What cognitive misunderstandings should Chinese enterprises avoid when going global to Nigeria? | Global Pioneers

Against the backdrop of the continuous deepening of the Belt and Road Initiative and the increasingly close economic and trade cooperation between China and Africa, Nigeria, as a populous country and an economic hub in Africa, has become one of the core destinations for Chinese enterprises "going global" to Africa, thanks to its vast market potential, young population structure, and diverse development needs. However, the collision of cultural differences, biases in market perception, and the particularity of the policy environment have also brought many challenges and uncertainties to enterprises when establishing a presence in Nigeria.

To analyze the opportunities and pain points in the Nigerian market and provide practical references for Zhejiang enterprises and Chinese enterprises going global, we had a special conversation with Ms. Mei Fei, a professional deeply involved in the field of China-Africa cooperation. Mei Fei is from Nigeria and currently serves as the Director of the China-Africa Discourse Studies Center (CECADS) at the Nigeria Zhejiang Business Representative Office. Her experience of further studies in China has enabled her to speak fluent Chinese. Meanwhile, she was awarded the title of "Global Action Ambassador" for her outstanding contributions in the field of China-Africa relations. In June 2025, the Nigerian Embassy authorized Mei Fei to be the representative of the Nigeria Zhejiang Business Representative Office.

This conversation focused on the core concerns of enterprises going global to Nigeria. From multiple dimensions such as cooperation opportunities, cultural adaptation, market perception, macro trends, to consumer demand and key sectors, Ms. Mei Fei shared her unique insights and practical suggestions based on her own practical experience.

The following is a transcript of the Q&A session of this conversation.

What was the initial impetus for you to start paying attention to and participating in China-Africa cooperation projects? What was your work background and main responsibilities at that time?

Mei Fei: I'm an African from Nigeria. Due to my background in international relations and diplomacy, the relationship between Africa and China naturally caught my interest. During my master's and doctoral studies in China, I gained an in-depth understanding of the cultural and business connections between China and Africa. Later, my work experience at the China-Africa Business Council (CABC) made me further realize the importance of diplomatic and people-to-people exchanges between China and Africa.

During the process of assisting enterprises in establishing a presence in Nigeria, what major obstacles have you found that enterprises face (such as policy, language, and cultural differences)? What suggestions do you usually give to deal with them?

Mei Fei: Most enterprises encounter various obstacles, but I think cultural differences have the greatest impact on many of them. It should be noted that even if there is a common language, a lack of cultural sensitivity can still lead to misunderstandings. For example, Nigeria is an English-speaking country, but in Nigeria and many African countries, it is unacceptable to say something like "Are you crazy?" which is acceptable in the United States and the United Kingdom. The problem lies in culture, not grammar or language structure. Therefore, more attention should be paid to culture.

Regrettably, many Chinese enterprises entering Africa hope to export their own culture, which we strongly discourage. The right attitude is to respect local culture and try to understand the culture of the place where you live or work. After coming to China, I also learned a lot about Chinese culture, which made my life more comfortable and easier. Therefore, I always encourage Chinese enterprises going global to make efforts to understand and appreciate local culture.

What changes have taken place in Nigeria's GDP growth rate, urbanization rate, and population structure in recent years? What opportunities do these macro trends bring to enterprises?

Mei Fei: Currently, Nigeria's GDP is approximately $290 billion, but its GDP calculated by purchasing power parity (PPP) is about $2.25 trillion, ranking second in Africa. According to data from the National Bureau of Statistics, the GDP grew by 2.98% in 2024, and the IMF predicts a growth rate of 3.9%.

In terms of population, Nigeria accounts for about 3% of the world's population, and about 88% of its population is between the ages of 1 and 60. The urbanization rate is approximately 56%. Data from the Lagos State Government shows that the population of this largest commercial city in the country is about 17.5 million. It is worth mentioning that Nigeria ranks 7th in the world in terms of the digital population. With such a young, active, and dynamic population, it goes without saying that Nigeria is an excellent investment destination.

What new growth demands have emerged in consumer scenarios in Nigeria in the past few years? What is the general popularity and user scale of online shopping?

Mei Fei: In my opinion, agriculture, artificial intelligence, engineering, finance, and international trade have very broad prospects in Nigeria. Online shopping is also very popular, especially among the younger generation. As I mentioned before, Nigeria ranks 7th in the world in terms of the digital population. There is no doubt that Nigeria has a large number of online users, but one of the main challenges is the fragmentation of platforms and people's resistance to online payment platforms. The inadequacy of logistics infrastructure has also limited the development of online shopping to some extent.

What are the popular majors in Nigerian universities at present? What is the overall situation of education development? What are the approximate penetration rates of higher education and vocational education?

Mei Fei: It depends on the region. In the era of computers and artificial intelligence, these are naturally popular majors. In addition, there are law, medicine, and political science. Nigeria has many higher education institutions at the state and federal levels, and the National Universities Commission (NUC) has detailed data. However, vocational education institutions are not as popular as expected, which is an area we pay special attention to. We encourage Chinese enterprises to provide vocational training for their employees. In some cases, enterprises can even consider cooperating with universities to set up training centers on campus. This can not only ensure the sustainability of projects locally but also reduce the cost of importing labor.

Based on your past practical experience, what are the core opportunities in the Nigerian market for Chinese enterprises going global? Which niche sectors are easily overlooked?

Mei Fei: There are many opportunities, which specifically depend on the enterprises themselves and their target regions. Generally speaking, I think agriculture, oil and gas, electric power and energy, healthcare, and real estate are sectors worth considering for investors. But personally, I think education is a very good investment direction because there is currently no Chinese university in Nigeria - we have educational institutions from other countries such as the United States and the United Kingdom, but none led by China.

Which types of industry associations or government agencies in Nigeria are the key entry points for cooperation?

Mei Fei: In terms of investment, several key institutions can be contacted. The core one is the Nigerian Investment Promotion Commission (NIPC), which can simplify the registration process, provide policy interpretations and investment information push, and assist in connecting with the government and local resources, helping enterprises avoid detours.

If you are interested in going global to Africa, welcome to contact us through the following contact information to obtain more information.

[Contact Information]

Mei Fei (Queen Modestus) 

Director of the China-Africa Discourse Studies Center (CECADS)

Chief Representative of the Nigeria Federal Republic Zhejiang Business Representative Office

Special Advisor to the Governor of IMO State

15617826722 

www.cecads.org 

Address of the Nigeria Zhejiang Business Representative Office

Building 2, Wisdom Valley, No. 2199 Jiangdong Avenue, Qiantang District, Hangzhou, Zhejiang Province. 

(Building 2, Wisdom Valley, No. 2199 Jiangdong Avenue, Qiantang District, Hangzhou, Zhejiang Province)

This article is from the WeChat official account "Zhejiang Enterprises Going Global Comprehensive Service Port", author: Zhejiang Enterprises Going Global.