Turkish companies are preparing to showcase their products and services at the upcoming China International Import Expo (CIIE) in Shanghai, aiming to strengthen their foothold in the Chinese market — the world’s second-largest economy.
The eighth edition of the fair, first launched in 2018, will be held from November 5 to 10 and is expected to bring together thousands of participants from around the globe. This year, Turkey’s participation will feature strong representation from the food, logistics, and manufacturing sectors.
“CIIE has become a gateway for us at Tüyap to connect with our Chinese business partners and establish sustainable export channels,” said Dursun Ay, Sales Manager at Tayas Gıda and Confectionery Products. He emphasized that China is not only a massive market but also a trendsetter in consumer habits.
“We see this fair as an important opportunity to introduce high-quality Turkish confectionery and food products to a wider audience,” he added.
Ay noted that the company has made special preparations for the expo, focusing on packaging designs and product adaptations suited to Chinese consumer preferences. “We’ll be offering a special product range of fruit-flavored candies and chocolates with lower sugar content. We’ve also translated all product labels into Chinese,” he said.
Turkey’s participation is organized by the Aegean Exporters’ Associations (EIB), which represents over 7,500 firms. In recent years, the EIB has led multiple trade delegations to China, working to strengthen bilateral trade relations.
Serap Ünal, an EIB official, highlighted that the event offers a strategic opportunity to deepen commercial ties between the two nations. “China is already one of Turkey’s most important trade partners, but we believe the potential has not yet been fully realized,” she said.
Ünal emphasized that the expo serves not only as a platform for product promotion but also for building long-term business partnerships. Around 20 Turkish companies will take part in this year’s national pavilion, most of them small and medium-sized enterprises (SMEs) seeking to enter the Chinese market.
“We’re focusing on sectors where Turkey has strong competitiveness — such as food and beverages, natural products, textiles, and logistics,” Ünal explained.
For the logistics sector, the fair also presents new business opportunities. As trade volume between Turkey and China grows, companies are exploring more efficient ways to transport goods.
“Logistics is the invisible backbone of trade,” said Suat Oba from Oba Logistics, noting that the expanding trade has opened doors for new partnerships in transportation.
He added that Turkey’s strategic location along the modern Silk Road gives it a significant advantage for both exporters and importers. “The fair is a major opportunity to meet Chinese partners face to face and develop joint solutions,” he said.
According to the EIB, the fair is more than a venue for promotion — it also helps Turkish firms better understand Chinese consumer behavior, distribution networks, and legal frameworks.
“Entering the Chinese market isn’t just about selling products,” said Ay. “It’s about adapting, listening, and building trust. That’s why in-person meetings at the fair are so valuable.”
Ünal echoed this sentiment, noting that Turkish exporters are increasingly prioritizing localization. “Many of our members now collaborate with Chinese e-commerce platforms, follow digital marketing trends, and adapt their strategies accordingly,” she said.
With preparations complete, the Turkish delegation looks forward to the expo with optimism. Given China’s expanding consumer market, Turkish firms aim to turn their participation into lasting partnerships.
“For Turkish exporters, this fair represents an opportunity to present the very best to one of the world’s fastest-growing consumer bases,” Ay concluded.