Uganda has strengthened its trade, investment, and diplomatic engagement with Asia through high-impact participation at the 139th China Import and Export Fair, widely known as the Canton Fair.
Held in Guangzhou, Guangdong Province, from 1 to 5 May 2026, the Canton Fair remains one of the world’s largest and most influential trade exhibitions, bringing together thousands of buyers, investors, and manufacturers from across the globe.
Uganda’s participation was strategically aimed at expanding exports, attracting foreign direct investment, and deepening economic partnerships, particularly with China.
Among the Ugandan entrepreneurs who travelled to Guangzhou were exhibitors from the coffee, shea butter, and artisanal crafts sectors, including Seedstar Specialty Coffee, Elyon Organics Limited, Senela Organics Limited, RhinoSeeds Africa Limited, and Megkari Coffee Limited.
The response from international visitors was overwhelmingly positive. Ms. Annet Kawuki, representative of Seedstar Specialty Coffee, captured the spirit of the Ugandan pavilion:
“The world now knows Ugandan coffee. There were visitors from all over the world, and they were excited about it. This has been an eye-opener and has put Uganda on another level. Visitors were smelling the coffee, tasting it, and wanting to learn more. It has truly opened the door to the global market. I will definitely come back.”
Mr. Christian Nanyombi of Elyon Organics Limited expressed his appreciation.
“We thank the Consulate General for giving us this opportunity. It has been an incredible experience, and we will certainly be back.”
The Ugandan delegation was led by Ambassador Ms. Juju Nsababera, Consul General of Uganda in Guangzhou. The delegation also included Ambassador Mr. Henry Mayega (Ministry of Foreign Affairs, Department of International Economic Cooperation), Ambassador Major General (Rtd) Geoffrey Muheesi (Deputy Head of Mission, Uganda Embassy in Beijing), and Brigadier General Joseph Kigozi (Defence Attaché).
Speaking on the sidelines of the exhibition, Ambassador Nsababera underscored the importance of competitiveness, packaging, and branding in accessing and sustaining international 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. Branding, consistency, and compliance with international standards are essential to succeeding in today’s global marketplace.”
She further highlighted the immense opportunity presented by China’s consumer market of over 1.4 billion people, noting that well-prepared and market-ready Ugandan exporters stand to benefit significantly.
Uganda’s participation was spearheaded by the Consulate General in Guangzhou, in collaboration with the Embassy of Uganda in Beijing. The Uganda pavilion, strategically positioned near a main entrance, attracted strong foot traffic, translating into immediate commercial interest.
Within the opening days of the fair, several Ugandan products—including coffee, tea, artisanal crafts, and shea butter-based body care products—secured confirmed orders and direct sales.
This reflects the growing global demand for Ugandan products, particularly those rooted in quality, sustainability, and cultural authenticity.
In addition to trade, the pavilion generated strong interest in Uganda as an emerging tourism destination. Visitors made inquiries about leisure travel, eco-tourism, and cultural experiences, further reinforcing Uganda’s positioning as a multi-dimensional investment destination.
Uganda’s participation comes against the backdrop of steadily expanding trade relations with China, one of its largest trading partners. Bilateral trade currently stands at approximately US$1.46 billion annually. Uganda’s exports, valued at about US$90 million, are led by coffee, timber, oil seeds, and minerals, while imports from China—largely comprising machinery, electronics, vehicles, and industrial inputs—exceed US$1.3 billion.
Government officials emphasize that platforms such as the Canton Fair are instrumental in boosting exports, promoting value addition, and progressively rebalancing the trade relationship in Uganda’s favour.
Beyond trade in finished goods, Uganda’s presence opened new pathways for investment. Strong interest was recorded from international companies in sectors including energy, mineral development, agro-processing, and manufacturing.
Several exploratory meetings and preliminary partnership engagements have already been initiated between Ugandan exhibitors and potential investors from Asia, Europe, and the Middle East.
Since its inception, the Canton Fair has connected buyers and exhibitors from over 229 countries and regions, with cumulative export transactions exceeding US$1.5 trillion. Each session attracts approximately 200,000 buyers from more than 210 countries, reinforcing its status as a critical gateway to both Chinese and global markets.
Officials noted that Uganda’s participation aligns with the Government’s broader Economic and Commercial Diplomacy agenda, which prioritizes export promotion, industrialization, and foreign direct investment.
Ambassador Nsababera expressed confidence that the engagements will translate into long-term trade partnerships, increased export earnings, and tangible investment projects in 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.”
Government has encouraged Ugandan entrepreneurs, cooperatives, and sector leaders—particularly in agriculture, manufacturing, and trade—to leverage international platforms such as the Canton Fair to competitively position their products and attract strategic investment aligned with national development priorities.
