Online Reporter
Sikhulekelani Moyo
Zimpapers Business Hub
ZIMBABWEAN firms are set to exhibit at the forthcoming China International Import Expo (CIIE), showcasing the country’s growing economic diversity and capacity for value-added exports.
The participation is organised by the national trade development and export promotion organisation, ZimTrade, where 16 companies drawn from horticulture, tobacco, heritage-based foods and oils, leather, arts and craft and e-commerce will feature under the Zimbabwe National Pavilion.
In its October newsletter, ZimTrade said the presence of these firms reflects a deliberate effort to strengthen the country’s export base and to connect local producers with international buyers.
Exhibiting firms will engage directly with buyers, distributors and investors, promoting quality products that reflect Zimbabwe’s natural and cultural endowments. The event will also provide an opportunity to promote investment in manufacturing and processing industries linked to the export sector.
Mr Allan Majuru, ZimTrade chief executive officer, said participation at the CIIE provides an opportunity to deepen trade with China.
“CIIE is a global platform that allows us to showcase the best of Zimbabwe, from our heritage-based products to our forward-looking industries,” said Mr Majuru. “We are here to tell the world that Zimbabwe is open for business.”
The Zimbabwe National Pavilion will carry a contemporary design that integrates cultural identity with modern trade presentation. This approach aims to project the country as a competitive and innovative trading partner within the global marketplace.
Mr Majuru noted that increased exposure at such a high-profile event will help raise awareness of Zimbabwean products and attract sustainable buyers.
“Participation at this level gives our exporters direct access to buyers who make decisions for large retail chains and distributors,” he said. “The goal is to secure orders during the expo and to establish trade partnerships that will grow over time.”
He also underscored the broader impact of Zimbabwe’s participation on national export development, saying that every exhibition of this nature builds confidence in Zimbabwe as a reliable trading partner. Mr Majuru said it opens the door for value-added products, encourages investment in processing industries and creates opportunities for employment across the value chain.
China has emerged as one of Zimbabwe’s most important trading partners and is now the country’s third-largest export destination.
Figures show exports to China reached US$2,44 billion in 2024, up from US$766 million in 2015, marking a 217,9 percent increase over the past decade. ZimTrade said this strong growth highlights the potential for further cooperation in trade and technology exchange.
Zimbabwe has also made steady progress in opening agricultural markets through bilateral protocols with China.
The Citrus Protocol, signed in 2022, led to the first exports valued at US$469 000 in 2023, according to official statistics.
The Avocado Protocol, concluded in 2024, is expected to support shipments in the coming export seasons.
The Blueberry Protocol, signed this year, is anticipated to enable pilot exports from 2026.
The national trade development and promotion body stated that negotiations are ongoing for additional commodities, including sesame seeds, chillies, and pecan nuts. These initiatives aim to expand agricultural exports, reduce informal trade leakages, and improve returns for local farmers.
ZimTrade has been preparing participating companies through capacity-building programmes on export readiness, packaging, and compliance with international standards. The intention is to ensure sustained export growth beyond the duration of the exhibition.
