Canton Fair boosts China's opening up with diverse, tailored services

Editor's note: Azhar Azam, a special commentator for CGTN, works for a private organization as a market and business analyst. He writes on geopolitical affairs and regional conflicts. The article reflects the author's opinions and not necessarily those of CGTN.

Currently underway in Guangzhou, south China's Guangdong Province, the 138th China Import and Export Fair (Canton Fair) which has been running for almost 70 years (since 1957) has become a powerful symbol of China's high-quality opening-up and an important window for many foreign companies to better understand economic trends, trade developments and technological advancements in the world's second largest economy.

Born in an era featuring unilateralism, protectionism and geopolitical shocks, it has survived enormous challenges, making important contributions to China's economic growth and opening-up. The history of the Canton Fair, therefore, can be directly linked to the history of China's opening-up and integration into the global economy, which benefited companies and the world alike.

With the Canton Fair's accumulated export volume reaching $1.5 trillion and the number of overseas buyers, onsite and online, exceeding 12 million – the biannual event has emerged as an essential platform for international trade cooperation and economic engagement between China and the rest of the world.

The Canton Fair has been pivotal in advancing China's opening-up policy, exemplified by the establishment of the country's trade relations with 229 countries and regions. This high rate of participation positions the expo as one of the world's most significant international trade shows and endorses its role in accelerating China's economic liberalization and efforts to dismantle trade barriers.

Providing a level-playing field, the Canton Fair facilitates both domestic and international businesses to find suppliers and buyers for their products and gain access to each other's markets, encouraging exhibitors to sell products and investors to invest in China. This highlights Beijing's commitment to promote free trade and its longstanding promise to share development opportunities, unleashed by its opening-up, with the world.

Each new edition beefs up the Canton Fair's appeal. A surge from over 30,000 exhibitors at April's Fair to more than 32,000 this time around and increased attendance from emerging and mature economies, reassert the event's success. It cements global confidence in China's role in stabilizing international trade and supply chains, showcasing Beijing's strengthened economic resilience in defiance of U.S. threats to reignite the trade war.

The Canton Fair has powered high-quality trade growth and undergirded economic momentum. By hosting diverse activities and adding more personalized services, China is further leveraging the platform to deliver an inclusive, unforgettable experience to domestic and international exhibitors and investors – and elevate the level of its high-standard of opening up.

For instance, the Canton Fair in recent years has set up a food street, organized Yingge dance (a vibrant, traditional Chinese folk dance from Guangdong Province that combines martial arts, opera, and dance) and a musical called Bond of Love, established intellectual property complaint stations and rolled out the "Canton Cuisine Carnival." Events like the Canton Music and Cuisine Festival, set to take place in the current expo, are putting China's cultural heritage on display and enabling participants to savor more Chinese delicacies, promoting friendly social exchanges.

Notably, the event has launched a fast and transparent mechanism to strengthen intellectual property rights (IPR) protection and safeguard innovative development of the companies. At its 137th edition, high-standard IPR protection and trade mediation services were offered. Out of 356 cases of infringement, authorities identified 169 as alleged breaches while the rest were dealt with or mediated.

A strong emphasis is also being placed on providing convenient and quality services to potential buyers. By collaborating with financial institutions and partnering with travel agencies and air carriers – the event offers flight and hotel discounts, delivers whole-journey attendance services and facilitates trade matching for buyers. This collaborative synergy improves the travel experience of exhibitors and investors, reduces costs and makes participation accessible to small and medium-sized enterprises, bringing benefits to all. 

Technological innovation is enhancing attendees' convenience and events effectiveness as well. The Canton Fair's upgraded app, offering booth navigation with AI-assisted tools, helps buyers to instantly find exhibitors and products; automated kiosks, tailored for overseas traders, and one-stop service centers expedite the entrance and custom procedures – saving time and creating a smarter, greener environment. 

The Canton Fair has also introduced a comprehensive online platform for pre-exhibition credentialing, during-exhibition browsing and post-exhibition outreach. The digital transformation as well as translation services and convenient tax refund points boost procurement efficiency, improve cross-cultural communication and encourage higher inbound spending.

Since its inception in 2021, the "Trade Bridge" – an innovative project, aimed at fostering seamless, round-the-year matchmaking between Chinese suppliers and international buyers – has become the Fair's flagship initiative. In recent months, it has connected buyers, including top retailers like Japan's NITORI and Denmark's F&H Group with Chinese manufacturers – opening growth opportunities and imprinting a positive impact on global trade to the benefit of people around the world.

While the Canton Fair's matchmaking series events provide a personalized trade matchmaking service for professional buyers such as large retailers from the list of the Deloitte Global Retail 250, it offers similar services with enhanced features including exclusive sourcing of booths, leisure catering, business travel and conference facilities to key buyers such as Fortune Global 500 companies, contributing to an efficient and quality sourcing for buyers.

Compared to the last event, this edition has seen 12.5 percent more participation from international business organizations. This increase reflects global trust in China's opening-up and reveals why global companies view the Canton Fair as an indispensable platform to accelerate development, transform business, promote products and expand market access.

Regarded widely as a barometer of China's foreign trade, the Canton Fair has evolved into a testament of the country's high-standard of opening up. Through diverse activities, personalized services and dedicated booths for companies around the world, the platform surely stands as a testament to Beijing's commitment to breaking down cultural and multilingual barriers, pursuing common development and sharing the benefits of its opening-up with all.

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