Why “Made in USA” Products Remain Highly Popular in Ghana and other African countries.

Typical American made products that majority Africans want.

By Kofi Quaye

If it says “Made in USA,” it sells faster and more than similar products in Ghana and across Africa. From street vendors in Accra to high-end boutiques in Nairobi, the phrase “Made in USA” represents top quality, or so it seems. Whether it’s a Ralph Lauren polo, a second hand Ford Explorer vehicle, or a Harvard hoodie, American products are viewed as the best. And it’s not just clothing or cars. American degrees, entertainment, skincare, sneakers, and software all carry that same prestige.

Let’s be real. America is a brand. In Ghana, you’ll often hear people say “Ɛyɛ USA dea” (It’s from the USA) as shorthand for “It’s the real deal” And they’re not wrong, at least in perception. Surveys by Afrobarometer and Pew Research confirm a consistently high favorability rating for American culture and goods in Africa. One Ghanaian trader summed it up best: “People just believe American things are the best”

If it’s Made in USA, it’s automatically a hot item in Africa.

Here’s where it gets weird: a lot of what’s sold in the U.S. isn’t actually made in the U.S. anymore. But you won’t know until you go shopping in America or look for that information. A 2023 report by the U.S. Bureau of Economic Analysis noted that over 75% of products sold by U.S. companies were made overseas, mostly in China, Vietnam, and Mexico. So while the branding says “America,” the manufacturing often doesn’t.

So why does “Made in USA” still dominate African markets? It’s a socio-cultural phenomenon that has been ongoing for a long time. America still sets global trends in music, movies, fashion, and lifestyle. TikTok dances, Netflix originals, Grammy-winning albums: all of it comes from the U.S., and all of it influences what African youth aspire to. In that context, buying American-made (or American-looking products) is like buying into what is considered to be cool.

China noticed—and tried to copy. Chinese manufacturers flooded African markets with knock offs of American products with the same looks, lower price, but lower quality. While Chinese phones or sneakers are purchased out of necessity, they rarely command the kind of respect and prestige American goods do. “The China ones spoil fast,” said a trader in Kaneshie, Accra. “If I get money, I buy the real one, made in America.”

American brands that are popular in Africa

Education and tech? Same story. Degrees from American universities are more coveted than any other. A 2022 UNESCO report found that African students studying abroad overwhelmingly choose the U.S. over Europe or Asia. Why? Prestige, exposure, and opportunities. Add online platforms like Coursera and edX offering Ivy League content online, and the U.S. influence deepens.

It’s political, too. The “Made in USA” label has generated debates: does it still matter where a product is made if the brand and quality meet standards? In a hyper-globalized economy, manufacturing and branding no longer matter. But for Africa’s growing middle class, “Made in USA” means status, style, and social proof.

The irony? Americans aren’t as hyped about it. While Africans respect the label and do everything they can to get it, most Americans don’t. They’re focused on price, utility, and convenience.