Uganda has intensified its trade and investment drive in Asia after a high-profile participation at the 139th China Import and Export Fair, commonly known as the Canton Fair, held in Guangzhou, Guangdong Province from May 1 to 5.
The global trade exhibition, regarded as one of the world’s largest and most influential business expos, attracted thousands of buyers, investors, and manufacturers from across the world, offering Uganda an opportunity to market its exports, attract foreign direct investment, and deepen economic ties with China and other international partners.
Ugandan exhibitors showcased products ranging from coffee and shea butter to artisanal crafts, with companies such as Seedstar Specialty Coffee, Elyon Organics, Senela Organics, RhinoSeeds Africa, and Megkari Coffee drawing significant interest from visitors.
Representatives of the exhibitors described the exhibition as a major breakthrough for Uganda’s products on the global market.
“The world now knows Uganda coffee. There were visitors from all over the world and they were so excited about it,” said Kawuki Annet of Seedstar Specialty Coffee. “Visitors from across the globe were smelling the coffee, tasting it, and wanting to learn more. It has truly opened the door to the global market.”
Nanyombi Christian of Elyon Organics also praised the opportunity provided through Uganda’s participation, describing the experience as “incredible.”
The Ugandan delegation was led by Juju Nsababera and included Henry Mayega, Geoffrey Muheesi, and Joseph Kigozi.
Speaking on the sidelines of the exhibition, Ambassador Nsababera emphasized the need for Ugandan exporters to focus on value addition, branding, packaging, and compliance with international standards in order to compete effectively on the global market.
“Participation in platforms like the Canton Fair demonstrates Uganda’s readiness to engage the world not merely as a source of raw materials, but as a supplier of value-added, high-quality products,” she said.
She noted that China’s consumer market of more than 1.4 billion people presents enormous opportunities for Ugandan exporters capable of meeting international market demands.
Uganda’s pavilion, organized by the Consulate General in Guangzhou in collaboration with the Embassy of Uganda in Beijing, was strategically positioned near one of the fair’s main entrances, attracting heavy visitor traffic and generating immediate commercial interest.
Officials said several Ugandan products, including coffee, tea, artisanal crafts, and shea butter-based body care products, secured confirmed orders and direct sales within the first days of the exhibition.
The exhibition also boosted Uganda’s visibility as a tourism destination, with visitors expressing interest in eco-tourism, leisure travel, and cultural experiences.
Uganda’s participation comes at a time when trade relations with China continue to expand. Bilateral trade between the two countries currently stands at approximately US$1.46 billion annually. Uganda’s exports to China, valued at around US$90 million, mainly comprise coffee, timber, oil seeds, and minerals, while imports from China exceed US$1.3 billion and largely consist of machinery, electronics, vehicles, and industrial equipment.
Government officials said participation in international trade expos such as the Canton Fair is critical in boosting exports, promoting industrialization, encouraging value addition, and attracting strategic investments into Uganda.
The fair also opened doors for potential investments in sectors such as energy, mineral development, agro-processing, and manufacturing, with several exploratory meetings initiated between Ugandan businesses and prospective investors from Asia, Europe, and the Middle East.
Officials said Uganda’s participation aligns with the government’s broader economic and commercial diplomacy agenda aimed at increasing exports, industrial growth, and foreign direct investment.
Ambassador Nsababera expressed optimism that the engagements made during the exhibition would result in long-term trade partnerships and investment opportunities for 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.
