Forging deeper connections

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."

Cambodia's pilot program

One of the biggest announcements at the expo came from Cambodia. Kong Roatlomang, deputy director general of Cambodia's Tourism Development and International Cooperation, Ministry of Tourism, revealed that Chinese tourists will enjoy visa-free entry from June 15 to Oct 15 — a four-month pilot program allowing multiple entries and stays of up to 14 days each.

"China and Cambodia are ironclad friends. We are a community with a shared future," Kong said."This is a pilot project. If successful, it will be extended."

The numbers explain the push. Cambodia received 5.6 million international tourists in 2025, including 1.2 million from China. That is an improvement from recent years, but still below the pre-COVID peak of 2.4 million Chinese visitors in 2019. Kong said Cambodia aims to increase Chinese arrivals by 20 to 30 percent in 2026.

To attract more visitors during the May-to-October "green season" — the rainy low season — Cambodia is offering discounts on hotels, transport, restaurants and airlines. The country has also passed a law against online scams, with the prime minister pledging to "clear all scams from Cambodia this year" to rebuild trust among international travelers.

Kong highlighted other conveniences to woo Chinese travelers, including widespread Chinese-language use in hotels and restaurants, acceptance of Alipay and WeChat Pay, and direct flights from Beijing to the country's capital Phnom Penh. A new airport in the capital ranks as one of the largest in the world, she added.

Technology and tradition

On the domestic side, the expo showcased how Chinese tourism is embracing technology. All 16 districts of Beijing participated, alongside delegations from 16 other provinces and municipalities.

Visitors tried on translation glasses from Chinese tech company iFlytek that display real-time subtitles — a hit among older travelers planning overseas trips. Dancing robots from Unitree Robotics drew crowds of children and adults alike. An AI costume-changing system from Beijing-based Guoshu Technology, which lets users instantly switch outfits in images, attracted serious interest from several scenic spot operators.

Zhang Jing, an official with the Beijing Municipal Bureau of Culture and Tourism, said that the expo had three defining features: internationalization, technological immersion, and product launches.

"Within this 30,000-square-meter space, visitors can experience modern technology, participate in interactive activities and buy the latest cultural and creative products," Zhang said.

He noted that Beijing, as a national science and technology innovation center, has already rolled out 10 technology application scenarios for tourism — from smart ticketing at the Great Wall to AI-guided tours at the Palace Museum. "Technology is now visible in our scenic spots, our industrial parks, and even our time-honored brands," Zhang said.

The expo also served as a launchpad for cultural products. Yidege, a traditional ink maker with a history of more than 150 years, teamed up with the integrated marketing service organization Yuanlong Yato to create a special gift box for graduates taking entrance exams. The same partners also launched blind boxes for Argentina's national football team ahead of the World Cup — a nod to the growing intersection of sports fandom and consumer culture in China.

On the transaction side, a new smart matchmaking system — allowing exhibitors and buyers to connect online before the expo and sign deals on-site — helped generate 27.36 million yuan in intended deals during a hotel-travel agency event alone. Major travel agencies including BTG Tourism Development, Trip.com Group and Utour launched new tour routes, with on-site sales exceeding 10 million yuan.

A window into the future

For Zhang, the expo's growing international participation signals a broader trend.

"Global tourism sellers are increasingly looking to China," he said. "The Chinese consumers' appetite for quality travel experiences — and quality products — continues to grow."

Back at his booth, Meg's coffee continued to draw visitors. He patiently explained the tasting notes of his high-altitude beans: chocolate, dried fruit, and a hint of spice. Many visitors picked up a tin, scanned the QR code and placed an order.

For years, Meg sold to markets that took his coffee but not his story. In China, he said, he has found something different: customers who ask where the coffee comes from, who want to know about the farmer and the mountain.

"Only then will they truly appreciate the product," he said.