Delegates from multiple countries gathered in Beijing, and the Beijing Expo launch event was held.

On the afternoon of July 8th, the 2026 China Brand Overseas Expansion Expo Beijing Promotion Conference was held. Diplomatic envoys from various countries including the Republic of Estonia and the Republic of Haiti, as well as Russia, attended the event and engaged in exchanges. Official channel resources were utilized to empower Chinese brands for overseas expansion. This推介会， as part of the 2026 (20th) China Brand Festival， brought together representatives from industry associations， overseas expansion enterprises， and mainstream media， with a total of over 600 people in attendance.

Wang Yong, the initiator of the China Brand Festival and the chairman of the Brand Alliance, gave a comprehensive introduction to the Outbound Expo at the event. It was stated that the Outbound Expo is the first national-level large-scale exhibition in China that focuses on brand overseas expansion. It has been included in the key supported exhibition projects of Hainan Province in 2026. Based on the policy advantages of the Hainan Free Trade Port, a "display + trade + forum + connection" four-in-one outbound service system has been established to help Chinese brands achieve an upgrade from "product overseas expansion" to "brand overseas expansion", and complete the leap from "going out" to "going up".

王永

The exhibition will be held at the Hainan International Convention and Exhibition Center from October 20th to 22nd, 2026. The total planned exhibition area is 90,000 square meters, and it will feature seven major theme pavilions, covering the mainstream tracks and cutting-edge fields of brand overseas expansion. It is expected to attract over 1,000 high-quality exhibitors and over 5,000 professional buyers. The exhibition focuses on four directions: cross-border e-commerce, international procurement, brand display, and industrial investment promotion. It aims to create a full-chain one-stop service platform for overseas expansion, integrating official connections, business negotiations, order procurement, and channel implementation. The Hainan Provincial Department of Commerce has clearly stated that it will fully support the Outbound Expo to become a high-level, high-quality, and high-impact brand event.

As a landmark project of the strategic transformation of the brand alliance, the holding of the Expo not only actively responds to the national strategy of building a brand power country, but also conforms to the trend of Chinese enterprises going global. Relying on the unique policies, location and openness advantages of the Hainan Free Trade Port, the Expo will help more Chinese brands enter Hainan and go global, making Hainan the birthplace, distribution center and launch site for Chinese brands to set sail on the world stage.

The presence of many diplomatic representatives from various countries in China was a major highlight of this event, injecting an official international perspective and channel resources into the expo. Ambassador Ma Tao, the chargé d'affaires of the Embassy of the Republic of Estonia in China, delivered a keynote speech on the spot. He stated that trust, innovation, and quality are the foundations for a brand to establish itself for a long time. Although Estonia has a small territory, it has demonstrated the power of creativity through practices such as digital innovation and the promotion of an open business environment. He highly affirmed the value of the China Brand Festival and the Expo as communication bridges, and expressed his expectation to take this as an opportunity to promote in-depth cooperation and alignment between Chinese and Estonian enterprises based on mutual trust and mutual benefit, and jointly promote sustainable development.

Ma Tao

The chief representative of the Haitian Trade Development Office in China, John Cesar, and other diplomatic envoys jointly attended the event and participated in the on-site gift exchange session. They respectively addressed various types of overseas cooperation demands such as agricultural food, energy and building materials, and light industry and consumer goods. The person in charge of the event stated that the in-depth participation of multiple diplomatic envoys not only recognized the global value of Chinese brands but also established a stable official international cooperation channel for the Outbound Trade Expo. Subsequently, the business associations and procurement groups from corresponding countries will successively connect with the exhibition to help the participating enterprises precisely reach markets in Europe, Latin America, and the Caribbean, reducing the cost of trial and error in overseas expansion.

The event concluded with the question-and-answer session. Wang Yong responded to the questions regarding the brand festival's "going global and ecosystem" theme, the collaborative relationship between the expo and the brand festival as a "dual-wheel drive", and the specific measures for empowering small and medium-sized enterprises. He stated that "going global" aims to push Chinese brands to move from "going abroad" to "going up", while "ecosystem" emphasizes collective overseas expansion and resource sharing. To this end, the October Hainan Expo will feature a 90,000-square-meter exhibition area, seven theme pavilions, and free trade port policy services, creating a full-chain support system of "precise matching before the exhibition, one-stop connection during the exhibition, and continuous transformation after the exhibition".

This press conference is not only an important voice from the Expo to the entire industry, but also a gathering of resources for the global ecosystem of Chinese brands. From making a statement in Beijing to implementing it in Hainan, from the domestic industrial ecosystem to connecting with the global market, the 2026 China Brand Overseas Expo will continue to gather various resources to create a high-quality platform for Chinese brands to go global. From October 20th to 22nd, in Haikou, Hainan Province, let's jointly explore new blue seas for brand overseas expansion.

Registration for the exhibition is now open.

Welcome brand enterprises, service providers and purchasing institutions to join this grand event and jointly explore new channels for global growth!

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