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

Established in 1955, the National Sugar and Wine Products Fair is one of China’s oldest large-scale professional exhibitions, widely regarded as the industry’s “barometer.” This year’s edition expects over 6,600 exhibitors and more than 300,000 exhibits, with a total exhibition space of 325,000 square meters—the largest in its history. Over 400,000 professional visitors are anticipated, and exhibitors project transaction values exceeding RMB 100 billion. A key highlight of this year’s fair is th

The Exhibition Value of the National Sugar and Wine Products Fair

• As China’s oldest, largest, and most influential comprehensive trade show in the food and beverage sector, the Sugar and Wine Fair has been held 114 times since its inception in 1955, earning widespread recognition within the industry as a barometer and weathervane for 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 connecting global food and beverage supply chains, showcasing cutting‑edge innovations, and guiding industry trends, often hailed as “the world’s premier trade fair.”
• The core value of participation lies in its unparalleled ability to integrate the entire industry chain and its unique capacity to precisely connect with global buyer networks. At the 114th Chengdu Spring Sugar Fair in 2026, the exhibition space spanned 325,000 square meters, hosting 6,600 exhibiting companies from 40 countries and regions, and expecting to receive over 400,000 professional visitors and consumers. Exhibits covered the full spectrum of the industry, including alcoholic beverages, non‑alcoholic drinks, snack foods, seasonings, green agriculture, food processing machinery, packaging, and logistics. Six major thematic zones were set up—traditional spirits, wine and international liquors, food and beverages, seasonings and ingredients, food processing equipment, and packaging—with additional 11 specialized sub‑zones dedicated to health foods, green agriculture, and intelligent manufacturing.
• The fair provides a complete commercial service system, spanning everything from new product launches to channel‑level transactions. For the first time in 2026, the fair adopted differentiated layouts for its two main venues: the China Western International Expo City focused on the food sector, while the Century City International Convention and Exhibition Center concentrated on alcoholic beverages and drinks, ensuring greater exhibitor concentration, more precise audience targeting, and more efficient cooperation. Concurrently, the fair hosted high‑level forums such as the National Sugar and Wine Industry Food & Beverage Development Conference and the Second National Food Industry Channel Summit, bringing together academicians of the Chinese Academy of Engineering, leaders of major industry players, and global experts to discuss pressing issues like global market expansion, industrial digital transformation, and the rise of livestream e‑commerce, while releasing industry white papers and authoritative consumer data. Furthermore, a digital platform enabled pre‑fair online registration, real‑time matchmaking during the event, and post‑fair opportunity tracking, delivering a seamless “one‑stop” service that significantly enhanced business‑matching efficiency.
• The fair aligns with three major industry trends—health‑orientation, technological advancement, and national‑style revival—establishing itself as a showcase for innovative products and cutting‑edge concepts. In 2026, the fair added dedicated zones for green agriculture and innovative foods, refined the layout of health‑focused and technology‑driven areas, and prominently displayed frontier achievements such as AI‑powered devices, advanced health‑food processing techniques, and groundbreaking packaging designs. Functional foods, low‑calorie and zero‑calorie products, and self‑heating meals have become key highlights in recent years. As a vital branch of compound seasonings, the Sichuan seasoning industry demonstrates robust market potential, accounting for one‑fifth of the nation’s total compound seasoning output, with plans to accelerate toward cluster‑based, standardized production in the future.
• The fair embraces the “exhibition‑city integration” trend, creating a new frontier for inclusive, participatory consumer experiences. In 2026, the fair broke down traditional venue boundaries, launching a nearly month‑long “2026 Spring Sugar Season” urban consumption promotion campaign under the theme “Celebrate Spring Sugar After the Spring Festival.” In partnership with Chengdu’s districts, cities, and counties, the campaign featured spring‑themed consumer‑driving activities, truly embedding the fair into the urban landscape and everyday life. The flagship “2026 Spring Sugar Lifestyle Season” was held from March 26 to 29 at Dongjiao Memory Park in Chenghua District, positioned as an “urban consumption testbed,” gathering specialty cuisines, premium beverages, and trendy drinks from around the globe, allowing residents and tourists to explore the world through their taste buds in one stop.
• For Chinese enterprises, the fair serves as a strategic gateway for expanding into global markets, connecting with international resources, and showcasing innovative strengths. In 2026, the fair attracted companies from 40 countries and regions, further raising its international profile. Beyond acting as a stepping stone for overseas brands entering the Chinese market, it also built bridges for Chinese food and beverage brands venturing abroad, achieving mutual empowerment. The Qingdao Pavilion brought together 30 top-tier enterprises, including Tsingtao Beer, Laoshan Mineral Water, Qingdao Foods, and regional brands like Haiwei Qingdao, fully demonstrating the clustering effect of regional brands. Meanwhile, the “Hundred Counties, Thousand Products, Ten Thousand Blessings” zone united 12 regional delegations and over 50 counties and cities, presenting more than 100 distinctive local products, cumulatively helping over 500 county‑level brands break into new markets.