Timor-Leste coffee association deepens Chinese market presence at CIIE

For Daniel Leong, president of the Asosiasaun Café Timor (ACT), the China International Import Expo is a new experience — but for the Timor-Leste coffee association he represents, it's their third consecutive year of building bridges in one of the world's most dynamic markets.

Dressed in traditional Timor-Leste attire, Daniel and his partner stand out in the bustling halls. Though this is his first time attending, he carries forward a mission shaped by the association's growing presence at the expo. "We're here to share Timor-Leste's number one agricultural export — our coffee — and strengthen ties with the Chinese market," he shared.

Daniel spoke warmly of his first impressions of Shanghai, calling the city "incredible" and emphasizing the sense of inclusion he felt. "We feel very welcome here. It warms our hearts," he said. He also praised the city's seamless organization and digital infrastructure, noting, "It is a city that just works."

The association's repeated participation in CIIE reflects its strategic commitment to the Chinese market. "We've seen the expo grow more organized and inclusive each year," Daniel said. "It's a key platform for us to connect with partners and showcase the quality and story behind our coffee."

As global producers like ACT continue to leverage CIIE's international stage, their ongoing engagement demonstrates how the expo fosters long-term trade relationships and cultural exchange — one cup of coffee at a time.