Shandong Sugar, Alcohol & Food Fair – Shandong Sugar, Alcohol and Food Trade Fair

The 19th China (Shandong) International Sugar, Wine & Food Fair 2025 was successfully held from November 21 to 23 at the Shandong International Convention and Exhibition Center in Jinan. Co-hosted by the All-China Federation of Industry and Commerce and Shandong International Convention & Exhibition Group Co., Ltd., the fair was themed “Integration, Co-creation, Symbiosis—Empowering a New Ecosystem for the Food Industry,” making it the most significant annual trade event for the sugar, wine, and food sectors in Northern China.

In terms of exhibition scale, this edition covered nearly 30,000 square meters, bringing together close to 600 leading exhibitors from across China specializing in alcoholic beverages, food products, drinks, gift boxes, and more. The exhibits spanned over ten related industries, including alcoholic beverages, food and beverages, dairy products, gift packaging, seasonings, and packaging machinery, with nearly 10,000 distinct product offerings. Over the three-day event, approximately 80,000 professional visitors from all regions of the country attended to explore business opportunities, representing distributors, retailers, buyers, and other omnichannel procurement stakeholders.

Exhibitor profiles exhibited hallmarks of concentration and clustering. In the alcoholic beverages sector, prominent brands such as Jinshiyuan, Baimaiquan, Hongtaiyang, Xinxin Distillery, Jingshanshan, Kongfujia, Kongfuyan, Weishanhu, Shiwushan Distillery, Baishiquan, Macau Flower Wine, Yimeng Daqu, Rose Distillery, Binglingquan Baijiu, and Yanjing Beer were prominently featured. In the food and beverage category, companies like Yakult, Xiaoyangren, Junchang Dairy, Xianghe Dairy, Ya’ao Te Dairy, Anmu Dairy, Jiushan Foods, Sujiyuan Foods, Best Fresh Foods, Guoquan Health Foods, Tumushuk Military Reclamation Foods, Yingyuan, Huifa Foods, Shengfeng Guyuan Rice, Zhenwo, Jishi Yu, Yinnong Agriculture, Liangpinpuzi, One Fox Nut Gift Boxes, and Andoyisheng Halal showcased their products side by side. Additionally, delegations from Huai’an, Jining, and Linxia brought dozens of local specialty products, generating brisk on-site transactions.

Exhibit highlights abounded, with gift-box products particularly well-received. Held during the peak season for New Year’s shopping, the fair saw strong demand for specialty gift sets featuring dairy products, nuts, pastries, meats, health supplements, and assorted grains. Professional buyers engaged in continuous negotiations with exhibitors, resulting in numerous contracts and underscoring the efficiency and convenience of one-stop procurement. Reflecting the trend toward consumption upgrading, health foods, functional beverages, and regionally distinctive agricultural products emerged as key highlights of the show.

A rich array of concurrent events. Throughout the fair, multiple thematic activities were organized, injecting strong momentum into supply–demand matching and industry collaboration. The Jinan Food Industry Chain Supply–Demand Matchmaking Conference, under the theme “Focusing on Jinan, Collaborative Development,” gathered nearly a hundred representatives from local governments, industry associations, and enterprises. Through policy briefings, corporate roadshows, and targeted supply–demand matchmaking, the event advanced coordinated development of regional industrial chains. Meanwhile, the 2025 Geographical Indication Industry Development Exchange Meeting brought together renowned local specialties such as Chongqing Fengjie Navel Oranges, Inner Mongolia Sunite Lamb, and Guangdong Xinhui Chenpi, while precisely inviting mainstream e‑commerce platforms like Meituan, , and Hema to facilitate efficient supply–demand connections. Lastly, the Balin Left Banner High-Quality Agricultural and Livestock Products Tasting and Ordering Event vividly showcased the appeal of the “Khitan Pastoralism” regional public brand through product displays, culinary tastings, and ethnic song-and-dance performances, deepening Shandong–Mongolia cooperation and supporting rural revitalization efforts.

Strong responses from exhibitors and the industry. At the fair, Dr. Guo Kunliang became one of the most popular figures with his philosophy of “not selling alcohol, but empowering the liquor industry through innovation.” His technical publications garnered significant attention from enterprise representatives, vividly demonstrating that innovation is the core driver of industrial progress. Participants engaged in in-depth discussions on topics such as industrial policies, product innovation, technological applications, and digital empowerment, creating a lively atmosphere and yielding fruitful collaborative outcomes. Exhibiting companies generally reported that the fair attracted high-quality professional buyers with clear purchasing intentions.

As the most influential specialized sugar, wine, and food fair in Northern China, the Jinan Sugar, Wine & Food Fair has become a strategic platform for companies to showcase their products, connect with customers, gain insights into market trends, and expand their reach. With pragmatic measures and an innovative integrated model, the fair has provided a valuable venue for the industry to break through headwinds and pursue certainty. The next edition of the Jinan Sugar, Wine & Food Fair is scheduled to take place in November 2026 at the Shandong International Convention and Exhibition Center.