African businesses have been encouraged to leverage one of the world’s largest trade exhibitions to expand exports, attract investment and build stronger commercial partnerships with global buyers following a promotional event for the 140th China Import and Export Fair, popularly known as the Canton Fair, at the African Union (AU) headquarters in Addis Ababa, Ethiopia.
The conference, jointly organized by the China Foreign Trade Centre, the African Union Commission (AUC), and other partners, brought together government officials, diplomats, business leaders, entrepreneurs and trade promotion agencies to showcase the opportunities the Canton Fair offers African enterprises seeking access to international markets.
Organizers said the event underscored the growing importance of the Canton Fair as a platform for strengthening China-Africa trade relations, connecting manufacturers and buyers, facilitating investment partnerships and promoting greater participation by African companies in global value chains.
Speaking during the event, officials highlighted the Canton Fair’s role as one of China’s premier international trade exhibitions, attracting tens of thousands of exhibitors and buyers from around the world every year. They encouraged African businesses – particularly small and medium-sized enterprises (SMEs) – to make greater use of the platform to showcase products, identify suppliers, explore new technologies and secure long-term commercial partnerships.
Representatives from the African Union Commission noted that expanding participation in international trade fairs aligns with the continent’s broader objectives of industrialization, export diversification and the implementation of the African Continental Free Trade Area (AfCFTA). They emphasized that improving market access and connecting African producers with global supply chains remain essential for creating jobs and accelerating sustainable economic growth.
Chinese officials reaffirmed Beijing’s commitment to supporting Africa’s economic transformation through trade, investment and capacity building. They noted that China has consistently expanded market access for African products, including through preferential tariff policies for eligible African countries and initiatives announced under the Forum on China–Africa Cooperation (FOCAC).
The promotional conference comes as China continues to consolidate its position as Africa’s largest trading partner. According to official Chinese customs data, bilateral trade between China and Africa reached a record high in recent years, driven by rising demand for agricultural products, minerals, manufactured goods and machinery. Increasingly, cooperation has expanded beyond commodity trade to include manufacturing, e-commerce, logistics, digital trade and industrial development.
For African exporters, the Canton Fair provides direct access to buyers from Asia, Europe, the Middle East and Latin America, making it an important gateway for businesses seeking to internationalize their products. Previous editions have enabled companies to establish distribution networks, negotiate export contracts and attract foreign investment into sectors ranging from agribusiness and textiles to consumer goods and renewable energy technologies.
The fair also offers African importers an opportunity to discover new manufacturing technologies, equipment and consumer products that can support industrial upgrading across the continent. Business matchmaking sessions, product exhibitions and investment forums are expected to facilitate deeper commercial engagement between Chinese manufacturers and African enterprises.
The choice of the African Union headquarters as the venue for the promotion reflects the growing emphasis on institutional cooperation between China and continental organizations. China has maintained a longstanding partnership with the AU through infrastructure development, technical assistance, public health cooperation, peace and security initiatives, digital connectivity and trade facilitation. One of the most prominent symbols of this relationship remains the AU headquarters in Addis Ababa, constructed with Chinese support and serving as the administrative center of the continent’s premier multilateral institution.
Ethiopia, as the host nation of the African Union, continues to play a central role in China–Africa relations. The two countries have cultivated extensive cooperation across infrastructure, industrial parks, manufacturing, transport, aviation and education. Chinese investments have contributed to landmark projects such as the Addis Ababa-Djibouti Railway, industrial zones and urban transport systems, positioning Ethiopia as one of China’s key economic partners in Africa.
The Canton Fair promotion also complements broader efforts under FOCAC to deepen trade and investment cooperation, encourage industrial value addition and create more opportunities for African businesses to participate in global markets. As African countries pursue economic transformation under Agenda 2063 and the AfCFTA, stronger engagement with international trade platforms is increasingly viewed as a pathway to boosting exports, attracting investment and enhancing competitiveness.
With preparations underway for the 140th Canton Fair, organizers expressed confidence that greater African participation will strengthen commercial ties between China and the continent while creating new opportunities for businesses on both sides to expand into international markets.
The event reinforced a common message shared by both African and Chinese stakeholders: expanding market access is no longer just about increasing trade volumes – it is about creating lasting partnerships that support industrialization, innovation and inclusive economic development across Africa.
