This was the third time the winery, based in south Xinjiang for 15 years, has participated in the CIIE. In 2023, their wines were featured at the welcome banquet of the Sixth CIIE. In 2024, they appeared as the designated wine for Cathay Pacific’s business class at the Seventh CIIE. At this year’s expo, the winery collaborated with the Brussels International Spirit Awards to co-host the thematic salon. Shen emphasized that the CIIE offers remote Xinjiang producers like Tiansai an exceptional platform to connect with the world.
From local to global
Tiansai Winery’s journey at the CIIE reflects the experience of many Xinjiang enterprises engaging with this international event. “As a core area of the Silk Road Economic Belt, Xinjiang serves as a strategic hub for China’s westward opening up,” He Zhongyou, Deputy Secretary of the Xinjiang Uygur Autonomous Regional Committee of the Communist Party of China, said while visiting the Xinjiang delegation’s exhibition area at the CIIE on November 5.
“The CIIE’s global platform effectively links Chinese and international resources, facilitating the continued opening of regions like Xinjiang and injecting sustained momentum into domestic and international economic circulation,” he added.
During the expo, which ran from November 5 to 10 in Shanghai, the Xinjiang delegation spearheaded multiple promotional events. A key highlight was an industrial cooperation conference on November 6, which saw the signing of 35 economic and trade projects worth a combined 17.8 billion yuan ($2.5 billion).
On the same day, the China (Xinjiang) Pilot Free Trade Zone was featured alongside six other western and border region free-trade zones at the Eighth Hongqiao International Economic Forum, showcasing its unique advantages and development opportunities.
At the over-200-square-meter Xinjiang delegation exhibition area at this year’s CIIE, agricultural products took center stage. Dairy products, raisins, honey and other local specialties, as well as cashmere products and cultural creative goods, were displayed, drawing significant attention.
The Yili Fengcao Ranch booth became a daily highlight, with long queues forming for free samples of camel milk ice cream. Visitors who tried it praised its creamy texture and rich taste. According to Liu Tianyan, brand partner of Fengcao Ranch, camel milk has a higher milk fat content than cow’s milk, resulting in a denser, richer flavor with more complex layers. “Camel milk soft serve is rare in the market, and we aim to lead in this category,” he said. The booth also displayed organic pure camel milk powder. Liu added that through the CIIE platform, they use ice cream—a universally enjoyed treat—to introduce the unique benefits and health value of camel milk to consumers of all ages.
A range of cultural and creative products drawing design inspiration from the iconic Xinjiang naan bread proved to be a major attraction at the exhibit. These items, which included plush toys, crossbody bags and refrigerator magnets, creatively reinterpreted the traditional food into popular consumer goods.
Xinjiang Mijie Black Bee Co. Ltd., whose participation in this year’s CIIE marks its second time ever at the expo, played a dual role as both exhibitor and purchaser. In addition to showcasing popular products such as black honey and mead, the company also planned to purchase honey wine processing equipment from Italy to upgrade its production capabilities. Liu Huifang, the company’s general manager, told Xinjiang Daily that the CIIE’s ability to draw participation enables companies to efficiently connect with the global market and accelerate their development.
A first-time participant, Nadila Garment Store from Urumqi presented a series of clothing and scarves featuring Xinjiang’s traditional Atlas silk patterns, skillfully blending traditional designs with a modern aesthetic. “We brought over 100 items, including dresses, skirts, scarves and mulberry silk accessories, spanning more than 10 product categories that combine the new Chinese style with ethnic aesthetics,” said Li Peining, the store’s owner. “The CIIE has broadened our international perspective, and we look forward to using this platform to bring our products to the global stage.”
A new frontier
In addition to traditional agricultural products and handicrafts, a major highlight of this year’s CIIE Xinjiang exhibition was the concentrated display of technology companies and innovative products. The Xinjiang Production and Construction Corps (XPCC) set up its own independent exhibition zone for the first time, also spanning over 200 square meters.
The XPCC, headquartered in Urumqi, was founded in 1954, following the demobilization of several military units stationed in Xinjiang. Its mission is to cultivate and guard the border areas. This involves engaging in economic activities, such as developing agriculture and industry, while also helping maintain border security.
Since the first CIIE in 2018, the XPCC has grown into an active force at this international event. During this year’s CIIE, 46 XPCC enterprises showcased nearly 110 types of specialty products, highlighting key industries such as green chemical engineering, textiles and apparel, new materials, new energy, equipment manufacturing and deep processing of agricultural products. The range of categories on display demonstrated the vigorous momentum of the XPCC’s diversified and synergistically developing industries.
Stepping into the XPCC exhibition area, a blend of technological sophistication and regional characteristics was on full display: cutting-edge products like third-generation semiconductors and new-energy monocrystalline silicon wafers made a significant appearance, while benchmark products in equipment manufacturing and green industries, such as new-energy photovoltaic modules, were all exhibited.
Qingguan Nano Technology (Xinjiang) Co. Ltd. participated in the CIIE for the first time this year. The company, which specializes in nano protective materials, initially joined with a mindset of testing the waters but ended up receiving unexpected attention. During the three-day exhibition period, their booth was crowded daily with visiting business representatives, resulting in a total of 12 expressions of cooperation intent. Jiang Cheng, the company’s general manager, could hardly contain his excitement: “The CIIE has built a bridge directly to the global market for us, helping us skip the lengthy market cultivation phase and connect directly with high-quality clients. Our steps in ‘going global’ have been much faster than expected.”
“From attending the first CIIE with a learning mindset to setting up a dedicated 200-square-meter exhibition space this year, we have achieved a significant transition from being ‘participants’ to becoming ‘presenters’,” an official from the XPCC Trade Promotion Council told XPCC Daily, adding that leveraging the open platform of the CIIE, the XPCC “has continuously expanded international supply chains and boosted industrial transformation.” –The Daily Mail-Beijing Review news exchange item
