade and investment engagement with Asia through a high-profile participation at the 139th China Import and Export Fair, widely known as the Canton Fair.
Held in Guangzhou from May 1 to 5, the fair remains one of the world’s largest trade exhibitions, attracting thousands of buyers, investors, and manufacturers from across the globe.
Uganda’s presence at the expo was aimed at boosting exports, attracting foreign direct investment, and strengthening economic ties with China.
A number of Ugandan enterprises participated in the exhibition, showcasing products from the coffee, shea butter, and artisanal crafts sectors. These included Seedstar Specialty Coffee, Elyon Organics, Senela Organics, RhinoSeeds Africa, and Megkari Coffee.
Exhibitors reported strong interest from international buyers. Ms. Annet Kawuki of Seedstar Specialty Coffee said the exposure significantly elevated Uganda’s profile in global coffee markets.
“The world now knows Ugandan coffee. Visitors were eager to taste, smell, and learn more about our products. This has opened doors to the global market,” she said.
Mr. Christian Nanyombi of Elyon Organics described the experience as a valuable opportunity to connect with international partners.
“We are grateful to the Consulate General for this opportunity. It has been an incredible experience, and we look forward to participating again,” he noted.
The Ugandan delegation was led by Ambassador Juju Nsababera, Consul General of Uganda in Guangzhou, alongside officials from the Ministry of Foreign Affairs Uganda and the Uganda Embassy in Beijing.
Speaking on the sidelines of the event, Ambassador Nsababera emphasized the importance of value addition, branding, and quality standards in enhancing Uganda’s competitiveness in international markets.
“Participation in platforms like the Canton Fair demonstrates Uganda’s readiness to engage globally not just as a source of raw materials, but as a supplier of value-added, high-quality products,” she said.
She also pointed to the vast opportunity presented by China’s consumer market of more than 1.4 billion people, noting that well-prepared Ugandan exporters stand to benefit significantly.
Uganda’s participation was coordinated by the Consulate General in Guangzhou in collaboration with the Embassy in Beijing. The Uganda pavilion, positioned near a main entrance, attracted significant foot traffic and generated immediate commercial interest.
Within the first days of the exhibition, several Ugandan products—including coffee, tea, crafts, and shea butter-based cosmetics—secured confirmed orders and direct sales, reflecting growing global demand for Ugandan goods.
Beyond trade, the exhibition also boosted interest in Uganda as a tourism destination, with visitors making inquiries about eco-tourism, leisure travel, and cultural experiences.
Uganda’s participation comes amid expanding trade relations with China, one of its largest trading partners. Bilateral trade stands at approximately US$1.46 billion annually, with Uganda exporting goods worth about US$90 million—mainly coffee, timber, oil seeds, and minerals—while imports from China exceed US$1.3 billion.
Officials say international trade platforms such as the Canton Fair are critical in promoting exports, encouraging value addition, and gradually addressing the trade imbalance.
The event also opened new avenues for investment, with interest recorded in sectors such as energy, agro-processing, manufacturing, and mineral development. Several preliminary engagements between Ugandan businesses and potential investors from Asia, Europe, and the Middle East are already underway.
Since its inception, the Canton Fair has connected businesses from over 229 countries and regions, with cumulative export transactions exceeding US$1.5 trillion, underscoring its importance as a gateway to global markets.
Officials noted that Uganda’s participation aligns with the government’s economic and commercial diplomacy agenda, which prioritizes export growth, industrialization, and foreign direct investment.
Ambassador Nsababera expressed optimism that the engagements will yield long-term trade partnerships and increased investment flows into Uganda.
“Uganda’s presence at the Canton Fair sends a clear message: we are open for business, ready to partner, and committed to deeper integration into global value chains,” she said.
The government has encouraged Ugandan entrepreneurs and industry players—particularly in agriculture, manufacturing, and trade—to leverage international platforms to position their products competitively and attract strategic investment.
