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

The National Sugar and Wine Fair (hereinafter referred to as the National Sugar and Wine Fair) is widely regarded as a barometer of China’s food industry. Established in 1955, it is one of the longest-running large-scale professional trade fairs in China. As a time-honored, large-scale, and highly influential exhibition for the food and beverage sectors, the National Sugar and Wine Fair has long been committed to serving industry development and contributing to national economic growth and social progress—principles that remain steadfast to this day.

This year’s fair is expected to host more than 6,600 exhibitors and showcase over 300,000 exhibits. For the first time, the event will feature specialized zones dedicated to dairy products and ice cream, the Chinese baijiu industry chain, and innovative ingredients. With a total exhibition area of 325,000 square meters, the fair sets a new record. Over 400,000 professional visitors are anticipated, and exhibitors’ projected transaction value is expected to exceed RMB 100 billion.

According to Shi Dongyan, Secretary-General of the National Sugar and Wine Fair Organizing Committee, a notable feature of this edition is the large number and high caliber of group‑based exhibitors. Approximately 30 domestic delegations from Beijing, Jiangxi, Gansu, Guangxi, Chongqing, and other regions, along with 24 international delegations from France, Japan, Spain, Italy, South Korea, Thailand, the Czech Republic, Belgium, the Netherlands, New Zealand, and other countries, will participate, reflecting the growing momentum of economic recovery.

Leading brands across various categories—including Moutai, Wuliangye, Fenjiu, Luzhou Laojiao, Jiannanchun, Langjiu, Xijiu, Mengniu, Zhongcha, Shounong Food, Orion, Quanjude, Zilin Vinegar, Taishile, and Pixian Doubanjiang—will all be present at the fair.

Beyond providing world-class exhibition facilities, the National Sugar and Wine Fair actively develops internationally aligned ancillary services. It serves not only as a platform for commodity trading and product display but also as a vital venue for information exchange, fostering camaraderie, and driving technological advancement and product innovation.

China National Sugar and Wine Products Fair – Chengdu Sugar and Wine Fair tickets are e-tickets. Mainland China visitors must complete online pre-registration with real-name ID verification; overseas visitors must use passport verification; Hong Kong, Macao, and Taiwan visitors must use their travel permit. On site, verify entry with your ID card or by scanning the e-ticket QR code.

Partial exhibitor directory and exhibitor list for China National Sugar and Wine Products Fair – Chengdu Sugar and Wine Fair: 广东精量技术有限公司, 杭州有赞科技有限公司, 广州冠易智能设备有限公司, 台州速贝机电科技有限公司, 浙江松川机械科技有限公司, and others. The 2027 edition is expected to feature 500+ exhibiting companies. To obtain the full exhibitor directory (including booth numbers and contact details), please visit the official exhibition website or contact Jufair.

The Exhibition Value of the National Sugar and Wine Fair

• The Sugar and Wine Fair is China’s longest-running, largest-scale, and most influential comprehensive trade show in the food and beverage industry. Since its inception in 1955, it has been successfully held for 114 sessions and is widely recognized within the industry as a “barometer” and “leading indicator” of China’s food sector. Since 1987, the Spring Sugar and Wine Fair has been permanently based in Chengdu. Leveraging the locational advantages of the Chengdu–Chongqing Twin-City Economic Circle, it has evolved into a strategic platform for connecting global food and beverage industry resources, showcasing cutting-edge innovations, and guiding industry development trends, earning the reputation of being “the world’s premier trade fair.”
• The core value of exhibiting lies in its unparalleled capability to integrate the entire industry chain and its role as a platform that precisely connects with global buyer networks. At the 114th Chengdu Spring Sugar and Wine Fair in 2026, the exhibition space will span 325,000 square meters, bringing together 6,600 exhibitors from 40 countries and regions, and expecting to welcome over 400,000 professional visitors and consumers. The exhibits cover the full industry spectrum, including alcoholic beverages, non-alcoholic drinks, snack foods, seasonings, green agriculture, food processing machinery, packaging, and logistics. Six major thematic zones have been established—Traditional Alcoholic Beverages, Wine & International Spirits, Food & Beverage, Seasonings & Ingredients, Food Processing Machinery, and Packaging—alongside 11 specialized sub‑zones dedicated to health foods, green agriculture, smart manufacturing, and other emerging sectors.
• The fair has created a comprehensive business service system, spanning new product launches to channel-based transactions. In 2026, for the first time, the two main venues will feature differentiated layouts: the China West International Expo City will focus on the food sector, while the Century City International Convention and Exhibition Center will highlight alcoholic beverages and non-alcoholic drinks, enabling more concentrated exhibitor presence, more targeted visitor engagement, and more efficient collaboration. Concurrent with the fair, a series of high‑level forums will be held, including the National Sugar and Wine Fair Food & Beverage Industry Development Conference and the Second National Food Industry Channel Summit, bringing together Chinese Academy of Engineering academicians, leaders of industry giants, and global experts to engage in in-depth discussions on key topics such as global market expansion, industrial digitalization, and the emerging live‑e‑commerce model, while also releasing industry white papers and authoritative consumer data. Furthermore, a digital platform will provide end-to-end services—including pre‑exhibition online registration, on‑site matchmaking, and post‑exhibition opportunity tracking—significantly enhancing the efficiency of business connections.
• The fair aligns with three major industry trends—health‑orientation, technological advancement, and the rise of “Guochao” (national trend)—to establish itself as a showcase for innovative products and cutting-edge concepts. In 2026, new specialized zones will be introduced, such as Green Agriculture and Innovative Foods, while existing areas like Health Foods, Technology Services, and Smart Manufacturing will be further refined, highlighting前沿成果 such as AI‑powered equipment, advanced health‑food production techniques, and innovative packaging designs. Functional foods, low‑calorie and zero‑calorie products, and self‑heating meals have become recent highlights at the fair. As an important segment of compound seasonings, the Sichuan seasoning industry demonstrates strong market potential, with its output accounting for one-fifth of the national total; moving forward, it will accelerate toward cluster‑based and standardized production.
• The fair embraces the “exhibition‑city integration” trend, creating a new frontier for public participation and immersive consumption experiences. In 2026, the fair will transcend traditional exhibition boundaries by launching a nearly month-long urban consumption‑promotion campaign titled “Spring Sugar Season 2026,” themed “Celebrate Spring Sugar After the Lunar New Year.” In collaboration with all districts, cities, and counties across Chengdu, the fair will organize spring‑themed consumer‑stimulating events, ensuring that the exhibition truly becomes part of the city and integrates into daily life. The flagship “Spring Sugar Lifestyle Season 2026,” held from March 26 to 29 at Dongjiao Memory Park in Chenghua District, positions itself as a “urban consumption testbed,” gathering specialty cuisines, premium alcoholic beverages, and trendy drinks from around the globe, allowing residents and tourists to experience the “world on their tongues” in one convenient stop.
• For Chinese enterprises, this fair serves as a strategic gateway for expanding into global markets, connecting with international resources, and showcasing innovative strengths. In 2026, the fair will attract exhibitors from 40 countries and regions, with an ever‑increasing degree of internationalization. It not only acts as a “key” for overseas brands seeking entry into the Chinese market but also builds bridges for Chinese food and beverage brands venturing abroad, achieving mutual empowerment. The Qingdao Pavilion delegation, comprising 30 leading enterprises—including Tsingtao Beer, Laoshan Mineral Water, Qingdao Foods, and Haiwei Qingdao regional brands—will make a collective appearance, fully demonstrating the clustering effect of regional brands. Meanwhile, the “Hundred Counties, Thousand Products, Ten Thousand Blessings” zone will bring together 12 exhibition groups from Jilin, Shandong, Shanxi, Heilongjiang, and other provinces, featuring over 100 distinctive local products from more than 50 counties and cities, collectively helping over 500 county‑level brands break into new markets.

Notable exhibitors

• Alcoholic Beverage Brands: Moutai, Wuliangye, Fenjiu, Luzhou Laojiao, Jiannanchun, Langjiu, Shuijingfang, Shedé, Jiuguijiu, Hongxing, Niulanshan, Fenggu, Jingzhi, Taishan, Bandaojing, Yangshao, Baofeng, Songhe, Guyuelongshan, Huijishan, Tapai, Yanjing Beer, Tsingtao Beer, Laoshan Mineral Water, Tsingtao Wine, Fenjiu Group, Sichuan Liquor Group, Shanxi Fenyangwang Distillery, Beijing Tongrentang, Baishui Dukang, French Castel, Hainan Yedao
• Food and Beverage Brands: Coca-Cola, China Tea, Shounong Group, Bright Dairy, Mengniu Dairy, Jinmailang, Womai.com, Tianjin Food Group, Laiyifen, Li Ziqi, Joyoung Soybean Products, Yeshu Coconut Juice, Uni-President, Three Squirrels, Jinsangzi, Orion, Yakexin, Donglaishun, Qingdao Foods, Bonia, Tianxiang Group, Dayang Tiande, Huadi Group, Chen’s Weiye, Meiliansheng, Guanhai Craft Beer, Jinte Craft Beer
• Seasoning and Ingredient Brands: COFCO Sugar, Angel Yeast, Yihai Kerry, Taipule, Luhua, COFCO Grain & Food, Xiaolongkan, Pixian Doubanjiang, New Hope Flavoring, Liu Yishou, Tianwei Food, Chuanwazi, Zilin Vinegar, Ninghua Mansion, Shuita Vinegar, Qianhe Flavoring, Lianhua Holdings, Fuling Pickled Mustard Tubers, Ningxia Grassland Mama Foods, Sichuan Dingdian Foods, Chongqing Xiangliao, Meijin Vinegar
• Food Machinery and Packaging Brands: Zhejiang Jinhong Intelligent Technology, Guangzhou Yitong Food Machinery Equipment, enterprises in the food machinery exhibition area, and packaging exhibitors (primarily from packaging industry clusters such as Yuncheng and Wenzhou)
• Local Specialties and Regional Brands: Qingdao Pavilion Exhibition Group (including Qingdao Beer, Laoshan Mineral Water, Tsingtao Wine, Qingdao Foods, Bonia, Guoxin Aquatic Products, Chuange Fish Dumplings, Qingdao Luhaifeng, Yingze Seafood, Laotai Foods, Gonghai Foods, Fengshi Technology, Tianxiang Group, Dayang Tiande, Huadi Group, Chen’s Weiye, Meiliansheng, Guanhai Craft Beer, Jinte Craft Beer, Wugishan Maifan Stone Water, Qipao Tianxia, Aihe Du Run, Puzew Tianxia), as well as the Qingdao Regional Public Brand for Seafood Products (Guoxin Aquatic Products, Chuange Fish Dumplings, Luhaifeng, Yingze Seafood, Laotai Foods, Gonghai Foods)
• County-Level Economic Exhibition Groups: Jilin Rice, Jilin Fresh Corn, Gannan Navel Oranges, Wuchang Rice, Shanxi Seabuckthorn Beverages, Zhao’an Green Plum Foods, Lin County Qingtang Zongzi, Pingshan Bamboo Shoots, Ningyang Pancakes, Wuxiang Mushrooms, Qin County Yellow Millet, Xilin Hot Dry Beef Jerky