Rwanda is one of the world's major coffee producers. However, as a landlocked country its export potential was limited, and its coffee growers could only eke out a meager income. Since Chinese President Xi Jinping's visit to Rwanda in 2018, the country has boosted its coffee exports, supported by the Belt and Road Initiative and the Electronic World Trade Platform. Playing a prominent role in this effort is Rwanda's Ambassador to China James Kimonyo, who regularly appears on livestreams, promoting his country's agricultural produce.