“CIIE provides Canadian companies with direct access to the Chinese market and creates opportunities to engage with buyers, distributors, industry partners and government representatives on one platform,” Greenspon said. “More importantly, companies participating through CETA have been able to develop real business relationships and achieve tangible commercial results.”

Canada to Have a Strong Presence at the 9th CIIE

The 9th China International Import Expo will take place from November 5–10, 2026, at the National Exhibition and Convention Center (Shanghai).

Canada’s participation as one of the Guest Countries of Honor in 2026 represents an important opportunity to further strengthen commercial engagement between Canadian businesses and the Chinese market.

CETA has been organizing Canadian companies to participate in CIIE since 2023, with the scale of its participation continuing to expand.

For the 2026 CIIE, CETA and the Consulate General of Canada in Shanghai will together organizemore than 500 square metres of exhibition space in the Food and Agricultural Products Exhibition Area, bringing nearly 60 Canadian agri-food companies to the event.

In addition to the exhibition itself, CETA will organize a range of trade promotion activities during CIIE, including business matchmaking, buyer engagement, cooking demonstrations and industry networking activities.

The objective is not simply to showcase Canadian products, but to create practical opportunities for Canadian companies to meet qualified Chinese buyers, distributors and business partners.

From CIIE Participation to Long-Term Market Development

CETA believes the value of CIIE extends well beyond the six days of the exhibition.

A strong example is Dashanxing Canadian Ginseng, which has participated in CIIE with the CETA delegation for three consecutive years.

Following its participation in CIIE, the company continued to expand its presence in China and established a Chinese subsidiary in Chengdu. In 2025, it opened its first flagship store in China and established local processing operations in the city.

The company’s development illustrates how participation in CIIE can evolve from product showcasing and initial market exposure into distributor relationships, local operations and long-term market development.

“CIIE can help Canadian companies do much more than introduce their products,” Greenspon noted. “It can help businesses develop networks in China, identify the right partners and ultimately move from exhibition participation toward a sustainable, long-term market presence.”

Sichuan: A Growing Opportunity for Canadian Companies

Sichuan is one of China’s most dynamic consumer markets, with a large population, a strong food and hospitality sector, and growing demand for high-quality international products. Chengdu, in particular, serves as a major commercial and consumer hub for western China.

Canadian companies have competitive strengths across a range of sectors relevant to the Chinese market, including:

* Agri-food and processed foods

* Seafood and meat products

* Grains and agricultural ingredients

* Beverages

* Health and wellness products

* Premium consumer goods

CETA sees significant potential for Canadian businesses to use CIIE as an entry point to explore opportunities not only in Shanghai and China’s coastal markets, but also in fast-growing regional markets such as Sichuan.

Building Long-Term Canada–China Business Connections

As a federally registered Canadian non-profit trade promotion organization headquartered in Toronto, CETA is committed to helping Canadian businesses expand internationally, with a particular focus on developing sustainable commercial relationships in Asian markets.

Through CIIE and its broader trade promotion activities in China, CETA works to connect Canadian companies with buyers, distributors, industry associations, trade organizations and other market partners.

The Chengdu Roadshow reflects CETA’s broader strategy: turning exhibition participation into year-round trade development and converting market exposure into long-term business opportunities.

As Canada prepares for a prominent presence at the 9th CIIE, CETA looks forward to helping more Canadian companies explore the Chinese market, identify qualified partners and establish sustainable business operations in China.

Interested in Exploring the Chinese Market?

Canadian companies interested in participating in the 9th China International Import Expo (CIIE) or exploring business development opportunities in China are invited to connect with CETA.

CETA – Canada Exhibition & Trade Association

Connecting Canadian Businesses with Global Opportunities