5th CICPE | A Henan product for everyone - Highlights from China International Consumer Products Expo

In view of the new trend of global consumption and in the current uncertainty of global economic development, the fifth China International Consumer Products Expo, which opened in Haikou, Hainan on April 13, has become an important platform for Henan enterprises to grasp the new trend of consumption and open up new customers at home and abroad, in order to integrate domestic and international markets. Henan attaches great importance to the Consumer Expo, and organized nearly 100 characteristic enterprises and leading procurement enterprises to participate in the exhibition.

透视全球消费新趋势、联通国内国际两个市场，在全球经济发展不确定性上升的当下，4月13日在海南海口开幕的第五届中国国际消费品博览会（以下简称“消博会”），成为豫企把握消费新潮、开拓国内外新客户的重要平台。河南高度重视消博会，共组织近百家特色企业及龙头采购企业参展参会。

At 1:40 PM on the same day, 20 minutes before the opening time, there was already a long line at the gate of the Hainan International Convention and Exhibition Center. "This year, more than 4,100 brands will participate in the expo, including the world's first new products, as well as a large number of fashion and technological innovation products, which are very popular with young people and I am looking forward to it." A buyer from Malaysia said.

当日下午1时40分，距离开馆时间还有20分钟，海南国际会展中心门口已排起了长队。“今年消博会有超过4100个品牌参展，有全球首发新品，还有大量潮品及科技创新产品，这些产品年轻人很喜欢，我很期待。”一位马来西亚的采购商说。

Following the crowd, the reporter came to the Henan Pavilion located in the exhibition area of domestic goods. Looking at the exhibition hall of 300 square meters, there are "Snow King" with its own traffic, unique Oracle cultural products, exquisite china, Chinese beer that is popular on the Internet and the recent rise of Ranmiao coffee... The whole exhibition hall is full of new ideas. Traditional culture and fashion consumption blend here, and there is always a Henan product to impress you.

跟随拥挤的人群，记者来到位于国货潮品展区的河南馆。放眼看去，300平方米的展馆内，有自带流量的“雪王”、独具特色的甲骨文 文创产品，有精美的绞胎瓷、风靡网络的中式精酿啤酒以及新近崛起的燃喵咖啡……整个展馆充满新意，传统文化与时尚消费在这里交融，总有一款河南产品打动你。

At the centre stage of the exhibition hall, the new products brought by the Mixue Ice Cream & Tea attract visitors to snap a souvenir photo. "This year, we have enriched our product line, co-branded with Henan elements such as Woodblock New Year Paintings, and developed products around 'Henan, the hometown of the global Snow King' to let global consumers know that the hometown of the 'Snow King' is in Henan." The staff at the scene who was busy introducing the Mixue Ice Cream & Tea said that Henan's deep culture enables the Mixue Ice Cream & Tea to go further, "We also hope to leverage the expo as a global platform to further expand Mixue's international presence, attract more partners to join our industrial chain ecosystem, and foster collaborative growth through win-win development.”

展馆C位，蜜雪冰城带来的新品吸引观展者纷纷打卡留念。“今年我们丰富了产品线，与木版年画等河南元素联名，开发出‘全球雪王老家河南’周边产品，让全球消费者知道‘雪王’的老家在河南。”现场忙着介绍的蜜雪冰城工作人员说，河南的深厚文化赋能雪王走得更远，“我们也希望借助消博会这一国际性平台，进一步扩大蜜雪冰城的国际影响力，吸引更多企业加入产业链上下游，聚力合作、共赢发展。”

When it comes to hit beverages, Henan boasts more than just Mixue. At the expo, Ethiopian-sourced Ranmiao Coffee, Gold Star Beer's innovative mung bean and tangerine peel flavors, and Minquan County's craft sake (from Henan's wine heartland) are equally intoxicating young consumers. "You may not know, but Gold Star Beer has been around for 43 years." Zhang Jun, general manager of the Guangdong region of the Gold Star Group, said that although it is an old brewery, in recent years, Gold Star has entered a new track by connecting with Chinese tea culture, "Since last year, the fusion of tea, food and other flavors of Chinese craft beer has attracted more distributors, and sales have increased significantly." 

说起爆款饮品，河南拿得出手的绝不止蜜雪冰城一家。展馆里，原材料来自埃塞俄比亚的燃喵咖啡，绿豆味、陈皮味的金星啤酒，产自葡萄酒之乡民权县的花样清酒等，同样让年轻消费者“上头”。“大家可能不知道，金星啤酒已经有43年的历史了。”金星集团广东大区总经理张军说，虽然是一家老啤酒厂，但近年来金星通过对接中国茶文化，跑进了一个新赛道，“从去年起，融合茶叶、食材等口味的中式精酿啤酒让金星吸引了更多经销商，销量大幅提升。”

Grasping consumer trends and deeply connecting with young buyers, the ancient Jiaotai porcelain—a national intangible cultural heritage originating from the Central Plains—has been revitalized. In front of the display booth of Jiaozuo Jinguxuan Jiaotai Porcelain Art Co., Ltd., two customers stopped to browse. Mr. Shen, in his 50s, couldn't put down a "Chinese Dragon" ornament, while his daughter, in her early 20s, was more drawn to a sleek and stylish lotus-patterned tea set. 

把准消费脉络，深度链接年轻消费者，从中原大地走出的国家级非物质文化遗产绞胎瓷焕发新生。焦作市金谷轩绞胎瓷艺术有限公司的展架前，迎来了两位客人，50多岁的沈先生拿起一尊“中华龙”摆件爱不释手，他20岁出头的女儿则更偏爱一套时尚精致的荷花造型茶具。

"This 'Chinese Dragon' piece has been collected by the British Treasure Museum and several other institutions, and even featured in art textbooks—it's a classic representation of our intangible cultural heritage craftsmanship. The lotus porcelain cups, on the other hand, are a proud creation of our young designers and have been selling exceptionally well online," said Li Hongxia, Chairman of Jinguxuan Company. As a guardian of traditional culture, she expressed her hope to blend ancient heritage techniques with contemporary aesthetics, making art a part of everyday life and bringing intangible cultural heritage into households worldwide. "At last year's expo, we secured orders from clients in Malaysia, South Korea, and beyond. This year, we're hoping for even greater breakthroughs," Li added. 

“这款‘中华龙’作品被英国珍宝博物馆等多家博物馆收藏，还进入美术教材，是非遗工艺的传统代表作品，而荷花瓷杯是我们年轻设计师的得意之作，在网上销量很好。”金谷轩公司董事长李红霞说，作为传统文化的守护者，希望将古老的非遗技艺与现代时尚相结合，推动艺术生活化，让非遗走入千家万户，“去年消博会上我们拿到了马来西亚、韩国等国家客户的订单，希望今年有新收获。”李红霞说。

"Cultural storytelling through IP has become a rising trend in fashionable consumption." At the exhibition hall, a brief 10-minute product launch for Dingdu Oracle Bone Script artifacts drew a crowd of buyers. "This collection was specially designed by our team for the expo, blending oracle bone script with Chinese zodiac culture to attract modern consumers," explained Han Shuqing, representative inheritor of Henan Province's intangible cultural heritage "Oracle Bone Script Engraving Techniques." Leading his team, Han has developed over 100 oracle bone script-inspired products, aiming to "make this ancient script visible to global youth in playful, contemporary forms."

聚焦文化IP讲故事，成为时尚消费的新潮流。展馆里，短短数十分钟的鼎都甲骨文新品发布会吸引来大量采购商。“这款产品是我们设计团队专门为参加消博会打造的，将甲骨文与生肖文化相结合，能吸引更多消费者。”河南省非遗项目“甲骨文摹刻技艺”代表性传承人韩书清介绍，他带领的团队开发了100多种甲骨文周边产品，希望甲骨文以更有趣的形式被世界上更多年轻人看见。

As the exhibition hall neared closing time, Henan's pavilion remained bustling. Amid the lively exchanges: Yuleshi Biotechnology Co. secured its first order; representatives from Henan Daxin Cosmetics Co. forged new connections with international supply chain partners; several new products from the Haoxiangni brand were nearly sold out..."We didn't bring enough exhibits—everything's gone!" exclaimed Li Lingge, Assistant General Manager of Henan Huaying Agriculture Development Co., admitting the outcome exceeded expectations. 

临近闭馆，河南馆内依然人头攒动。交谈中，犹乐仕生物科技有限公司拿下了首笔订单、河南省大新化妆品有限公司的代表结交了国际供应链上的新朋友、好想你品牌的数个新品几近销售一空……“带的展品太少了，全部卖完了。”河南华英农业发展股份有限公司总经理助理李玲鸽直呼“没想到”。

"Through the expo, an increasing number of 'Made-in-Henan' products are going global. More enterprises from Henan are leveraging this international platform to not just keep pace with, but even lead emerging consumption trends," said a spokesperson from the provincial Department of Commerce. "By driving industrial transformation through innovation, they're unlocking vast new markets. We're confident Henan's businesses will continue to tell compelling new stories in global consumption." 

“借助消博会，越来越多的‘豫字号’产品走向世界，更多豫企也通过这一国际平台追赶甚至引领消费新潮流，以创新推动产业嬗变，打开更为广阔的新市场，我们相信，河南企业将讲出更多动听的消费新故事。”省商务厅相关负责人表示。（中文来源/河南日报 记者/孙静 王歌 翻译/宋扬）