China’s service economy is entering a new stage of development, with consumer demand increasingly shifting from purchasing products to seeking richer experiences. This trend is on full display at the 2026 China International Fair for Trade in Services (CIFTIS), where artificial intelligence, digital technologies and innovative service models are demonstrating how China’s consumption landscape continues to evolve.
One of the most popular attractions at this year’s exhibition allows visitors to experience traditional Chinese culture through AI technology. At the booth of the Jingju Theater Company of Beijing, visitors can instantly transform themselves into classic Peking Opera characters using AI-generated images and videos. What once required professional photography studios and expensive costume rentals can now be completed within seconds through digital technology.
The exhibition, held from September 9 to 13 at Shougang Park in Beijing, brings together 413 exhibitors in its culture and tourism services section, showcasing new business models that combine cultural heritage with modern technology. Throughout the exhibition, visitors can also interact with humanoid robots providing bilingual services, brain-computer interface systems that generate digital artwork, and AI-powered photo booths capable of producing cinematic videos in real time.
This year’s event also introduces the “China Services” exhibition area for the first time, featuring more than 140 representative cases across 12 major service sectors. Nearly 40% of the exhibits incorporate advanced technologies such as artificial intelligence, large language models and intelligent digital agents, reflecting the growing role of technology in China’s service industry.
The exhibition demonstrates how China’s consumption structure is changing. Industry experts note that consumer spending is no longer focused primarily on physical goods. Instead, demand is expanding toward services that deliver convenience, personalization and immersive experiences. New forms of service consumption—including digital entertainment, cultural experiences and cross-border digital services—are becoming increasingly important growth drivers.
Official data supports this trend. During the first seven months of 2026, China’s retail sales of services increased by 5% year on year, significantly outpacing the growth rate of retail sales for consumer goods. In 2025, per capita spending on services reached 13,602 yuan, accounting for 46.1% of total consumer expenditure.
Looking ahead, China’s 15th Five-Year Plan (2026–2030) places strong emphasis on expanding service consumption. The government aims to increase the overall value of the country’s service industry to more than 100 trillion yuan by 2030. Policies released this year prioritize sectors including elderly care, childcare, healthcare, sports, culture and tourism, reflecting rising demand for higher-quality lifestyle services.
Beyond domestic consumption, China’s service industry is also becoming increasingly competitive internationally. At the sports technology exhibition, the Chinese-developed “China Hawk Eye” system attracted considerable attention. Using multiple high-speed cameras and advanced algorithms to reconstruct sporting events in three dimensions, the technology is now being used in a growing number of international competitions.
China’s service trade continues to expand steadily. During the first seven months of 2026, the country’s total service trade reached nearly 4.45 trillion yuan, representing an 8.3% year-on-year increase. Knowledge-intensive services, including technology, digital services and professional consulting, totaled 1.96 trillion yuan, accounting for 44.1% of total service trade.
China’s growing competitiveness is also reflected in global brand rankings. According to the Trade in Services 100 2026 report released during CIFTIS, China ranks second worldwide with 21 service brands included among the world’s 100 most valuable service brands, with a combined brand value of US$876.8 billion.
Experts believe China’s continued expansion of its service sector and further opening of the services market will create broader opportunities for international businesses and investors. At the same time, CIFTIS continues to serve as an important platform for promoting international cooperation, encouraging innovation and supporting the long-term development of global trade in services.
