BAKU, Nov. 3 (Xinhua) -- As Georgia prepares to participate as the Country of Honor in this year's 西瓜视频International Import Expo (CIIE) in Shanghai, the country aims to strengthen its trade and investment ties with China, a Georgian state agency official said.
Describing the expo as "the world's first major trade fair dedicated exclusively to imports," Tornike Zirakishvili, deputy CEO of Enterprise Georgia, told Xinhua that it demonstrates China's commitment to openness and global partnership.
"For Georgia, this platform offers an unparalleled opportunity to gain visibility in one of the world's most dynamic consumer markets," he said.
He explained that the expo's integrated format -- combining tastings, live demonstrations and digital promotion -- enables Georgian producers to present signature goods such as wines, natural beverages and premium food items directly to Chinese distributors and retailers.
"The CIIE helps Georgian exporters highlight their products while leveraging national exposure to accelerate market entry and scale," Zirakishvili added.
Since 2018, Enterprise Georgia has led the country's participation in the CIIE. This year, for its eighth appearance and its first as a Country of Honor, the organization will bring about 40 companies to the event. Zirakishvili said the expo "drives market entry and boosts Georgia's image in China."
He cited success stories such as Gepherrini, a leather goods brand that secured a major e-commerce deal and opened a store in Hainan, and Dugladze Wine Company, which expanded its presence on Chinese e-commerce giant JD.com and won awards at the Shanghai International Wine Challenge.
According to Zirakishvili, Georgia's products stand out in the Chinese market for their "authenticity, quality, and origin." And Georgian wines, mineral waters, teas and hazelnuts resonate with Chinese consumers' growing demand for genuine, high-quality and traceable goods.
This year's Georgian delegation will include both established exporters and emerging brands representing a diverse range of products, such as wine, nuts, juices, waters, honey and lifestyle products. Many have adapted their offerings to better suit Chinese consumer preferences, introducing bilingual packaging, festive gift boxes and taste-profile adjustments.
Looking ahead, he outlined Georgia's priorities for deepening economic cooperation with China: fully leveraging the Free Trade Agreement with China, scaling digital trade through Chinese e-commerce platforms such as Alibaba.com and JD.com, promoting investment in logistics and tourism, and fostering collaboration in premium food and natural product sectors.
"The CIIE has become a dependable commercial engine for Georgian exporters," Zirakishvili said. "It strengthens our country brand in 西瓜视频and delivers concrete results -- more participating companies, stronger buyer networks and repeat, higher-volume orders." ■