In brief
Ethiopia’s fast‑growing coffee company AWO Coffee is preparing for its second appearance at the 9th China International Import Expo, aiming to build on last year’s success and deepen its presence in China’s booming coffee market. With shipments to China doubling to 47,836 tonnes in 2025/26, the company is targeting new joint‑venture opportunities and broader market penetration during the November event. Analysts see China’s youth‑driven café culture as a key growth driver for Ethiopian coffee.”,
As the 9th China International Import Expo (CIIE) draws near, Ethiopian coffee exporter AWO Coffee is making final preparations to return to the Shanghai trade fair, hoping to expand its already growing share of China’s fast‑growing coffee market. Last year’s debut at the expo gave the company a taste of the international attention headed its way, and now it seeks a broader footprint on the world’s largest consumer market.
AWO Coffee, whose name comes from the Amharic word for “yes,” has quickly risen to become one of Ethiopia’s fastest‑growing processors and exporters, handling raw beans, processed blends and powdered coffees. “Our participation at the CIIE last year was a successful experience for us. We achieved notable outcomes that exceeded our expectations,” General Manager Tesfaye Gebru told Xinhua in a recent interview.
Our participation at the CIIE last year was a successful experience for us. We achieved notable outcomes that exceeded our expectations.
Marketing manager Kaleab Fekad highlighted the expo’s importance, saying it “connects Ethiopian coffee producers and exporters with potential buyers and partners from China and around the world.” “We decided to attend this year's expo for the second time because our experience last year was very successful,” he added. With plans to promote its premium brand further and nurture new partnerships, AWO Coffee is positioning itself for a strategic push in the Chinese market.
Background: Exports and Growth
Data from Xinhua’s Africa section reveals that Ethiopia shipped 47,836 tonnes of coffee to China in the 2025/26 fiscal year, generating $347 million in export revenues. This contrasts sharply with the previous year’s 34,284 tonnes and $219 million, indicating a strong upward trajectory for Ethiopian coffee in China’s import basket. AWO Coffee’s double‑sized shipments have played a key role in that surge, as the company has ramped up both raw bean and processed product exports.
The CIIE, now in its ninth edition, opens on November 5 and runs through November 10 in Shanghai. It hosts 162 countries, regions and international organizations, alongside 4,142 overseas exhibiting companies, and the exhibition area is expected to exceed 440,000 square meters. Launched in 2018 as China’s first national‑level export‑focused expo, the event aims to expand the country’s opening‑up and turn its massive market into a shared opportunity for exporters worldwide.
Industry analysts note that China’s coffee uptake is accelerating, especially among its younger generations. The rise of café culture, coupled with increasing disposable incomes and wider brand awareness, has turned China into a compelling destination for premium beans. “The Chinese market is entering the coffee business very rapidly and on a very large scale,” Fekad said. “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.”
In line with this strategic outlook, AWO Coffee is reportedly exploring a joint venture with a Chinese partner to facilitate deeper market penetration. While the company has not disclosed specific collaborators, it has indicated that such a venture would aim to tailor its product offerings to local tastes and streamline distribution networks within China’s sprawling retail and coffee‑house ecosystems.
The Chinese consumers’ fascination with Ethiopian-origin beans—known for their nuanced flavor profiles and fair‑trade heritage—has already borne fruit. Specialty coffee shops across Shanghai, Beijing and Chengdu have begun to shoulder Ethiopian blends on their roaster menus, and online e‑commerce platforms report a rise in coffee bean subscriptions featuring Ethiopian varieties.
Yet, there remain open questions about how Ethiopian producers will navigate the complex Chinese regulatory environment, especially with evolving standards on labeling and quality control in the import sector. Likewise, the long‑term success of a joint venture will depend on how quickly AWO Coffee can adapt to local flavor demands, across a market that is not only sizable but also highly competitive.
Looking ahead, AWO Coffee’s return to the CIIE is expected to draw Chinese buyers and industry stakeholders alike. By presenting its portfolio of premium beans and underscoring the company’s supply chain capabilities, the firm hopes to secure new contracts and solidify a pipeline that could keep feeding China’s burgeoning café culture for years to come.
