On February 2, 2026, the China International Import Expo (CIIE) released several episodes of 'CIIE Stories' videos, highlighting how international companies have achieved business breakthroughs through the platform. Representatives from firms in New Zealand, Nigeria, France, and Germany shared how the CIIE has helped them enter the Chinese market and drive innovation.
The China International Import Expo (CIIE) continues to draw international firms as a key global trade platform. The latest 'CIIE Stories' video series spotlights firsthand experiences from several companies.
Yan Zhijun, Marketing Director of Theland Asia Pacific, and Roy Van Den Hurk, CEO of Milk New Zealand Dairy Limited, recount their CIIE journeys. Dubbed the 'Perpetual Motion Machine' by employees for his long hours standing at the booth, Van Den Hurk attends annually from New Zealand, missing only one edition due to unavoidable circumstances. The CIIE helped Theland break through at a critical moment, fueling his deep affection for the event.
Hassan Mohammed, trade commissioner at the Trade Office of the Consulate General of Nigeria in Shanghai, reflects on seven years of participation. Nigeria's agricultural products, such as cocoa and peanuts, have unlocked access to the Chinese market via the CIIE. He stated, 'A lot of changes are happening, and Nigerian businesses have grown because of the CIIE.'
French tire giant Michelin debuted at the CIIE in 2020, showcasing a Formula E race car with advanced electric tire technology. The expo serves as a bridge from laboratory to market, accelerating innovations into everyday life. Serge Godefroid, Director of Michelin China Research & Development, and Jay Wu, Vice President and Director of Supply Chain & Corporate Development Strategy of Michelin China, shared their experiences.
New Zealand dairy powerhouse Fonterra has attended every CIIE edition. Its booth has expanded, contracts have increased, and new products keep launching, reflecting the expo's value. Teh-han Chow, President of Global Foodservice & CEO Greater China at Fonterra, and James Robertson, former Trade Strategy Manager and now Chief of Staff (CEO Office), discussed sharing opportunities with the Chinese market through this global stage.
German high-end water treatment brand SYR, founded in 1939, has joined all eight CIEEs. Its China headquarters features an innovative consumer experience hall inspired by the CIIE's '6+365 days' year-round exhibition concept, displaying whole-house water service solutions that debuted at the expo. Tobias Ramrath, International Sales Director of SYR, and Jeffrey, Director of SYR TRADING (SHANGHAI) CO., LTD., highlighted the integration of German quality with the Chinese market.
These narratives underscore the CIIE's role in fostering international trade and innovation, supporting sustainable business growth.