A Chinese textile company, Orientar, is selling its African fabrics in South Sudan, but not directly. Instead, its products are reaching the country through traders in neighbouring Kenya and Uganda. According to Duan Shitong, the company's owner, this indirect approach is due to difficulties in receiving payments from South Sudan. Orientar's fabrics are popular in several African countries, including Tanzania, Malawi, and Zimbabwe.
Duan Shitong's business journey began in 1992 as a commercial diplomat at the Chinese embassy in Zambia. Her experience in Africa introduced her to the region's markets and demand for traditional fabrics. She later started Orientar, initially focusing on East Africa. The company has since expanded to sell its fabrics in several African countries and celebrated its 30th anniversary in July 2026.
Orientar's designs draw on African patterns and styles, incorporating modern designs. The company's fabrics carry a meaning beyond fashion, representing a kind of African spirit. Orientar has also supported African cultural activities in Beijing for over 20 years. Recently, the company participated in the GAAS Bazaar, held on October 18, where it had a dedicated exhibition booth.
The GAAS Bazaar brought together African exhibitors, performers, and visitors in Beijing, giving businesses a chance to introduce their products to new customers. Visitors could see and buy Orientar's fabrics, with a six-yard piece selling for 100 yuan. The event provided an opportunity for exhibitors to showcase their country's culture and potentially secure future business.
Other exhibitors, like Muyegue Sandra from Gabon, used the event to introduce their country's heritage to visitors in China. Sandra displayed traditional artwork and products made from raffia, a material used in Gabonese culture. She hopes the contacts made during the event will lead to future business opportunities, including a shop or online store.
China and South Sudan have an established trading relationship, with trade between the two countries reaching $419 million in 2025. However, doing business between the two countries is not always straightforward. According to China's General Administration of Customs, Chinese exports to South Sudan fell by 31.7% in 2025, while imports from South Sudan stood at $306 million.
For Orientar, finding a reliable way to receive payments from South Sudanese buyers could lead to direct sales in the country. The GAAS Bazaar demonstrated the potential for contact between African businesses and Chinese consumers to develop into future trade opportunities. However, turning interest into regular trade requires more than an exhibition; it also needs reliable payment and logistics systems.
Key points
- - Orientar's fabrics reach South Sudan through regional traders due to payment difficulties. - The company's owner, Duan Shitong, aims to find a reliable way to receive payments from South Sudanese buyers. - The GAAS Bazaar provided a platform for African businesses to showcase their products and potentially secure future trade opportunities.
