Identifies common practices to be aware of when selling in this market, e.g., whether all sales material need to be in the local language.
Last Published: 7/20/2017

Product names and slogans can be in English, but detailed information and publicity materials are usually in French, Lingala, Swahili, Kikongo, or Tshiluba depending on the region.  Products aimed at the average Congolese consumer typically account for low purchasing power: price is often far more important than quality.  Businesses prefer to advertise products independently of wholesaler distributors, because of the multiplicity of such distributors.  Distinctive packaging helps to better identify products and distinguish them from Asian and West African imitations.  Placement of the American flag and highlighting “made in USA” on products is advantageous because American products are well-regarded in the DRC.

The DRC is a French-speaking country with four additional officially recognized languages, Lingala, Swahili, Kikongo and Tsiluba, as well as nearly 200 regional and local languages spoken across the country. French is the language of government, administration, and business, and is spoken by approximately 40 percent of the DRC population.  Lingala is spoken as a native language in the north and west of the country, particularly in Kinshasa, and is a lingua franca for a substantial portion of the population.  Swahili is spoken across the east of the country, particularly in Lubumbashi, Kisangani, Goma, and Bukavu.  Kikongo is spoken in Kongo Central around the port city of Matadi, while Tshibula is spoken in the Kasaï provinces of south-central Congo.

American firms seeking to work in the DRC are encouraged to develop promotional materials in French, Lingala, Kikongo, Tshibula, or Swahili depending on where they operate. Companies are also encouraged to hire translators for business negotiations.
 

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