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From Bula smile to Bula coffee – Premium coffee captivates Chinese market
14/11/2025Published On: 14/11/2025
The Fiji Embassy in the People’s Republic of China, together with Investment Fiji and renowned Fiji Exporters promoted the Fijian made products to the Chinese investors and business communities at the 8th China International Import Expo (CIIE) held in Shanghai from November 5-10, 2025.
The Fiji Country Pavilion showcased a diverse range of high-quality Fijian made products including — bottled water, organic turmeric, coffee, kava, noni juice and tea, canned tuna, and skincare products.
Fiji’s Ambassador to the People’s Republic of China, Mr Robert Lee, described the Expo as an important platform to boost Fiji’s export market and trade opportunities with China.
Counselor at the Fiji Embassy in Beijing, Mr Ratish Singh said, “This was not merely about attendance – it was about strategic market awareness and knowledge sharing on the different pathways and options in entering and developing the market in China for their products, including the use of new media.”
He highlighted that the Expo has established new pathways for branded Fijian products in China, by gaining support from the CIIE Bureau, Investment Fiji, Tourism Fiji in China, Fiji Airways regional office in Shanghai, and the Pacific Trade and Invest office in Beijing, and Fijian students – providing Fiji a powerful voice at this global event.
The Fiji Embassy acknowledged all the stakeholders for their tremendous support, including the General Administration of Customs of the People’s Republic of China (GACC) Shanghai Office for engaging with the Fijian exporters and Investment Fiji on the procedures and process of gaining regulatory approval for Fijian products entering the China market.
Importantly, the Fiji Team engaged with potential importers and consumers as they sampled – “Bula coffee”, “Vaiwai Water”, “Aqua Pacific Water”, “Fiji Water” “Green Gold Kava” and “Sun Bell” tuna sandwiches prepared by Fijian students in the comfort of the specially designed lounge and live streaming area within the Fiji Country Pavilion.
The Fiji Embassy aims to further capitalize on the success of this Expo, by deepening the trade and investment opportunities with China – the world’s second largest economy.
