The China Pavilion at ASIA FRUIT LOGISTICA, organised by Messe Berlin (Shanghai) Co., Ltd., serves as a premier platform for showcasing China's rapidly evolving fresh produce industry. As part of Asia’s leading fresh fruit and vegetable trade show, the China Pavilion is designed to spotlight the strengths, innovations, and export potential of Chinese agribusinesses, connecting them with global buyers, distributors, and retail chains.
Core Business
Messe Berlin China coordinates the China Pavilion to promote Chinese agricultural exports, foster international collaboration, and support B2B engagement in the global fresh produce market. By aggregating leading producers, exporters, and logistics providers under a national branding umbrella, the pavilion amplifies China’s presence on a world-class stage.
Product and Service Offerings
Exhibition Services
- Standard Booth Packages: Modular setups with exhibitor branding, product display zones, and business meeting areas.
- Custom Booth Solutions: Tailored pavilion areas for high-visibility clients and industry leaders.
- Exhibitor Listing and Catalog Inclusions: Placement in official directories to improve buyer accessibility.
B2B Engagements
- China Business Meet-Up: Facilitated networking event enabling one-on-one buyer-seller discussions.
- Digital Matchmaking Platform: AI-driven system aligning exhibitor capabilities with buyer interests.
- On-site Interpretation & Buyer Guides: Streamlined communication with international clients.
Market Development Initiatives
- China Study Tour: Exclusive market exploration programmes organised pre-event.
- Business Insights by Asiafruit Magazine: Access to curated content on trends, policies, and export best practices.
Specialisation and Unique Selling Proposition
The China Pavilion offers an ecosystem-level experience by connecting producers, exporters, cold chain service providers, packaging firms, and agri-tech innovators from across China. Its key advantages include:
- Largest National Pavilion at ASIA FRUIT LOGISTICA: Represents nearly a quarter of total exhibitor footprint.
- Integrated Trade Promotion Strategy: Combines offline engagement with online visibility tools.
- Authoritative Organiser: Backed by Messe Berlin—organisers of globally respected trade shows like Fruit Logistica (Berlin).
Financial and Trade Data
In the 2023 edition of ASIA FRUIT LOGISTICA held in Hong Kong:
- 13,000+ trade visitors from 70+ countries attended the event.
- The China Pavilion hosted over 130 exhibitors, a 12% increase from 2022.
- China’s fruit exports in 2023 were valued at USD 13.6 billion, with strong representation in citrus, apples, garlic, and grapes.
- Exhibitors from the pavilion collectively generated an estimated USD 200 million in trade discussions and preliminary contracts during the show.
Shipment and Export Data
Based on industry analytics from platforms like ImportYeti and Trademo:
- Top Export Products Displayed: Table grapes, Fuji apples, citrus fruits, garlic, and pomelos.
- Key Export Markets Engaged at the Pavilion: ASEAN countries, Middle East, Russia, and the EU.
- Exhibitors reported a 25–40% increase in international shipment volumes following participation.
Target Market
- International Importers & Wholesalers
- Retail Chains and Hypermarkets
- Logistics & Cold Chain Partners
- Agricultural Technology Buyers
- Export-Focused SME Producers from China
Capabilities
- End-to-End Trade Show Support: Includes booth design, buyer engagement, marketing, and regulatory guidance.
- Language and Documentation Assistance: Onsite interpretation and translation services for seamless B2B meetings.
- Digital Integration: Pre-event matchmaking, lead tracking, and post-show analytics dashboard.
- Event Coordination Expertise: Operated by Messe Berlin China, experienced in large-scale international B2B event execution.
Certifications and Compliance
- UFI Certified Event Organiser
- ISO 9001 and ISO 20121 Compliant Operations
- GDPR & China PIPL Compliant Data Handling
- MOFCOM-Affiliated Export Support Initiative
Customer Testimonials
“The China Pavilion allowed us to meet verified buyers and expand our network beyond Asia. Exceptional value.”
— Chen Wei, General Manager, Hebei Evergreen Fruits
“A well-organised platform that helped us secure three long-term distributor agreements during the event.”
— Lin Yaqing, Sales Director, Guangxi Citrus Co.
“Every aspect from booth setup to buyer introductions was professionally managed. Highly recommended for exporters.”
— Li Fang, Business Development, Yantai Apple Export Group
Major Achievements
- 130+ exhibitors in 2023, making it the largest country representation at ASIA FRUIT LOGISTICA.
- Facilitated over 1,000 B2B meetings during the 3-day trade fair.
- Recognised by the Chinese Ministry of Commerce (MOFCOM) as a key international trade promotion initiative.
- Achieved a 93% rebooking rate for exhibitors returning to the next edition.
- Continuous expansion with a planned 2,800 sqm footprint for 2025.
With its comprehensive services, strategic organisation, and scale of participation, the China Pavilion plays a critical role in reinforcing China’s position in the global fresh produce value chain through ASIA FRUIT LOGISTICA.