The 33rd East China Fair, a major regional trade event, kicked off on March 1 at the Shanghai New International Expo Centre, showcasing the latest innovations and trends in the textile, clothing, and light industry sectors.

The four-day event, organized by the commerce departments of nine provinces and municipalities, including Shanghai, Jiangsu and Zhejiang provinces, has drawn over 3,250 exhibitors, including 364 from 13 countries and regions, across 5,100 booths spanning 115,000 square meters.This year's fair emphasizes innovation and the integration of digital technologies in international trade. A significant number of the participating companies are national high-tech enterprises, innovation-driven "little giant" firms, and niche industry leaders.Exhibitors are showcasing a range of innovative products, including smart home appliances, eco-friendly materials, and specialized apparel, demonstrating the growing trend of cross-industry integration and technological advancements in China's export sector.

Innovation takes center stage

The event highlights the importance of innovation with the conferring of the fair's Product Innovation Award to 44 companies, recognizing their achievements in areas such as intelligent home appliances and sustainable materials.

"We were very surprised and honored to receive the Product Innovation Award," said Takehisa Okamura, CEO of Kinousozai Co Ltd, a Japanese company showcasing a special bread of preservation bags made from a thin yet durable film that enhances thermal conductivity and minimizes frost formation. "Our goal is to introduce this innovative product to the Chinese market and promote a healthy lifestyle."

Okamura said the product, available in Japan for three years, is primarily targeted at bakeries. He sees the fair as an opportunity to expand into the Chinese market, targeting both B-end (business) bakeries and C-end retail customers.

An exhibitor (right) talks with an overseas purchaser via a mobile phone translation app during the 33rd East China Fair in Shanghai, March 1, 2025. [Photo/Xinhua]

The fair is designed to facilitate effective supply and demand matching. The opening day included specialized matchmaking sessions for European and American buyers as well as for the apparel and textile industry, attracting a large number of buyers, with more than half coming from countries involved in the Belt and Road Initiative and Southeast Asia."The fair is crucial for building a closer connection between the industries of China and ASEAN," said Zhang He, business manager of Shandong Silver Phoenix Co Ltd, a key producer of aviation porcelain. "Our company has been participating in the fair for over 10 years. We sell our products mainly to the high-end European and American markets, especially to the US, which accounts for about 50 percent of our exports."Zhang highlighted the stringent quality requirements and weight limitations associated with aviation porcelain, requiring manufacturers to produce lightweight, durable pieces. Shandong Silver Phoenix has successfully established itself as a key player in the industry, supplying major airlines such as Emirates Airlines, Singapore Airlines, and Asiana Airlines.

Digitalization and sustainable practices are key focuses

The fair is not only focused on showcasing new products but also on exploring the latest trends in digitalization and sustainability. The opening day included a high-level forum themed "AI Empowers: New Path for Cross-border E-commerce Innovation", which explored the intersection of AI technology and cross-border e-commerce."We are constantly trying to expand our reach in foreign trade by developing new products and finding new customers," said Chen Mingchao, a salesperson at Hangzhou Kesheng Textiles, a textile company specializing in bedding, home pillows, and heated wear. "We have been participating in the ECF for over a decade. We are currently focusing on developing products with a younger design aesthetic, using materials and colors that are popular in Japan and Korea."The fair demonstrated a commitment to green trade, with exhibitors showcasing environmentally friendly products and practices, such as biodegradable materials and eco-friendly production processes.The fair itself is also embracing sustainable practices, such as optimizing exhibition layouts and promoting energy-saving technologies.Luo Bin contributed to this story.