Every November, the China International Import Expo (CIIE) turns Shanghai into a global stage for brands hoping to win the hearts, minds, and wallets of the world’s most dynamic consumer market. For years, simply showing up with a glossy booth and a ribbon-cutting moment was enough to earn attention.
Not anymore.
CIIE has quietly but greatly evolved. The expo isn’t just a trade show; it’s become a live storytelling arena where global and Chinese companies show how they’re contributing to the country’s future. And if brands don’t evolve their marketing mindset to match, they’ll be remembered for all the wrong reasons. Perhaps, as background noise.
This year’s theme, 'Breaking Barriers, Co-Growing, Building Resilient Growth,' may sound broad, but it’s practically a brief for marketers. China’s economy and priorities are changing: consumers are more value-driven; industries are looking for shared solutions, not sales pitches. Brands that show how they enable that evolution rather than simply sell into it will stand out.
It’s time to rethink how you show up
Since 2018, CIIE has evolved from a government-led import initiative into a platform for how global and Chinese players envision the future. Yet many marketers are still stuck in show-and-tell mode. They announce products, roll out sponsorships, or host glossy roadshows at the event. Meanwhile, audiences across China, from policymakers to industry leaders, are reading the room differently. This pageantry is old school; they want proof of partnership.
To earn credibility, global brands need to translate their narratives through a local lens. Perhaps, start by asking: What does resilient growth mean for our category in China right now? And more importantly: What role do we play in enabling it?
The expanded Hongqiao International Economic Forum will host over 100 sessions this year on AI transformation, ESG, new consumption models, and more. These aren’t side events; they’re where China’s priorities are being shaped in real time. The brands that add value to these discussions with insights (not just presence) will gain far more traction than those who rely on a flashy booth alone.
Think less booth, more brand in motion
Don’t get us wrong. The booth still matters, but not in the old sense. Think of it less as an exhibit and more as a content studio where dialogue can be created, ideas spark and generate shareable moments.
The most effective setups will focus on interaction and relatability—live demos with local engineers or partners, small corners designed for livestreams and short videos, and storytelling that ties innovation to everyday life. And the most credible voices won’t be global CEOs flown in for soundbites but the Chinese employees, partners, and customers who show what your brand looks like in practice.
CIIE has become a content ecosystem in its own right. Media, influencers, and government channels are producing live updates by the minute. If you want your story to travel, you need pre-approved visual assets, spokesperson briefs, and short-form content ready to go in real time across WeChat Channels, Douyin, and LinkedIn. Authenticity will matter more than production polish.
The new CIIE playbook
If brands truly want to make an impact at CIIE 2025, the mindset needs to shift.
It starts with putting China’s story before your own. Brands need to anchor their presence in what matters to Chinese stakeholders today. Aspects like innovation, commitment, and sustainable growth are key rather than a global script flown in for the week.
Authenticity will be the currency of trust. That means elevating local voices. Rope in your China teams, partners, engineers, and customers who can speak from lived experience.
Influence at CIIE might come from the smallest room. The breakout forums, working sessions, and side panels are where relationships deepen and ideas stick. Treat them as strategic visibility opportunities, not optional add-ons.
And speed will decide who gets talked about. CIIE is now a live content ecosystem, where the story unfolds minute by minute. Come prepared with agile assets, spokespeople, and pre-approved content. These are no longer a nice-to-have but the minimum bar.
Finally, don’t treat the Expo as a one-week campaign. The most successful brands will use CIIE as the opening chapter of a year-long narrative to show sustained commitment, not a once-a-year visit to Shanghai.
Frances Ma is the corporate business director and Martin Xu is the director of technology, We. Red Bridge.
Frances Ma is the corporate business director and Martin Xu is the director of technology, We. Red Bridge.
