African diplomats are live-streaming and making deliveries to China’s consumers

Rwanda and Ethiopia are using ingenious marketing approaches to attract e-commerce users in China and increase their exports to the Asian country. Last week, Rwanda’s ambassador to China, James Kimonyo, rode a bike to deliver Rwandan coffee to a customer who had ordered it from the online retailer JD.com. Donning the company’s attire—a red helmet, face mask, and jacket—and with JD.com workers in tow, Kimonyo went to the customer’s house, delivered the coffee and signed a certificate thanking her for buying a Rwandan product, Rwanda’s New Times reported.