In brief
Turkish firms, led by the Aegean Exporters' Associations, are preparing 15 premium‑product showcases for Shanghai’s 9th China International Import Expo, focusing on natural cosmetics, functional foods, and premium nuts and olive oil aimed at Generation Z consumers. The initiative follows a 41 % rise in Turkey’s exports to China and an ambition to reach $10 billion in medium‑term trade. Long‑term partnerships and localized packaging are key strategies in Turkey’s pitch to the Chinese market.
Turkish firms are heading to Shanghai’s 9th China International Import Expo (CIIE) to showcase premium natural cosmetics and foods aimed at China’s Generation Z consumers, according to Xinhua. The 15 companies, gathered under the auspices of the Aegean Exporters' Associations (AEA), plan to shift their focus from raw materials to high‑value‑added products, including cosmetics derived from Turkish roses, functional foods, and premium nuts and olive oil, as part of a strategy to tap the market’s growing appetite for quality and health‑focused goods.
AEA Coordinator President Muhammet Ozturk said the group believes the CIIE, scheduled for Nov. 5‑10, offers a crucial platform for Turkish exporters to build a lasting presence. “Chinese consumers, once savings‑oriented, are increasingly spending on high‑quality and healthy products,” Ozturk remarked. He added that Turkey is well positioned to meet this changing demand.
“Chinese consumers, once savings‑oriented, are increasingly spending on high‑quality and healthy products,” Ozturk noted.
Ozturk singled out three product categories for targeted outreach: natural cosmetics featuring Turkish roses, healthy and functional foods, and Turkish specialty items such as olive oil, dried fruits, hazelnuts, pistachios, and honey. These choices reflect China’s need for diverse, high‑quality goods and an emerging trend among Generation Z toward personalized, niche offerings.
Strategic Shift to High‑value Goods
The AEA highlighted that Turkish exports to China rose by roughly 41 % year‑on‑year in the first nine months of the year, jumping from $2.12 billion to nearly $3 billion. Mining dominated the overall export volume at $1.64 billion, while foods contributed $210 million. The AEA’s own trade to China grew 43 % to $542 million, largely driven by mining, textiles, and dried fruits.
Buoyed by the momentum, Turkey’s medium‑term target is a $10 billion export corridor to China, the AEA said. Bilateral trade agreements, such as China’s zero‑tariff policy for African products, are cited as catalysts for the burgeoning trade relationship, providing a framework for Turkish firms to access the market with less tariff pressure.
CIIE as a Marketplace for Innovation
AEA will not only exhibit products but also host networking events to foster connections with Chinese buyers, importers, and distributors. According to Ozturk, an emphasis on localized packaging and product adaptation is essential to meet the preferences of Generation Z, a demographic that accounts for roughly 300 million consumers in China with European‑level purchasing power.
These efforts are framed within a broader strategy that recognises China’s high purchasing power and the country’s growing demand for healthy, high‑quality, and traceable goods. By tailoring offerings and presentation to the unique characteristics of the Gen‑Z market, Turkish exporters aim to secure a competitive edge at the expo.
