Ethiopia launches digital pavilion to boost trade and tourism in China

Addis Ababa, January 20, 2025 (FMC) – A digital pavilion aimed at showcasing Ethiopia’s investment prospects, trade opportunities, and tourism hotspots was officially inaugurated at the Ethiopian Embassy in Beijing on January 19, 2025.

The launch event, themed “Enhancing Ethiopia-China Investment, Trade and Tourism Cooperation,” aligns with an agreement signed with Grand World Group, a prominent investment firm focused on elevating Ethiopia’s business profile in China.

The pavilion will utilize three major online platforms—Douyin (China’s version of TikTok), Tmall, and the Belt and Road Eco-Agriculture and Food Trade Information Platform—to promote Ethiopian products and attractions.

Ambassador Tefera Derbew emphasized the importance of this digital initiative in further solidifying the economic ties between Ethiopia and China. He highlighted its potential to facilitate e-commerce for Ethiopian goods, particularly coffee, and to attract Chinese tourists to Ethiopia’s diverse destinations.

Mr. Wang Xin, President of the China Entry Exit Inspection and Quarantine Association, attended as a guest of honor, expressing strong support for the initiative. Meanwhile, Mr. Leo Wanguyan, President of Grand World Group, assured attendees of their commitment to successfully implementing the terms of the agreement. The event was well-attended by government officials, representatives from the coffee industry, trade associations, e-commerce platforms, and Chinese companies interested in exploring opportunities in Ethiopia.