The food exhibition area at the 9th China International Import Expo (CIIE) is filled with enticing aromas, as specialty foods from around the world share the spotlight with local products such as Xinjiang dried fruits, Yunnan coffee and Ningxia wine. Participating companies are stepping up their presence at the expo, unveiling products in China for the first time and pursuing reverse customization to tap into the country's vast consumer market.

Global flavors customized for Chinese tastes

The CIIE food exhibition area is a "culinary palace of nations." Overseas brands are proactively adapting to Chinese preferences: Kjeldsens has exhibited for nine consecutive years, launching customized debut products and taking creative feedback from Chinese consumers back to Denmark for R&D; Lindt has built an immersive booth and launched gift boxes featuring elements ofChina's intangible cultural heritage; Freshippo has teamed up with manufacturers from multiple countries to improve biscuit recipes by reducing sweetness in a targeted way, with new products posting strong sales growth.

Expanding into niche markets to unlock everyday health consumption

Food brands are moving beyond simply selling products to tap into a wider range of consumption scenarios. Milkground has introduced a variety of cheese-based dishes for different needs, covering household, baking and even pet nutrition. Amway has brought a comprehensive portfolio of anti-aging products to the expo, catering to increasingly specialized wellness needs. China's distinctive local producers are also leveraging the CIIE platform to complement and enrich global flavors.

Deepening market presenceas CIIE demonstrates confidence in China

Many brands are continuing to expand their presence in China. Kjeldsens, Milkground, Lindt and Amway, among others, have participated in the CIIE year after year, using the platform to launch new products, forge supply chain partnerships, invest locally and pursue overseas export plans.

The CIIE is more than a platform for showcasing new products; it also offers a window into consumer trends. China's open and inclusive market continues to attract global brands, encouraging them to adapt and innovate. Through this two-way engagement, businesses at home and abroad can share the benefits of China's consumption upgrading.

进博会有多“美味”？14亿人消费大市场催生食品企业“中国定制”

第九届进博会食品展区香气四溢，各国特色食品与新疆干果、云南咖啡、宁夏葡萄酒等本土物产同台飘香。参展企业发力连续赴约、中国首发、反向定制，用产品看好中国庞大消费市场。

全球风味同台 首发定制适配中国口味

进博会食品展区是“舌尖上的万国宫”。海外品牌主动适配国人偏好：蓝罐曲奇九年参展，首发定制新品，把中国消费者的创意反馈带回丹麦研发；瑞士莲打造沉浸式展台，推出非遗联名礼盒；盒马联动多国厂商改良饼干配方，针对性减甜，新品销量大涨。

深耕细分场景 解锁日常健康消费

品牌跳出单纯卖货，挖掘多元消费场景。妙可蓝多推出多款融合奶酪美食，覆盖家庭、烘焙乃至宠物营养赛道；安利带来整体抗衰产品矩阵，契合精细化养生需求。国内特色物产也借力进博会，和全球风味互相赋能。

持续加码深耕 进博会彰显市场信心

不少品牌持续加码布局中国。蓝罐、妙可蓝多、瑞士莲、安利等连年参展，落地新品、供应链合作、本土投资与海外出口计划。

进博会不只是新品展台，更是观察消费趋势的窗口。开放包容的中国市场，吸引全球品牌持续调整创新，在双向奔赴中共享消费升级红利。

文、图｜记者 孙绮曼

译｜魏薇

英文审校｜曾敏