Africa Reimagined supports the “4th Brand and Quality Online Shopping Festival and Quality African Products Online Shopping Festival.”

Africa Reimagined is supporting a promotional shopping festival for African products in China that is taking place from April 28 till May 12.

More than 100,000 African brands will be showcased on over 300 e-commerce platforms during the: “4th Brand and Quality Online Shopping Festival and Quality African Products Online Shopping Festival.”

The event is being hosted by the Chinese Ministry of Commerce (MOFCOM), jointly with the Ministry of Foreign Affairs, the National Development and Reform Commission, and the Ministry of Industry and Information Technology, among others.

As well as online, there will also be offline events held in exhibition centres in 4 Africa-China free trade zones in the provinces of Hunan, Hubei, Henan and Zhejiang. Here, premium African products and brands including Monks Gin (premium gin from South Africa), Oye (handmade footwear and accessories from Kenya), tea from Tanzania (Kazi Yetu), Rwanda bean (roasted coffee from Rwanda) and Kazi Yetu (tea from Tanzania) will be on display and introduced to buyers and distributors. The events will be livestreamed across China and East Africa and feature speeches from Chinese government officials and African ambassadors.

Africa Reimagined is supporting premium African brands with showcasing their products at these events and submitting these brands’ promotional videos to be featured in the offline events and online broadcastings, as well as supporting these brands with entry onto these Chinese e-commerce platforms.

Africa Reimagined is a Beijing-based China market entry service platform and consultancy for premium African brands. It is the flagship programme of Development Reimagined, a Beijing-based, wholly Kenyan-owned international development consultancy.

For more information on how Africa Reimagined can support your brand with entering into the Chinese market, please check our services or book a free consultation here.

Watch the live stream of the event from here.


活力非洲公司正在支持将于 4 月 28 日至 5 月 12 日在中国举办的非洲产品促销购物节。



除了线上,线下活动还将在湖南、湖北、河南、浙江等4个非中自贸区的展览中心举办。在这里,优质的非洲产品和品牌包括 Monks Gin(来自南非的优质杜松子酒)、Oye(来自肯尼亚的手工鞋履和配饰)、来自坦桑尼亚的茶(Kazi Yetu)、卢旺达豆(来自卢旺达的烤咖啡)和 Kazi Yetu(来自坦桑尼亚)将展出并介绍给买家和经销商。这些活动将在中国和东非进行现场直播,并有中国政府官员和非洲大使发表演讲。





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. 


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.

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.

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.


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.

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