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Star Power Boosts Rwandan Coffee in Online Sales Session

by Cobus van Staden

The famous Chinese actress Liu Tao recently hosted a live sale of Rwandan coffee on Alibaba’s e-commerce website Taobao. She sold 500kg of coffee beans in 5 minutes. It usually takes two to three months to sell that much on e-commerce sites.

These live sessions have become a prominent way to promote African goods to bored audiences stuck in COVID lockdowns. The session was part of an African shopping festival that runs until Thursday.

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