The fifth Chaoshan International Textile and Garment Exhibition (CTGE) was held in Shantou, Guangdong, from March 18 to 20, drawing a diverse array of buyers from over 40 countries and regions worldwide.
With more than 1,200 textile and garment enterprises participating, alongside 19 major industry clusters from across China, the event highlighted Shantou's growing role as a global sourcing hub. As the city accounts for about 45 percent of China's underwear and loungewear production and over 75 percent of its branded products in the sector, the exhibition served as a key platform where global market trends and local manufacturing capabilities converged.
Social media fuels global demands
A noticeable shift among international buyers is the growing influence of social media on sourcing strategies. Rather than focusing solely on price, buyers increasingly emphasize how products perform in the digital marketplace. Several attendees noted that social media platforms have fundamentally changed how producers position their products, with customer preferences often shaped by online content.
Brazilian buyer Miguel Muller pointed out that the next wave of market growth is driven by global influencers, who are introducing products to both consumers and procurement professionals. He added that factories must now respond to this shift, particularly as influencers begin launching their own brands—a development he described as a new market paradigm. Similarly, Canadian buyer Jathniel Cyrus observed that the impact of social media has created significant changes in how companies position their products, noting that trends such as performance wear for runners are gaining traction.
Other buyers reflected diverse market needs shaped by digital exposure. Iranian buyer Seyed Hossein noted the enduring popularity of trendy products in Iran's large market, while Colombian buyer Kener Stiven emphasized the demand for vibrant colors and soccer-themed apparel. Despite their varying needs, all pointed to the role of digital platforms in shaping consumer expectations and, consequently, what buyers seek.
Evolving to meet global demands
In response to these fast-evolving demands, local manufacturers are moving beyond traditional original equipment manufacturing (OEM) roles. Factory owners and executives in Shantou described efforts to upgrade production capabilities and offer deeper collaboration with brands.
Weng Kaibing, Chairman of Shantou Youyi Technology Co., Ltd., noted that advanced machinery, despite high costs, boosts production capacity and precision to handle fast-paced orders. The exhibition has also opened new avenues: Huang Hailin, Sales Director of Guangdong Fuxinna Industrial Development Co., Ltd., pointed to cross-border e-commerce partnerships as a growing area of exploration. Meanwhile, manufacturers are becoming strategic partners rather than mere order-takers. Yao Qingwen, Sales Director of Shantou Shenjiang Clothing Co., Ltd., emphasized the importance of proactively upgrading styles to enhance consumer appeal and repurchase rates—a shift toward leveraging data and market feedback.
With Shantou's textile industry already holding a strong position in the domestic market and expanding its presence overseas—including recent participation in exhibitions in Paris—the sector is embracing a more globally integrated future. The latest exhibition underscored that the industry's trajectory will be shaped not only by manufacturing capabilities but also by the ongoing interplay between digital platforms, international buyers, and responsive local enterprises.
Reporter | Xie Maishi
Video | Deng Yingheng
Poster | Deng Yingheng
