The 138th Canton Fair, Horsten assisted clients in attending the exhibition

In October 2025, Guangzhou once again became the epicenter of global trade. The 138th Canton Fair commenced on October 15. This 68-year-old event, with an exhibition area of 1.55 million square meters, 74,500 booths, and 32,000 participating companies, continues to solidify its position as the world’s largest trade fair. Attracting 157,900 overseas buyers from 222 countries and regions—a 6.3% increase from the previous session—the event saw particularly notable growth among buyers from Belt and Road partner nations and the European Union, underscoring China’s enduring global market appeal.

Over 3,300 first-time exhibitors joined forces with 2,643 established brand booths, creating a dynamic blend of newcomers and veterans. Notably, the number of high-tech and specialized enterprises surpassed 10,000 for the first time, accounting for 34% of all exhibitors—a 10% increase from the previous session—underscoring the fair’s growing prestige. As evidenced by the Guangxi delegation’s transaction volume of $127 million (up 17.7% year-on-year), the Canton Fair has become a core driver for local foreign trade to break through challenges.

The inaugural “Advanced Manufacturing” exhibition served as a showcase for new productive forces. Across 520,000 square meters, cutting-edge sectors like new energy vehicles, industrial automation, and service robots formed a complete industrial chain, with industry leaders such as Haier and Gree competing alongside AI unicorns like Zhi Yuan Robotics. The service robotics zone saw a 47% year-on-year increase in participating companies, with 22 manufacturers showcasing 46 types of intelligent products—including robotic dogs and medical robots—drawing 120,000 visitors. Shanghai-based H2OAI’s AI coffee machine secured daily orders worth tens of millions of yuan.

The second edition of “Quality Home” focuses on sustainability and customization, with over 130,000 square meters dedicated to building materials, furniture, and gifts. Eco-friendly products like bagasse tableware and smart biodegradable materials precisely address global environmental demands.

The third installment of “Better Living” targets emerging sectors such as health and leisure, as well as fashion consumption. Nearly 800,000 debut products will redefine global buyers’ perceptions of Chinese consumer goods.

Over 600 new product launches, 19 thematic forums, and the “Trade Bridge” supply-demand matching events elevated the exhibition beyond mere transactions. As data from the General Administration of Customs shows, China’s import and export growth reached 4% in the first three quarters, marking eight consecutive quarters of year-on-year growth. The Canton Fair’s vibrant momentum serves as a vivid testament to this resilience. With 353,000 smart products and 1.083 million green products flowing to global markets, this grand event has become a vital window for China and the world to share development opportunities.

Horsten had the privilege of accompanying our Belgian clients during the first phase of this exhibition. It marked their inaugural visit to China, aimed at attending the Canton Fair and meeting suppliers to source high-quality components at more competitive prices. The exhibition left a profound impression on our clients. They marveled at China’s rapid development and the exceptional suppliers discovered at the Canton Fair, deeming this trip highly significant. They expressed confidence that this initiative would enable their company to reduce costs significantly while simultaneously enhancing operational efficiency.

Should you require business travel to China for activities such as attending trade shows, visiting exhibitions, or meeting clients, Horsten will accompany you and develop the most efficient and high-quality business itinerary.