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The 137th edition of the Canton Fair (China Import and Export Fair), which opened on Tuesday, is a testament to the longevity and growing appeal of the biannual event.

The Canton Fair, which started in 1957, is held in spring and autumn. While Chinese culture is associated with the Chinese New Year and other festivals and celebrations, as well as the Silk Road and the Great Wall, it is the Canton Fair that is a beacon of internationalization of China's trade.

The Canton Fair's motto, "a bond of friendship, a bridge for trade", sums up its raison d'être. The international magnitude of the trade fair can be best appreciated if we take into consideration the fact that the ongoing event has drawn almost 43,000 exhibitors (from small businesses to international conglomerates) and about 250,000 visitors from across the world.

Another indicator of the magnitude of the fair is the space it covers: a staggering 1.55 million square meters. And one more evidence of the ever-expanding international reach of the fair is the widespread promotional events that take place across continents prior to the actual event.

For example, on March 5, the Canton Fair working group hosted a promotional event in Vienna; earlier in the same month a similar event was held in Budapest, which attracted more than 100 local business representatives. Also, from February to March, the fair working group hosted a well-attended promotional event in Amsterdam. It also ventured as far as Africa with successful events in Nigeria, Ethiopia and Kenya during the period.

Over the years, the Canton Fair has played a vital role in helping Chinese companies and brands penetrate global markets through cooperation and collaboration. Brand Finance, a leading global brand valuation agency and consultancy, has placed 69 Chinese brands on its 2025 Global 500 list of the world's most valuable brands. Many of these brands have the Canton Fair to thank for their remarkable growth worldwide. Major examples include the now globally famous BYD (for electric cars), Huawei (for information and communications technology), Haier (home appliances and consumer electronics) and Lenovo (PCs).

These brands are now providing other companies, both Chinese and foreign, chances to extend their reach, by strengthening the supply chains and helping improve the global and domestic business environments. The Canton Fair continues to be a fertile breeding ground for Chinese companies and brands, such as TikTok, Douyin (the Chinese version of TikTok) and WeChat.

But this does not mean the fair focuses only on larger businesses and global expansion, for it also creates opportunities for smaller brands, both Chinese and foreign, to develop their networks and expand their reach beyond China's major business hubs, which are centered on first-tier cities.

The uniqueness of the Canton Fair is that any business, large or small, local or international, from any sector, can take part in it. The fair held in April sees a slightly greater concentration of electronics, home appliances, machinery and its parts, while the autumn fair focuses more on textiles, fashion accessories and consumer goods.

Such is the size and attraction of the Canton Fair that no part of the industry or supply chain on the Chinese mainland can ignore it. Local trade fairs across China also offer opportunities but they cannot be compared with the Canton Fair when it comes to making quick, effective business deals.

Big companies that attend the fair aim to get international exposure and gain international experience through the fair's extensive knowledge of international markets and the trading opportunities it offers, although a translator may be required to strike a big business deal or establish a detailed business cooperation and collaboration mechanism.

In addition, the size and scope of the Canton Fair show the business mindset of the typical Chinese exhibitor has changed in recent years. Visitors will find Chinese exhibitors more than ready to discuss, negotiate and finalize business deals during the fair, such is their appetite for international trade.

The global rise of Chinese fashion brands and designer-wear in recent years is a perfect example of the change in Chinese enterprises' outlook and reach, with leading Chinese fashion designers such as Susan Fang, Yueqi Qi and Qiqi Yuan (Buerlangma) leading the way.

The numerous cultural attractions that increase the appeal and experience of visitors to the fair include the delightful city of Guangzhou, home to an exquisite range of Chinese delicacies. The capital city of Guangdong province also provides an opportunity for experiencing China's rich heritage of embroidery, and its geographical proximity to Hong Kong increases its allure manyfold.

The latest Canton Fair is set to be even bigger and better at a time when international trading opportunities are becoming increasingly important to businesses across the world.

The Canton Fair beckons. Companies should heed its call.

The views don't necessarily reflect those of China Daily.

The author is a senior teaching fellow at the University of Southampton.