top of page
Search

"Dar es Salaam, Tanzania’s economic capital, a city racing toward transformation."

In light of recent trade tensions and tariff increases between the United States and certain countries, Korean companies are turning their attention to African markets as promising alternative trading hubs. Among them, Tanzania stands out with a stable annual economic growth rate exceeding 5%, and a growing consumer base supported by a population of approximately 62 million.

Tanzania's middle- and upper-income populations are steadily expanding, while multinational foreign companies are actively investing, contributing to industrial diversification and economic vitality. The tourism sector is also booming within East Africa, which in turn boosts domestic consumption and export opportunities.
Given this backdrop of sustained growth and an evolving market environment, Tanzania is emerging as a prime opportunity for Korean companies to explore exports and local market entry.


Key Highlights

  • Over 5% annual stable economic growth
  • Population of around 62 million
  • Increasing middle- and upper-income consumers
  • Active entry of multinational foreign firms
  • Rapidly growing tourism industry in East Africa
  • Attractive alternative trading destination amid U.S. tariff hikes

Why Tanzanian Products Are Attractive for Exporting to the U.S. and Beyond

  • Rising demand in the U.S. for African-origin goods aligned with ethical consumption, eco-friendliness, and fair trade principles
  • Preferential trade benefits under agreements like the African Growth and Opportunity Act (AGOA)
  • Unique competitive edge through storytelling-based products, such as agricultural goods and crafts
  • Supply chain diversification benefits by reducing reliance on Asian or Latin American suppliers


1. Tanzania’s Tourism Sector: Numbers That Speak

  • Tourism accounts for approximately 17.2% of Tanzania's GDP
  • Over 1.6 million international visitors annually
  • The government targets 2.0 million visitors by 2025, with foreign exchange revenues reaching USD 5 billion (~KRW 6.8 trillion)
  • Serengeti, Kilimanjaro, Zanzibar are evolving into integrated tourism economies with growing


변화를 향해 달리는 도시, 탄자니아의 경제 수도 **다르에스살람(Dar es Salaam) Original footage from: https://www.youtube.com/@explorewithbertin



2. Dar es Salaam — A City on the Move

Modern Dar es Salaam offers seamless connectivity: upon arrival, visitors can board CNG-powered BRT buses that run directly to the city center. Phase 3 of the BRT project is currently underway, further enhancing urban transit efficiency.

ree




3. The Tourism-Guided Economic Ecosystem
  • Tourism supports over 1.1 million direct and indirect jobs
  • The average tourist spends USD 1,500 (~KRW 2 million) during their visit
  • In some regions, more than 20% of residents are employed in tourism-related industries.



4. Korean Brands Already Operating in Tanzania

  • Samsung / LG Electronics: Local distribution channels offering appliances and smartphones to middle-income consumers
  • Hyundai / Kia Motors: B2G and B2B sales of cars, buses, and transport vehicles
  • Small and medium Korean beauty brands: Supplying resorts and beauty shops with skincare and personal care products
  • KOICA: Indirect entry through development projects that embed Korean technology and products in local infrastructure


5. Entry Conditions Favorable to Korean Brands

  • No FTA currently, but Tanzania is an EBA beneficiary, offering tariff preferences
  • Local fatigue toward Chinese products creates demand for “Korean = High Quality” brands
  • Growing influence of K‑pop and Korean dramas has boosted awareness of Korean beauty and fashion
  • Early arrival advantage in a market still relatively untouched by competitors



6. Top 5 Export-Worthy Product Categories (by 2025)

  1. Cosmetics & Skincare
    • Popular demand for whitening, SPF, and moisturizing products
    • Suggested formula: skin toner + lotion set, incorporating local natural oils
  2. Convenience Foods & Health Products
    • Includes ginseng drinks, seaweed snacks, and instant noodles
    • Halal certification increases market appeal
  3. Hygiene & Household Goods
    • Products like sanitary pads, wipes, and gentle cleaning agents
    • Eco-friendly branding resonates well
  4. Affordable Fashion & Accessories
    • Sneakers, mini-bags, and casual apparel with sleek, practical designs
  5. Mobile Accessories & Small Electronics
    • Examples: phone cases, power banks, small rice cookers
    • Korean manufacturing adds credibility


7. Strategies for Finding Tanzanian Buyers

  1. B2B platforms: Alibaba, Tradekey, Made‑in‑Korea, TanTrade
  2. Contact KOTRA Dar es Salaam trade office: buyer matching, market research support
  3. Social media outreach: Search hashtags like "Tanzania beauty import" → reach out via DM
  4. Direct contact with local wholesalers in Dar es Salaam
  5. Partner with local companies: consider co-branding or OEM supply strategies



Greenvil Global Marketing Overview

For Korean brands entering the African market for the first time, Greenvil currently supports global online marketing (2025), and from 2026 onward, will operate custom offline marketing in Tanzania alongside buyer showcases inviting participants from eight neighboring countries. Greenvil offers a sustainable, culturally aligned entry strategy.
Our focus is not on short-term transactions, but on embedding a brand’s identity and value into the local community through relationship-centric marketing. Rather than one-time exhibits, we help brands become recognized and cherished locally—slowly yet firmly rooted.

Learn more about Greenvil’s overseas marketing services
 
 
 

Comments

bottom of page