CIIE Stories | CIIE: An Opportunity for Canada and Canadian Companies
"Before attending the China International Import Expo (CIIE), I received some excellent advice: wear comfortable walking shoes instead of high heels, as the venue is enormous. I'm very grateful for that tip," said Jennie Chen, Consul General of Canada in Shanghai, with a smile. "The scale of the CIIE and the incredible energy it brings are astonishing. Innovation, openness, diversity, and genuine energy make it a landmark event of the year."
As long-time participants in the CIIE, Canadian companies have once again crossed the ocean to actively engage in the expo, demonstrating their confidence in the economic and trade relationship between the two countries. In return, China has reciprocated this trust with its open and vast market.
CROSSING THE OCEAN
“Canada was one of the 12 guest countries of honor at the first CIIE. We had a strong presence, with a large number of companies participating, signing 48 agreements worth over 1.6 billion Canadian dollars. This was a strong start to Canada’s relationship with the CIIE, which has continued to this day,” said Jennie Chen.
At past CIIEs, Canadian companies have showcased a wide range of specialty products, from nutritional health products to ice wine and baby products, all reflecting the high quality and innovative spirit of Canadian goods. In particular, natural health products like vitamins and supplements have gained widespread recognition in the Chinese market for their quality and effectiveness. Additionally, Canadian ice wine, with its unique flavor and production process, has become a favorite on Chinese tables. Many Canadian companies have successfully leveraged the CIIE and the growing trend of live streaming to promote ice wine. In the maternal and infant sector, especially where safety standards for baby clothing are high, Canadian products have earned the trust of Chinese consumers due to their strong focus on quality and safety.
Jennie Chen noted that the CIIE is widely recognized in Canada as an important platform. “When Canadian companies succeed in China through the CIIE, it sends a clear message to their peers that participating in the CIIE can uncover significant opportunities in the Chinese market. Consequently, our exhibition space has been expanding, and we look forward to an outstanding performance at the 2025 CIIE.”
GROWING TOGETHER
The CIIE not only provides Canadian products with a safe market testing environment but also allows companies to interact directly with consumers and potential buyers to understand how their products are received in the Chinese market. This direct interaction and feedback are crucial for Canadian companies to optimize products and adjust market strategies, promoting their products while achieving growth and transformation.
Take Jamieson, a leading company in the health and wellness sector, for example. Since entering the Chinese market in 2000, the company has steadily developed. In 2023, Jamieson officially established its China headquarters in Shanghai, laying a solid foundation for further brand development.
“Through the CIIE, Jamieson can build closer ties with Chinese consumers, understand their needs and preferences, and continuously improve our products and services,” said Joel Scales, EVP & Managing Director of Jamieson International and Global Strategy. “Participating in the CIIE is a significant milestone for us. It demonstrates our strong confidence in the Chinese market and marks an important step forward in our deeper involvement there.”
Emerging company WAT Medical, dedicated to developing and producing neuro-modulation wearable medical products, started in Canada and participated in the CIIE for the first time in 2022 with its “EmeTerm” series of products. “At that time, everything was new to us—the environment, consumers, and the ‘rules of the game.’ The CIIE quickly opened the door to the Chinese market for us,” said Dr. Peter Ji, Co-Founder of WAT Medical Enterprise Ltd.
The CIIE has been transformative for WAT Medical, bringing significant attention while helping the company establish closer connections with consumers, clients, and supply chain companies. As Dr. Ji said, the opportunities, innovation, and industry vitality brought by the CIIE have always been the driving force behind the growth of the “EmeTerm” products.
“From our breakthrough moment entering the Chinese market to establishing a strong network of partners in the consumer and medical fields, the CIIE has shaped who we are today,” Dr. Ji added.
These success stories have inspired more and more Canadian companies to actively participate in the CIIE, further solidifying the CIIE’s role as an essential platform for China-Canada economic and trade cooperation.
A NEW CHAPTER OF COOPERATION
Jennie Chen believes that natural health, green technology, and creative design will be key areas for Canadian companies to further explore in the Chinese market using the CIIE as a platform. She emphasized that these fields not only align with global sustainable development trends but also meet the high demands of the Chinese market, “which will drive the next phase of Canada-China trade development.”
To better support Canadian companies in participating, the Canada-China Business Council and the Canadian Chamber of Commerce in Shanghai actively serve as bridges, providing comprehensive services and support to help companies better understand the CIIE and the Chinese market.
Additionally, provincial governments and chambers of commerce in Canada continue to participate and organize small and medium-sized enterprises to exhibit together to join forces for greater impact. This government-led, enterprise-driven, and market-operated exhibition model not only improves exhibition effectiveness but also promotes exchanges and cooperation between Chinese and Canadian companies.
As China's economy continues to improve and its opening-up deepens, the CIIE, as an important platform for promoting global economic interconnectivity and multilateral cooperation, will undoubtedly provide more development opportunities for enterprises from both China and Canada. The story of Canada and the CIIE is far from over.