A drone photo taken on April 8, 2024 shows the Hainan International Convention and Exhibition Center, the main venue for the upcoming fourth China International Consumer Products Expo, in Haikou, south China's Hainan Province. (Xinhua/Yang Guanyu)

The organizing committee of the 4th China International Consumer Products Expo (CICPE) has announced that the UK's Department for Business and Trade is boosting Britain's presence at the CICPE with its first national pavilion.

The UK's pavilion, located in Hall 5 of the Hainan International Convention and Exhibition Center, will showcase 14 brands in the luxury goods, fashion, nutrition and health, and beauty sectors. This year’s CICPE marks XOR, Hilditch&Key, and Bates' first foray into the Chinese market, with EVE LOM, This Works, Rapport, and XOR set to debut new products. In addition, the UK's Department for Business and Trade will host a "UK Brand Day" event, which will include the pavilion opening ceremony, British food and wine tasting sessions, and British brand business matchmaking sessions.

According to statistics, a total of 27 British companies and 30 brands are set to represent the UK at this year's CICPE, encompassing key consumer sectors such as apparel, wine, nutrition and health products, beauty, and automobiles. Of these brands, some have elected to participate collectively under the umbrella of duty-free shops or e-commerce platforms. Other popular British brands participating in this year's Hainan Expo include fashion label Burberry, whisky brands The Macallan and Glen Grant, and bespoke automaker Bentley.

Sohail Shaikh, Deputy HM Trade Commissioner for China, said, "This is the first time that the UK has set up a national pavilion at the CICPE, where we will focus on showcasing Britain's innovations and high-quality products in the luxury, fashion, nutrition and health, and beauty sectors. The CICPE is an important platform, enabling China consumers to experience a variety of high-quality British products and British brands and China partners to exchange experiences and further cooperation opportunities."

This year's guest country of honor at the CICPE is Ireland. Bringing delegations once again are Italy, France, Switzerland, Czechia, Canada, Japan, the Republic of Korea, and other countries, while countries including Russia, Mongolia, and Malaysia are participating for the first time.