Global Brands Deepen Roots in China, Unveiling Upgraded Tech and Lifestyle Products at CIIE

Global companies are aggressively targeting the evolving Chinese market, viewing the nation's ongoing consumption upgrade as a vital catalyst for better living. At the ongoing China International Import Expo (CIIE) in Shanghai, firms are not just selling products but are deeply integrating into the local ecosystem through China and Asia debuts, co-development with local partners and the establishment of regional headquarters.

The demand covers diverse sectors, from food and apparel to in-vehicle gadgets, healthcare and the burgeoning market for humanoid robotics.

Germany-based industrial giant Freudenberg used the CIIE stage to launch multiple Asia and China product and innovation debuts. These introductions span critical areas, including in-vehicle air purification and advanced adhesive technology. A notable debut is a two-type silicon adhesive foam, designed for better care for the elderly. It enables excellent wound bed contouring while ensuring atraumatic removal.

Viewing China as its third-largest regional market globally, Freudenberg is also making a strategic expansion into the humanoid robotics sector. During the expo, the company announced a partnership with local entities to establish a humanoid co-create center in Shanghai. This center will leverage Freudenberg's core technologies in sealing, lubrication, and vibration control to advance the field.

Japan's MUJI chose CIIE for the global premiere of its 2026 Spring/Summer clothing collection. This unique collection features collaborative designs by young Chinese designers, seamlessly blending premium local Chinese materials with innovative styling. Highlighting a commitment to localization, MUJI stated that by encompassing local sourcing, planning, design, production and sales in China, it will introduce more high-quality products tailored specifically to Chinese consumer needs.

China remains MUJI's largest overseas market, boasting 422 stores nationwide as of August.

Jamieson, a century-old Canadian natural health brand, made its official debut at the CIIE this year. The company noted that China's vitamin and mineral supplement market is experiencing rapid growth, with consumer demand shifting from basic nutrition to more precise health management.

Jamieson's connection to China began in 1988, with its official entry into the Chinese mainland in 2000 and the establishment of its China headquarters in 2023.

Meanwhile, ensuring consumer trust is critical. Shanghai-based e-commerce platform Dewu (Poizon) showcased its AI authentication system onsite. The system is capable of verifying numerous consumer categories, including luxury goods, footwear, apparel, watches, and cosmetics, offering consumers assurance against counterfeit products.

During an onsite demonstration, a staff member placed a cardholder on the inspection platform. The device's high-definition camera instantly captured 360-degree high-resolution images of key authentication points. An authenticity verdict was generated in just five seconds, demonstrating speed and reliability.