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French exhibition giant expands China growth bet
Pablo Nakhle Cerruti, CEO of Comexposium Group. Thousands of exhibitors and buyers converged at the SIAL Shanghai in May, underscoring China's enduring appeal as one of the world's most dynamic food and beverage markets.
The three-day event brought together more than 5,000 exhibitors from 75 countries and regions, showcasing over 350,000 food and beverage products and creating a platform for businesses seeking opportunities in China and beyond.
For French exhibition organizer Comexposium Group, the event reflects not only the resilience of the global exhibition industry but also the strategic importance of the Chinese market.
"China is our largest market in the Asia-Pacific region and one of the most important parts of our global business," says Pablo Nakhle Cerruti, chief executive officer of Comexposium Group.
Founded in Paris in 1964, SIAL is widely regarded as one of the world's leading food exhibitions. The event entered China in 2000 and has spent the past 27 years building a strong presence in the country's rapidly evolving consumer market.
Today, the exhibition serves as a two-way gateway. International brands gain access to Chinese consumers whose demand for premium and innovative products continues to rise, while Chinese manufacturers find opportunities to expand their reach overseas.
Participants interact during SIAL Shanghai in May.
Face-to-face interaction remains irreplaceable, Cerruti says.
Exhibitions are not just about displaying products. They are about building trust, creating partnerships and facilitating real business transactions, he adds.
According to Cerruti, the industry entered a recovery phase between 2023 and 2024 and has now returned to pre-pandemic levels.
The group's ambitions in China extend well beyond food.
Leveraging a strategy that combines global brands with localized operations, Comexposium has introduced a portfolio of international events to the Chinese market, including exhibitions in medical aesthetics, fashion materials and other specialized sectors. It is also exploring opportunities in industrial equipment and healthcare-related industries.
According to Elaine Chia, president of Comexposium Asia-Pacific, Comexposium plans to deepen its footprint in China through a dual-hub strategy centered on Shanghai and Guangzhou in Guangdong province, positioning the country as a regional hub connecting broader Asia-Pacific markets.
Cerruti said he hopes SIAL Shanghai can continue leveraging resources from its Paris headquarters to attract high-quality exhibitors and buyers from Europe and around the world, while providing Chinese companies with greater access to international markets.
As economic ties between China and Europe continue to evolve, exhibitions such as SIAL are becoming platforms where trends are exchanged, partnerships are forged and new pathways for cooperation emerge.
Source: China Daily
