About Us

About Africa Reimagined

AR is a flagship program of Development Reimagined, an international development consultancy headquartered in Beijing and with offices in Kenya and the UK. We are also the first wholly owned Kenyan company in China.

Our global team of professionals has a wealth of experience consulting on development issues with clients in the China-Africa space and beyond, including UN institutions, African and Chinese government departments, private sector businesses from around the world, and civil society organisations, in addition to our team of China market experts at AR.

We are also unique in the fact that we understand the realities of both growing a SME in China and in Africa. This means we are a genuinely supportive team that is passionate about helping our clients succeed in what will soon be the world’s largest economy.

About Us

  • Africa Reimagined (AR) is a China market entry service platform and consultancy. We provide services for specifically premium and sustainable African brands that keep their entire supply chain and value-added within Africa.
  • Our China market entry and consultancy services are designed to equip you for entry into the competitive Chinese market to help ensure you can unlock this new sector of growth and consumers. We start by offering you a free consultation with our expert team so that we can tailor all our services to fit your brand and your China market entry objectives.
  • AR is a flagship program of Development Reimagined, an international development consultancy headquartered in Beijing and with offices in Kenya and the UK. We are also the first wholly owned Kenyan company in China.
  • Our global team of professionals has a wealth of experience consulting on development issues with clients in the China-Africa space and beyond, including UN institutions, African and Chinese government departments, African ambassadors in China, private sector businesses from around the world, and civil society organisations. Thus, in addition to our AR’s team of China market experts, we also have an international team from a variety of fields and diverse backgrounds that give us in-depth understanding of the Chinese market and the China-Africa relationship.
  • We are also unique in the fact that we understand the realities of both growing a SME in China and in Africa. This means we are a genuinely supportive team that is passionate about helping our clients succeed in what will soon be the world’s largest economy.

Our Mission

Africa Reimagined’s mission revolves around cultivating sustainable, impactful development through helping high-end African brands, who keep the value-added within the African continent, to enter the vast and growing Chinese market. We are re-defining the development field by focusing on real people, real impacts, and real change.

We believe that empowering African brands will contribute to breaking the poverty cycle and establish a prosperous future. Our mission is interlinked with the Sustainable Development Goals, to tackle poverty in its variety of forms. The work will primarily support the achievement of the following four SDGs, but with spillover effects, more are likely to be touched upon.

We are also working to help Chinese consumers to reimagine African goods. Bringing modern, high-end African goods into Chinese e-commerce shops and expos means we can changing perspectives of what African products are like. The African brands that we have supported with entering the Chinese market are showing Chinese consumers that Africa is much more than a source raw materials but also complex, innovative and premium products.

Why China?

China presents an enormous opportunity for African businesses. In under three decades, over 850 million Chinese were lifted out of poverty, promoting a modern commercial environment. China’s consumer market is predicted to increase by 12% year-on-year, to a total value of $8.4 trillion by 2022 and it is already responsible for over a third of global luxury goods purchases, far more than any other country.

Furthermore, despite the global economic downturn caused by COVID-19, the Chinese economy was the first to recover with its 6% annual growth goal in reach. Retail sales also still rose by 12.1% in June 2021 on from a year ago, which was more than the expected 11% level forecast. Thus, China is already, and will be, a key export market for African countries as most other regions of the world grapple with economic recovery.

China presents an enormous opportunity for premium African businesses. China has the world’s largest e-commerce market and its rapidly growing cross-border e-commerce industry also means that it is becoming much cheaper and easier for African brands to sell in the Chinese market without going through the costly and lengthy processes of opening a physical entity in China.

China is also Africa’s biggest trading partner, accounting for over 20% of the continent’s exports. Trade between China and the continent is also one of the fastest trade relationships in the world. However, there remains a large trade deficit. And the majority of African exports are raw natural resources, which means African countries are missing out on value-added profits. Due to the nature of this trading pattern, there are few high-end African products available in China, leaving an opening in the market for African businesses. Utilising this market opening during its early stages could bring large benefits in market shares and profits, particularly to early movers.

Why China?

China presents an enormous opportunity for African businesses. In under three decades, over 850 million Chinese were lifted out of poverty, promoting a modern commercial environment. China’s consumer market is predicted to increase by 12% year-on-year, to a total value of $8.4 trillion by 2022 and it is already responsible for over a third of global luxury goods purchases, far more than any other country.

Furthermore, despite the global economic downturn caused by COVID-19, the Chinese economy was the first to recover with its 6% annual growth goal in reach. Retail sales also still rose by 12.1% in June 2021 on from a year ago, which was more than the expected 11% level forecast. Thus, China is already, and will be, a key export market for African countries as most other regions of the world grapple with economic recovery.

China presents an enormous opportunity for premium African businesses. China has the world’s largest e-commerce market and its rapidly growing cross-border e-commerce industry also means that it is becoming much cheaper and easier for African brands to sell in the Chinese market without going through the costly and lengthy processes of opening a physical entity in China.

China is also Africa’s biggest trading partner, accounting for over 20% of the continent’s exports. Trade between China and the continent is also one of the fastest trade relationships in the world. However, there remains a large trade deficit. And the majority of African exports are raw natural resources, which means African countries are missing out on value-added profits.

Due to the nature of this trading pattern, there are few high-end African products available in China, leaving an opening in the market for African businesses. Utilising this market opening during its early stages could bring large benefits in market shares and profits, particularly to early movers.

Meet the Team

Our services are operated by a team of Chinese market entry specialists and consultants who are on hand to both support and advise you throughout your journey into the Chinese market.

Our global, multilingual team have a wealth of experience consulting on both the Chinese market and development issues with clients in the China-Africa space and beyond, including private sector businesses from around the world, UN institutions, African and Chinese government departments, African ambassadors in China, and civil society organisations.

Founder and CEO | Beijing, PRC
Deputy Director | Beijing, PRC
Project Manager | Beijing, PRC
Africa Finance and Data Consultant | Hangzhou, PRC
Research Analyst | Oxford, UK
Research Analyst | Paris, France

Yike Fu

Africa Finance and Data Consultant | Hangzhou, PRC
Yike Fu is a skilled analyst with two years of qualitative and quantitative research experience in international development. Yike specializes in African Development and China – Africa relations with proven ability to provide diverse support to international organizations, non-profit, and non-governmental actors.

Jade Scarfe

Research Analyst | Oxford, UK
Jade supports Africa Reimagined’s market research and brand communications to support brands during the early stages of their entry and enhance understanding of the opportunities of Chinese market.

Jinyu Chen

Research Analyst | Paris, France

Jinyu is a dual-degree Master’s student at Sciences Po & Peking University.  At Africa Reimagined, Jinyu produces research to foster better mutual understanding between African clients and Chinese consumers. 

Hannah Ryder

Founder and CEO | Beijing, PRC

Africa Reimagined is led by our founder and CEO Hannah Muthoni Ryder, a former diplomat and economist by training. She is the CEO of Development Reimagined.

Her goal for Africa Reimagined as Development Reimagined’s first flagship project is to empower African brands through entering the growing Chinese market. In doing so, value-added products can be created and manufactured in the African continent. This will contribute towards breaking the poverty cycle through providing jobs, reliable incomes, and overall, fostering sustainable development

Leah Lynch

Deputy Director | Beijing, PRC
Leah is the Deputy Director of Africa Reimagined and Development Reimagined. She is also the co-chair of the sustainability forum for the British Chamber of Commerce, working with both British and Chinese businesses. She has in-depth knowledge of the landscape that brands face when entering the Chinese market. 


Leah has vast experience working with African businesses and managed the Beijing leg of our pilot market entry programme.  Previously, Leah worked at UNDP China on  South-South cooperation, and the Belt and Road Initiative. She also lived and worked in Kenya developing sustainable water policies for the government.

Rosie Wigmore

Project Manager | Beijing, PRC

Rosie is the Project Manager of the Africa Reimagined program. Rosie seeks new opportunities to ensure African businesses thrive in the Chinese market through market and trade research, partnership building and her diverse networks across China and Africa. Rosie operates all of Africa Reimagined’s services and supports Africa Reimagined’s clients with their entry and expansion in the Chinese market. She has over three years of experience working in the Africa-China relations space both in China and in Sierra Leone. She has in-depth knowledge of both the Chinese market and African markets, as well as the Africa-China trade relationship, which she uses to facilitate African value-added exports to China.

Hannah Ryder

Founder and CEO | Beijing, PRC

Africa Reimagined is led by our founder and CEO Hannah Muthoni Ryder, a former diplomat and economist by training. Hannah had the vision to create Development Reimagined and incorporate it as the first-ever Kenyan Wholly Foreign-Owned Enterprise in China.

Her goal for Africa Reimagined as Development Reimagined’s first flagship project is to empower African brands through entering the growing Chinese market. In doing so, value-added products can be created and manufactured in the African continent. This will contribute towards breaking the poverty cycle through providing jobs, reliable incomes, and overall, fostering sustainable development

Leah Lynch

Deputy Director | Beijing, PRC
Leah is the Deputy Director of Africa Reimagined and Development Reimagined. She is also the co-chair of the sustainability forum for the British Chamber of Commerce, working with both British and Chinese businesses. She has in-depth knowledge of the landscape that brands face when entering the Chinese market. 


Leah has vast experience working with African businesses and managed the Beijing leg of our pilot market entry programme.  Previously, Leah worked at UNDP China on  South-South cooperation, and the Belt and Road Initiative. She also lived and worked in Kenya developing sustainable water policies for the government.

Rosie Wigmore

Project Manager | Beijing, PRC

Rosie is the Project Manager of the Africa Reimagined program. Rosie seeks new opportunities to ensure African businesses thrive in the Chinese market through market and trade research, partnership building and her diverse networks across China and Africa. Rosie operates all of Africa Reimagined’s services and supports Africa Reimagined’s clients with their entry and expansion in the Chinese market. She has over three years of experience working in the Africa-China relations space both in China and in Sierra Leone. She has in-depth knowledge of both the Chinese market and African markets, as well as the Africa-China trade relationship, which she uses to facilitate African value-added exports to China.

Yike Fu

Africa Finance and Data Consultant | Hangzhou, PRC
Yike Fu is a skilled analyst with two years of qualitative and quantitative research experience in international development. Yike specializes in African Development and China – Africa relations with proven ability to provide diverse support to international organizations, non-profit, and non-governmental actors.

Her goal for Africa Reimagined as Development Reimagined’s first flagship project is to empower African brands through entering the growing Chinese market. In doing so, value-added products can be created and manufactured in the African continent. This will contribute towards breaking the poverty cycle through providing jobs, reliable incomes, and overall, fostering sustainable development

Jade Scarfe

Research Analyst | Oxford, UK
Jade is a Master’s student at King’s College London researching China-Africa economic relations and consumption in the Chinese domestic market. She applies her academic knowledge during market research for Africa Reimagined clients to provide insights for successful market entry.

Jinyu Chen

Research Analyst | Paris, France

Jinyu is a dual-degree Master’s student at Sciences Po & Peking University. She concentrates on international development and global risks studies in Africa. At Africa Reimagined, Jinyu produces research to foster better mutual understanding between African clients and Chinese consumers. 

Hannah Ryder

Founder and CEO | Beijing, PRC

Hannah Ryder

Founder and CEO | Beijing, PRC

Hannah Ryder

Founder and CEO | Beijing, PRC