The SIAL China 2026 exhibition took place in Shanghai on 18–20 May, with Ukraine participating for the first time!

Six Ukrainian manufacturers showcased their products at the exhibition stand:

Vprok Ltd, Zhytomyr Delicacies JSC, Umanpivo Ltd, ALEKS-IS Ltd, OLIS LTD, and Prime Snack Ltd.

During the exhibition, 25 meetings were held with key representatives of Chinese retail chains, importers and distributors. One of the key advantages of the event was the specially organised Matchmaking - Buyers Zone, where participants had the opportunity to present their products directly to potential buyers, receive professional feedback and discuss specific commercial enquiries.

Comments on the following areas were of particular value to companies:

▪️ the taste of the products

▪️ the design and functionality of the packaging

▪️ the optimal packaging formats

▪️ product quality

▪️ adapting products to the needs of the Chinese market

In addition to business representatives, the exhibition was also well attended by local residents. Every day, the Ukrainian stand welcomed around 40 consumers, providing an opportunity to gather direct feedback on Ukrainian products and their prospects in the Chinese market.

All the products on display at the stand attracted considerable interest among the Chinese. In particular, pastila received positive feedback due to its similarity in taste to a product popular in China.

An important insight was the nature of the Chinese market: a significant proportion of sales are made via online marketplaces and e-commerce platforms. This is why, when seeking partners, it is important for Ukrainian producers to consider the possibility of promoting their products both in physical retail chains and in online shops.

An important meeting was also held with ROSHEN’s official representative in China, during which the specific challenges facing the development of Ukrainian food products in the Chinese market were discussed. The key message of the meeting was the need for Ukrainian companies to join forces and jointly promote Ukrainian products in international markets.

During the exhibition, we also had the opportunity to meet representatives of the EU SME Centre — an organisation that helps European manufacturers enter the Chinese market and provides practical business support in matters of export, certification, partner search and sales development. As part of our discussions, representatives of the organisation proposed holding a specialised webinar for Ukrainian food producers on the specifics of entering and operating in the Chinese market.

We would like to express our special thanks to the state agency “Office for Entrepreneurship and Export Development” and the Consul General of Ukraine in Shanghai, Artem Pushkin, for their support and assistance in the development of Ukrainian business in China.

Thanks to the support of the Consulate General, Ukrainian students living in China were also involved in the work at the stand. They helped to represent Ukrainian companies, communicate with visitors, collect contact details and provide translation services.

Participation in the exhibition once again confirms that Ukrainian food products are competitive, high-quality and have great potential in global markets.

Ukraine’s representative stand at SIAL China 2026 was organised by the State Institution "Entrepreneurship and Export Promotion Office" and the "U-Food" Association.