An online shopping festival promoting African goods kicked off in China on Thursday with events held in provinces across the country.

Hosted by the Chinese Ministry of Commerce, the 4th Brand and Quality Online Shopping Festival and Quality African Products Online Shopping Festival is drawing in more than 100,000 brands from over 1 million merchants from both China and Africa.

Shen Yumou, director of the Hunan Provincial Department of Commerce, said at the opening event that the province will take advantage of the festival in boosting consumption and promoting trade with Africa.

The Hubei Provincial Department of Commerce said it has facilitated launching of African products on Chinese e-commerce platforms including Hema Fresh and the local Zallgou.

Ai Li, an official from Hubei's Department of Commerce said that Zallgou opened an exclusive account for the "Quality African Products Online Shopping Festival" on popular Chinese short video platforms Douyin and Kuaishou to livestream selling African goods such as South African red wine, Rwandan chili sauce and Egyptian coffee.

Promotion in the provinces of Hunan, Hubei, Henan and Zhejiang will hear live from African ambassadors as well as anchors from the continent.

The event will last till May 12.