What began as a showcase for overseas brands entering China is increasingly turning into a launchpad for long-term investment, as multinational firms deepen their presence through a China International Import Expo outreach event in Anhui province.

The CIIE in Anhui program was held by the Ministry of Commerce and the Anhui provincial government from Monday to Wednesday in Hefei and surrounding cities, bringing together 88 Fortune Global 500 companies and industry leaders alongside local officials and industry partners.

The initiative reflects China's efforts to extend the expo's role beyond Shanghai, turning it into a nationwide investment catalyst and reinforcing the "Invest in China" and "Export to China" campaigns.

Vice-Minister of Commerce Yan Dong said the event would help Anhui showcase its trade and investment environment and attract deeper foreign participation, as China moves to expand market opening, improve foreign investment policies and promote more balanced trade.

The shift is already visible on the ground. Companies that once treated the expo as a market-entry platform are now expanding operations and embedding themselves in local supply chains.

Jerome Vanachter, president of French biotech firm Lesaffre Group Greater China, said: "As a proud eight-year full participant of the CIIE, we have always seen CIIE as a golden bridge linking the world and China. Over the past eight years, we have showcased innovations, expanded partnerships and accelerated our growth in China, honoring our long-term commitment to this market."

Vanachter said Anhui is the starting point and foundation of Lesaffre's journey in China as the company set up its first Chinese plant in Mingguang, Chuzhou in 1999, invested an additional 130 million yuan ($18.91 million) in 2022, and achieved sales exceeding 1.1 billion yuan and tax payments of over 27 million yuan at the Mingguang base in 2025.

"Going forward, Lesaffre will continue to deepen investment, upgrade technology and expand capacity in China, fully integrating into Anhui's green food and modern agriculture sectors," he said.

Ren Kequan, a regional general manager at fruit producer Joy Wing Mau Group, said, "At the CIIE, we have launched more than 20 global debut products, including desert crunch berries from Peru and Musang King durians from Malaysia.

"These products quickly became bestsellers in the Chinese market, significantly enhancing our brand influence and consumer recognition."

Joy Wing Mau Group has been deeply engaged in the Chinese market for more than two decades and has established over 30 modern cold-chain logistics centers nationwide, covering 300 cities and serving 20 million Chinese households every day, Ren said.

The Anhui event also highlights emerging sectors central to the province's industrial strategy, including intelligent connected new energy vehicles, high-end equipment manufacturing, green foods, consumer goods and biopharmaceuticals.

That focus aligns with Anhui's rapid rise as an export and manufacturing hub. In 2025, the province's total imports and exports exceeded 1 trillion yuan. Auto exports reached 1.228 million units, also a national high, while growth in foreign investment ranked first nationwide.

Kang Kai, vice-president of Dun & Bradstreet China, said he was impressed by Anhui's industrial dynamism.

Kang suggested that investors should focus on the province's distinctive sectors, particularly by identifying opportunities in the automotive components industry through its export profile and integration with global supply chains.