May 22 saw bustling crowds at Ningbo International Convention and Exhibition Center. The first day of the 4th China-CEEC Expo & International Consumer Goods Fair achieved a record procurement volume of RMB 2.49 billion for CEE products. Exhibition booths overflowed with Polish dairy products and Bulgarian hand creams, while a Slovenian band performed amidst the crowd... Most notably, the exhibition expanded beyond the 14 CEECs to include products from nine additional countries including the UK, France, and Germany.
This marked a grand "CEE+" celebration. The plus sign signifies not just additional partners, but also broader collaboration methods, greater opportunities, and elevated levels of cooperation.
"A decade ago, we merely contemplated selling CEE wines to Zhejiang. Today, multinational corporations consult us on European market strategies through CEE," reflected Chen Yi, General Manager of Ningbo Dijia Weida Trading Co., Ltd., capturing the profound significance of this grand event. As a four-time consecutive exhibitor, Chen Yi's procurement portfolio has expanded from Polish dairy to Bulgarian nutraceuticals, with her company witnessing remarkable market penetration growth of CEE products in China.
From visibility to tangibility
This year's China-CEEC Expo is evolving beyond mere exhibition displays into immersive experiential platforms.
Upon entering the China-CEEC Expo venue, visitors were immediately drawn to a fantastical 'theme park' installation, drawing crowds for interactive experiences. Inside the exhibition hall, geometric patterns adorn both the floor and walls. Visitors simply need to don VR glasses to embark on an unparalleled immersive journey. This is the VR Park from Hungary's Virtual Reality Science Museum.
"Many believe VR technology has reached its limits, but in reality, we're far from the finish line," said Jia Bin, head of the Chinese cooperation team for the project. He noted that while many VR companies focus narrowly on gaming applications, the technology holds immense potential for museums, science centers, and similar venues.
Hungary has been a pioneer in VR development, emphasizing sophisticated artistic design and culturally rich narratives to engage audiences—a direction that will shape the future of domestic VR experiences. In April this year, Ole Wonderland VR Park's Boonie Bears Happy Harbor location in Ningbo completed its trial phase and opened to the public, marking the first Hungarian VR park in China.
"This is my first time attending the China-CEEC Expo," said Marina from North Macedonia, who showcased a range of pre-launch health foods like protein bars and cereals for consumer sampling.
What sets these products apart is their complete absence of added sugar, relying instead on dried fruits for natural sweetness. This allows consumers to enjoy flavorful nutrition—rich in protein and collagen—without weight-gain concerns.
"China's growing focus on healthy lifestyles aligns perfectly with our product philosophy," she told reporters, expressing hopes to establish lasting partnerships and penetrate the Chinese market through this expo.
At the Serbia pavilion, products with "furry friends" themed packaging stood out as visual highlights. "Many pet cats and dogs in Chinese households are entering their senior years, creating significant demand for pet healthcare products. However, domestic supply remains inadequate," said Yuan Fang, General Manager of the Chain Business Division at Ningbo FTZ Bayer International Trade Co., Ltd. She noted that while China's pet market primarily focuses on essential food products, healthcare items constitute merely 1% of the sector, indicating vast potential for market expansion.
Gesturing toward the display, he highlighted Vetplanet Doo, a Serbia-based pet wellness brand that collaborates with leading veterinary academies and research institutes. Specializing in 100% natural, non-GMO nutritional supplements and complementary foods for pets, the brand offers formulations particularly suitable for small animals like dogs and cats.
In the first half of this year, the brand was selected as a pilot project to enter the Central and Eastern European Specialty Commodities Perennial Pavilion in Ningbo. It also secured the China Regional Strategic Partnership and Exclusive Operator Authorization, marking the debut of Serbia-originated pet health supplements in the Chinese market.
From trade exchanges to regulatory alignment
Vladimir, an exhibitor from Slovakia, plans to tour Ningbo Zhoushan Port alongside his participation in the trade show. "CEE serves as China's gateway to Europe, while Zhejiang represents China's portal to global openness." His partner provided a logistics route map showing Ningbo Zhoushan Port's established shipping lanes with five CEE ports, achieving a container throughput of 786,000 TEUs last year. This 'golden shipping route' offers enterprises an efficient pathway to access the Asia-Pacific market through CEE.
The figures validate this enthusiasm: In 2024, Zhejiang's total trade volume with CEEC reached RMB 182.7 billion, including RMB 19.75 billion in imports from CEECs—marking a 64% increase compared to 2021. During the first quarter of this year, import-export volume totaled RMB 46.84 billion, reflecting a 15.7% year-on-year growth, with imports accounting for RMB 5.06 billion—a 13.5% annual increase.
Trade represents merely the initial phase. Professor Zhang Haiyan from Zhejiang Financial Vocational College analyzed: "Amid global supply chain realignment concerns, CEE has emerged as a 'buffer zone'—Chinese enterprises leverage it to assimilate European regulations, while European firms utilize it to streamline supply chains."
On the opening day, leveraging the China-CEEC Expo platform, Ningbo hosted the 'Multinational Pharma Dialogue with Zhejiang' forum. China division heads from nearly 20 pharmaceutical giants participated, including Bristol-Myers Squibb, Mundipharma, Aspen Pharmacare, AstraZeneca, Novartis AG, and Sanofi. Officials from the Provincial Health Commission, National Medical Products Administration (NMPA) branch, and Provincial Healthcare Security Administration participated in the meeting. During the roundtable session, they addressed the suggestions and feedback raised by multinational pharmaceutical companies.
Attendee companies shared with journalists that such events provide valuable insights into Zhejiang's policies while enabling government agencies to stay informed about the latest technological advancements from multinational corporations. Moving forward, companies will expand their investments in Zhejiang by introducing cutting-edge technologies and innovative products. This commitment aims to support Zhejiang in establishing a sustainable biopharmaceutical innovation ecosystem and contribute to its vision of becoming a global biopharmaceutical hub.
The breakthrough in regulatory mutual recognition has further energized the "CEE+" initiative.
On the opening day, Ningbo hosted the 7th China–CEEC Customs Inspection and Quarantine Cooperation Dialogue, where the "Green Channel" for CEEC exports to China emerged as a key discussion point among participants. The meeting announced the approval of Bulgarian saffron and Croatian tuna for export to China. To date, 126 agricultural and food products from CEE countries have gained market access, with 3,430 overseas agricultural enterprises registered.
In recent years, streamlined access assessments and improved customs clearance efficiency have brought more CEE delicacies—like Polish amber beer and Serbian dried plums—to Chinese consumers, expanding their culinary choices.
This demonstrates China's commitment to CEE markets while signaling openness to global trade. A Croatian exhibitor shared his vision with reporters: "We aim to bring Zhejiang consumers the freshest catch straight from the Adriatic."
From commodity trade to supply chain integration
At Slovenia's featured pavilion (this year's Guest Country of Honor), the Batplane exhibit—though a returning participant at the China-CEEC Expo—continued to draw crowds of trade visitors. According to the project lead, the initiative has established a manufacturing facility in Jiangsu, China. Meanwhile, Ningbo's investment promotion authorities are actively engaging with enterprises to capitalize on Zhejiang's burgeoning low-altitude economy and identify new commercial opportunities.
This model of "mutually reinforcing collaboration" has become standard practice.
Zhejiang's Sanhua Group operates two manufacturing facilities in Poland specializing in automotive components and home appliance parts respectively. The investment has yielded dual benefits: generating substantial returns of EUR 150 million in 2024 sales revenue while creating over 700 local employment opportunities.
"Our engagement has evolved from commodity exports to ecosystem exports," noted the Director of Zhejiang's Department of Commerce, highlighting the transformative nature of cooperation with Central and Eastern Europe.
"These are our flagship pool-cleaning robots, featuring cutting-edge technologies like intelligent recognition and remote optical communication. Designed for diverse pool environments, they deliver round-the-clock automated cleaning services." At its debut exhibition, the CEO of Ningbo Boerfu Pool Equipment Co., Ltd. expressed ambitions to penetrate Europe's premium consumer market through the CEE region.
"This is precisely the innovative enterprise we've been seeking," remarked Bulgarian entrepreneur Ognyanov, who also maintains strong affiliations with the UK Chamber of Commerce. Attending the China-CEEC Expo, he aims not only to procure China's advanced technological products but also to promote Chinese smart solutions across broader European markets.
Key statistics demonstrate the success of this 'supply chain integration': By end-2024, EU enterprises had invested over USD 150 billion cumulatively in China, while China's direct investments in Europe approached USD 110 billion. China-EU investment collaboration has accelerated into a "dual-track expressway".
Beyond industrial technology, the enticing aromas from the food zone add a vibrant, down-to-earth dimension to the "CEE+" cooperation.
On the afternoon of May 21, as the prelude to the 4th China-CEEC Expo, the "Culinary Encounter—CEE Cuisine Meets 'Flavorful Zhejiang·Hundred Counties' Delicacies'" cultural exchange event commenced at Ningbo's Old Bund. Organizers curated a grand banquet for 100 guests, where Zhejiang's signature dishes were artfully paired with CEE specialties: the delicate aroma of yellow croaker with snow cabbage harmonized with the robust flavors of Hungarian goulash, while the briny zest of crab in red sauce contrasted beautifully with the hearty richness of Balkan sausages...
"These products embody cultural resonance," remarked Zhang Haiyan. "When Zhejiang households prepare double-layer milk pudding with Polish dairy, and CEE business partners seal deals over Longjing tea, the industrial chain gains an emotional bond."
Spanning goods to technology, ports to hearts, this grand event has transcended commerce to become the very embodiment of 'opportunity'.
As the "CEE+" circle of friends continues to grow, Zhejiang demonstrates that globalization is not a zero-sum battlefield, but fertile ground for shared prosperity. Here, every handshake weaves new connections, and every dialogue writes the answers of tomorrow.
(By reporters Bai Zhezhe and Zhang Yuan)
Disclaimer：The above content is translated from Chinese version of Zhejiang Daily. The Zhejiang Daily version shall prevail.