In a grocery store in Cape Town, Korean instant noodles and ice cups sit alongside local biltong. “The younger generation is observing on social media, and has now created a demand for, these items,” observed Zaynab Hoosen, Senior Africa Analyst at Pangea Risk, of her home town. It’s a retail revolution spurred by cultural curiosity, and it stands as a microcosm of newfound Asian investment strategies in Africa. From aid-driven investment during the mid-twentieth century to construction and development projects in the 2000s and 2010s, it appears that capital is now being deployed with the vast African consumer market and manufacturing capabilities in mind. And, with benefactors beyond China and their notorious Belt and Road Initiative (BRI).