The 138th Canton Fair came to a successful end on November 4. Guided by the instructions of President Xi Jinping’s important congratulatory letters, the fair implemented the principle of the Fourth Plenary Session of the 20th Central Committee of the Communist Party of China.

Under the leadership of the Ministry of Commerce and the Guangdong Provincial Government, and with the joint efforts of all parties, the fair set new historical records in multiple indicators including overseas buyers attendance and innovative, smart and green products.

Despite profound adjustments of the global trade landscape and multiple challenges facing international trade, the 138th Canton Fair demonstrated the resilience and vitality of China’s foreign trade, which not only delivered stability into global trade advancement but also conveyed to the world China’s commitment to expanding high-level opening-up and achieving greater win-win cooperation.

‘Canton’ as a magnet – an open feast shared by the world

Overseas buyers voted with their feet. They travelled far to express their reliance on Chinese products and trust in China’s economy. Over 310,000 overseas buyers from 223 countries and regions attended this session, an increase of 7.5 per cent compared with the previous session, hitting a new high. Among them, 214,000 buyers were from BRI countries, registering a 9.4 per cent rise and accounting for 69 per cent of the total.

Buyers from the EU, the Middle East, the US and South America showed significant growth of 32.7 per cent, 13.9 per cent, 14 per cent and 33.2 per cent respectively. 158 industrial and business organisations attended this session, up by 12 per cent. The fair also recorded 550 buyer delegations that attended onsite, including 406 leading enterprises such as Target from the US, Carrefour from France and Nitori from Japan, up by 7.9 per cent. Overseas buyers stated: “The Canton Fair offers not only products, but also certainty. China’s industrial and supply chains cannot be replaced.”

‘Exchange’ that delivers – a stellar report card of efficient matchmaking

What surged in front of the booths was not only swarms of buyers, but also increasing orders and enduring cooperation. The intended export transaction reached the on-site amount of this session, which amounted to 25.65 billion US dollars, maintaining upward momentum. The export volume with Belt and Road countries accounted for 60 per cent, and deals with traditional markets remained stable.

Exhibitors said that “the Canton Fair is a prime venue teeming with opportunities and high-quality leads – the optimal platform for cementing long-standing partnerships, forging new ones and expanding into fresh markets. Many buyers have already visited or will visit factories. More deals are expected to be reached.” Buyers praised: “Attending the fair is not only for transactions, but also for making friends. It represents friendly exchanges and shared prosperity between China and the world.”

‘New’ momentum everywhere – a showcase of new-quality productive forces

Exhibiting enterprises pursued innovation, intelligence and environmental protection in materials, craftsmanship and supply chains. New and green products and products with independent intellectual property rights accounted for 23.3 per cent, 23.5 per cent and 23.9 per cent of the total 4.6 million products, respectively.

AI empowerment, innovative and intelligent manufacturing, low-carbon and high-end customisation were the key words throughout the three phases. Humanoid robots, brain-computer interface devices, plastic-free home furnishings, bio-based materials, AI-assisted rehabilitation devices and 3D printing were the most popular exhibits.

There were 632 Canton Fair New Collection product launch activities, and Canton Fair Design Award created a platform for global debuts of Chinese premium goods. Buyers gave a rave review: “Made in China is a symbol of high quality, and we can see the future here.” The media commented: “The fair is transforming from a traditional barometer to an accelerator for the development of new quality productive forces.”

‘Smart’ experience upgraded – digital power for efficient matchmaking

The integration of digital and intelligent technology has improved the experience of badge application, exhibition navigation, business talks, and matchmaking. Adopted for the first time, QR code badge can be issued within 30 seconds, which is six-fold faster than before.

Enabled by Bluetooth, 5G and BDS, China’s first booth-level smart navigation was put into use. Devices like AI guide and smart way finder were upgraded to offer “one-touch navigation and one-code info consultation,” which were used 477,000 times. The Canton Fair app has an additional download of 415,000 times, helping with onsite business talks and transactions. The fair also adopted AI-aided drawing review with an accuracy rate of over 80 per cent. Overseas buyers expressed: “The Canton Fair has become a window for global businessmen to perceive Chinese intelligence.”

‘Warm’ service throughout – a full-chain hospitality package

From trade promotion to supporting activities, heartwarming services facilitated better cooperation. Booth fees were halved for enterprises in the National Pavilion, and were exempted for exhibitors in the Rural Revitalisation section. A 3000 sqm zone was set for premium exports for domestic sales matchmaking, which was joined by 143 leading Chinese buyers and over 500 exhibiting enterprises.

Nine ‘Trade Bridge’ matchmaking events, 17 ‘Discover Canton Fair with Bee and Honey’ live-streaming activities and 13 thematic forums helped enterprises explore target markets. The fair included 240 service institutions covering finance, logistics, testing and design, providing more than 100,000 consultations. Twenty-six trading delegations piloted modular booth construction and reduced cost and time by 50 per cent and 75 per cent, respectively. More than 90 per cent of the components are recycled. Enthusiastic volunteers, convenient electric shuttles, various delicacies, and fast departure tax refund proved exhibitors’ view that heart-warming services became an icon of the Canton Fair.

‘Spotlight’ on China – a vivid story of China’s voice

More than 1700 journalists participated in the coverage of this session. Focusing on the fair’s reform and effects, and its orientation towards innovation, intelligence and green development, over 19,000 domestic and foreign media platforms released more than 2.06 million news articles, which generated a total of 194 million views on overseas social media and news media. Through texts, photos, videos, live streams and exclusive interviews, the media presented a panoramic view of the fair, conveyed the dynamism of China-made innovation and told compelling stories of win-win cooperation, striking a strong chord of high-standard opening-up on the global stage.

The 139th Canton Fair will be held in Guangzhou from April 15 to May 5, 2026. We invite global exhibitors and buyers to meet again in the next spring when opportunity blossoms, and jointly strive for a future of shared prosperity and common development.