A pair of heat generating shoes made with a high thermal conductivity graphene material impressed many visitors. "The shoes have passed extreme durability tests below -30 degree Celsius in Northeast China," said Zhuang Dongxing, the founder of Yuren electronic technology limited.

The company has attended the expo for three consecutive years. This year they talked to customers in India and Canada, ready to take overseas orders once their exporting qualification is approved this May.

This year, Anta, the leading shoe brand in China teamed up with Coca Cola, Marvel and American fashion brand Tokidoki, and launched co-branded sneakers. Using bespoke material, Anta launched a Coca Cola-themed female sneaker that weighs only 120 grams, lighter than half the weight of a normal shoe.

For Marvel and comic book lovers, the Anta booth featured a pair of Thanos-themed purple sneakers. Other co-branded sneakers in this series included Captain America, Spider Man, Iron Man, Captain Marvel and Black Widow, with prices ranging from $70 to $105.

The company also launched the "Tribute to NASA" theme sneaker for NASA's 60th anniversary. Last year, Anta's limited edition of co-branded basketball shoe, inspired by the dog of Golden State Warriors' player Klay Thompson was launched in the U.S., which proved to be highly popular.

"Innovation is vital for a brand. By launching high-quality co-branded shoes, Anta is upgrading its brand to attract the young consumer group," said Li Ling, Anta Group's the vice president.

Moving forward, the expo is looking to expand into new markets, showcasing the latest development in electronic gaming, body building, sports tourism and RV camping, in a move to make "sports" synonymous with Jinjiang, said Liu Wenru, Party Secretary of Jinjiang city at the opening of the expo.

With 2200 booths, the expo attracted professional buyers and purchasing groups from 30 countries and regions this year.

The government also helped in boosting cooperation between local enterprises with the outside world.

"Twice or three times a year on average will I attend communication events organized by the government," said Ding Qingjing, CEO of a dyeing company in Jinjiang, who secured their first overseas order at an Indian introduction and marketing event in Jinjiang, in 2017.

Now the company sells their products to over 10 countries and regions in Africa, South America and the rest of Asia.