9.94 BILLION

Online sales of African products in Guangzhou, Guangdong Province, during the festival

shopping festival. “E-commerce is flourishing these days. We can reach a large number of people in China by livestreaming African products. This is important for both the Chinese and African economies,” he told CGTN.

African ambassadors to China used livestreaming technology to promote their nations’ products throughout the festival. Tanzanian Ambassador Mbelwa Kairuki said his country and other African countries wanted to take advantage of platforms such as the online shopping festival to showcase the continent’s quality products, rich tourism resources and numerous investment opportunities to the Chinese.

Livestreaming sites were also set up in five African countries, including South Africa, the Democratic Republic of the Congo and Tanzania. Chinese consumers were able to “visit” black tea, coffee, walnut, and cocoa growing areas online. For Africans, livestreaming product promotion also helps tell African stories and culture. “An African host told a story related to a coffee bean, allowing more Chinese people to understand the customs and traditions of African countries,” a Zimbabwean student in China who only gave his Chinese name of Mi Lai told Xinhua News Agency.

Business plays an important role on both sides. “It is one of the most essential factors in promoting China’s and Africa’s commercial and cultural features. In reality, products made in Africa are rarely marketed and distributed in China because local customers are unaware of them. This highlights the importance of