British, European and other international brands showcase heritage products and new technologies at CIIE 2026, exploring opportunities in the Chinese market.
The ninth edition of the China International Import Expo (CIIE) opened in Shanghai on November 5th. It brings together thousands of overseas exhibitors and a wide range of products, technologies and services from around the world.
Running from November 5th to 10th, this year’s expo has attracted 4,142 overseas exhibitors from 162 countries, regions and international organisations. The total exhibition area exceeds 440,000 square metres for the first time. More than 480 representative exhibits are making their global, Asian or China debut. This is a record high, CNS reported.
One new feature is the Dedicated Showcase for National Brands Worldwide. It brings together around 100 overseas brands. More than 30 have histories spanning over a century, and some are entering the Chinese market for the first time.
For British porcelain maker Royal Crown Derby, founded in 1750, a familiar television series offers a way to connect with Chinese consumers.
“That’s the cup,” said Yu Kaige, the brand’s distributor in China, pointing to a tea set on display. The same design has appeared several times in the British period drama Downton Abbey.
The company’s porcelain is also found at well-known British venues, including Bettys Tea Rooms and The Dorchester Hotel. At the expo, the tea sets bring a touch of British afternoon tea tradition to the exhibition floor.
The brand’s approach shows how cultural familiarity can help overseas companies reach new consumers. Its association with British dining and hospitality gives it a distinctive story to tell in China.
Another heritage brand making its debut at the showcase is Mestres, a Spanish sparkling wine producer. Its history dates back to 1312.
“I am the 30th generation of my family,” said David Aura Font, a representative of the company, whose family has been making wine since 1312.
Mestres specialises in sparkling wines. Even its shortest production cycle takes four years, while some of its wines have been aged for more than half a century.
The winery had long hoped to introduce its products to China, but limited production capacity had made this difficult. After years of preparation, it reserved a selection of wines for this year’s expo.
Font said the company was familiar with the depth and diversity of Chinese cuisine. He hoped the event would help the family business connect with Chinese sommeliers and restaurant buyers, opening up new opportunities for its wines in the Chinese market.
For Canadian shoe-care brand Walter’s Shoe Care, founded in 1893, the opportunity lies in China’s strong sneaker culture.
The company’s president and chief executive officer, Tim Walter, sees China’s sneaker culture as a source of potential business growth. A fourth-generation member of the family business, he said the team had prepared for the expo by arranging staff and ensuring sufficient product supplies.
The expo also attracts companies looking to expand their industrial presence in China and the wider region.
For Austrian machine-tool maker WFL, bringing a high-end machine to Shanghai has been a major undertaking. Transporting the equipment from Austria took 36 days. It will make its Asian debut at the expo.
Liu Yanxia, the company’s chief representative, said this was WFL’s first time exhibiting at the CIIE. The company hopes to use the platform to expand its business from China to the wider Asia-Pacific region.
Long-standing exhibitors are also continuing to expand their presence. Swedish retailer IKEA has taken part in all nine editions of the expo. This year, it is bringing home solutions making their China debut, as well as products being launched globally for the first time.
German sportswear company adidas is attending for the fifth time. It has increased its exhibition space from 300 square metres last year to 500 square metres. The company sees the expo as a platform to present its global innovations and develop products incorporating Chinese elements for international markets.
Graphic by Di Wang.
If you liked this article, why not read: CIIE in Shanghai : A Critical Gateway for European Companies to Enter China
