China Brand Internationalization Expo – Hainan International ExhibitionBEEX

The China Brand Globalization Expo (Hainan Globalization Expo) is themed “Empowering Brands to Go Global, Co‑Creating a Shared Global Future.” With an exhibition space of 90,000 square meters and seven dedicated pavilions, the event is expected to bring together over 1,000 exhibitors, attract more than 5,000 professional visitors, and welcome between 45,000 and 50,000 general attendees, striving to establish a high‑level ecosystem for brand globalization that integrates product showcasing, business matchmaking, and industry networking.

Driven by the policies outlined in the 15th Five-Year Plan to support small and medium-sized enterprises in expanding overseas, Chinese brands are accelerating their transition from “product export” to “brand internationalization.” Leveraging its strategic location and the policy advantages of the Hainan Free Trade Port—namely zero tariffs, low tax rates, and a simplified tax system following the island-wide customs closure in 2025—Hainan is emerging as a key national gateway for global engagement.

According to data from the Ministry of Commerce for 2025, China has ranked among the top three globally in outward direct investment flows for 14 consecutive years, with overseas revenue accounting for 18.7% of A‑share listed companies’ total revenues. However, only 32% of these enterprises maintain well‑established channels for showcasing their international brands. Furthermore, LinkedIn’s 2025 SME Globalization Report indicates that 76% of companies expanding abroad prioritize “precise buyer‑seller matching” and “access to market‑entry information” as core needs, underscoring the growing value of trade shows as physical platforms for brand connectivity.

The China Brand Globalization Expo (Hainan Globalization Expo) aims to serve as a national-level platform for brand globalization, providing targeted support for the country’s “going global” strategy and helping Chinese brands connect with international markets. At the same time, it will play an active role in advancing the development of Hainan’s free trade port and boosting the local MICE economy.

In pursuit of this strategic initiative, the Brand Alliance will mobilize all corporate resources, implementing the highest standards, concrete measures, and robust safeguards to ensure the successful preparation of the expo. The goal is to position the event as a benchmark showcase that highlights the strength of Chinese brands and sets the tone for future global expansion, thereby injecting strong momentum into China’s journey toward worldwide brand leadership.