Ethiopian Coffee Exporters Work To Boost Presence In China's Growing Coffee Market – CoffeeTalk

Awo Coffee, an emerging Ethiopian coffee producer and exporter, gear up to capitalize on the eighth China International Import Expo (CIIE) in Shanghai. The company aims to strengthen its presence in the Chinese market, which it considers a primary focus for its export ambitions. According to Kaleab Fekad, Awo’s Marketing Manager, the CIIE is viewed as a strategic opportunity to tap into the potential of the Chinese coffee market, which has been rapidly growing since Awo’s establishment in 2014.

Awo Coffee sources its beans from its 14-hectare farm and collaborates with local smallholder farmers, ensuring the quality and unique aroma of Ethiopian Arabica coffee is preserved. The company also imports premium packaging materials from China to facilitate the delivery of its coffee, which includes both roasted and green varieties. In 2025, Awo has already exported 200 tonnes of high-quality Ethiopian green coffee beans, with 70% directed to China, marking China as a crucial destination for its operations.

Participation in the CIIE represents an important strategic move for Awo Coffee to deepen connections with Chinese partners and explore further market opportunities. Over 3,200 enterprises from over 110 countries are expected at the CIIE, enhancing the visibility of Ethiopian coffee producers. General Manager Tesfaye Gebru emphasized the importance of the expo for the company’s growth and future plans, indicating potential for bringing more Ethiopian coffee producers if their participation proves successful.

Ethiopia, celebrated as the birthplace of Arabica coffee, plays a significant role in the coffee sector with five million smallholder growers contributing to an economy heavily reliant on coffee production and exports. The 2024/2025 fiscal year saw record revenues of 2.65 billion U.S. dollars from coffee exports, reinforcing this importance. Notably, China has escalated as a leading importer, moving from seventh to the fourth position in recent years, with a reported increase of nearly sevenfold in coffee exports to China in the first quarter of the current fiscal year. This demand surge is driven by a shift in consumer preference towards high-quality organic Ethiopian coffee, especially among the youth in China, as indicated by ECTA Deputy Director-General Shafi Umer.

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