"China's Fireworks Industry Expands Growth into Africa: A New Frontier"

Published on Jun 01, 2025.
"China's Fireworks Industry Expands Growth into Africa: A New Frontier"

In the vibrant city of Liuyang, Hunan Province, Hu Yichuang, the general manager of Happy Fireworks Export Trading Co., Ltd., is redefining the fireworks export business. At the company's headquarters, he skillfully demonstrates a range of fireworks to clients, utilizing modern technology to enhance their experience. By scanning QR codes on the packaging with his smartphone, clients can instantly access videos that showcase the impressive performances of each firework. Hu emphasizes the effectiveness of this approach, stating, 'These videos give clients a clearer visual understanding of how the products perform.' This innovative practice is indicative of a broader trend within the industry.

Having taken over the family business after studying abroad, Hu's international exposure has granted him a unique perspective on the fireworks sector in his home region. His time in the UK revealed to him the significance of fireworks in events like London’s New Year’s Eve celebration, where spectators often reserve prime viewing spots months in advance. Hu was particularly amazed to learn that many of these spectacular displays are sourced from his hometown, igniting a sense of pride and motivation to further develop Liuyang's fireworks on a global scale. 'This revelation showed me how highly sought-after our hometown's fireworks are overseas,' he noted.

Liuyang has established itself as China's fireworks capital, currently hosting 431 production enterprises that generate over 50 billion yuan, equivalent to approximately 6.96 billion U.S. dollars, in annual output. With Liuyang's products accounting for about 70 percent of China's total fireworks exports, the city plays a crucial role in meeting global demand. However, with traditional markets nearing saturation, there is a significant strategic shift occurring within the industry, as indicated by local industry leaders.

According to Wen Guanghui, chairman of a local fireworks industry association, emerging markets, particularly in Africa, are becoming focal points for growth. Hu identifies Africa's burgeoning population and vibrant festival culture as key drivers of growth in the fireworks sector. 'Africa's booming population, vibrant festival culture, and rising purchasing power are driving rapid growth,' he explained. His company has proactively targeted Africa as a strategic region for expansion, fostering partnerships in countries such as Kenya, Tanzania, South Africa, and Uganda. 'Our fireworks exports to Africa are on track to hit 10 million yuan this year,' Hu revealed.

The recognition of Liuyang’s fireworks in Africa is steadily increasing. Sebunya Hussien, a Ugandan distributor who specializes in pyrotechnics, has experienced firsthand the prominence of 'China's Liuyang' in international supplier searches. Following his discovery of Hu's production videos and market engagement efforts, Hussien traveled to Liuyang to witness the manufacturing processes in person. The experience of watching how basic materials are transformed into stunning aerial displays was transformative for him and solidified his intent to build long-lasting ties with local manufacturers.

To successfully penetrate the African market, fireworks manufacturers in Liuyang are adapting their product strategies. Hu noted that African clients tend to favor vibrant, high-impact fireworks. In response, they have developed a new line of products inspired by popular trends, which not only deliver impressive visuals but also offer great value for money. Additionally, they have launched innovative daytime fireworks tailored to suit celebrations such as weddings and sporting events, addressing the specific preferences of African consumers.

CULTURESTRADING

Read These Next