On July 28, 2026, with the 100-day countdown to the 9th China International Import Expo (CIIE) underway, Xinhua reported strong momentum: 57 countries and 3 international organizations have confirmed participation in the country exhibition, while more than 1,200 enterprises from 99 countries and regions have signed up for the business exhibition. For international brands that want to sell into China, CIIE is increasingly the single most efficient door into the world’s largest consumer market.
The scale this year is the biggest yet. The business exhibition has already secured over 340,000 square meters of floor space—up nearly 10,000 sqm year on year—with 265 Fortune Global 500 and industry-leading companies on board, 10 more than the same point last year. A remarkable 169 enterprises and 30 overseas group exhibitors have become ‘full-attendance veterans,’ attending all nine editions of the expo since its 2018 launch, a testament to the platform’s lasting pull for foreign business.
CIIE is not just a trade fair; it is a launchpad. Xinhua highlighted a wave of global debuts set for this year—Dow’s water-based silicone pressure-sensitive adhesive (global premiere), Michelin’s tire digital-twin solution (Asia premiere), and GE Healthcare’s next-generation ‘Vermillion’ interventional platform (China debut). Thanks to CIIE’s ‘spillover effect,’ L’Oréal alone has introduced more than ten new brands, dozens of beauty-tech products, and hundreds of new items into China over the past seven years.
China is also lowering the friction of showing up. Building on past conveniences, Shanghai has upgraded its port-visa fast-track: foreign exhibitors can now obtain visas on invitation letters at the Shanghai East Hub International Business Cooperation Zone, while exhibitors and buyers from Jiangsu, Zhejiang, and Anhui can complete port-visa applications fully online. A newly upgraded Africa products zone helps businesses from African diplomatic partners capture zero-tariff opportunities. The message is clear—China is actively making it easier for the world to bring products to Chinese consumers.
For foreign sellers and brands, the takeaway is practical: CIIE is where global supply meets Chinese demand, and where a single appearance can turn into years of distribution, e-commerce, and brand growth. Hongshengze Business Management helps international sellers localize, register, comply, and scale in China end-to-end—from preparing your CIIE entry to building lasting cross-border sales. If you want to turn China’s opening door into your market entry, contact us at https://gocntrade.com for a tailored plan.