Canton Fair Steps Up Middle Eastern Engagement Amid Global Trade Headwinds

23 Apr, 2026, 05:09 GMT

Prior to the Fair’s opening, Zhu Yong, Director General of the China Foreign Trade Centre, responded to inquiries regarding the turnout of Middle Eastern buyers, pointing out that attendance from the Middle East has varied at some global exhibitions in recent times. “However,” she stated, “their enthusiasm for participating in the Canton Fair remains high.”

Middle Eastern buyers maintained a noticeable presence on the exhibition floor during Phase 1. For instance, an Egyptian buyer traveled approximately 13 hours from Cairo to Guangzhou, which demonstrates the sustained demand for direct sourcing opportunities.

A Service Package Tailored to Middle Eastern Needs

For buyers unable to attend the Fair in person, the event launched a special service package designed specifically for Middle Eastern buyers. This package included online sourcing sessions, Canton Fair Live Tour Middle East sessions on social media platforms, and enhanced support for Middle Eastern companies operating in China.

The Fair invited a group of Middle Eastern vloggers and streamers to host on-site livestreaming tours and matchmaking events, providing regional buyers with a smooth and seamless remote sourcing experience. A dedicated home appliance session during Phase 1 attracted a large overseas audience and received positive feedback from Middle Eastern buyers.

Exhibitors Adapt to Regional Challenges

Exhibitors have been coping with pressures arising from regional conflicts, such as uncertainties in delivery, disruptions to logistics, and shortages of raw materials. Some responded by utilizing diversified production networks to ensure delivery schedules are met, while others turned to alternative sources for key raw materials.

Some exhibitors also reported adjusting their product lines to align with changing buyer priorities—especially the growing demand for energy-efficient products—and used the Fair to showcase recent technological upgrades focused on energy efficiency. Motorcycle manufacturers held discussions with Middle Eastern clients to jointly address cost pressures, with electric models emerging as a top priority for buyers.

As global trade navigates a period of significant uncertainty, the Canton Fair continues to serve as a driving force for connection. It remains committed to helping buyers and sellers establish relationships that can withstand any period of disruption.