Chemutai Meg poured a slow stream of dark-roasted coffee into small cups, watching as Chinese visitors to the 2026 Beijing International Cultural and Tourism Consumption Expo leaned in for a sniff. Some nodded approvingly. Others asked where the beans came from.
That question about his product's origin is exactly why he shifted his focus to China seven years ago.
"Chinese people appreciate the origin. That is the most important thing," said Meg, a Ugandan coffee farmer who now sells primarily to China.
"We want our product to be recognized for where it comes from."
His brand, Meg Kari Coffee, is named after his great-grandfather — the first person to grow coffee in his village, at altitudes between 2,300 and 2,500 meters. For seven years, he has been building a market in China, selling mainly through WeChat mini-programs. Last year, he sold more than 2,000 tins.
Specialty coffee remains a niche in China, and it is more expensive than commercial coffee. But Meg is patient.
"Chinese people like good things," he said. "We are trying as much as we can to make sure consumers get to know specialty products."
Meg was one of more than 630 exhibitors at the 2026 Beijing consumption expo, which concluded on June 7 at the China National Convention Center (Phase II). The three-day event drew 112,000 visitors and generated 226 million yuan ($33.4 million) in on-site transactions, increases of 8.2 percent and 6.7 percent, respectively, year-on-year.
For Meg, and more than 30 other international exhibitors from 17 countries who joined him at the expo, the event was not just about sales. They were there to make deeper connections with the Chinese market.
Come to Uganda
A few steps from Meg's coffee station, Uganda's ambassador to China, Oliver Wonekha, was making her own pitch.
"Uganda is the second-biggest coffee producer in Africa," the ambassador said.
"But we are not just coffee. You want to see the equator with snow on it? Come to Uganda. You want to see mountain gorillas? Come to Uganda," she said, extending a warm welcome to the Chinese visitors.
To endear the country to Chinese travelers, Wonekha offered a surprising point of connection.
"You eat bamboo in China. In Uganda, we also eat bamboo. Aren't you curious?" she asked.
Wonekha pointed out that Uganda offers online visa applications. At the expo, an immigration officer was stationed at the booth. "If you want a visa right now, we can work on it," she said half-jokingly.
The ambassador noted that China has already invested heavily in Uganda's infrastructure — building roads, airports and hydroelectric plants.
"China is already in Uganda," she said. "We welcome every Chinese brother and sister."
