Hundreds of thousands of Chinese and global purchasers are set to attend two of China’s premier import-themed events — your gateway to China's massive market.

Applications are now open for export-ready Victorian food and beverage businesses to join Global Victoria's combined trade mission to the China International Import Expo (CIIE) and Food Hotel China (FHC).

What types of businesses should apply?

Global Victoria encourages export-ready Victorian food and beverage companies to attend that are preferably:

  • Travelling in-person, OR
  • Represented by in-market teams or distribution partners.

Application details

Limited spaces available

Due to limited capacity, we can only accept a small number of participants for this trade mission.

Application requirements

All applicants must complete the application form and indicate which events they wish to attend:

  • CIIE only
  • FHC only
  • Both events

Selection process

Due to limited space, Global Victoria will review all applications and notify applicants whether they've been selected for one or both events.

Why you should attend

About CIIE

CIIE is the world's first trade show dedicated exclusively to imports, attracting over 150,000 Chinese and international buyers annually. It's your gateway to:

  • Build valuable connections: Meet potential buyers, partners, and industry leaders
  • Understand the market: Gain insights into Chinese market trends, policies, and emerging opportunities
  • Boost your profile: Increase brand visibility and strengthen Victoria's position in China, our top agrifood export market

About FHC

Now in its 27th year, FHC Shanghai is a premier trade show for the food and beverage industry, and offers unmissable opportunities, including:

  • International trade hub: Connect with food and catering professionals from around the world
  • Gateway to China: The ideal platform for global food companies looking to enter or expand in the Chinese market
  • Quality buyers: Meet genuine trade buyers from China's major business centres and emerging wealthy coastal markets

Victoria's participation at CIIE

In 2025, there will be no company-dedicated exhibition booths offered at CIIE. Victoria will showcase at the Australian Pavilion through live demonstrations and streaming activities.

This innovative approach offers businesses a unique opportunity to:

  • Connect with targeted buyers: Reach the right customers for your products
  • Drive real results: Turn connections into commercial outcomes

Victoria's presence at FHC

Victoria will host a traditional Victorian pavilion at FHC, giving you access to:

  • Dedicated exhibition space: Professional stands designed to maximise your commercial opportunities and brand visibility
  • Prime positioning: Located on FHC's dynamic platform focused on buyer engagement, direct sales, and food innovation
  • Comprehensive support: Global Victoria and our specialist in-market trade teams will provide tailored business programs throughout your participation
  • Exclusive facilities: Access to the dedicated Victorian Pavilion during CIIE and Vic House, the Victorian Government's multipurpose trade facility

Why China?

China represents Victoria's biggest opportunity in food and beverage exports. With $4.8 billion in Victorian food and fibre exports to China in 2023-24, it's our largest market for good reason.

The Victorian Government continues to invest heavily in trade activities across this vital region, helping local businesses break into new markets and grow their existing presence in China's dynamic food and beverage sectors.

What's included?

Global Victoria will support costs incurred during the program of events at CIIE (5-10 November) and FHC (12-14 November) including:

  • Tailored Business Matching Program
  • Online and Cooking Demonstrations through the Australian Pavilion (details will be provided at a later date)
  • Dedicated Exhibition Booth within an approximate 120 square Victorian Pavilion at FHC Shanghai
  • Trade Show Passes for a maximum of two (2) company representatives
  • Buyer Introductions following feedback on your export goals
  • Participation at multiple networking and other events for CIIE, FHC and Vic House
  • Support from the Global Victoria and Victorian Government Trade and Investment (VGTI) trade specialists from across its 5 offices in China (Shanghai, Chengdu, Nanjing, Beijing, and Hong Kong) in delivery CIIE
  • Comprehensive pre-departure briefing and market insights prior to arriving in-market

What's not included?

It is the participants' responsibility to manage and fund the following:

  • Visas
  • Airfares
  • Accommodation
  • Travel insurance
  • Public liability insurance
  • Meals outside the program events and functions that are not hosted and/or co-supported by the Victorian Government
  • Ground transport/s in Shanghai and within China ie taxi, uber, train etc
  • Freight – shipment and storing of product samples. Global Victoria will work with delivery partners and with you to ensure that samples arrive in as streamlined manner as possible

Our Terms and Conditions

Familiarise yourself with Global Victoria's Terms and Conditions for participation in our trade mission programs.

Contact us

For further details about this trade mission, contact us by sending an email to our Senior Trade Manager, Food and Fibre Exports, ivan.veljkovic@global.vic.gov.au