China’s Ministry of Commerce (MOFCOM) has announced new measures to facilitate the entry of high‑quality products and services from around the world into the Chinese market. The update was delivered at a regular press briefing in Beijing, where spokesperson He Yadong outlined the next steps in the nationwide “Big Market for All: Export to China” campaign.
According to MOFCOM, the campaign will deliver over a hundred events annually across ten thematic areas, designed to connect international suppliers with Chinese buyers. These include comprehensive matchmaking with feature countries, special regional matchmaking, and industrial matchmaking, supported by platforms for exchange and targeted procurement sessions.
The aim is to provide year‑round opportunities for foreign companies to promote their products in China, beyond major annual exhibitions. Officials noted that the initiative is intended to complement and create synergies with the China International Import Expo (CIIE) in Shanghai.
The 8th CIIE in 2025 recorded USD 83.49 billion in one‑year intended deals, a 4.4% year‑on‑year increase and the highest figure since the expo was launched. The expo hosted 4,108 enterprises from 138 countries and regions across 367,000 sqm, featuring 461 new products, technologies, and services, including global, Asian, and China debuts.
Attendance exceeded 460,000 registered participants, up 7% from the previous year, with strong representation from Fortune Global 500 companies and industry leaders.
MOFCOM emphasized that the new campaign has already helped expand the channels through which global goods enter the market and encouraged foreign enterprises to explore business opportunities in China’s “ultra‑large market.” The ministry extended an open invitation for governments, trade promotion agencies, chambers of commerce, and international enterprises to take part in upcoming activities, noting that events will be held every month with distinct themes each year.
The announcement reflects China’s ongoing efforts to broaden imports, upgrade domestic consumption, and support more diversified international trade partnerships. For businesses looking to enter China or strengthen their presence, the “Export to China” activities are expected to provide additional structured opportunities for engagement in the months ahead.
What is the “Big Market for All: Export to China” Initiative?
The “Big Market for All: Export to China” campaign is a national program launched by MOFCOM to expand the channels through which overseas products and services enter the Chinese market. Announced during a press briefing in November 2025, the initiative coordinates ten themed activity areas designed to connect international suppliers with Chinese buyers.
According to MOFCOM, the campaign focuses on:
Comprehensive matchmaking with feature countries — promotional activities tailored to countries with strong export potential.
Special regional matchmaking — helping products from specific regions abroad find appropriate buyers in China.
Industrial matchmaking — structured cooperation along industry chains.
Targeted procurement sessions — meetings where Chinese buyers can directly source from foreign enterprises.
Synergy with major exhibitions — especially the China International Import Expo (CIIE), which serves as a global public good.
Year‑round activities — with events every month and distinct themes each year.
MOFCOM says the initiative is designed to complement the CIIE, which recorded USD 83.49 billion in intended deals at its 8th session in 2025, the highest level to date. Cumulative transactions across all CIIE editions have now exceeded USD 500 billion.
In essence, the campaign aims to build a continuous, structured pipeline for high‑quality foreign goods and services to enter China, while offering clearer pathways for international enterprises to engage with the country’s consumer and industrial markets.
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