Global exhibitors at the just-concluded China International Import Expo (CIIE) in Shanghai have blended Chinese cultural elements into their latest product designs as they seek to forge deeper bonds with local consumers and unlock new market opportunities.

The expo, which concluded on Monday after a six-day run, has set a new record in scale, with the event featuring over 4,100 exhibitors from 155 countries, regions, and international organizations.
Danish toy maker LEGO has among the big brands in attendance, giving global debuts to five new product lines at the CIIE.
These included three sets themed on the upcoming 2026 Chinese New Year, with the designs featuring fireworks, a cheerful God of Wealth figure, and a galloping horse to usher in the Year of the Horse, which will fall on Feb 17 next year.
Maciej Selinski, general manager of LEGO Group China, said the company has used the annual expo as a key launchpad for its new products targeting the Chinese market.
"So we are bringing every year novelties to the CIIE and that's our way of unveiling novelties now for eight consecutive years. That's how we build this tradition of celebrating Chinese New Year's novelty, Spring Festival novelty. So the CIIE for us is a fantastic platform to showcase our brand vision, to unveil new products and also to meet our partners and talk about trends of the future. We want to invest more into the brands, we want to bring more China-relevant products and activations to life," he said.
Among the exhibitors at this CIIE were 170 companies and 27 institutions participating in the event for eight consecutive years. They unveiled exhibits featuring distinctive Chinese elements, demonstrating how global brands are seeking to ensure their offerings resonate strongly with local markets and keep up with evolving consumer preferences.
Seeking to tap into the feel-good factor of the event, a Swedish company has designed several product lines in auspicious red, a color symbolizing good fortune and happiness in China, with the number 8 of this year's eighth edition of the expo also considered a lucky number.
"The [Dala] horse here in the red color, in both China and Sweden, it has kind of a symbolism of strength and luck. We have the 8th CIIE, and we think we are lucky at the CIIE and this horse we think will bring luck to both of our countries," said Per Linden, president of the Nordic Hub Trade Association, which has operated the Nordic Hub China showroom since 2018, bringing together food and beverage products as well as fashion and design from Nordic nations.
Launched in 2018 as the world's first national-level import-themed expo, the CIIE is seen as a reflection of China's commitment to opening its market wider and sharing its growth opportunities with the world.