Jack Boama from Ghana was surrounded by eager Chinese consumers clamoring to buy the distinctive products he brought from his homeland to a recent cultural and tourism consumption expo in Beijing.

"They showed great interest in our products and purchased a lot of them," says Boama, who has been promoting Ghanaian specialities in China for more than five years.

The cocoa bean and avocado butters, black soaps, and handmade artworks — ranging from straw and leather bags to ceramics and drums — piqued the interest of many customers during the Beijing International Cultural and Tourism Consumption Expo, which opened on Oct 20.

"They are all made from natural elements typical of our country's resources, and can all be used in daily life," Boama says.

Boama attributes the increasing popularity of his country's products to modern Chinese customers' preference for natural goods and a simple lifestyle.

"Their travels have also given them a taste for exotic artworks," Boama says, adding that Chinese travelers who buy from him often hang African art at home for decoration or keep it as collectibles.

He has taken part in many promotional events around China over the years, at places including Shanghai, Changsha, provincial capital of Hunan province, and Hefei, the capital city of Anhui province.

"The Chinese market is good," Boama says, adding that the Belt and Road Initiative has played a positive role in facilitating the trade of souvenirs and goods between China and Ghana.

Boama was among representatives from 350 companies and organizations involved in selling cultural products and tourist experiences that were present at the Beijing expo.

They ranged from companies involved in selling products and tourist services, to ones offering travel equipment and AI and robotic solutions for travel. The event was hosted by the Beijing Municipal Bureau of Culture and Tourism.