From November 5 to 10, 2026, Shanghai hosts the 9th China International Import Expo (CIIE) — the world’s first import-themed national-level expo and a primary gateway for foreign brands to reach Chinese consumers. As of early August, more than 1,200 companies from 99 countries and regions had registered, including 265 Fortune Global 500 firms and industry leaders — 10 more than last year. Sign-ups have since climbed past 1,600 firms from over 109 countries, with exhibition space exceeding 350,000 square meters.
This surge reflects renewed global confidence in the Chinese market. In the first half of 2026, nearly 4,800 foreign-funded enterprises increased their investment in China, and newly established foreign-invested firms kept rising year on year. The IMF raised its full-year growth forecast for China. For foreign sellers, the message is clear: China’s super-large market remains open and is actively courting imported brands.
CIIE is more than a showfloor — it is where China’s opening policies turn into market access. The June 2026 ‘Action Plan to Stabilize and Improve Foreign Investment’ widens access in services, finance and pharma, and eases cross-border M&A, data flows and reinvestment. This edition even launched a ‘Global National Brand Showcase’ and linked ‘Export to China’ activities, helping SMEs and Global South brands meet Chinese buyers directly.
For a foreign brand, exhibiting — or even just tracking CIIE — reveals what Chinese consumers actually want, who the distributors are, and how to localize. Many global launches happen at CIIE: L’Oreal co-developed a product with Chinese firms and launched it in 20+ markets; AkzoNobel debuted local innovation there. For new brands and star products, CIIE is the best launchpad in China.
Entering China takes more than a booth. You need compliance, localization, cross-border logistics and platform strategy. Hongshengze Business Management helps international sellers turn CIIE-level interest into real market entry: Tmall Global / JD Worldwide / Douyin Global onboarding, cross-border e-commerce compliance, China company setup, and Xiaohongshu marketing. Ready to sell to China’s 1.4 billion consumers? Visit https://gocntrade.com for a tailored plan.