139th Canton Fair Sees Record Overseas Buyers as Chinese Brands Go Global

The 139th China Import and Export Fair, commonly known as the Canton Fair, opened its first phase on April 15, 2026, in Guangzhou, drawing a record number of overseas buyers despite ongoing global economic uncertainties and geopolitical tensions.

According to official data released by the Ministry of Commerce, the first phase of the fair welcomed 112,000 foreign purchasers from 219 countries and regions, marking the highest attendance in the event’s history for this segment. This figure represents a 12% increase compared to the same phase in 2024 and surpasses pre-pandemic levels recorded in 2019.

The surge in international participation underscores the fair’s enduring role as a critical gateway for global trade, particularly as businesses seek to diversify supply chains and reestablish direct sourcing links with Chinese manufacturers. Attendees highlighted China’s manufacturing resilience, product innovation, and the efficiency of its logistics networks as key factors driving their decision to attend in person.

“We came not just to buy products, but to build long-term partnerships,” said Maria Gonzalez, a procurement director from Spain who attended the fair for the first time since 2022. “The scale, speed, and reliability of Chinese suppliers are unmatched. Even with trade tensions elsewhere, China remains the most viable option for high-quality, cost-effective manufacturing.”

The first phase of the Canton Fair traditionally focuses on electronics, home appliances, lighting, and machinery. This year, exhibitors reported strong interest in energy-efficient appliances, smart home systems, and electric vehicle components — reflecting global shifts toward sustainability and green technology. Over 60,000 booths were set up by approximately 12,000 Chinese enterprises, with more than 40% participating for the first time.

Officials noted that the increase in foreign buyer attendance was supported by streamlined visa procedures, enhanced on-site translation services, and expanded digital matchmaking platforms that allowed pre-arranged meetings between exhibitors and international buyers. The fair also introduced a new “Green Pavilion” section, showcasing environmentally friendly products and technologies, which attracted over 15,000 visits from overseas buyers during the first phase.

Despite ongoing trade friction between China and certain Western nations, particularly the United States and the European Union, the Canton Fair continues to serve as a neutral platform where commercial engagement persists. Analysts suggest that the fair’s ability to attract record overseas attendance reflects a pragmatic approach by global businesses prioritizing operational needs over political considerations.

The second phase of the 139th Canton Fair, focusing on consumer goods, gifts, and home décor, is scheduled to begin on April 23, 2026. Organizers expect similar or higher levels of international participation, citing strong pre-registration numbers from buyers in Southeast Asia, Africa, and Latin America.

As global markets navigate complex trade dynamics, the Canton Fair’s record-breaking turnout in its first phase reaffirms its status as one of the world’s most influential trade events — a barometer of international confidence in China’s manufacturing ecosystem and its role in the global supply chain.