Ethiopia's economic liberalization, initiated in 2018 with the Homegrown Economy Reform (HGER) and best symbolized by the opening of the telecom sector to foreign investors, marked a historic shift that significantly boosted foreign direct investment (FDI) and paved the way for economic modernization.

Addis Ababa boasts a highly favorable climate with stable temperatures and abundant sunshine for 10 months of the year.

With a population exceeding 120 million and a rapidly expanding middle class, Ethiopia is poised to become a major driver of consumption growth in Africa.