From 12 to 18 April, the 6th edition of the China International Consumer Products Expo, known as Hainan Expo, took place in the city of Haikou, in the island province of Hainan. The event is one of the key national‑level exhibitions focused on consumer goods and reflects the growing importance of Hainan as a hub for luxury products and modern retail.

The Czech Republic was represented at the fair by a total of eight companies exhibiting in two joint booths organized by the Shanghai office of the CzechTrade agency.

• Czech crystal glass booth:

Krásná Duše, Klimchi, Šenýr Bijoux

• Agricultural and food products booth:

Amix, Bonavita, Fromin, Lobkowitz, Rudolf Jelínek

The Embassy in Beijing supported the Czech participation through the PROPED project, financed by the Ministry of Industry and Trade of the Czech Republic.

A key element of the support was a marketing campaign targeting Chinese social media platforms. Two Chinese Key Opinion Leaders (KOLs) created themed content dedicated to the Czech Republic and Czech products directly from the exhibition venue. Together, these outputs reached hundreds of thousands of users and significantly contributed to raising awareness of Czech brands.

The exhibition was also supported on site by the Ambassador of the Czech Republic to China, Martin Tomčo, and economic diplomat Adam Kupka.

Czech companies attracted strong interest not only from visitors but also from the media. The joint Czech pavilion was featured during prime time on the state television channel CCTV, representing an exceptional level of media exposure. A prominent trend of the fair was ubiquitous live streaming, broadcasting events from the exhibition grounds to online audiences. As a result, companies reached not only professional buyers on site but also a broader audience on social media and e‑commerce platforms, where marketing is increasingly combined with immediate sales.

Since 18 December last year, Hainan Island has been a duty‑free zone, significantly strengthening its long‑term position as a center for luxury consumer goods. The aim of this policy is to attract consumers not only from mainland China but also from abroad. Hainan Expo is one of the key instruments supporting this strategy.