CIIE 2025: Where your story meets global opportunity

Today, China is the  main trading partner of more than 150 countries and territories. Its current contribution to world economic growth has stayed at around 30 per cent.

Against this backdrop, the China International Import Expo (CIIE) – since 2018 - has stood as a testament to China’s commitment to trade liberalisation, economic globalisation, and market openness. As a global platform connecting businesses worldwide with China, it has helped significantly to strengthen global partnerships and fuel economic growth. This year, the 2025 edition of CIIE promises to further this vision by emphasising global cooperation, technological innovation, and sustainability.

The true power of CIIE extends beyond mere participation. It lies in the unparalleled opportunity provided to businesses to craft and share their compelling narratives with a global audience. CIIE offers both brands and corporates the perfect stage to communicate their values, innovations, and ambitions, not only to the China market, but through the China market to the world.

At Sinclair, as strategic storytellers, we are eager to support our clients’ next phase of growth by helping to drive meaningful impact for their businesses to thrive. Here are a few of our tips for leveraging CIIE to your company’s advantage.

China market = Global opportunity

CIIE 2025 highlights China’s continued, high-level opening-up, with further tariff reductions, simplified market access, and foreign investment incentives. This isn’t just about accessing a market, it’s also about aligning the brand with regional and local initiatives like the Belt & Road Initiative (BRI) and the dual-circulation strategy designed to boost domestic demand and self-reliance, while simultaneously strengthening international trade and investment. Tell the story of how your company is contributing to these initiatives and showcase your commitment to global trade and China's economic growth.

Resilience for a fragmented world

In an era of trade wars and disrupted supply chains, CIIE provides a platform for multinationals to showcase localisation strategies, demonstrating how they are adapting and thriving in the market. For example, leverage trade agreements like Regional Comprehensive Economic Partnership (RCEP) to your advantage, highlighting measurable benefits. Or share the story of how your company is building resilient supply chains and contributing to global economic recovery through strategic partnerships and innovative solutions. With record-breaking deals expected, CIIE is the place to write the next chapter of your company’s success.

Innovation at the forefront

CIIE 2025 will be a showcase of groundbreaking technologies, from the latest green energy solutions to the newest advancements in AI across various sectors, including healthcare. This is the chance to move beyond simply presenting your innovations. Tell the story of your brand’s purpose and how it is shaping the future with smarter, greener, and healthier solutions. Demonstrate the real-world impact of your offering or product and inspire others toward collective action.

Emerging consumer trends

China's Gen-Z and ageing population are significantly reshaping consumption patterns, driving increased demand for innovative, personalised, and high-quality products. Additionally, rural revitalization initiatives are creating new opportunities for premium imports in previously underpenetrated markets. According to the China Ministry of Commerce, sales of energy-saving appliances and smart robots have doubled in the past year. CIIE serves as the ultimate platform for global brands to tap into these evolving trends, enabling the launch of products, smart home technologies, and FMCG innovations that are specifically tailored to meet the unique preferences of Chinese consumers.

Sustainability and leadership

Sustainability is central to the CIIE agenda, with themes including net-zero supply chains, green finance, and food security through AgTech. CIIE provides a powerful platform to showcase your ESG leadership andshare the story of how you are building a greener, more inclusive future through sustainable practices and innovation.

CIIE is more than an expo — it’s a global stage for innovation, collaboration, and storytelling. Whether you’re unveiling technological breakthroughs, championing sustainability, or tapping into China’s growing consumer market, CIIE offers unparalleled growth opportunities.

Contact Sinclair today to discover how we can help you leverage the opportunities presented at the CIIE. Together, we can craft and share a compelling story that elevates your brand, forges meaningful connections, and drives business growth in this dynamic market.