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Online 14.-18.9.2020

China Roadshow


More information

Ms. Fan Cuilu , Senior Advisor, Food from Finland

Ms. Jianing Lu, Advisor based in Shanghai, Food from Finland

Food from Finland welcomes Finnish Food and Beverage companies to join China Roadshow 14-18.9, 2020. Due to COVID-19 and uncertain travel regulations to China, the roadshow will utilize live streaming and online meeting platform to broadcast company presentations and organize one-to-one meetings with Chinese buyers.

What does Food from Finland-China roadshow mean?

This is a tailor made event for Finnish food and beverage companies interested in exporting to China. It is a trade show organized between well-selected Chinese buyers and importers for B2B trade meetings, combining media promotion for Finnish companies and Finland country image.

In China, Imported F&B professional tradeshow has been increasing the amount of exhibitors year by year. For less know exhibitors, it is getting more difficult to meet genuinely interested and relevant buyers at international trade shows. Many countries started to host tailor made match making events to attract Chinese buyers. These events offer education on country of origin to Chinese buyers, it also create more efficient and individual meeting environment. Roadshows organized by foreign trade agencies in China is highly welcomed by Chinese buyers, in terms of meeting new international food and beverage brands.

In 2019, Food from Finland hosted the first China Roadshow in 16-20 September, bringing a group of nine Finnish food and beverage companies to Beijing, Shanghai and Chengdu. The roadshow aims to better target relevant buyers, who have received companies’ introductions prior to meeting confirmation. As a result, we invited over 220 Chinese buyers representatives (each company had average six meetings in each city, over 30 media representatives, 45 media reports published. We received positive feedback for the roadshow, regarding the relevancy and organization of three events in three cities.

Please follow this link to review roadshow event in Beijing, with the support of Ambassador of Finland in China:

Press release from

What are Food from Finland- China roadshow objectives in 2020?

The Roadshow consist two objectives: one is to establish B2B trade relations for individual companies, the other is to build B2B and B2C public relations for Finnish companies. By hosting a roadshow to Chinese buyers, we aim to create a networking event between Chinese buyers and importers and Finnish food and beverage companies, as well as to establish good relations with Chinese media and build awareness of Finnish food and beverage to relevant Chinese B2B and B2C networks. 

Buyers are tailoring selected based on categories or availabilities of Finnish offerings during the roadshow, as well as participating Finnish companies’ wishes.

Food from Finland-China Roadshow is a place to meet well-selected Chinese importers and buyers, including retailers, e-commerce players. Chinese media all at once.

China Roadshow preliminary schedule:
  • 7-11th September:PR event with B2B and B2C media in Beijing, date to be decided
  • 14th September: Hong Kong
  • 15th September: Shenzhen
  • 16th September: Shanghai
How about selected cities?
  • Beijing: Political, cultural and economic center, North China
  • Shanghai: Financial and cultural center, East China
  • Shenzhen: China’s one of most competitive and innovative city. South China
  • Hong Kong: Market with its own import policy, easier access for imported food, important gateway for mainland China and ASEAN market
How to fulfill the objectives?

B2B trade actions:

Due to the worldwide pandemic travel restriction, we will organize the B2B trade one-on-one meetings and media interviews online, meanwhile livestream the event between Finland to China.

Food from Finland-China Roadshow 2020 will take companies virtually to Chinese cities in Beijing, Shanghai, Shenzhen and Hong Kong to meet with Chinese buyers and importers. In Beijing, only B2B media event will take place, media representatives will interview individual companies. B2B trade meetings will be organized in Shanghai, Shenzhen and Hong Kong. There is possibility for additional media interviews in Shanghai, Shenzhen and Hong Kong.

The number of buyers met in each roadshow city will be determined by the final number of participants from Finland. We will guarantee at least four buyers per city for each participant.

Media and PR actions:

Finnish companies participated in the roadshow will have at interviews by local B2B and B2C medias in Beijing and Hong Kong. The number and list of media will be defined when we have confirmed all Finnish participating companies.

Who can participate in China Roadshow?
  • Producers of Finnish food and beverage products and have done basic China market research related to your products.
  • Representatives or Distributors of Finnish brands in China.

We recommend you to be familiar of basic knowledge of Chinese business culture before the roadshow starts.

In addition, to get the best out of the roadshow, we highly recommend participants to conduct an initial product compliance check for traditional and cross-border e-commerce export to China. Due to complex custom clearance requirement on imported food and beverage in China, this step is crucial for exporters to understand the possibility for your products export to China and have an estimation of readiness for export to China.

How to participate in China Roadshow?
  • Fill in the registration form to China Roadshow 2020
  • Prepare a maximum two-slides presentation, including a short companies introduction, products available to Chinese buyers. Please send these slides to Ms. Jianing Lu, Advisor: (at) after registration.
  • Upon registration, please kindly provide wish list of type of buyers in the comment box.
Food from Finland will organize the following:
  • Collecting participants information
  • Event plan and execution.
  • Coordinating buyers and  media invitation
  • Coordinating local and online live stream of roadshow and buyer meetings
  • Coordinating delivering goods to different cities in China (International shipping cost covered by companies)
  • Coordinating Food tasting with Chef
  • Project quality control
Participation fee:

The participation fee is 1200 euro + VAT for each company participant. The fee covers buyer identification, offline food tasting organization, online meeting and live streaming organization, PR promotion.

Please note that cost of shipping products to China is not included in the fee.

Important note:

Due to uncertainty of COVID-19 may impact on events organized in China, the actual China roadshow dates might postpone. Food from Finland, together with Team Finland network will continue to follow the market development and inform any necessary changes as soon as possible.