Tefera Derbew Yimam, Ethiopian ambassador to China, has noted that he is looking forward to leveraging more platforms, such as the Belt and Road Agricultural and Food Trade Information Platform, to introduce Ethiopian specialty products to Chinese consumers.

Speaking on Jan 19 in Beijing during the inauguration ceremony of the Ethiopian National Pavilion and the China launch of Coffee Carver, he said the establishment of the pavilion symbolizes a deeper connection and cooperation between China and Ethiopia, which has a long history and a rich culture.

The event, hosted by the Embassy of Ethiopia to China and co-organized by the China Entry-Exit Inspection and Quarantine Association and Grand World Group, aims to implement the Belt and Road Initiative and the outcomes of the Beijing Summit of the Forum on China-Africa Cooperation, promote high-quality economic, trade cooperation as well as cultural exchanges and people-to-people bonds between the two countries.

In his opening speech, the Ambassador of Ethiopia to China also expressed his gratitude to Grand World Group for their efforts in bringing more Ethiopian products to the Chinese market.

The event, focusing on showcasing Ethiopia's rich coffee culture and promoting friendly exchanges, includes opening speeches, an authorization ceremony, the inauguration of the Ethiopian National Pavilion, agreement signing ceremonies, and the launch of a live-stream broadcast.

Wang Xin, president of the China Entry-Exit Inspection and Quarantine Association, noted in his speech that Ethiopia is one of the fastest-growing economies in Africa and a country with traditional friendship with China. He called for enhanced cooperation in ecological product origin protection to improve the value chain of food and agricultural products, achieve common prosperity and sustainable development, and strengthen the role of the China Entry-Exit Inspection and Quarantine Association in this process.

Liu Wenguang, president of Grand World Group, said that his group actively supports the BRI by establishing the Ethiopian National Pavilion to help more Ethiopian enterprises and brands enter the Chinese market. He also announced the official launch of the Coffee Carver brand in China, aiming to bring high-quality coffee products to Chinese consumers and create a sense of happiness and well-being.

Over 200 participants, including leaders from the General Administration of Customs, the State Administration for Market Regulation, the Chinese People's Association for Friendship with Foreign Countries, the China Entry-Exit Inspection and Quarantine Association, and the China National Institute of Standardization, as well as representatives from well-known domestic and international enterprises such as Ethiopian Airlines, China Certification and Inspection Group, CP Group, Xiamen C&D Group, Eastbuy, Starbucks, and CCIC Jiliang, gathered at the event to witness the significant moment.

During the authorization ceremony, Tafara Debe Imame presented an authorization letter to Liu Wenguang, granting Grand World Group and its subsidiaries the right to operate the Ethiopian National Pavilion on Chinese e-commerce platforms and offline. This marks the Ethiopian National Pavilion as a new highlight in China-Ethiopia economic and trade cooperation.

In the agreement signing ceremonies, Grand World Group signed a Memorandum of Understanding on Ecological Product Origin Protection with the China Entry-Exit Inspection and Quarantine Association and a strategic cooperation agreement with China Inspection and Measurement Co Ltd. These agreements aim to leverage the core strengths of professional institutions to create high-quality products and enhance their competitiveness and credibility in the Chinese and international markets.

Additionally, Grand World Group signed strategic cooperation agreements with Hainan Xinglong Coffee Industry Development Co Ltd and Xiamen C&D Food Supply Chain Co Ltd to jointly promote the development of the specialty coffee industry chain and supply chain.

During the live-stream broadcast launch, Tefera Derbew Yimam announced the official launch of the Ethiopian National Pavilion's live-stream broadcast on Douyin and interacted warmly with followers. Nebiyu Mohammed, head of Trade Relations of the Embassy of Ethiopia to China, introduced the characteristics of Ethiopian coffee beans, while Han Jianping, former deputy director of the International Department of the State Administration for Market Regulation, discussed measures to improve the efficiency of import and export commodity inspection and quarantine.

Please contact the writer at hanjingyan@chinadaily.com.cn