National Sugar and Wine Products Fair – Chengdu Sugar and Wine Fair

The 114th National Sugar and Wine Products Fair (Chengdu Spring Sugar Fair) in 2026 was successfully held from March 26 to 28, 2026, at the China Western International Expo City and the Century City International Convention and Exhibition Center in Chengdu. This edition of the fair was themed “After the Spring Festival, It’s Time for the Spring Sugar Fair,” organized by the Organizing Committee of the National Sugar and Wine Products Fair. As a major annual event in China’s food and beverage industry, it coincided with the inaugural year of the 15th Five-Year Plan, making it particularly significant.

In terms of scale, this fair covered a total exhibition area of 325,000 square meters, bringing together 6,600 exhibiting companies from 40 countries and regions worldwide, and expected to welcome over 400,000 professional visitors and consumers—a record high. For the first time, the two main venues adopted differentiated layouts: the China Western International Expo City focused on the food sector, while the Century City International Convention and Exhibition Center highlighted alcoholic beverages and drinks, enabling exhibitors to concentrate more effectively, attracting more targeted audiences, and fostering more efficient collaborations. Exhibits spanned the entire industry chain, including alcoholic beverages, non-alcoholic drinks, snack foods, seasonings, green agriculture, food processing machinery, packaging, and logistics. Six major exhibition zones were established—Traditional Alcoholic Beverages, Wine & International Spirits, Food & Beverage, Seasonings & Ingredients, Food Processing Machinery, and Packaging—and an additional 11 specialized sections were set up, featuring health foods, green agriculture, smart manufacturing, and other niche areas. The Qingdao Pavilion showcased 30 leading enterprises, including Tsingtao Brewery, Laoshan Mineral Water, and Qingdao Foods, highlighting innovative achievements across Qingdao’s food and beverage value chain. Meanwhile, the “Hundred Counties, Thousand Products, Ten Thousand Blessings” zone brought together 12 regional delegations and over 50 counties and cities, presenting more than 100 distinctive local products; since 2019, this initiative has helped over 500 county-level brands expand into new markets.

This year’s fair featured numerous highlights, with the integration of the exhibition with urban life emerging as a central attraction. Breaking traditional boundaries, the fair launched a nearly month-long “2026 Spring Sugar Season” urban consumption promotion campaign, themed “After the Spring Festival, It’s Time for the Spring Sugar Fair.” In collaboration with various districts, cities, and counties across Chengdu, the campaign organized spring-themed consumer events, seamlessly integrating the fair into the cityscape and everyday life. The flagship “2026 Spring Sugar Lifestyle Season” took place from March 26 to 29 at Dongjiao Memory Park in Chenghua District, positioning itself as a “citywide consumption testbed.” It gathered global culinary specialties, premium beverages, and trendy drinks, offering residents and tourists a one-stop experience of the world through taste. In terms of experiential offerings, the fair comprehensively upgraded its scene design, blending music and social interaction, sports activities, cultural and creative markets, and popular Instagram-worthy photo spots, creating a vibrant new urban social space beloved by young people.

A rich array of concurrent events formed a high-end platform for industry exchange. During the fair, several high-profile forums were held, including the National Sugar and Wine Industry Development Conference and the Second National Food Industry Channel Summit. Academicians of the Chinese Academy of Engineering, heads of leading industry players, and international experts engaged in in-depth discussions on hot topics such as global market expansion, industrial digitalization, and the emerging e-commerce livestreaming model, releasing industry white papers and authoritative consumer data. The 14th Forum on Innovative Development of the Seasoning Industry and the Sixth China Sichuan Seasoning Industry Development Conference convened on March 26 at the West Expo City, focusing on the theme “Breaking Through Existing Constraints, Elevating Value.” Participants unveiled the “2026 Innovation Trend List,” with representatives from Qianhe Flavoring, Lianhua Holdings, Fuling Pickles, and Sichuan Dingdian Food sharing cutting-edge insights. Concurrently, the “2026 New Consumption Trends in China’s Alcohol Industry” forum and other specialized events further enriched the program.

A strong contingent of professional visitors and a record-high level of international participation. The fair attracted professional buyers and technical experts from 40 countries and regions, with international representation steadily increasing. Beyond serving as a gateway for overseas brands entering the Chinese market, it also acted as a bridge for Chinese food and beverage brands expanding globally, achieving mutual empowerment. Under the umbrella of Sichuan Tourism Investment Group, 982 companies participated through related exhibition platforms, while renowned domestic and international enterprises—including Fenjiu Group, Sichuan Liquor Group, Shanxi Fenyang King Liquor, Beijing Tongrentang, Baishui Dukang, French Castel, and Hainan Coconut Island—gathered, showcasing core categories such as baijiu, red wine, beer, and select beverages.

Outstanding results and enthusiastic industry response. Exhibiting companies widely reported that this year’s fair drew high-quality professional visitors with clear purchasing intentions, resulting in significant business matchmaking outcomes. Traditional Chinese brands such as Tsingtao Beer, Laoshan Mineral Water, and Qingdao Wine emphasized low-alcohol, low-sugar, and refreshing healthy attributes, with new products like the 0.0% alcohol-free white beer—winner of the 2025 World Beer Cup Gold Medal—making their debut. The Qingdao Pavilion also hosted a variety of interactive activities, allowing attendees to closely sample and experience Qingdao’s signature products. Meanwhile, the “Hundred Counties, Thousand Products, Ten Thousand Blessings” zone reviewed its previous performance: 45 county-level delegations exhibited, covering over 5,000 square meters, securing intended orders worth RMB 94.51 million, and generating online exposure exceeding 11 million impressions.