South Africa’s export industry is optimistic about deepening trade ties with China as two key export councils prepare to showcase the nation’s premium products at the China International Import Expo (CIIE) in Shanghai.
The South African Footwear and Leather Council (SAFLEC) and the South African Fruit and Vegetable Canners Export Council (SAFVCEC) believe their participation will not only strengthen South Africa’s presence in the Chinese market but also broaden the country’s export basket and facilitate long term partnerships.
Nerisha Jairaj, Executive Director of SAFLEC said the expo offers South African producers direct access to China’s trillion dollar consumer market, one that increasingly values quality, authenticity, and sustainability.
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“As a council representing 252 members, participating in CIIE gives our manufacturers an unparalleled opportunity to connect with buyers, distributors, and retailers who are often difficult to access remotely,” said Jairaj.
She added that SAFLEC’s main goal at the expo is to highlight the design innovation, quality, and craftsmanship of South African made footwear, handbags, and leather accessories.
“Beyond showcasing our products, we’ll be negotiating distribution and retail partnerships for both established exporters and emerging brands,” she said. “We’re also exploring e commerce collaboration with major Chinese platforms such as Tmall, JD.com, and Alibaba Global to expand our digital reach.”
Jairaj noted that the council’s strategy includes identifying niche market opportunities in luxury, outdoor, and eco conscious consumer segments and reinforcing the “Made in South Africa” label as a mark of excellence and sustainability.
Jill Atwood Palm, General Manager of SAFVCEC, described the CIIE as an invaluable platform for gathering market intelligence, assessing demand trends, and identifying new trade prospects.
“SAFVCEC represents manufacturers and exporters of processed fruit and vegetable products,” she said.
“Over the past decade, our exports have shown steady year on year growth. In 2024 alone, the industry exported goods worth R15.5 billion to more than 125 countries across 50 product lines.”
Atwood Palm said the council’s participation at the expo aims to strengthen relationships with existing customers while cultivating new partnerships in emerging markets.
“Our goal is to maintain and grow South Africa’s export footprint by showcasing our industry’s premium quality products and leveraging the expo’s reach to connect with potential buyers worldwide,” she added.
The participation of South African councils at CIIE aligns with broader national efforts led by the Department of Trade, Industry and Competition (DTIC) to diversify exports and promote South African products in high growth markets such as China.
The expo, now in its seventh year, is one of the world’s largest trade events. It brings together thousands of global exhibitors, buyers, and government representatives. This will foster international cooperation and open market opportunities.
“As South Africa, we are not just attending the CIIE to exhibit,” concluded Jairaj. “We are here to build lasting trade relationships, tell our country’s story through the quality of our products, and ensure that the South African brand continues to stand tall on the global stage.”
Azwi@vutivibusiness.co.za
