In a historic milestone for KwaZulu-Natal, the province made its debut at the 21st China-ASEAN Expo (CAEXPO), one of Asia’s largest and most influential international trade exhibitions. Led by Trade & Investment KwaZulu-Natal (TIKZN), South Africa’s delegation to this prestigious event was comprised of 10 proudly KZN-based small, medium, and micro enterprises (SMMEs). The event, held in the city of Nanning, China, in September 2024, was an opportunity for these entrepreneurs to showcase their products to a global audience and forge critical business connections in one of the world’s most dynamic markets.
The delegation’s participation at CAEXPO not only marked a significant achievement for KwaZulu-Natal, but it also earned the province its first-ever recognition at the event. Among the highlights was a Silver Award presented to Azande Ndebele of Shlobo Designs, a business known for its high-quality leather bags and beaded accessories. The award, which honours products that are “new, unique, and excellent,” was a testament to the craftsmanship and vision behind Ndebele’s designs, which empower rural women in KZN by creating sustainable livelihoods.
After three rounds of rigorous selection by a panel of international and domestic experts, including officials from the Association of Southeast Asian Nations (ASEAN) countries and quality evaluation professionals, Ndebele’s work was awarded Silver for its innovation, quality, and appeal. The award, which considers media coverage, public voting, and performance at the Expo, was a great achievement for Shlobo Designs, placing them in the spotlight on a global stage.
TIKZN CEO, Sihle Ngcamu, expressed his pride in the recognition, noting that Ndebele’s success was not only a win for her business but for the province and the country. “I am particularly proud that this recognition was awarded to one of our traders during our first-ever participation at the China-ASEAN Expo,” Ngcamu said. “This achievement reaffirms my belief that our province has much to offer the world.”
Shlobo Designs was one of ten KZN-based businesses that represented the province at CAEXPO. The event provided these entrepreneurs, active in food, alcohol, skincare, leather, and beadwork with invaluable opportunities to market their products, forge international partnerships, and explore the growing ASEAN market. With China being South Africa’s largest trading partner, TIKZN’s participation aimed to enhance the province’s contribution to the ever-expanding economic relationship between the two countries.
“Our goal is to promote exports by exposing local business owners to global markets,” Ngcamu said. “During their time at the Expo, these KZN entrepreneurs had the opportunity not only to showcase their products but also to create lasting connections that will help them tap into the vast market in China and the broader ASEAN region.”
The 10 entrepreneurs were carefully selected to attend the event, each showcasing a diverse range of products that represented the best of KZN’s manufacturing and artisanal industries. At a farewell briefing before their departure, TIKZN Board Member Derek Naidoo reassured the entrepreneurs that TIKZN would support them in scaling up their production and improving their export capacity should they secure contracts at the expo. “Our role doesn’t stop here. TIKZN is committed to assisting these businesses to scale up and meet the demands of international markets, helping them navigate the complexities of exporting and expanding their reach,” said Naidoo.
The businesses displayed their products at a dedicated TIKZN exhibition stand throughout the four-day event. which offered entrepreneurs from across the globe a unique platform to present their goods to trade representatives, investors, and consumers from the ASEAN region and beyond.
The KZN delegation’s participation at CAEXPO was not just about showcasing products but also about cementing the province’s place in the global trade arena. As the province continues to focus on promoting export and trade opportunities, TIKZN’s involvement in international expos such as CAEXPO is a vital step in unlocking KZN’s economic potential.
With one Silver Award and a host of new business connections in tow, KwaZulu-Natal’s entrepreneurs returned home with renewed energy and confidence, ready to take on the challenges of global trade and continue their journey towards economic success.