Ghanaian businesses leverage local exhibitions and diaspora festivals for market expansion

The ‘This Is Ghana’ Exhibition has opened at the Efua Sutherland Children’s Park in Accra. Organized by Citi FM and Channel One TV, the two-day trade fair showcases indigenous Ghanaian products and services, including food, beverages, fashion, beauty items, and crafts.

The event aims to promote the ‘Made-in-Ghana’ agenda by encouraging domestic patronage and providing small and medium-sized enterprises with a platform to increase brand visibility and connect with potential partners. The Ghana Export Promotion Authority has previously noted that such exhibitions help identify businesses with international export potential.

Parallel to domestic efforts, Ghanaian companies are increasingly utilizing cultural festivals in the United States as strategic commercial gateways to reach the diaspora. For example, Enterprise Life has introduced specialized insurance products, such as the AkwantuPa policy, at celebrations like Ghanafest in Chicago and Homowo festivities in Bolingbrook to address the specific financial and emotional needs of Ghanaians living abroad.