Strong Asia-Pacific Presence at China Import Expo During APEC Year

Dragon Media News Desk

The ninth China International Import Expo (CIIE), under way in Shanghai, has drawn strong participation from Asia-Pacific economies and businesses as China hosts the 2026 APEC year. The import-focused national-level expo brings multinational companies, small and medium-sized enterprises and industry innovators together to explore opportunities in China’s large market.

Running from November 5 to 10, the expo features consumer goods, advanced technologies and services from Southeast Asian economies, including Thailand, Indonesia and Singapore, as well as businesses from Oceania and Northeast Asia.

Paijit Viboontanasarn, vice chairman and secretary general of the Thai Chamber of Commerce in China, said the expo gives Thai businesses a gateway to the Chinese market. Smaller firms can meet prospective customers and test their business models, while larger companies can deepen cooperation. He said participation also helps businesses gauge how Chinese consumers respond to their products and business models.

Thai botanical fragrance maker Phutawan and snack producer MagMag are showcasing their products at this year’s expo. MagMag founder and CEO Nonthakogh Panyapadhm said trade must benefit both sides.

Mark Lee, chairman of the Singapore Business Federation, said the value of attending the expo grows over time. Companies may initially use it to build visibility and gain market insights, he said, before developing distribution agreements, joint ventures and regional partnerships that extend beyond China into Southeast Asia. The federation has brought a 54-company delegation to the expo for the ninth consecutive year.

South Korean conglomerate Samsung is also attending the expo for the ninth consecutive year. Zhang Daijun, senior vice president of Samsung China, said the company continues to expand high-end investment and local research and development in China. He said China’s commitment to expanding high-standard opening up has created opportunities for international businesses and provided a stable, predictable environment for trade cooperation.

Australian and New Zealand companies are also using the expo to connect with Chinese consumers. Rhys Roberts, national president and chair of the Australia China Business Council, said the expo’s lasting value lies in turning conversations into distribution agreements, repeat orders and long-term partnerships.

Sanchia Yonge, chief executive of New Zealand Trade and Enterprise, said the expo gives New Zealand exporters an opportunity to showcase products, understand changes in the Chinese market and build relationships with customers and partners. New Zealand biotechnology company Blis Technologies has its own booth at the expo for the first time this year. The company says sales of its oral probiotic products in China have exceeded 100,000 orders in just two years.

Humphrey Arnaldo Russel, head of the ASEAN-China Research Center at the University of Indonesia, described the CIIE as an important gateway for regional small and medium-sized enterprises seeking access to the Chinese market and more resilient trade networks. He said an open trading system based on World Trade Organization rules should give businesses of all sizes and from countries around the world opportunities to trade.