How Western Brands Use CIIE 2025 and How to Secure Your Spot for CIIE 2026

The China International Import Expo is the largest event of its kind in the country, and its scale gives it strategic importance for any brand looking at China seriously. For many Western companies, it is one of the few high profile events where decision‑makers, distributors, and consumers gather in one place, making it an efficient way to test interest and demonstrate presence.

CIIE also operates on a tighter schedule than most expos: sign‑ups for the 2026 edition have already begun, and brands typically need to secure their space by spring 2026. Unlike other shows where last‑minute participation is possible, CIIE closes applications early — companies that do not register in time will miss out entirely.

CIIE is relevant for both new entrants and established global brands: newcomers use it as a first market test, while major players participate to show continuity and signal long‑term commitment to the Chinese market.

Another important aspect is the presence of national pavilions. Many countries operate large country booths where they offer subsidized or even free exhibition space for their local companies — especially small and medium‑sized brands that would otherwise struggle with the cost of joining CIIE independently. This setup is particularly common in the food and beverage sector, where a majority of smaller international food brands participate under their national pavilion instead of running individual booths.

Participation with an independent booth is expensive, often costing far more than what small brands can justify for a first attempt at entering the market. Joint booths and country pavilions therefore serve as a practical and affordable entry point for smaller brands, allowing them to gain visibility without the financial burden.

On the other hand, large, well‑established brands that take full‑size booths use them as a clear signal of dedication to the Chinese market.

CIIE is also the event where serious distributors, importers and large groups come to look for new products. For many foreign brands, this show is the single most efficient moment in the year to meet high‑value partners face‑to‑face and test whether their offering resonates.

At the same time, it is important to be realistic: every year there are small, low‑budget booths pushed into the far corners of the expo halls. These spots receive very little foot traffic, limited visibility, and often provide almost no return for the brands that occupy them. Many exhibitors learn only after arriving that a poor location can make their participation essentially ineffective.

If a brand decides to join CIIE, it must ensure it has a proper presence — either through a well‑positioned independent booth, a strong placement within a national pavilion, or a coordinated group booth that guarantees visibility. CIIE can deliver excellent exposure, but only if the brand secures a location where real visitors and serious distributors actually pass by.

The CIIE 2026 will take place in November 5-10 2026—signup now. Get in touch with Shanghai Jungle to learn how we can help your brand in China.