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Southern China Opens for Export: How FHC Guangzhou 2025 Went

20 May 2025

Entering the southern Chinese market is easier than ever with the help of trade shows.

China is vast, and access to its market can be achieved from different regions. The principle “if you’re at the exhibition — you’re in the market” works perfectly here. For companies looking to expand internationally, showcasing products at a trade fair is one of the fastest and most effective ways to understand the market’s specifics and connect with potential partners.

From May 10 to 12, Guangzhou hosted the FHC Food & Beverage Trade Show, held jointly with the well-established Bakery & Hotelex Guangzhou project.

Focused on the southern import market, this year’s event brought together over 1,500 exhibitors across 100,000 sq. m of space. While most participants were from Asia, there were also national pavilions from Sri Lanka, Australia, Malaysia, Russia, and Belarus.

For the first time, Russia and Belarus took part in FHC Guangzhou.

The Chelyabinsk Region Export Support Center presented three companies from its region:

Sportline – a manufacturer of sports nutrition and supplements
TD Varna (SoyuzPishcheprom) – presenting grocery and dry goods
Ozersky Distillery – a producer of alcoholic beverages

Two of the companies made their debut on the Chinese market.

Here’s what Valery Timashov, Director of Sportline, had to say:
“This exhibition is our first step into the Chinese market. We are grateful to the Government of the Chelyabinsk Region for supporting our export development in China. We hope to receive valuable feedback from the Chinese side to help us understand how to proceed. We’re ready to scale up our production upon request and open to cooperation and partnerships.
In Russia, we’ve been operating for over 10 years, and our products are well recognized. We see that the sports segment is growing in China, and we plan to continue participating in exhibitions to enter this market.
Special thanks to the exhibition organizers and KingsBurg Expo — especially to Tatiana Shaposhnikova — for excellent preparation, personal presence, and support throughout the event.”

The Minsk Sparkling Wine Factory also took part. Though already familiar with the Chinese market, the company specifically chose this event to explore a new region — Southern China —

to receive feedback from local distributors and retail chains and to establish new business relationships.

The next major FHC Food & Beverage Show will traditionally take place in Shanghai this November.

Mark your calendars for November 12–14!

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