An offline venue showcases featured products from BRICS countries in Xiamen, Fujian province. [Photo/WeChat account: xiamen_swj]

On May 21, the Xiamen Cross-border E-commerce Industrial Park hosted an e-commerce livestreaming event featuring selected products from the BRICS countries – China, Brazil, Russia, India, and South Africa – which attracted over 250,000 viewers online.

The livestreaming event featured products from South Africa, India, Brazil, and Russia in separate and unique livestreaming rooms.

"Each country's livestreaming lasted for one hour and we connected the online products exhibition with offline overseas products exhibition venues to offer consumers the feeling of being there," said Wu Hong, the manager of the industrial park.

The livestreaming event was part of the serial event launched on April 28, which aimed to showcase the special commodities and culture of BRCIS countries, as well as the huge opportunities and opening-up of the large Chinese market.

As of May 12, the serial event has achieved a total sales volume of over 270 million yuan ($40.53 million), an increase of 133.5 percent year-on-year. Three Xiamen enterprises – Xiamen C&D Inc, Xiamen ITG Group Corp, and XMXYG – imported 3 billion yuan of commodities from BRICS countries.

In addition, Luckin Coffee, which is headquartered in Xiamen, signed a memorandum of cooperation with its partners that includes a plan to purchase a total of 45,000 tons of coffee beans worth 1.5 billion yuan from Brazil, and 35,000 tons worth about 1 billion yuan from Ethiopia from 2023 to 2025.