With just 100 days to go before the 9th China International Import Expo (CIIE) opens in Shanghai on November 5, multinational companies are accelerating preparations by expanding exhibition space, planning global product launches, and strengthening their long-term presence in China.
Many returning exhibitors view the CIIE as more than a trade exhibition. It has become a strategic platform for entering the Chinese market, building local partnerships, and showcasing the latest technologies to one of the world’s largest consumer markets.
German industrial giant Henkel will increase its exhibition area this year, bringing both its Adhesive Technologies and Consumer Brands divisions. The company plans to highlight innovations in artificial intelligence, new energy vehicles, data centers, consumer electronics, green manufacturing, and sustainable packaging, demonstrating how advanced technologies are being applied across industries.
Thailand-based TCP Group, the producer of Red Bull beverages in Asia, will also return with an expanded product lineup. Since joining the CIIE in 2019, the company says it has evolved from an exhibitor into an investor, using the expo as a gateway to deepen its localization strategy, strengthen industrial cooperation, and launch products tailored to Chinese consumers.
The growing commitment from global companies comes as foreign investment in China remains resilient. During the first half of 2026, nearly 4,800 foreign-funded enterprises expanded their investments in China, while the number of newly established foreign-invested companies increased 5.3% year-on-year. Actual foreign direct investment reached 402.14 billion yuan during the same period.
China also continues to play an increasingly important role in multinational companies’ global operations. Tesla’s Shanghai Gigafactory recorded its strongest monthly vehicle deliveries of the year in the second quarter of 2026, contributing significantly to the company’s revenue growth and underscoring the importance of its China manufacturing base.
Industry analysts believe China’s vast consumer market, efficient industrial supply chains, and improving innovation ecosystem continue to make the country an attractive destination for global investment. They note that events such as the CIIE further strengthen connections between multinational companies and China’s rapidly evolving market.
As preparations enter the final stage, CIIE 2026 is expected to serve as another major platform for international trade, technology exchange, and investment cooperation, reinforcing China’s commitment to high-level opening-up and global business collaboration.
