Press Release: Africa Reimagined’s attendance at the first Kenya China-Africa Economic and Trade Expo in partnership with the International Trade Centre to showcase premium African products and boost Africa to China trade

Africa Reimagined (AR) is excited to announce its participation in the forthcoming 4th China-Africa Economic and Trade Expo (CAETE) in Nairobi, Kenya at the Edge Convention Centre from 9th to 11th May 2024. AR is teaming up with the International Trade Centre (ITC) to showcase eight premium African brands in the AR-ITC booth.

The aim of AR’s attendance at the CAETE is to provide an opportunity for African brands to meet with Chinese businesspersons to kickstart their entry into the vast and lucrative Chinese market, and ultimately, to boost Africa to China value-added trade and reduce Africa’s trade deficit with China.

The Kenya CAETE is hosted by China’s Ministry of Commerce (MOFCOM) and KenInvest. The Kenya CAETE aims to bolster investments and trade between China and Africa by highlighting innovative achievements, fostering economic, and trade cooperation. The 2,000 sqm is set to bring over 200 Chinese companies from various sectors, as well as professional visitors including distributors, wholesalers, importers, and retailers from China to the event and will serve as an ideal platform for African businesses to explore avenues for market expansion and collaboration.

At the Kenya CAETE, the attendees will engage in different activities, including sourcing high-quality branded African products for both online and offline retail channels in China, procuring wholesale supplies of agricultural products for the Chinese market, establishing strategic business partnerships with African enterprises, and delving into investment opportunities in African companies.

This is the first CAETE that has been held in Africa. The CAETE was previously a biennial event held three times in 2019, 2021 and 2023 in Hunan Province, China by MOFCOM. AR has been a featured exhibitor at every single CAETE and has showcased and supported 29 African brands with entering the Chinese market through the CAETE in China.

The AR booth will showcase products from eight premium African brands from sectors including fashion & accessories, food & beverage and skincare:

Mille Collines (South Africa): Mille Collines is a luxury womenswear and lifestyle brand designing statement pieces inspired by Africa and manufactured across the continent, including woven and knitted shawls, ceramics, accessories, and more.

Afropian (Ethiopia): Afropian is a Panafrican fashion brand founded in Ethiopia in 2017 by Mrs. Hortense Mbea. With a focus on sustainability and empowering women and youth, Afropian produces a wide range of fashion items, accessories, and home decor, all handmade by artisans across 15 African countries.

Oye (Kenya): Oye celebrates individuality through its unique footwear and accessories designs, blending African craftsmanship with contemporary styles to create a collection that highlights Kenya’s rich heritage.

The Shaba (Kenya): The Shaba crafts stylish and functional bags with a focus on social impact, respecting nature, supporting communities, and celebrating craftsmanship.

O’BAO (Kenya): A brand of Elekea Ltd, O’BAO produces Baobab-based products, sourcing ingredients locally in Kenya and supporting local farmers through fair income opportunities and environmental sustainability initiatives.

Raintree Farms (Uganda): Raintree Farms is a fast-growing beauty brand from Uganda, specializing in moringa oleifera products packed with nutrients and anti-inflammatory ingredients. Their commitment to quality and community impact drives their mission.

The Chocolate Bar (TCB) (Kenya): TCB offers artisanal chocolate made from premium African cocoa beans sourced directly from smallholder farmers across the continent. Their bean-to-bar process ensures quality and supports positive social change.

Kazi Yetu (Tanzania): Offering single-origin organic teas blended with spices and herbs from smallholder farmers across Tanzania and Zanzibar, Kazi Yetu’s tea blends boast purely original flavors without artificial or natural aromas.

AR is a flagship China market-entry program of Development Reimagined (DR), an award-winning international development consultancy headquartered in Beijing and with offices in Nairobi and London. Since its inception in 2019, AR has successfully assisted 36 African brands from 11 different African countries in establishing and expanding their presence in the Chinese market. The platform’s steadfast commitment to retaining the entire value chain within the African continent underscores its dedication to sustainable development and local economic empowerment.

The ITC, established jointly by the World Trade Organization and the United Nations in 1964, is an international agency dedicated to empowering micro, small, and medium-sized enterprises (MSMEs) to venture into the global market. It aims to foster inclusive and sustainable economic development, aligning with the 2030 Agenda for Sustainable Development (SDG).

Visit the AR booth in the main hall of the Edge Convention Centre in Nairobi, Kenya from 9-11 May. Contact Ms. Rosie Wigmore, Program Manager of AR for more information:


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Trevor Lwere

Research and Coordination Analyst

Trevor Lwere is a Research and Coordination analyst at Development Reimagined with a background in Economics and Global Affairs. His interests include geopolitics, geoeconomics and economic development. He holds a Masters’ degree in Global Affairs fro Tsinghua University and a BA Economics from the University of Notre Dame.

Yujie Shi

 Policy and Research Analyst

Yuejie Shi is a Research and Data Analyst at Development Reimagined with a special focus on Global Trade and China-Africa Trade.

Sena Voncujovi

Research Analyst

Sena Voncujovi is a research and policy analyst at Development Reimagined. Voncujovi specializes in global health issues, Japan-Africa relations, and China-Africa relations. He served as the Editor-in-chief of Peking University’s Africa Think Tank (PATT) during his master’s in International Relations & Politics as a Yenching Scholar. Voncujovi previously advised the Ghanaian government for the 2019 TICAD 7 Conference held in Yokohama. He is the co-founder of Jaspora, Tokyo’s largest community of African diasporan diplomats, changemakers, professionals, students, and business people.

Rugare Mukanganga


Rugare is an economist at Development Reimagined, providing economic and data analysis support across projects.

Yixin Yu

Research Analyst

Yixin is a Junior Research Analyst and her focus areas is on public-private partnership and entrepreneurship. She has over three years of working experience in both private and public sectors in Ethiopia. She was the China Liaison Officer for project ‘Partnership for Investment and Growth in Africa’ at International Trade Centre, where she accumulated rich experience in investment and trade promotion.

Ivory Kairo

Communications Support

Ivory is a Kenyan lawyer with experience in policy research and analysis. She also supports the communications team through liaising with African brands, creating graphic content and other external outputs at AR. Ivory speaks English, Swahili and French

Huiyi Chen

Partnership Development

Huiyi Chen is a Research and Coordination Analyst on China-Africa cooperation and leading the engagement with Chinese stakeholders at Development Reimagined.

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

Communications Support
Jade is a research analyst and communication support at Africa Reimagined. She supports with liaising with African brands, creating content and gathering China market research.

Yike Fu

China-Africa Policy Analyst

Yike Fu is a Policy Analyst and has been responsible for leading numerous areas of work, including on debt analysis in Africa and beyond, and China-Africa trade and investment logistics and analysis. She is the co-author of “African Debt Guide”, in which she challenged the narrative that Africa is in the midst of a new debt crisis by analysing data back to the 1970s and adopting new metrics to present the real story behind the data. She also developed a benchmark to compare the financial distribution of development partners such as the UK, US, Japan, France and China in Africa. Prior to her role at DR she worked at the International Finance Corporation and African Union Representational Mission to the US. She holds a Masters in International Affairs from George Washington University.

Rosie Wigmore

Project Manager | Beijing, PRC

Rosie is the Project Manager of Africa Reimagined (AR) at Development Reimagined (DR) where she supports high-end African brands with entering the Chinese market by operating services such as trademark protection, Chinese market research, Chinese partnership building, and Africa to China logistical support and import/export services. Rosie has worked with DR for over two years now with proven success in helping high-end African brands navigate the Chinese market. She is extremely passionate about her work because more African brands selling in the Chinese marketplace means African countries can export MORE value-added goods, create MORE jobs and foster MORE innovation in African countries.

Leah Lynch

Deputy Director | Beijing, PRC

Leah Lynch is Deputy Director of Development Reimagined (DR), and head of the China office. Leah has over 10 years of experience in development and has lived in China for over 8 years. Leah has also travelled extensively around Asia and Africa for research. Leah supports the strategic direction of the team across China, with a mission to deliver high quality research on sustainable development and poverty reduction. Leah is also Chair of the Sustainability Forum at the British Chamber of Commerce in China, providing direction on sustainability initiatives for British and Chinese business. Leah has also consulted on various evaluations on UK aid (ICAI) and is a specialist on development cooperation from the UK and China. Leah has also consulted on various UN projects, including providing support to the UN China team during the COVID-19 Pandemic. Prior to DR, Leah was at the United Nations Development Programme (UNDP) China, supporting the UN’s portfolio on communication strategies, China’s South- South Cooperation and the Belt and Road Initiative (BRI). Before UNDP, Leah lived and worked in Kenya developing sustainable water policies for the Kenyan government.

Hannah Ryder

Founder and CEO 

Hannah Ryder is the Founder & CEO of Development Reimagined. A former diplomat and economist with 20 years of experience, named one of 100 most influential Africans in 2021, she is also Senior Associate for the Africa Program of the Center for Strategic International Studies (CSIS), sits on the Board of the Environmental Defence Fund, and is a member of UAE’s International Advisory Council on the New Economy. Prior to her role at DR, Ms Ryder led the United Nations Development Programme (UNDP)’s work with China to help it scale up and improve its cooperation with other developing countries, including in Africa. She has also played various advisory roles for the UN and OECD and co-authored the seminal Stern Review of the Economics of Climate Change in 2006.


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In addition to supporting our clients with onboarding onto e-commerce platforms or developing their own WeChat stores, we also have our own Africa Reimagined e-commerce stores for our clients to sell on.
Kiliselect on WeChat Stores: Africa Reimagined launched on Kiliselect, which is a foremost e-commerce store for premium African products in China and the Chinese branch of East Africa’s Kilimall. It houses brands from a range of sectors including food and beverage, skincare and homeware. Kiliselect is found on WeChat Stores, which gives the store access to 1.2 billion active WeChat users across China.
JD-Worldwide: Next year, Africa Reimagined will open the first ever flagship, pan-Africa e-commerce store for premium African brands on JD-Worldwide, the cross-border e-commerce platform of China’s largest retailer, It will sell exclusively luxury African brands from a range of sectors including, fashion and jewellery, food and beverage, skincare. and homeware.