"For every country that wants to export brands into the Chinese market, you have to be at the CIIE."

That's the powerful endorsement from Thorir Ibsen, Iceland's Ambassador to China, who has witnessed the evolution of the China International Import Expo since its inception.

In an exclusive interview, Ambassador Thorir Ibsen explains why the CIIE is more than just an event – it's a critical platform for both established players and new entrants. It's where global brands gain unparalleled visibility, where businesses can gauge the competition, and where vital connections with both new and existing clients are forged.

Discover why Iceland has been a consistent participant and why the ambassador believes that presence at the CIIE is non-negotiable for success in the Chinese market.