The 5th China International Consumer Products Expo (CICPE) in Hainan has showcased China's rising appeal among global brands, drawing record participation from over 4,100 brands across 71 countries and regions.
Held from April 13 to 18, the expo highlighted the expanding international interest in China's vast and evolving consumer market.
UK Leads the Way
The United Kingdom, this year’s guest country of honor, brought 27 companies from fashion, beauty, and other sectors. Iconic brands like Burberry and Bentley unveiled their latest products, emphasizing green technology and sustainable development.
"I’ve witnessed tremendous innovation and growth in China’s economy, especially in digital technologies, life sciences, and green energy," said Douglas Alexander, the UK’s Minister of State for Business and Trade. He emphasized the UK’s commitment to strengthening economic ties with China, noting significant opportunities for both economies.
Global Debuts and Partnerships
Slovakia made a notable debut with its first-ever national pavilion. Andrea Jancekova, CEO of Slovak brand Truscada, praised the expo’s global reach. "You can connect with people from all over the world," she said.
Slovak Deputy Prime Minister Denisa Saková highlighted the growing trade ties. "China is one of our most important trading partners outside the European Union," she noted. "The increasing trade volume reflects the strength and dynamism of our economic relationship."
Japan’s Eda Livestock Co., Ltd., renowned for its premium Wagyu beef, participated for the first time. "We plan to establish a foreign trade company in Hainan as our strategic entry point into the Chinese market," said Rei Tanaka, the company’s Chief Operating Officer.
Luxury Brands and Young Consumers
This year’s expo also featured top-tier global luxury brands. Richemont’s TimeVallée participated as an independent exhibitor, while LVMH and Kering Group brands made notable appearances, signaling confidence in China’s premium consumption growth.
"Luxury consumers in China are significantly younger than those in many overseas markets, which presents a major opportunity for us," said Nancy Liu, President of luxury travel retailer DFS China. The company has introduced tailored services to meet the expectations of these emerging consumer groups.
Innovation Hub
Beyond luxury, sectors like automotive and technology are transforming China from a sales destination to a hub of research and innovation.
This year’s expo, for the first time, introduced dedicated zones for artificial intelligence and the low-altitude economy, showcasing cutting-edge technologies from leading tech companies worldwide.
"Since 2020, Volkswagen has invested over 10 billion euros (around $11.3 billion) in China. In 2023, we established a research and development center here, the largest outside Germany," said Su Bahong, Vice President of Volkswagen Group China. "This trend shows China becoming a global technological innovation hub."
