CBBC Food and Drink Week at FHC Shanghai


If travel restrictions are still in place by November, it will be difficult for UK companies to travel to China for business purposes. The China-Britain Business Council (CBBC) is working with the Food and Drink Exporters Association (FDEA) and PS8 to support UK companies and represent  them at the UK pavilion at  FHC. A CBBC’s Food & Drink sector specialist will act as a brand ambassador for each participating brand during the entire duration of the show introducing the brand story and products and engaging with potential Chinese buyers. Post-show CBBC team will support with buyer screening and follow-up to ensure that participating brands enjoy a complete journey and maximise their outcomes.                

China Food and Drink Forum - 8 November

Join us for a half-day roundtable session to hear the latest insights on China’s food and drink market today as well as some of the key sub-sector opportunities for British exporters. We will invite experienced importers to share tips on how they select brands and what they think will sell in China. A comprehensive wrap-up of the latest regulatory updates and policy outlook will help you prepare in advance for the year to come. The forum will feature a presentation on how to communicate with your target audience in China more effectively.




FHC Shanghai Trade Show - 9 to 11 November


With ongoing difficulties for international travel and restrictions on visitors entering China, CBBC, the Food & Drink Exporters Association (FDEA), and PS8, have teamed up to offer a new market entry package or an individual stand option at FHC.

Option 1: Market Entry package

Option 2: Individual Stands

Both options will benefit from insights during the China Food & Drink Forum – half day event pre-show (complimentary admission)


Registration deadline: 31st July


China Launch Focus Group - 11 November

CBBC will host a half-day virtual industry-facing focus groups aiming to provide real-time first-hand opinions from Chinese buyers and sector key influencers. For new-to-China food and drink brands this is a great opportunity to understand how your product’s proposition, packaging, pricing, and message are perceived by potential buyers in China. We will select KOLs according to the participating brands and will aim to share the most relevant and useful feedback from your future clients in China. 


Registration deadline: 30th September


Meet the China Buyer - 12 November

To maximise opportunities for UK brands participating in the show, CBBC will organise a half-day virtual Meet-the-buyer programme. Each participating brand will be able to have 30 minutes’ in-depth sessions with five qualified buyers in their sector. CBBC will identify buyers in advance and will circulate buyers’ profiles and meeting agendas with UK companies in advance. Food and Drink sector specialists from CBBC will be assisting with translation if needed and meeting interpretations. We will also help follow up with the buyers for outcomes.


Registration deadline: 10th October



Cost structure

  • Day One  Nov 8: China Food and Drink Forum £50 plus VAT/ free of charge for those joining FHC show with CBBC
  • Day Two, Day Three, Day Four Nov 9~11: FHC Shanghai Trade Show

Market Entry Package Cost: £6,772

Your own stand Cost: £615 per sqm (Plus PS8 management fee = £365)

  • Day Four Nov 11: China Launch Focus Group £1,200 plus VAT for CBBC Members/ £1,500 plus VAT for non-Member companies
  • Day Five Nov 12: Meet the China Buyer £1,000 plus VAT for CBBC Members/ £1,350 plus VAT for non-Member companies


What CBBC Clients Say:


The CBBC has helped UF International to expand our export market to China. They have been a valuable source of information, providing advice and market intelligence. We have taken part in several Meet The Buyer events organised by CBBBC which have helped us to connect with potential customers in China.  - Karen Foulser, Marketing Manager, UF International


FHC Shanghai 2019. CBBC’s assistance prior to the show, their holding of your hand during the show, and their organisation of events surrounding the 2019 FHC event were first class. From helping with the basics of cultural assimilation, to their Ambassador and consulate access, through to a very well attended “meet the buyer” event the day after the show. I would highly recommend engaging with CBBC if you are in the early stages of your journey to China.  - Mike Nield, International Commercial Manager, Warner’s Distillery


I was delighted to attend FHC in Shanghai with Arbikie Distillery as we began to explore our family of spirits being distributed in China and to get up-to-speed on such a vast and complex market. FHC was ideal for this and I was glad to have the support of CBBC and SDI on my journey to the extent that we now have a distributor in China.  - Iain Stirling, Director, Arbikie Highland Estate


FHC is one of the best opportunities for exporters to connect with the food and drink sector in China. Attended by those with real commercial experience the steep learning curve of trading with China becomes a little easier and better informed.  -Tim Harrap, Head of Collaboration, Lye Cross Farm




Antoaneta Becker

Director, Consumer Economy and UK Food & Drink Sector Lead China-Britain Business Council, London +44 (0) 7984 175 318 Antoaneta.Becker@cbbc.org