The Vietnamese pavilion at the CAMEX Centre attracts a large number of visitors

This was the assessment of Zhang Yiwen, General Director of International Markets at the China-ASEAN Mercantile Exchange (CAMEX), in an interview with a Nhan Dan Newspaper correspondent in Beijing ahead of the opening of the China–ASEAN Expo (CAEXPO).

Dubbed the “CAEXPO 365-Day Fair”, since its launch in September 2022 the CAMEX Centre has attracted more than 5,500 high-quality and featured products showcased across 17 national-themed pavilions. These include 10 ASEAN country pavilions, one pavilion representing Guangxi, China, as well as a special pavilion for the World Halal Trade Centre and pavilions of other countries participating in the Regional Comprehensive Economic Partnership (RCEP), such as Japan, the Republic of Korea, Australia, New Zealand, and Pakistan.

The CAMEX Centre’s product displays highlight traditional elements such as distinctive landscapes, architecture, and cultural features, while at the same time showcasing each nation’s high-quality goods.

In addition to boosting trade cooperation, the CAMEX Centre also provides a range of support services for both domestic and overseas customers, including translation, business registration, investment and financial services, resource connection, human resource training, and brand development. These services aim to attract more enterprises to invest and establish operations in Guangxi, or to use Guangxi as a gateway to expand further into other regions of China.

Alongside its physical displays, the CAMEX Centre has also established an e-commerce platform to facilitate transactions and online sales. Among the most popular products featured and sold online are Vietnamese tea and coffee, Malaysian durians, Indonesian kopi luwak coffee, Singaporean Bak Kut Teh sausages, Thai sauces, and Myanmar beer — all of which enjoy strong demand from Chinese consumers.

A corner showcasing Vietnamese coffee products

Speaking to Nhan Dan Newspaper’s correspondent, Zhang Yiwen, General Director of International Markets at the CAMEX Centre, stated: “At present, many Vietnamese products are being displayed and introduced here. Viet Nam has a wide variety of high-quality goods, but they are still relatively unknown to many Chinese consumers and importers.

The CAMEX Centre not only acts as a hub for promoting Vietnamese products in the Chinese market but also connects businesses from both countries in exploring cooperation opportunities. At the same time, it provides consultancy and support services related to market access for Vietnamese goods to China, helping enterprises ease the burden of market research so they can focus on business and sales.”

Beyond its goal of becoming the first stop for ASEAN businesses entering the Chinese market and an important gateway for Chinese enterprises seeking to expand overseas, the CAMEX Centre also plays a vital role in fostering exchanges and cooperation between China and regional countries across a wide range of areas, including trade, culture, tourism, education, and finance.