SIAL Shanghai Tops RMB 100 Billion in Intended Deals, Eyes Greater Bay Area Expansion in Guangzhou This September

Early summer in Shanghai brings a surge of activity in the food and beverage sector. As the Asia's Premium Food and Beverage Trade Fair, wrapped up in Shanghai on May 20, with professionals from 132 countries and regions gathering to witness the vibrancy of the global food and beverage industry under China’s opening up policy. From bulk orders by multinational buyers to first overseas shipments of regional specialty products, from annual contracts with traditional supermarkets to blockbuster collaborations in emerging channels, the intended deals exceeded RMB 100 billion once again, fully demonstrating its core value and strong momentum as an international food and beverage trade platform.

 

 

The strong momentum in Shanghai will move south to Guangzhou. From September 3–5, SIAL Guangzhou will be held at the Poly World Trade Center Expo, continuing to cultivate the Guangdong-Hong Kong-Macao Greater Bay Area, connecting the Greater Bay Area to the trillion-RMB Southeast Asian market and powering the continued growth of China's food and beverage sector.

 

Effective Trade, Better Lives; A Global Platform Energizing China’s Market

Based on expanding domestic demand, SIAL Shanghai creates effective demand through high-quality supply, facilitating the dual circulation of domestic and international markets while bringing greater variety and quality to Chinese consumers. This year, the exhibition welcomed professional buyers from 132 countries and regions, forming an efficient food and beverage procurement network covering China and connecting globally.

From leading chain supermarkets to regional distributors, from traditional wholesale agents to live-stream e-commerce, community group buying, and warehouse discount stores, diverse global buyers gathered on-site with clear needs, achieving precise and efficient connections that bring high-quality international ingredients and domestic products faster into every household.

International procurement activity continued to grow, with buyers from across the globe coming with shopping lists and closing deals on the spot, among them were Kai Bo Food Supermarket and DS Groceries from Hong Kong, King Food Service from the United States, Youngnam Co. Ltd. from South Korea, Deli X-press from Singapore, CPF Group from Thailand, Nhất Hương Group and MM Mega Market from Vietnam, Dima Group from Indonesia, and Ostindo International from Australia. On the domestic side, powerhouse retail channels — ALDI China, Dingdong Maicai, Yonghui Fresh Food, Aeon, Hotmaxx, and Changchun Ou Ya Group, SPAR China, JD.com, Rainbow, Freshippo — were joined by delegations from 58 business associations and 102 wholesale markets across 72 cities in 21 provinces, municipalities, and autonomous regions, covering major food distribution hubs across China and solidifying distribution networks nationwide.

 

Leveraging upgraded Match Me supply-demand matchmaking services and the “SIAL AI CEO” smart tool, the exhibition created diverse trade matching scenarios for fast and efficient negotiations. Over the exhibition period, 13,978 precision business matching sessions were completed, turning the exhibition floor into a live deal-making arena where every visit became a business opportunity. Cross-border bulk orders, first-time agricultural export deals, annual supermarket supply contracts, and breakout collaborations with emerging channels all came together in rapid succession. Intended transactions once again surpassed RMB 100 billion, as SIAL Shanghai demonstrated the power of a world-class trade platform, delivering meaningful support for the food and beverage industry’s steady growth and domestic demand expansion.

 

Showcasing Global Premium Products; Building Bridges Between Domestic and International Markets

This year’s exhibition gathered over 5,000 high-quality food and beverage brands from 75 countries and regions, building a full-spectrum product matrix across categories, scenarios, and channels, offering global buyers one-stop procurement convenience and helping exhibitors expand sales and enhance brand influence.

With more than 350,000 exhibits, the SIAL Shanghai presents both international quality and Chinese characteristics. On the international side, countries and regions including France, Italy, Ireland, Spain, Turkey, Belgium, Poland, Switzerland, Russia, the United States, Argentina, Brazil, Peru, Canada, Colombia, Uruguay, Chile, the United Arab Emirates, Azerbaijan, Egypt, Saudi Arabia, Australia, Pakistan, South Korea, Japan, Malaysia, Sri Lanka, Thailand, Uzbekistan, India, Indonesia, Vietnam and Chinese Taiwan region showcased premium products. Domestically, provincial specialty agricultural products from provinces including Anhui, Guangdong, Hebei, Henan, Hubei, Hunan, Jilin, Jiangxi, Inner Mongolia, Ningxia, Shandong, Shanxi, Shanghai, Tianjin, Xinjiang, Yunnan, Zhejiang, Hainan; and cities including Changchun, Hangzhou, Huainan, Kashgar, Laiyang, Nanchang, Ningbo, Weihai, Weifang, Zhangye, Rudong, Yongtai, as well as top brands and emerging products including Barbee Bear, Chenliuxiang, Dahongmen, Dazhuangyuan, Dianerwa, Dole, Ganyuan Food, Bright Food, Huangji, Jinsihou, Calleton Food, AIRMETER, China Beef, Lingdan, Madajie Food, Moxiaoxian, YJ-Food, Dr. Cheese, Nanguo, No.1 Ranch, Weinian, Xiang Zhipai, Xiaohuya, Ziyan Foods, COFCO Youcai, Zuming, and more, competed across categories such as snacks, ready-to-eat meals, grains & condiments, fresh ingredients, beverages & dairy, and baked/light meals. This mix both satisfies domestic consumption upgrades and provides premium trade channels for Chinese brands going abroad.

 

From first overseas shipments of local specialty products to international brands deepening their presence in China, from stable supply to traditional channels to creating blockbuster products for emerging channels, SIAL Shanghai effectively connects global production and consumption, helping companies optimize supply chains, expand new channels, enhance competitiveness, and drive the Chinese food and beverage industry toward high-end, branded, and international development.

 

Industry Innovation and Trend-Setting Define the Future of Food & Beverage

SIAL Shanghai remains a bellwether for global food and beverage innovation trends. This year, 12,152 new products made debut—a record number—highlighting trends such as clean labeling, food-medicine dual-purpose, plant-based, and personalized nutrition, underscoring the in-depth exploration in health-oriented and functional products.

Amid growing competition in the dining sector, supply chain efficiency and ingredient quality are critical. This year’s exhibition featured the SIAL Supply Chain, bringing together high-end ingredients, grains & condiments, frozen foods, pre-processed foods, and light baked goods to provide one-stop solutions for restaurant chains, group catering, and fresh supermarket sections, becoming a major focus of the exhibition.

 

 

The Tutto Pizza zone delivered a fully immersive experience, blending the authentic heritage of Neapolitan pizza-making with local creative innovation through master demonstrations, flavor tastings, and professional technical exchanges, giving industry players a clear window into the sector’s growth potential. Meanwhile, the launch of the 2026 New Chinese Light Food Development White Paper decoded three macro trends shaping a trillion-RMB market: Chinese-style, hot-served, and functional light meals, providing the industry with a credible, comprehensive reference for product development, market strategy, and strategic decision-making.

 

 

The SIAL Innovation drew global attention on the occasion of its 30th anniversary. This year, the competition attracted 684 entries from 22 countries and regions. A jury panel conducted a rigorous evaluation across five criteria—pleasure, health, wellness, convenience, and sustainability—identifying standout innovations with both commercial promise and creative strength. Products from TRUE ACAI (Brazil), PT Ramantha Kawanua Indonesia (Indonesia), and Suzhou YOUI Group ultimately took gold, silver, and bronze respectively. Recognized as benchmarks for industry innovation, the winning products will be showcased across the global SIAL exhibition network, helping turn breakthrough ideas into real market traction and amplifying the international visibility of participating brands.

 

Thought Leadership and Ecosystem Building: From “Doing Business” to “Seeing the Future”

The exhibition’s value extends beyond trade matchmaking to thought leadership, resource connectivity, and ecosystem empowerment. This year, 20 high-end summits and professional competitions were held, covering industry insights, technology exchange, skill competitions, and consumer experiences, building an innovation ecosystem beyond trade to help professionals update knowledge, expand resources, and seize the future.

 

 

Prof. Fan Gang, a prominent Chinese economist, Vice President of the China Society of Economic Reform and Director of National Bureau of Economic Research, said: “AI can enhance human productivity and improve both work and daily life in many ways. If you do not develop it while others do, you will inevitably fall behind—this is a competition where no one can afford to lose. We are now standing at the forefront of an industrial revolution and technological innovation, which represents a major opportunity to achieve leapfrog development and catch up with global leaders.” Wang Hongtao, Vice President and Secretary-General of the China Chain Store & Franchise Association, noted: “At present, consumer behavior in the catering industry is undergoing profound transformation, with demand comprehensively upgrading. Basic experience remains the minimum requirement—first deliver good taste and ensure cleanliness, and only then consider emotional value.” The 8th SIAL Global Food Industry Summit gathered global leaders to discuss trade policy, chain restaurant solutions, and blockbuster creation, providing guidance for industry development.

Competitions and events including the SIAL CUP Barista Challenge, the 11th SIAL Chic & Tea Contest, SIAL Snacking Awards, SIAL La Cuisine, SIAL Best Steak Awards, SIAL Chinese Restaurant, SIAL La Noodle Map, and SIAL Coffee & Tea Market showcased innovation, skills, and trends across the industry, energizing the ecosystem.

Creating Shanghai–Guangzhou Synergy; Heading to Southeast Asia in September

With Shanghai edition closing on a high note, the “Dual City” strategy linking Shanghai and Guangzhou continues to open doors to China’s most high-value markets. As a key exhibition under Guangdong Province’s “Trade Guangdong Nationwide” and “Trade Guangdong Globally” initiatives, SIAL will be grandly held at the Guangzhou Poly World Trade Expo Center from September 3–5. Leveraging the Guangdong-Hong Kong-Macao Greater Bay Area’s strategic location, industrial strengths, and open-market policies, the exhibition will precisely connect South China’s core distribution channels with leading Southeast Asian buyers, making it the premier platform for exhibitors to deepen their presence in South China, expand into Southeast Asia, and advance both domestic and international trade circulation.

 

 

SIAL Guangzhou will carry forward the high standards, premium quality, and strong efficiency of the Shanghai edition, bringing together key channels across South China, including leading supermarket chains, regional distributors, restaurant groups, e-commerce platforms, and cross-border traders. The exhibition will help exhibitors connect precisely with the ASEAN trillion-RMB market, accelerate the global expansion of Chinese food and beverage brands, and facilitate the entry of premium international food and beverage resources into South China and across the country. Through its dual city strategy in Shanghai and Guangzhou, SIAL in China offers food and beverage companies a year-round growth engine: Shanghai in May provides a global platform to strengthen brand visibility, while Guangzhou in September enables companies to deepen their presence in the Greater Bay Area and access broader Asian markets. As momentum rises in the Greater Bay Area, opportunities are flowing into Southeast Asia. On September 3, join SIAL Guangzhou once again on the banks of the Pearl River to unlock trillion-RMB business opportunities together.