[First in Shanghai] Global Innovators Showcase Their Latest Products at the 8th CIIE

First in Shanghai is our column documenting the rise of Shanghai's "debut economy," a model built on being first, fast and everywhere at once. What started as a policy initiative has morphed into a citywide phenomenon: part economic strategy, part cultural spectacle. In this series, we explore how brands – both local and global – are choosing Shanghai not just to launch products, but to create moments. It's retail as ritual, commerce as event, and we're here to unpack what it all means.

The 8th China International Import Expo wrapped up in Shanghai on November 10. Serving as a global platform for showcasing cutting-edge innovations and a gauge for future industrial trends, this year's CIIE highlighted significant achievements in innovation. A total of 4,108 overseas companies from 155 countries and regions exhibited 461 cutting-edge products, technologies and services across an exhibition space exceeding 430,000 square meters, with nearly half making their global debut.

The debut products at this year's expo not only demonstrated technological breakthroughs but also highlighted companies' deep commitment to the Chinese market and sustainable development.

So, which brands and products stood out at this year's CIIE? Honestly, there are far too many to count! Let's take a look at a few that might catch your interest.

L'Oréal | 欧莱雅

A "full-attendance enterprise" at the CIIE, L'Oréal has made its debut here for eight consecutive years.

This year, L'Oréal unveiled a record 26 new launches. Among these were three new brands making their Asia debut: Dr.G, Miu Miu and Shu Uemura Professional Hairdressing. Additionally, the company had four beauty tech innovations making their global or China debut, along with 19 newly launched products.

Among them, the newly acquired Korean derma skincare brand Dr.G made its first CIIE appearance, filling the gap in L'Oréal's sensitive-skin portfolio in Asia. Meanwhile, Shu Uemura Professional Hairdressing, specializing in hair care for chemically treated and damaged East Asian hair, participated as an independent brand for the first time, completing L'Oréal's full-spectrum haircare portfolio from mass to professional channels.

Lego | 乐高

Inspired by children's imaginative ideas for transforming cities, the Lego Group created a playful "city of fun" at CIIE, reimagining Shanghai's iconic buildings and street scenes with creativity and charm – perfect for photos from any angle.

More importantly, Lego unveiled five world-first products, covering different age groups and interests:

• Lego Galloping Horse Canva
  
• Lego Fortune Firecracker
  
• Lego Fortune Master
  
• Lego Ninjago 15th Anniversary Edition: Four Weapons Blacksmith
  
• Lego Tulip Bouquet
  

These new sets will be available in China from December 23, both online and at Lego brand retail stores.

Shiseido | 资生堂

Marking its seventh consecutive year at CIIE, Shiseido divided its exhibition into three major zones, featuring its groundbreaking medical-beauty philosophy, two new brand debuts, and over 50 newly launched products.

In the medical aesthetics zone, Shiseido unveiled its global-first "Shiseido aesthetic regenerative cycle," a new medical-beauty philosophy. In addition, more than 50 new products from Shiseido's brands made their debut at the expo.

Visitors could experience the concept through AI skin analysis based on Chinese population data, aging risk forecasts, and personalized skincare recommendations, including post-treatment care and product suggestions.

Uniqlo | 优衣库

Uniqlo's CIIE booth this year highlighted innovations in its Heattech, Pufftech and Tech Warm Outerwear series.

Among them, the new Heattech extra warm series features a men's 9 percent cashmere version that's both warm and lightweight, suitable as an inner or outer layer, and available in multiple colors.

The Uniqlo x Kaws holiday knitwear collection marks Kaws' first line as a "resident artist" at Uniqlo.

Extending the artist's previous styles into more categories – from Heattech knit hats and gloves to Souffle Yarn sweaters – the collection features Kaws' Companion character, signature "XX" embroidery, and festive color palettes. It will officially go on sale on November 21.

In addition, with Disney's Zootopia 2 set to release on November 26 – nine years after the original film – Uniqlo presented its Zootopia UT collection in its global debut. The series includes T-shirts and sweatshirts inspired by both films and introduces new characters from Zootopia 2.

Hexagon | 海克斯康

Hexagon's AEON humanoid robot, making its global debut, stole the spotlight.

It features a dual-mode mobility system – bipedal walking combined with wheeled gliding – reaching speeds up to 2.4m/s. Equipped with the Leica AS1 blue-light scanning probe, it performs high-precision automated inspections in industrial settings. Operated remotely via AR, AEON marks the practical integration of precision measurement and AI robotics.

Tesla | 特斯拉

The year marks Tesla's 11th anniversary in the Chinese market. At its CIIE booth, the sleek, gold-toned Cybercab – Tesla's autonomous electric vehicle – made its debut in the Asia-Pacific region.

Designed for full self-driving capabilities, the Cybercab features no steering wheel or pedals. It uses Tesla Vision and a complete neural network system to drive itself at L4+ level without needing LiDAR.

With a two-seat layout tailored for 92 percent of trips made by one or two passengers and an oversized trunk for cargo, the Cybercab combines commuting and light urban delivery in a single flexible platform.

Its metallic gold finish requires no traditional paint, boosting production efficiency by 30 percent while reducing VOC emissions. The streamlined design and optimized powertrain enable it to travel 10 kilometers per kWh, improving energy efficiency by over 50 percent compared to conventional EVs.

According to Tesla's 2024 Impact Report, large-scale deployment of Cybercabs could reduce Robotaxi operating costs to just 0.3-0.5 yuan (US$0.04-0.07) per kilometer, cheaper than any current ground transport. Vehicle cost is kept under US$30,000, with mass production planned for Q2 2026.

Westwell | 西井科技

Ever wondered what the driverless truck from "The Wandering Earth" looks like?

At CIIE, Westwell's Q-Truck – the same model featured in the film – made a real-world appearance. With no driver's cabin and five-minute battery swapping, the latest fourth-generation model was also showcased at the 8th edition of the expo.

The Q-Truck can carry up to 75 tons and has a 150-kilometer range per charge, enabling it to operate for up to a day and a half. The Q-Truck is already in commercial use in China, the UK, Thailand and the UAE, and will soon appear at Shanghai Pudong International Airport.

GE Aerospace | GE航空航天

GE Aerospace showcased the LEAP-1C (Leading Edge Aviation Propulsion) engine, which powers China's COMAC C919 passenger jet, in its first-ever China appearance.

The 1:2 scale model of the engine – the "heart" of the C919 – drew wide attention. Incorporating carbon-fiber composite fan blades and ceramic-matrix components, it reduces aircraft weight by nearly 230 kilograms, improves fuel efficiency by 15 percent, cuts carbon emissions by 15 percent, and lowers noise footprint by 75 percent.

GE also presented the RISE technology demonstrator, a next-generation engine project expected to enter service around 2035, making its China debut at CIIE.

Panasonic | 松下电器

Panasonic, a regular at CIIE, unveiled its Alpha G5, the world's first quad-drum all-in-one heat-pump washer-dryer, released in September.

The four-drum design enables simultaneous washing and drying for different fabrics and urgent needs, ideal for personalized and nighttime use.

Equipped with AI-powered cycle optimization and voice control, it also features the α-Watch smart ring, a detachable control device that lets users check progress and issue commands anytime – creating a human-AI interactive loop.

Kärcher | 卡赫

Kärcher, a perennial CIIE exhibitor, launched six products spanning intelligent cleaning, drinking water purification, and deep-cleaning solutions.

Among them, the Kleanc smart cleaning management system – integrating equipment, robot, and task management – marks the cleaning industry's leap into the 4.0 era.

Also debuting in China was the Kira B 50, an all-purpose cleaning robot developed in Germany, showcasing Kärcher's powerful robotics lineup.

Other new launches included a mineral water purifier series, an upgraded CTK 5 Pro steam cleaner, the ultra-compact KHB Air II folding handheld washer, and the BD 43/40C walk-behind scrubber.

Alfa Laval | 阿法拉伐

It's hard to imagine – beer with 80 percent of its water removed!

Making its Asia debut, Alfa Laval's beer concentration technology allows breweries to remove up to 80 percent of water before transport, cutting shipping volume by 65 percent, carbon emissions by 70 percent, and water use by 10 percent, with 100 percent pure water recovery.

Using low-temperature reverse osmosis membranes, the system maintains the original flavor, achieving a concentrated liquid with 22 percent ABV. The beer can then be rehydrated on demand to instantly restore its original taste.

Brother | 兄弟集团

Brother showcased two AI-powered sewing and embroidery machines making their China debut – the Aveneer EV1 and SKiTCH PP1.

Both can convert images into embroidery data, demonstrating brother's focus on "In China, For China," with products designed specifically for local consumers.

Bosch China | 博世中国

Bosch showcased innovations across smart mobility, smart homes, and intelligent manufacturing.

Bosch Sensortec made its CIIE debut, displaying breakthroughs in AI-integrated sensor technologies, including the BMV080, the world's smallest particulate sensor, over 450 times smaller than any comparable product on the market. It is widely used in air quality monitors, smart air purifiers, and more.

The Bosch China Charity Center also presented its public welfare initiatives for the first time, highlighting more than 334 projects carried out with over 200 partners, benefiting more than 1.2 million people, and advancing eight United Nations Sustainable Development Goals.

Label | 丽宝迩

Sydney-based jewelry brand Label draws inspiration from the harmony of nature and culture, merging Western free-spirited aesthetics with Asian designers' delicate sensibilities to create artful, personality-driven jewelry.

Committed to natural and sustainable materials, Label uses Australian opal, South Sea pearls, colored gemstones, and rare Argyle pink diamonds from closed Australian mines.

At CIIE, Label made its independent debut, presenting several new collections from its sub-brand Label Vmoon.

One highlight, the "Fairy of Gesang" necklace, offers three ways to wear it – as a double-strand pearl necklace with a yellow diamond pendant, a simple pearl strand without the pendant, or a mixed-style piece paired with other necklaces. Its innovative double-clasp design allows wearers to freely combine elements for personalized styling.

Tommy Hilfiger | 汤美费格

Making its CIIE debut, Tommy Hilfiger blended racetrack excitement with American collegiate style at its "Tommy Racing Club" booth – complete with vintage racing photo opportunities, arcade games and embroidery workshops.

The Spring 2026 Lunar New Year Collection made its global debut, fusing Chinese cultural motifs with the brand's signature preppy aesthetic, reflecting both respect for local culture and long-term commitment to the Chinese market.

Iconic pieces from past fashion shows, including looks from the 2015 Beijing and 2018 Shanghai runways, and the custom racing suit worn by brand ambassador Damson Idris at the 2024 Met Gala, were also on display.

Asics | 亚瑟士

For the sixth consecutive year, Asics participated in CIIE with an energetic "Asics good luck acceleration zone," showcasing multiple debut shoe models.

Highlights included new versions of Metaspeed Ray and Metaspeed Tokyo, featuring upgraded midsoles and precision-tuned carbon plates to match different running styles. Four core models – Megablast, Sonicblast, Superblast 2, and Novablast 5 – debuted in new colorways.

The eco-friendly Nimbus Mirai running shoe, with 87.3 percent recyclable upper materials, will launch its upgraded version in 2026, officially entering the Chinese market.