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Ethiopia moves to bolster its coffee exports to the Chinese market
By our African Marketing Confederation News Team | 2026
Opening of an Ethiopian coffee-trading centre in Zhuzhou will establish direct sales channels, boost relationships and host product displays.
Ethiopia has moved to strengthen the presence of its world-renowned coffee in China by opening a dedicated coffee-trading centre in the city of Zhuzhou in Hunan province.
The centre will be a focus for coffee-related sales, product displays and trade transactions, as well as for cultural exchange.
China is now Ethiopia’s fourth-largest export market for coffee, a dramatic rise from being its 33rd largest coffee-export market just five years ago.
According to a report by the Ethiopian News Agency, in the past five months alone, Ethiopia exported 16,300 metric tons of coffee to China, valued at US$113-million.
At the opening event for the new coffee-trading centre, Adugna Debela Bote, Director-General of the Ethiopian Coffee and Tea Authority, said the centre will help establish direct sales channels by utilising Zhuzhou’s cross-border e-commerce pilot zones, improving efficiency and market access.
An Ethiopian coffee ceremony. Photo: David Stanley via Flickr
Promoting Ethiopian coffee culture through immersive experiences
He also emphasised that promoting Ethiopian coffee culture through immersive experiences in key commercial areas would be essential for building long-term consumer loyalty.
The opening event coincided with the first Ethiopia-China Coffee Economic and Trade Cooperation Conference. Attended by almost 300 government officials, industry leaders and business representatives, the conference discussed strategies for expanding the footprint of Ethiopian coffee in China.
In a video address to delegates, Ethiopian President Taye Atske-Selassie Amde reaffirmed the country’s commitment to deepening coffee trade cooperation with China.
Regarded as the origin of Arabica coffee, Ethiopia is one of Africa’s largest producers and exporters of coffee.
According to a report published last week by Xinhua news agency, the Ethiopian government has intensified efforts to expand coffee productivity and value addition in a bid to bolster much-needed foreign currency earnings from the sector.
“The shift toward expanding the export of value-added coffee from traditional raw beans is part of a broader strategy to maximise returns from Ethiopia’s position as Africa’s leading producer,” Xinhua reported, quoting the state-run Ethiopian News Agency.
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