Rwanda Moves to Capture Southeast Asia’s Lucrative Coffee Market Through Singapore Partnership
Rwanda is positioning its coffee industry for a stronger foothold in Southeast Asia through a new partnership with Singapore, as the country intensifies efforts to diversify export markets, attract international buyers and increase the value of its coffee exports.
The move follows a cooperation agreement signed between the National Agricultural Export Development Board (NAEB) and the Singapore Coffee Association, aimed at connecting Rwanda’s coffee industry to wider commercial opportunities in Singapore and across the Association of Southeast Asian Nations (ASEAN).
The agreement was signed during the ASEAN International Coffee Summit 2026, held in Singapore from November 4 to 6, marking a step towards strengthening Rwanda’s engagement with coffee-sector players in the Asian market.
The partnership seeks to establish stronger business links between Rwandan coffee farmers, exporters and international buyers, while opening opportunities to work with traders, processors, distributors and other stakeholders across the coffee value chain.
Under the arrangement, both parties will facilitate access to emerging markets, promote trade and increase the visibility of Rwandan coffee in Singapore and the wider ASEAN region.
They will also exchange market intelligence, information on developments in the coffee industry and potential business opportunities to help companies in both countries identify areas for investment and commercial cooperation.
NAEB Director General Claude Bizimana said the partnership would help Rwandan coffee farmers and exporters connect directly with Asian buyers and other key industry players, creating opportunities for lasting business relationships and access to new markets.
Singapore is expected to play a strategic role in this ambition because of its position as an international trade and investment hub, offering Rwanda an opportunity to connect with businesses serving several Southeast Asian markets.
Through cooperation with the Singapore Coffee Association, Rwanda intends to strengthen institutional and private-sector relationships that can facilitate the entry and expansion of its coffee in the regional market.
The initiative also supports the country’s broader efforts to diversify destinations for agricultural exports, strengthen international commercial partnerships and increase the benefits generated by agricultural value chains.
Beyond geographical expansion, Rwanda is seeking to strengthen the competitiveness of its coffee through improved quality, traceability, origin-based promotion and increased technical capacity among industry players.
The country aims to build a stronger international identity for Rwandan coffee while ensuring that market expansion translates into greater economic value for farmers, exporters and other participants in the sector.
Bizimana said Rwanda’s ambition goes beyond increasing export volumes, with greater emphasis on improving quality, strengthening traceability, building the capacity of value-chain actors and developing sustainable partnerships with ASEAN countries.
The partnership comes as Rwanda pursues a five-year coffee sector development strategy covering 2025 to 2029, which targets annual coffee export earnings of $192 million by 2029.
NAEB figures show that Rwanda exported 23,000 tonnes of coffee during the 2025/2026 fiscal year, generating more than Rwf205.9 billion, equivalent to approximately $139.3 million.
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