Good Products of Huainan Shine at CIIE

More than 10 Huainan-based enterprises took part in the exhibition at the 8th China International Import Expo (CIIE) held in Shanghai from November 5th to 10th, 2025.  Compared with previous editions, Huainan’s performance at the CIIE this year has shown some new ideas:

1. Cleverly leveraging culture: Several companies have keenly seized on the popular cultural IP of “Wuwangdun Tomb” and integrated elements of profound Chu Culture into product design. For example, tripod cauldron-shaped purple gold inkstones and lacquer ware item of two birds holding a drum on the base of tigers injected new brilliance to ancient intangible cultural heritage on the world stage.

At first glance, it looked like a tripod cauldron or ding, but when the lid was opened, a square inkstone appeared. At the Jinling Wenyuan Purple Gold Stone Exhibition Stand, a unique inkstone called “Dingxiu Zhonghua” stood out. On the lower end, there were three legs and on the upper end there were dragons carved on it. The exquisite patterns and carvings created a novel and antique style.

2. Micro innovation: Some time-honored brands and specialty products were no longer limited to tradition, they actively engaged in “micro innovation” that conformed to modern consumers’ habits. For example, “Dajiujia”, a kind of pastry in Huainan, reduced its body size to lower oil and sugar content; the pyrography art has made some small creative objects that were more popular with young people, reflecting a shift in market thinking.

Integrating the elements of CIIE, Huainan Shanhetang Art Co., Ltd      produced wooden pyrography badges, refrigerator stickers, and auspicious patterns such as    Five Blessings Welcoming Wealth that were deeply loved by young people.

3. Shift from exhibits to products: Participating companies not only received orders on site, but also focused on expanding their friends through the CIIE platform. Many companies have participated in exhibitions for consecutive years, from meeting customers to consolidating old friends and expanding new markets, achieving a leap from simple exhibitions to deep cooperation.

This year’s “Popularity King” booth was undoubtedly Beef Soup Co., Ltd of Huainan Supply and Marketing Group. The hot and steaming “Huainan Beef Soup” cooked on site every day was loved by audience. “Every day, we sell 200 bowls on-site and prepare another 300 bowls for visitors to try, which are in short supply every day.” said Chen Bin, the general manager of the company. “We mainly sell the ‘Huaixiang Niu’ brand Huainan beef soup, and has successfully renewed contracts with old friends Shanghai Qingmei Group and Shanghai Hede Company at this year’s CIIE. At the same time, we have also got in touch with more than 20 potential customers, and our friends continues to expand.” Chen added.