Business · Trade · 10 hrs ago
Foreign brands tailor products for Chinese consumers at Shanghai trade fair
At the ninth China International Import Expo in Shanghai, foreign companies showed products designed specifically for Chinese consumers.
The approach, called reverse customization, uses local feedback to shape products instead of simply bringing overseas versions to China unchanged.
A French biscuit was reformulated with less sugar after three months of discussions between its supplier and Hema, the Chinese retail platform.
South Korean food company Samyang introduced two China-specific noodle flavours and is building its first overseas production base in Jiaxing to serve the Chinese market.
IKEA presented modular furniture aimed at smaller homes and multigenerational households, while Lego and Swiss chocolatier Lindt drew on Chinese traditions in new products and packaging.
The shift puts Chinese tastes and local needs at the centre of product development for foreign brands seeking to serve the market.
Foreign brands are adapting products for Chinese consumers, a shift highlighted at the ninth China International Import Expo in Shanghai.
A French biscuit was reformulated with less sugar after three months of work with suppliers and went on sale before the expo.
South Korean food company Samyang showcased two products developed specifically for Chinese tastes.
Brands including IKEA, Lindt and Lego also presented products reflecting Chinese homes, culture and traditions.
The report describes a move away from selling standardized overseas products toward local research, design and customization.
- Who
- Foreign brands including Samyang, IKEA, Lindt and Lego, alongside Chinese retail and design partners.
- What
- They are tailoring products and designs for Chinese consumers, as showcased at the ninth China International Import Expo.
- When
- The expo was held in 2026; the report was published on November 8. The French biscuit went on sale before the expo.
- Where
- Shanghai, China.
- Why
- The brands are responding to Chinese consumers’ preferences and local living situations.
Hema product developers
Overseas suppliers
Sugar levels
Hema product developers
Hema’s purchasing team sought a less-sweet biscuit for Chinese consumers.
Overseas suppliers
Some suppliers questioned why a recipe sold for 100 years needed to be changed for China.
Hema’s direct-purchasing team and suppliers worked on a reduced-sugar recipe for a French biscuit.
The French biscuit went on sale on a Chinese new-retail platform.
China News Service published its report from the ninth China International Import Expo in Shanghai.
- Expo
- Ninth China International Import Expo
- French biscuit
- Three months of reduced-sugar recipe development
- Samyang products
- Korean-style char-grilled sweet and spicy flavor; Korean-style premium seafood flavor
- Samyang factory
- Jiaxing, China; planned capacity of about 1.13 billion instant-noodle servings a year at full production
- Lego
- 40 new products in China over nine years; about two-thirds inspired by Chinese culture, history and traditions
1 source
What people are saying
We are not simply moving products from overseas supermarkets here unchanged; we use feedback from China’s huge consumer base to negotiate and co-create with leading global food suppliers on consumers’ behalf.
So far, it remains a product exclusive to China.
This comes from insights into life in China.