Date published: July 7, 2025.
From 12th June to 15th June 2025, Africa Reimagined in partnership with Brand South Africa and the Africarise multi-brand fashion store from Johannesburg, showcased 17 African brands from 7 different African countries at the 4th China-Africa Economic and Trade Expo (CAETE) in a 100sqm “Africa Reimagined Showroom”.
The “Africa Reimagined Showroom” was designed to achieve three objectives at the CAETE:
Firstly, to support high-end African fashion brands with continuing their journey into the Chinese market following on from their attendance at MODE, Shanghai Fashion Week’s official trade show, where more than 20 African fashion brands were displayed in the ‘Africa Reimagined’ showroom. The CAETE gave these fashion brands the opportunity to sustain the vast amount of media attention they attracted at MODE, make sales and find even more business partners.
Secondly, to continue changing perceptions of African products in the eyes of Chinese consumers. Although boosting Africa’s raw agricultural and food and beverage exports to China is beneficial, it is important to show Chinese consumers that Africa has much more to offer than agriculture to help diversify Africa’s exports to China. Africa’s manufacturing ambitions go far beyond agro-processing and given China is a key market for African businesses, growing a demand for high-end African brands and products in China is crucial.
Thirdly, to attract and encourage Chinese investment in Africa. The quality of the designs on display has the ability to show Chinese business-persons both within and beyond the textiles industry that that Africa has development potential and is worth exploring.
Did Africa Reimagined achieve its objectives? To put it simply – yes! The “Africa Reimagined Showroom” was able to sustain the momentum from its showcase at SHFW by attracting a wealth of media. Over the course of the three media days, the showroom attracted more than 15 international, national and provincial Hunan media houses producing 18 plus media clippings of in person and virtual interviews with the Africa Reimagined team and Thula Sindi from Africa Rise on, as well as video interviews with bloggers and KOLs.
In addition, almost 25,000 RMB in sales was made – an impressive amount considering the price point of the designs on display ranged from 1,000 to 20,000 RMB – 10 times, even 20 times, more than the price of other products on display. Chinese business-persons also saw a strong future for the brands in the Chinese market, which resulted in ongoing discussions to secure retail deals in Shanghai – watch this space!
Chinese consumers were also blown away by the designs, commenting on the uniqueness and quality of the clothes that was unlike anything they had ever seen. Many were attracted to the way that brands such as Taibo Bacar and Thula Sindi infused prints strongly influenced by their African heritage with modern designs. Many visitors were surprised to learn that all the designs were 100% Made-in-Africa and became eager to learn more about the stories behind the designs and brands.
Importantly, the showroom also attracted African government attention, which indicates that governments are increasingly seeing the important role of the African fashion industry in the development of African economies. For example, the South African Minister of International Relations and Cooperation, Mr Ronald Lamola and UN agencies representatives including Dr Erasmus Morah from UNAIDS and UNICEF Representative to China, Mrs Amakobe Sande, visited the showroom to offer their praises and approval for the Africa Reimagined program.
Finally, the showroom also gave the Africa Reimagined team the opportunity to achieve its deeper objective of attracting Chinese investment into Africa. The eye-catching showroom attracted multiple Chinese textile manufacturers that initially visited hoping to secure deals with the brands in China and left with a new vision of expanding their businesses to the African market.
Overall, although not generally associated with high-end fashion, the CAETE is steadily becoming a useful platform for African businesses from a range of industries to access the Chinese market. Africa Reimagined has been a featured exhibitor at every single CAETE since 2019 when branded products were nowhere in sight apart from in the “Africa Reimagined Showroom.” Now, high-end, branded African food and beverage products are the norm and space for Made-in-Africa fashion is being encouraged by creating the first textile pavilion at this year’s CAETE.
This proves that by continuously showing up, perceptions of African products can shift, and demand can grow. Imagine a future where luxury African fashion brands, such as Maxhosa open stores in Taikooli across China and profit margins compete with Gucci and Chanel. It seems impossible – until it’s done.
