Johannesburg, South Africa – A group of 20 proudly South African small and medium-sized enterprises (SMEs) is set to showcase their products at the China-Africa Economic and Trade Expo (CAETE) 2025, taking place from 12 to 15 June in Changsha, Hunan Province, China.
The featured SMEs represent a wide range of high-quality local products spanning cosmetics, beverages, wellness, specialty foods, and lifestyle sectors. Among the brands to be showcased are household and emerging names including Portia M, Toni Glass Tea, Nutcracker, and Mpesu Gin—all exemplifying the innovation, resilience, and export potential of South African entrepreneurship.
This strategic initiative is led by Buffalo Logistics and the South Africa International E-commerce Association (SAIEA), in collaboration with Brand South Africa, which plays a pivotal role in shaping and promoting the nation’s image on the global stage.
This participation is grounded in the long-standing economic relationship between South Africa and China. China has been South Africa’s largest global trading partner for over a decade, with bilateral trade reaching over R900 billion (USD 48 billion) in 2023. As fellow members of BRICS, both countries continue to strengthen their cooperation through multilateral trade, investment, and infrastructure development initiatives. Events like CAETE advance the shared objective of boosting South-South economic integration and promoting inclusive, cross-border commerce.
Mr Dudley Filippa, Chairperson of SAIEA stated: “This is about enabling access and long-term opportunity. We’re proud to support these brands in entering a market as important as China, where appetite for high-quality African products continues to grow.”
Mr Neville Majtie, CEO of Brand South Africa, added: “The South Africa Pavilion will reflect the diversity, quality, and ambition of our people and products. Brand South Africa is proud to provide the platform that helps amplify these businesses and position South Africa as a global trade partner of choice.”
As anticipation builds ahead of the delegation’s departure, many of the brands involved are already achieving regional success. Portia M, a fast-growing skincare brand now distributed across Southern Africa, sees CAETE as a key milestone in its global growth journey.
The CAETE 2025 participation is a strategic milestone in expanding South Africa–China trade relations, promoting SME growth, and enhancing the global visibility of the Proudly South African brand
