Held from June 22 to 28, the campaign transformed a 34-square-metre promotional space at the main entrance of Frederiksberg Centret, one of Copenhagen’s busiest shopping centres, into a showcase for Uganda’s coffee, cocoa, tourism and cultural products.
According to the Embassy of Uganda in Denmark, the shopping centre receives approximately 22,000 visitors daily, meaning an estimated 155,000 shoppers were exposed to Uganda’s products during the seven-day campaign.
The promotion was further expanded through Explore Uganda-branded buses operating across Copenhagen, helping to increase awareness of Uganda as both an investment and tourism destination.
Uganda’s Ambassador to Denmark, Margaret Otteskov, said the campaign highlighted the importance of economic and commercial diplomacy in connecting Ugandan products with international markets.
“The campaign demonstrated what focused economic and commercial diplomacy can achieve when an embassy moves beyond traditional diplomatic engagement and takes Uganda directly to consumers, businesses and potential partners,” Ambassador Otteskov said.
The embassy said the initiative generated repeat customers for Ugandan coffee and chocolate while creating engagement with stakeholders in Denmark’s specialty coffee, roasting, café and retail sectors.
Among the opportunities identified were interest from specialty coffee buyers seeking samples directly from Ugandan producers, coffee roasters considering Ugandan products for their portfolios and retail outlets exploring future partnerships.
The campaign also revealed a growing network of people in Denmark with existing connections to Uganda through tourism, business, education and development programmes, presenting additional opportunities for trade and investment cooperation.
The embassy said the next phase will focus on turning the interest generated into actual export agreements by supporting Ugandan companies to meet European market standards, providing samples to prospective buyers and maintaining engagement with potential partners.
Ambassador Otteskov said the Copenhagen campaign demonstrated the expanding role of Uganda’s diplomatic missions in promoting exports, tourism and investment by directly engaging international markets.
The initiative forms part of Uganda’s broader efforts to increase value from its agricultural exports, strengthen market access and position Ugandan coffee as a premium product on the global stage.