Vanuatu expands market reach at CIIE 2024

November 24, 2024 10:31 pm | Posted in Business News | Share now TwitterFacebook

By Nicholas Mwai.

This year marks Vanuatu’s seventh participation in the China International Import Expo (CIIE), and the country continues to strengthen its presence and attract interest from Chinese buyers.

Since the first CIIE in 2018, Vanuatu has been a dedicated participant, using this global event to expand its market reach and showcase its local products.

Joe Pakoa Lui, Director of Vanuatu’s Department of External Trade, said Vanuatu has gained valuable insights and improvements through its involvement in the expo.

“One of the impacts of the CIIE is that our industries continue to improve how they package their products,” said Lui. “They come here, see the markets, and go back to increase the capacity of their products.”

The exposure to international standards and consumer expectations has driven Vanuatu’s industries to elevate the quality of their goods and refine their approach to trade.

In the past years, several Vanuatu businesses have made substantial progress, with some securing contracts with Chinese business agents. Vanuatu Beverage Limited, for instance, previously signed a contract to export water to one of China’s largest water market.

“A few industries have signed contracts with business agents here in China,” Lui noted. “One of these industries is Vanuatu Beverage Limited. At one time, they exported water to a key market in China.”

Kava, one of Vanuatu’s traditional products, has also seen growing interest in China. “Over the last two years, we’ve seen the trend of kava imports increase,” said Lui.

While the Chinese government still lists kava as a controlled substance, limiting its use in commercial applications, pharmaceutical-grade kava extracts are allowed.

This has led to a steady increase in kava exports to China. “The kava that we’ve been exporting to China is the extraction of kava products,” Lui said. “That’s why the volume and value of kava products coming to China have grown over the past years.”

At this year’s CIIE, over half of the Vanuatu products on display were kava-related, with various forms and uses.

One standout product was a powdered kava from Santo Island, known for its medicinal properties. This kava powder can be applied to cuts and wounds to aid healing. “A business investment from Santo produces powdered kava that can be used as a medication,” Lui highlighted.

“It shows that they are continuing to promote kava and demonstrating its effectiveness. If this product gains traction in the Chinese market, it could become one of our biggest exports to China.”

Another highlight from Vanuatu’s exhibit is Tusker beer, produced by Vanuatu Beverage Limited. To meet growing interest from potential Chinese buyers, the company plans to expand production. “Currently, they produce 1,000 bottles of Tusker a day, but they are aiming to expand to 5,000 bottles daily,” said Lui.

Tusker beer was showcased at the expo to attract buyers interested in importing this popular beverage from Vanuatu.

According to Justiana Pakoa, an officer at the Department of External Trade, the primary goal is to showcase Vanuatu’s unique products and create new business opportunities.

“Vanuatu has been participating every year in the CIIE program since the beginning until now,” she explained. “The main idea for Vanuatu to take part in the CIIE is to display our own local products, find potential market access, and connect with business owners interested in importing from Vanuatu.”

To engage Chinese consumers, Vanuatu’s exhibit includes product sampling. “During the display, we allow people to taste the products, such as kava chocolate, and try other items like alcohol,” said Pakoa.

These tastings have been effective in generating interest among Chinese buyers and consumers, helping them to appreciate the distinct flavors and quality of Vanuatu’s offerings.

The 2024 CIIE, running from November 5 to 10 in Shanghai, spans over 420,000 square meters and hosts representatives from 152 countries and regions.

This year’s expo showcases nearly 3,500 exhibitors, including major global companies, and emphasizes innovation across sectors such as the digital economy, green development, and life sciences.

The event also highlights China’s commitment to fostering trade and building partnerships through openness and mutual growth.

At the CIIE’s opening, Chinese Premier Li Qiang reaffirmed China’s dedication to creating global opportunities and supporting economic collaboration.

He stressed the importance of adhering to international trade rules and announced plans to expand China’s market access, including offering zero tariffs to the world’s least-developed countries.

Li also highlighted China’s efforts to align trade policies with high-standard international rules through the development of free trade zones.

For Vanuatu, the CIIE is an invaluable platform for building connections, improving export strategies, and presenting high-quality local products to a global audience.