East Africa has become a pivotal arena for global trade and geopolitical competition. This monograph analyses the European Union’s trade policy in the region, with a particular focus on the EU–Kenya Economic Partnership Agreement (EPA). It assesses the implications of the agreement for regional integration within the EAC and the AfCFTA, as well as the effectiveness of the human rights and sustainability clauses. The study concludes that the EU will only retain its influence in East Africa if it adopts a more flexible, regionally grounded and strategically coherent approach.