Amid Global Uncertainty, US Firms Double Down on China at CIIE

In a world clouded by economic uncertainty, the eighth CIIE sends a rare, unmistakable signal of confidence.

American companies have taken up more than 50,000 square meters of exhibition space, ranking first for the seventh straight year. It's more than a statistic – it's a vote of confidence made with their feet.

"The more unpredictable global trade becomes, the more determined we are to attend CIIE – because CIIE itself represents certainty," said one US company representative.

Confidence on display

On November 6, the US Food and Agriculture Pavilion, jointly organized by the American Chamber of Commerce in Shanghai and the US Department of Agriculture, officially opened for its third consecutive year. This time, it's bigger than ever–350 square meters, 19 exhibitors, both record highs.

"With the positive momentum from the recent meeting between the two presidents, this year's pavilion carries special meaning," said Eric Zheng, president of AmCham Shanghai.

At the opening ceremony, Dynamite, an American pet nutrition brand, signed several deals worth US$5.8 million. Zheng added that despite the ups and downs in bilateral trade, US businesses see the expo as a way to tap new growth. "We're hoping to exceed last year's US$700 million in deals," he said.

For American exhibitors, CIIE provides stability on three levels.

Market certainty: China's vast consumer market remains an essential growth engine for global companies.

Platform certainty: CIIE serves as a highly efficient matchmaking hub, cutting communication costs and easing entry barriers.

Policy certainty: China's decision to host the event for eight straight years is, in itself, a declaration of openness – a signal foreign investors can count on.

Stories behind the booths

Among the many business leaders at CIIE, one figure stood out: 83-year-old Paul Hsu, founder of Hsu's Ginseng Enterprises. A Chinese American entrepreneur, Hsu flew from the US to personally man his booth.

Founded in 1974, Hsu's Ginseng has built a strong foothold in southern China. Sales have dipped slightly this year, but Hsu hopes the expo will help him expand northward.

"Buyers from all over China are here," he said, as he and a young assistant hosted a livestream to promote their signature ginseng products.

Another newcomer to the fair is Toyin Kolawole, founder of KABOD, a US dessert brand established two decades ago. It's the company's first foray into the Chinese market.

"China's dessert and coffee scene is booming. Even if we start just in Shanghai, the potential is huge," Kolawole said.

KABOD brought cornbread and coffee ice bricks crafted for China's café culture. In just two days, Kolawole had collected dozens of business cards and even set up a WeChat account.

"I'm confident Chinese consumers will soon get to try our desserts."

The American presence at CIIE isn't limited to food and agriculture. Big names from other industries are doubling down too.

Nike announced the launch of ICON.Shanghai, its first creative studio outside the US, aimed at connecting local designers, athletes, and consumers.

"Over the past four decades, Nike has grown together with China's sports industry. We'll continue to be part of that story," said Angela Dong, Nike's CEO for Greater China.

Meanwhile, Estée Lauder unveiled more than ten new products and signed a US$480 million purchase intent agreement on the expo's first day.

"China continues to be one of our strongest growth engines," said Joy Fan, CEO of Estée Lauder China. "We'll keep investing in local R&D and innovation to stay in tune with this market."

US companies are placing long-term bets on China – not just chasing sales, but building presence and trust. What they see in China is not only purchasing power, but a growing innovation power that keeps drawing global attention.

In a world short on stability, the message from Shanghai is clear: amid uncertainty, CIIE stands for what's certain.