Exhibitors promote products via live-streaming at the Food and Agricultural Products exhibition area of the eighth China International Import Expo (CIIE) in east China's Shanghai, Nov. 5, 2025. (Xinhua/Du Xinyi)
On Thursday morning, the Australian National Pavilion officially opened at the 8th China International Import Expo (CIIE) being held in Shanghai.
At the opening ceremony, Australian Trade Minister Don Farrell stated that this year's Australian pavilion is the largest in history, highlighting the tremendous potential for China-Australia economic and trade cooperation.
Inside the exhibition area, booths featuring Australian specialties such as seafood, wine, and dairy products were crowded with visitors, while the aromas of various wines, fruits, and grilled steaks filled the entire national pavilion.
"We have been in the Chinese market for over a decade. Initially, we primarily relied on weekly bulk shipments to Shanghai. However, with the rapid growth of China's e-commerce market, we have adjusted our strategy in recent years: introducing small-packaged, convenient premium seafood products specifically targeting small households and younger consumer groups," Andrew Ferguson, managing director of Mori Seafood told the Global Times on Thursday.
When asked about the impression of CIIE, Ferguson said that it is his third time participating in the event, (in 2019, 2024, and 2025), and each time he can feel big changes.
The scale of this year's event has far exceeded expectations, with the attendance on November 6 alone being astounding, according to him.
"We have not only engaged with traditional seafood buyers from around the world but have also established potential collaborations with companies in various sectors such as catering and new retail. The cross-industry exchanges at the CIIE have provided fresh inspiration for product innovation," he said.
Ferguson is not alone. The six-day event has set a new record in scale. It boasts participation from 155 countries, regions and international organizations, with 4,108 overseas exhibitors and a total exhibition area of over 430,000 square meters, according to the Ministry of Commerce.
According to Vice Commerce Minister Sheng Qiuping, China has been the world's second-largest import market for 16 consecutive years, with its goods and service imports set to top $15 trillion during the 14th Five-Year Plan period (2021-25).
As a crucial window for China's high-level opening-up, the CIIE has become a key nexus for multinational corporations to gain market insights and seize opportunities in China.
Ever-rising demand
At the entrance of the Colombia National Pavilion, the rich aroma of South American coffee attracted many visitors to stop and sample. Jairo Andres Ruiz Hurtado, a Colombian coffee trader, told the Global Times that his brand aims to secure orders for one to two containers through this year's CIIE. To achieve this goal, he plans a two-pronged approach: on one hand, establishing pilot collaborations with high-end hotels and specialty coffee shops to gauge market response; on the other hand, leveraging resources from the Colombian Embassy and Consulates in China to enhance "origin culture" marketing.
"We will increase investment in Chinese e-commerce platforms and use social media and online communities to reach consumers directly, which we believe is more efficient," he said.
On Thursday, Tmall Global announced that it partnered with nearly 100 overseas emerging brands from the US, France, Japan, South Korea, Thailand, and other countries to make their appearance at the 8th CIIE, debuting over 100 global new products.
More than ten global groups, including South Korea's Amorepacific Corp and Thailand's Charoen Pokphand Group signed strategic agreements with Tmall Global to open flagship stores on Tmall International.
China's vast market holds immense consumption potential, bringing broad development opportunities for global brands. Over the past eight years, we have witnessed countless overseas brands make their debut in the Chinese market through Tmall Global at the CIIE, transforming exhibition items into products beloved by consumers, according to Zhou Xiaoyue, general manager of Tmall Global.
Today, the CIIE has evolved from a platform for showcasing achievements into a magnet for global resources and a hub for forging substantive partnerships.
Data showed that over the past seven years, the event has featured approximately 3,000 new products, technologies, and services. It has also facilitated more than 1,100 foreign-funded enterprises and investment promotion agencies in conducting targeted matchmaking activities across China, generating intended transactions totaling over $500 billion, according to the Xinhua News Agency.
The Australia pavilion at the 8th China International Import Expo (CIIE) Photo: Chen Xia/GT
Global attraction
The CIIE has become a magnet for global exhibitors eager to tap into the vast potential of China's super-large market and foster shared growth through deeper collaboration.
This year marks the 50th anniversary of the establishment of diplomatic relations between China and Thailand, and Thailand once again serves as the Guest Country of Honor at this year's CIIE.
As an important window for China's high-level opening-up, the CIIE has become a key platform for multinational companies to gain market insights and share in China's opportunities,said Saravoot Yoovidhya, CEO of TCP Group.
Since joining the Expo, TCP Group has leveraged this platform to gain deeper insights into the Chinese consumer market and continuously upgrade its product offerings. Through multi-dimensional investments and innovative initiatives in China, we are committed to fostering bilateral exchanges and contributing to high-quality regional integrated development, he noted.
This year will be Penfolds fourth year of active participation as an official exhibitor at CIIE, giving us direct access to China's fast-growing and increasingly sophisticated consumer market,said Tom King, Managing Director of Penfolds.
China's efforts to advance opening-up in recent years demonstrate its focus on high-quality and innovation-driven development. These efforts are crucial for global businesses, while also directly contributing to the growth and development of China's wine industry. We are proud of the long-standing relationships we have established with our customers and partners, as well the achievements of our team members based in China, King added.
China is an important market to Henkel. With more than half a century of roots in China, Henkel has grown alongside the nation, contributing to and witnessing its remarkable economic rise. China's ongoing high-level opening-up and improving business environment continue to reinforce the confidence of multinational companies, including Henkel, in the market's future, said Anna An, President of Henkel Greater China.
CIIE has established itself as a dynamic platform for showcasing new quality productive forces and a clear testament to the country's high-standard opening-up. Through the CIIE, Henkel has brought powerful brands, impactful innovations, and sustainable solutions to the forefront — strengthening ties across the value chain and speeding the localization of global innovation, she said.
Swiss healthcare company Roche, an eight-time CIIE attendee, told the Global Times that the company presents a comprehensive portfolio of products, including the debut of over 10 pipeline products and soon-to-be-launched innovations spanning multiple disease areas.
"As a vital window into China's high-level opening-up and a global platform for sharing innovative achievements, the CIIE has provided an irreplaceable strategic stage for foreign enterprises that are deeply rooted in the Chinese market," said Vivian Bian, CEO of Roche Pharma China. Bian added that the country's optimized business environment and innovation ecosystem are another factor behind foreign enterprises' booming business in China.
Sinocare Inc., a frequent CIIE attendee, told the Global Times that its global R&D center, located in Changsha, Central China's Hunan Province, will be fully operational in December 2025. With a total investment of 500 million yuan ($70.3 million) and a construction area of 70,000 square meters, the center will provide strong technical support for its competition in the global continuous glucose monitoring market.
Africa remains a standout region for the company, which now consistently exports 40,000 blood glucose monitoring devices there each month. Operating in more than 40 countries, including Egypt, Nigeria, Kenya, and Tanzania, Sinocare projects its regional sales to surpass 160 million yuan by 2026, according to Li Xinyi, Vice President of Sinocare.
The company's 2025 Q3 report showed an operating revenue of 3.453 billion yuan for the first three quarters, with overseas revenue accounting for 44.06 percent of the total revenue in the first half.
