Uganda has intensified its trade and investment outreach in Asia following 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, 2026.
The global trade exhibition, one of the largest in the world, brought together thousands of buyers, manufacturers, and investors, providing Uganda with a platform to promote exports, attract foreign direct investment, and strengthen economic partnerships—particularly with China.
Uganda’s delegation was led by Juju Nsababera, alongside officials from the Ministry of Foreign Affairs and the Ugandan Embassy in Beijing.
The country’s pavilion featured exhibitors from key sectors including coffee, shea butter, and artisanal crafts.
Participating companies included Seedstar Specialty Coffee, Elyon Organics, Senela Organics, RhinoSeeds Africa, and Megkari Coffee, all showcasing value-added Ugandan products to an international audience.
Exhibitors reported strong interest from visitors, with Uganda’s coffee attracting particular attention.
“The world now knows Uganda coffee. Visitors were tasting it and wanting to learn more. It has opened the door to the global market,” said Kawuki Annet of Seedstar Specialty Coffee.
Nanyombi Christian of Elyon Organics described the experience as a major opportunity for market expansion, thanking organisers for facilitating participation.
Officials said the Uganda pavilion, strategically positioned near a main entrance, attracted significant foot traffic, translating into confirmed orders and direct sales within the first days of the exhibition.
Products such as coffee, tea, crafts, and shea butter-based body care items recorded immediate commercial interest.
Speaking on the sidelines, Ambassador Nsababera emphasised the importance of value addition, branding, and quality standards in accessing global markets.
“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 highlighted China’s vast consumer base—estimated at over 1.4 billion people—as a key opportunity for Ugandan exporters seeking to scale their reach.
Beyond trade, Uganda’s presence also attracted interest in tourism and investment, with visitors making inquiries about eco-tourism, leisure travel, and cultural experiences.
Officials reported growing investor interest in sectors such as energy, agro-processing, manufacturing, and mineral development, with preliminary partnership discussions already underway involving firms from Asia, Europe, and the Middle East.
Uganda’s participation comes amid expanding trade relations with China, one of its largest trading partners.
Bilateral trade currently stands at approximately $1.46 billion annually, with Uganda exporting goods worth about $90 million—mainly coffee, timber, oil seeds, and minerals—while imports from China exceed $1.3 billion.
Government officials say international trade platforms like the Canton Fair are critical in boosting exports, promoting industrialisation, and gradually rebalancing trade flows in Uganda’s favour.
The engagement aligns with Uganda’s broader economic and commercial diplomacy strategy, which prioritises export growth, value addition, and increased foreign investment.
“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,” Nsababera said.
Officials have encouraged Ugandan entrepreneurs and cooperatives to take advantage of such global platforms to position their products competitively and unlock new markets.
