The ninth China International Import Expo (CIIE) opened November 5 at the National Exhibition and Convention Center in Shanghai. Its business exhibition area topped 370,000 square meters for the first time, and the expo drew 4,142 overseas companies and participants from 162 countries, regions and international organizations.
A number of Guangdong products stood out at this global showcase. In the Guangdong exhibition area, the sweet aroma of lychee pastries drew crowds of tasters, a smart guide dog led visitors around obstacles and 36 time-honored brands exhibited alongside innovative technology companies from the province.
Visitors entering the Guangdong Pavilion were greeted by the smell of lychee pastries, longan pastries and chicken biscuits. The Guangdong Provincial Department of Commerce brought 36 time-honored brands to the CIIE under the "Guangdong Goods Go Global" initiative. Their pavilion is divided into six sections: cured meats, tea drinks, dried tangerine peel and herbal medicine, liquor, pastries and household goods. The brands are using the expo to introduce Guangdong goods to more overseas buyers and consumers.
A representative of Guangzhou Restaurant Group said the company is drawing on the "Food in Guangzhou" city brand to present a new look for Guangdong's time-honored brands, covering classic heritage, flavor innovation, new consumption scenarios and cultural expression.
Under the "Guangzhou Gifts" IP, products such as lychee pastries and Taotaoju's "Lingnan Fruit Pastries" feature Cantonese window grilles and cityscapes on their packaging, turning traditional souvenirs from "local specialties" into "cultural symbols." They are gradually finding their way into overseas supermarkets and cultural exchange events.
"As of August this year, the overseas business of the 'Guangzhou Gifts' series has grown by more than 130 percent cumulatively, with lychee pastries successfully entering multiple chain supermarkets in Hong Kong, China and Canada," the representative said.
Lesaffre China, a French yeast and fermentation giant, is set to sign a strategic cooperation agreement with Guangzhou Restaurant Group's Likofu Food Co., Ltd. at the expo. Yang Hong, president of Lesaffre Greater China, said the partnership combines French strength in fermentation research and development with China's time-honored food industry, and both sides are committed to using technology to improve products and innovation to revitalize tradition.
Xinbaotang, a "China Time-Honored Brand" with a 118-year history, brought a range of dried tangerine peel products, including tangerine peel water, coffee and yogurt. A company representative said Xinbaotang has set up companies in Macao and Hong Kong and exports its dried tangerine peel products to markets including Australia, Indonesia, Cambodia, Malaysia, Singapore and Vietnam.
Reporter & Photos | Jiang Chang
