In brief
Ethiopian exporter AWO Coffee is readying for the 9th China International Import Expo in Shanghai, after a successful first appearance that helped double its shipments to China. The company aims to promote its premium brand and secure new partnerships, while analysts note a growing youth coffee culture in China. However, details on planned joint ventures and future partnerships remain unconfirmed.
AWO Coffee, a fast‑growing Ethiopian processor and exporter, is finalising its preparations to return to the 9th China International Import Expo (CIIE) in Shanghai, hoping to build on the momentum of last year’s successful debut. The 2026‑10‑30 Xinhua feature reports that company executives believe the upcoming event will give them another chance to connect with Chinese buyers, broaden their market share, and secure new business partnerships.
In a recent interview, General Manager Tesfaye Gebru said:
Our participation at the CIIE last year was a successful experience for us. We achieved notable outcomes that exceeded our expectations.
The company began exporting raw coffee beans to China in 2025/26, shipping 47,836 tonnes that generated 347 million U.S. dollars in revenue, a sharp increase from the previous fiscal year’s 34,284 tonnes worth 219 million dollars. According to the Xinhua report, AWO has doubled its China shipments in recent years, a trend that the firm seeks to continue at the expo.
Marketing Manager Kaleab Fekad highlighted the expo as a pivotal platform for linking Ethiopian producers with worldwide buyers:
This year, we aim to further promote our brand and expand our market opportunities in China.Fekad also noted that the Chinese youth are increasingly embracing coffee culture, creating “greater potential for the future.”
The 9th CIIE will run from November 5 to 10 in Shanghai and will host 162 countries, regions and international organisations alongside 4,142 overseas exhibiting companies. Organisers claim the exhibition area will exceed 440,000 square metres—the largest for the expo to date—as part of China’s push to open its markets further.
Both Tesfaye and Fekad noted that AWO is planning a joint venture to deepen its market penetration, a move that would allow the company to leverage local expertise and supply chain benefits. While the firm has not yet disclosed the identity of a potential partner, the venture is intended to sustain the upward trajectory seen in the firm’s recent export figures.
The company’s name, derived from the Amharic word for “Yes,” reflects its optimistic stance toward global expansion. It serves as one of Ethiopia’s most rapidly growing coffee processors, supplying premium Arabica varieties across international markets. AWO’s strategy is aligned with analysts’ view that the Chinese coffee market, especially among the nation’s younger generation, offers significant room for expansion.
The 2026 CIIE presents AWO with a platform to promote its premium brand, secure business partnerships, and potentially secure a joint venture that would enhance its presence in China. Yet, as reporters note, the details of that venture, the exact nature of partnerships awaiting formation, and the firm’s final configuration of its Chinese operations remain unresolved as the expo approaches. This uncertainty defines the current landscape for AWO Coffee in its quest to capitalize on China’s expanding coffee culture.
