(Nairobi) – The East Africa Fashion Life Show, now in its second year, concluded its three day run at Nairobi’s Sarit Expo Centre on June 21, marking a notable step forward in the region’s fashion and lifestyle consumer goods sector. The event has attracted growing interest from South Sudanese buyers, who are increasingly looking beyond borders for affordable, high quality imports.
Organised by Afripeak Expo (Kenya) Ltd, the 2025 edition of the event came with a larger exhibitor footprint and an expanded range of products compared to its 2024 debut. Last year’s show attracted close to 3,000 professional buyers from countries including South Sudan, Uganda, Ethiopia, Tanzania, and Rwanda, a sign that the platform is fast gaining regional relevance.
This year, more than 70 companies from Kenya and China exhibited products ranging from apparel and electronics to personal care items, wigs, cosmetics, and home décor. The addition of wigs and beauty products was a key attraction for visiting retailers from South Sudan, where such goods have gained popularity in recent years.
At the event’s official opening, Afripeak Expo Kenya Managing Director Gao Wei said the show’s growth was a response to market demand. “Following the great success of our inaugural show in 2024, which received warm participation from exhibitors, buyers, and fashion lovers across the region, we are proud to return this year with a bigger, broader, and even more exciting edition,” he said.
Gao added that beyond business, the show also aimed to highlight East Africa’s creative identity through cultural exchange. “This exhibition also celebrates cultural creativity. By incorporating design elements that transcend time and space, we demonstrate how diversity can inspire beauty and bring meaningful change to modern lifestyles,” he said.
This year’s event featured nine key product sectors and introduced new thematic zones aimed at reflecting changing consumer trends in the region. One of the most visible elements was the presence of Chinese beauty and wig manufacturers, who offered direct sourcing options to African traders. South Sudanese importers attending the event noted that such direct links help lower costs and improve supply reliability.
Cultural exchange also played a role in the show’s broader messaging. Performances by the Confucius Institute at Moi University brought a touch of Chinese tradition to the event, underscoring the growing influence of Asia in African markets.
Industry observers have described the East Africa Fashion Life Show as one of Africa’s most promising consumer goods export platforms. Organisers say they now plan to expand the event to other countries, including Uganda and Tanzania. South Sudan’s Juba market, which relies heavily on imported goods from East Africa and Asia, is also seen as a potential future destination or focus for regional editions.
The current economic climate, marked by inflation and import-driven retail activity in South Sudan, makes events like this particularly important. A South Sudanese buyer at the show remarked that with goods priced in Kenyan Shillings (KES) and Chinese Yuan, attending such expos offers better value than waiting for stock to arrive through local intermediaries. For reference, a basic synthetic wig retailing at KES 1,500 (approx. USD 11.70) in Nairobi can cost nearly double by the time it reaches Juba due to transport and middlemen costs.
