Ethiopian Livestreamer Transforms Rural China's Farm Sales with Digital Savvy
An Ethiopian woman has found success in rural China by selling local farm produce through livestreaming. Gareda Rahel Chala, known as Hanna, moved to Beiyu village in Henan Province seven years ago after marrying her husband, Feng Zheng. What began as casual videos of her daily life has now grown into a thriving business, connecting farmers directly with buyers across the country.
Hanna arrived in China in 2019 with no knowledge of Chinese or local customs. She adapted quickly, thanks to support from her husband—a trader in China-Africa commerce—and their neighbours. By 2023, her short videos documenting rural life had gained traction online, prompting her to try livestreaming.
Her broadcasts now showcase Beiyu's specialties, including kiwifruit, honey, and shiitake mushrooms. Viewers, drawn to her engaging style, often pre-order seasonal goods. In 2025, her platform generated over 600,000 yuan ($86,000) in sales by linking farmers, livestreamers, and consumers without middlemen.
With backing from local authorities, Hanna and her husband plan to expand. New storage facilities will help preserve produce longer, extending sales beyond harvest seasons. She sees rural China as full of potential, with technology giving farmers fresh ways to reach markets.
Hanna's livestreaming venture has brought steady income to Beiyu's farmers while building a loyal customer base. The project's growth reflects broader efforts to modernise rural sales through digital tools. As storage upgrades move forward, her business is set to become even more reliable for both producers and buyers.
