Canton Fair Adapts to Shifting Demand: Smaller Orders, Diverse Buyers Reshape Export Landscape in Guangzhou

At the Canton Fair held twice yearly in Guangzhou, exporters are adapting to smaller orders and a wider mix of buyers as shifting demand reshapes global trade, testing whether new markets can match the scale once provided by the West.

This year’s fair, held in April 2026, reflects a broader rebalancing in global trade as escalating tensions in the Middle East influence sentiment and underscore how geopolitical shocks are increasingly feeding into China’s trade outlook.

Five to 10 years ago, around 70 per cent of export business for many Chinese exporters came from Europe and the United States; now it has dropped to about 50 per cent, according to Guo Ziqi, a sales representative at Zhongshan An Bo Er Electrical Appliances.

Interest from Southeast Asia and South America has been steadily rising, signaling a shift in buyer demographics and demand patterns across the fair’s nearly month-long spring and autumn sessions.

The Canton Fair, spanning nearly a month and held in Guangzhou every spring and autumn, is widely viewed as a window into China’s vast export sector, offering early signals of how global trade flows are evolving.

More than 32,000 companies are exhibiting at this year’s fair, with around 30 per cent focused on high-tech or specialised sectors, marking a decisive shift from the fair’s historical image as a hub for low-cost goods.

Homegrown products on display range from robotics and artificial intelligence to renewable energy solutions, reflecting Beijing’s push to drive its next phase of growth through innovation.

Buyers from across the globe are taking note of the transformation, with international visitors observing that “China nowadays is producing all the technology,” as noted by Akio Kodama, a buyer from Chile exploring the use of drones in agriculture, construction, and connectivity.

The shift is further supported by data from the 137th Canton Fair, which concluded in May 2025, showing strong momentum in emerging markets. Buyer attendance from Europe and the United States grew 3.4%, while emerging markets participation continued to rise.

Countries along the Belt and Road Initiative sent 187,450 buyers, representing a 17.4% increase. BRICS nations brought 72,417 buyers, a surge of 24.1%, and RCEP member states reached 64,808 buyers, marking a 6.9% rise.

These trends reflect a broader rebalancing in the global economy, as persistent tariff pressures from the U.S. And mounting trade uncertainties have prompted emerging markets to expand their influence in global commerce and industry.

Chinese companies are adapting quickly, moving beyond traditional markets and strengthening ties with developing economies. In the first half of 2025, China witnessed growing trade volume with over 190 countries and regions, with 61 partners — up five year-on-year — recording trade volume exceeding 50 billion yuan with China.

China’s import and export with Belt and Road countries rose 4.7%, and Chinese technology-intensive and high-value products have won broader recognition in both developed and emerging markets alike.

At the 137th Canton Fair, a Rwandan buyer, facing Africa’s digital shift, sealed a deal for LED/LCD displays to introduce smart solutions locally. A Pakistani buyer, noting soaring demand for energy-saving appliances in his country, called the fair his top source for cost-effective, quality Chinese goods.

These evolving demands are prompting Chinese companies to roll out new technologies, premium products, and innovative solutions tailored to emerging markets, reinforcing the fair’s role as a bellwether for China’s evolving export strategy.