In brief
Turkish exporters will send 15 firms to the 9th CIIE in Shanghai, offering niche cosmetics and high‑value foods aimed at China’s Gen Z. They are shifting from raw‑material exports to branded, locally packaged products amid a 41% rise in Turkish trade with China, with a medium‑term goal of $10 billion in exports.
On Saturday afternoon, the Aegean Exporters' Associations (AEA) announced that 15 Turkish companies will present natural cosmetics and premium food items at the 9th China International Import Expo (CIIE) in Shanghai from Nov. 5 to 10, aiming to tap China’s Generation Z market.
Strategic Shift to Premium Goods
AEA Coordinator President Muhammet Ozturk said Turkish exporters are moving away from raw materials and focusing on high‑value‑added products to win over modern Chinese consumers. He explained that China hosts roughly 300 million shoppers with European‑level purchasing power, and that reaching this demographic requires products that “stand out” in personalization, niche appeal and localized packaging.
Ozturk noted the changing consumer mood: “Chinese consumers, once savings‑oriented, are increasingly spending on high‑quality and healthy products.” He added that “three areas particularly stand out,” listing natural cosmetics derived from Turkish roses, healthy and functional foods, and premium Turkish goods such as olive oil, dried fruits, hazelnuts, pistachios and honey.
"Chinese consumers, once savings‑oriented, are increasingly spending on high‑quality and healthy products,"
— Ozturk
"Three areas particularly stand out,"
— Ozturk
Market Context and Objectives
Turkish exports to China rose by about 41% year‑on‑year in the first nine months of 2026, jumping from $2.12 billion to nearly $3 billion. The AEA said its own exports to China climbed 43% to $542 million, driven mainly by mining, textiles and dried fruits, while Turkey’s overall export volume to China was dominated by mining ($1.64 billion) and chemicals ($618.5 million); Turkish food exports reached $210 million.
Encouraged by this momentum, the AEA set a medium‑term target of reaching $10 billion in exports to China. The organization highlighted that bilateral trade agreements and China’s zero‑tariff policy for certain African exports are accelerating growth, a point it upped to illustrate the potential for new markets.
The CIIE offers a platform for Turkish firms to showcase artisanal, high‑quality products and to gather direct feedback from Chinese importers and distributors. Group talks and networking events organized by the AEA are intended to help exporters adapt packaging, labeling and marketing strategies to appeal to Gen Z’s values of sustainability, health and authenticity.
While Turkish enterprises focus on cosmetics and food, other countries are also using the expo to pivot toward premium categories. Kenyan officials, for example, plan to bring high‑value agricultural items such as tea, coffee and nuts to the same trade fair, hoping to use China’s zero‑tariff policy to break into the market. Both sides point to the expo’s role as a “bridge” between policy access and actual sales.
The AEA’s engagement also reflects a broader strategy to convert a high raw‑material trading base into a diversified portfolio of value‑added goods. By providing Turkish roses‑derivative cosmetics and premium nuts and oils, exporters aim to establish recognizable brands that can command higher margins and build loyalty among a younger demographic that increasingly favors international, eco‑friendly products.
As the expo’s opening takes place, observers will watch whether Turkish exporters can translate their aggressive marketing plans into tangible trade agreements. The success of the initiative may also signal a shift in Turkey’s continental export strategy, indicating a future where branded, niche products stand next to traditional metal and chemical exports in the Chinese market.
