According to a report in China Daily on February 5, 2026
China has unveiled a new international communication campaign aimed at helping foreign brands and multinational companies expand their presence in its domestic market, as the country steps up efforts to position itself as a key source of global demand amid rising trade uncertainty.
China Daily on Wednesday released the road map for its “Export to China” campaign, an initiative designed to connect international chambers of commerce, overseas companies and Chinese consumers, while offering clearer market signals to global businesses seeking growth opportunities.
The campaign comes as China accelerates high-level opening-up and pushes for a more balanced trade structure, shifting its global economic role from primarily an export base to an increasingly important destination for imported goods and services.
“China is not only a manufacturing hub, but also a major consumption market with long-term growth potential,” said Liu Weiling, deputy editor-in-chief of China Daily. “This initiative aims to help foreign companies better understand demand trends, showcase their products and translate market access into real sales.”
Turning market access into sales
At the core of the campaign are two report series targeting international business audiences.
The first, Dialogue with Chambers of Commerce, will feature interviews and case studies drawn from major foreign chambers of commerce and their member companies. The reports will focus on how overseas brands — from consumer goods to industrial products and services — have successfully entered and scaled in the Chinese market.
The second, Diplomats’ Selections, will invite foreign ambassadors and trade officials in China to highlight signature products from their home countries, offering international suppliers a high-visibility platform to reach Chinese buyers.
China Daily said it will also work with multinational executives, economists and global think tanks to provide deeper analysis of how China’s import expansion is reshaping consumption, supply chains and competitive dynamics across industries.
Multinationals double down on China
For many global companies, the initiative reinforces China’s role as a strategic market rather than a short-term opportunity.
Hubert de Haan, senior vice-president for China at German home appliance manufacturer BSH, said China’s scale and consumer diversity make it indispensable for multinational firms.
“We need to be successful in China because this is one of the world’s most important markets,” he said. “The speed at which Chinese consumers adopt new technologies and innovations helps companies shorten product development cycles globally.”
The “Export to China” campaign builds on China Daily’s earlier launch of the Shopping in China platform, which provides international audiences with insights into retail, tourism, dining and lifestyle consumption trends across major Chinese cities.
Together, the initiatives reflect China’s broader message to global businesses: while protectionism and fragmentation are rising elsewhere, China is seeking to anchor global growth by expanding imports, deepening market access and offering multinational companies a stable, large-scale consumer base.