Showcase your products year-round to Chinese buyers at the Victorian Government's dedicated showroom in the heart of Shanghai.

About Vic House

Vic House is the Victorian Government's dedicated showroom in the heart of Shanghai, designed for business networking events.

Commissioner-Brett-Stevens-welcoming-guests-to-the-Friends-of-Victoria-event-at-Vic-House,-Shanghai

This innovative 900m², three-floor in-market trade promotional facility offers Victorian producers unparalleled opportunities to engage with importers and distributors in a practical, ongoing manner.

A photo of the external of Vic House in Shanghai

Vic House boasts a fully equipped commercial kitchen, providing producers with the perfect setting to showcase their products through live demonstrations and tastings, ensuring the highest quality presentation.

Vic House serves as a dynamic business-to-business complex, enabling Victorian companies to promote existing brands, test new and seasonal products, and explore new market possibilities, regardless of size or export background.

Key benefits of being part of Vic House

  • Strong Business Exposure: Showcase your products to Chinese buyers year-round.
  • Targeted Connections: Participate in targeted activities hosted by our in-market trade teams, allowing buyers to learn more about your products.
  • Brand Recognition: Enhance your brand's visibility and leverage Victoria's reputation for premium food and beverages in China's top agrifood export market.
  • WeChat Mini-Program Presence: All participating companies will have a dedicated product and brand page on Vic House's WeChat mini-program. This feature leverages the extensive reach and integrated functionalities of the WeChat platform, which has 1.35 billion monthly active users, and is a critical digital platform in China for marketing, sales, and customer engagement.

Victoria's high quality dairy products were highlighted as part of a food and beverage exhibition on Monday 10 April at Vic HouseTasting food showcase at Vic House

How we can help you

  • Market Entry Support: If you're new to the market, use Vic House as a platform to test product interest and receive feedback to inform your export decisions.
  • Proxy Representation: If you lack in-market representation, Vic House can act as your proxy, providing a space to showcase your products to prospective buyers.
  • Market Amplification: For established market players, Vic House serves as a powerful ally to amplify and further legitimise your brand

Event hosting and participation

Leverage our state-of-the-art facility, equipped and supported by the Victorian Government, for a variety of B2B events designed to connect you with buyers, distributors, importers, and wholesalers:

Exclusive Events

Create and participate in year-round trade promotion events, such as:

Cooking demonstrations that highlight your products.

Engage leading chefs to showcase Victorian produce in innovative ways, creating memorable culinary experiences for attendees and demonstrating the quality and versatility of your product.

Since its establishment in October 2021, Vic House has served as a valuable platform to assist Victorian exporters enter and expand their presence in Greater China.

Bespoke activations.

Leverage the Vic House showroom and the Global Victoria brand to connect with key buyers, resulting in significant market expansion and increased sales.

Hybrid events.

Utilise our state-of-the-art technology to host hybrid events across Victoria and China. From interactive virtual tastings, to live streaming, allow participants to experience your products firsthand, despite the distance.

Watch the video for a tour of Vic House with Victoria's Commissioner to Greater China, Brett Stevens.

Priority selection.

Gain priority access to the Vic House Expo, our annual flagship trade expo attracting over 300 buyers, as well as to CIIE, China’s leading trade show.
Our Commissioner to Greater China, Brett Stevens seen here engaging in conversations with potential buyers at Vic House.Minister Pallas meets Victorian businesses exhibiting at the Victorian Pavilion at CIIE in November 2023 in Shanghai.

Facility access.

Enjoy preferential, free-of-charge access to Vic House facilities for your company’s activities or meetings.

This includes booking boardrooms for business meetings and using our multipurpose space for company-specific showcases, cooking demonstrations, and more.

Please note: companies are responsible for any event costs.

Victorian spirits businesses showcase their products at Vic House during CIIE.Attendees at Vic House Wellness Lab sample products Victorian beauty and wellness products being showcased

Check your eligibility

  • Are you headquartered in Victoria or able to demonstrate a contribution to Victoria’s exports and jobs?
  • Are you directly engaged in the agriculture, food and fibre, or Beauty, Wellness, Personal Care (BWPC) industry sectors?
  • Is your business financially viable?
  • Do you have a sound case for doing business or testing your products in the region?
  • Are you currently exporting, or do you demonstrate export readiness?
  • Are you (or will you be) exporting goods or services that are of Victorian origin, or demonstrate that significant value-add has taken place in Victoria?
  • Are your products able to be exported and suitable to the market?

Register your interest to participate

Participating in Vic House is a strategic move to expand your market reach, enhance brand recognition, and establish meaningful business connections in China.

Join us and explore the myriad opportunities that Vic House has to offer by registering your interest to participate.