Chinese Brands Going Global — Worldwide Tour (Europe Stop) holds events in Switzerland, Italy

<article><section data-type="rtext">MILAN, Italy — On September 23, 2026, local time, the Consulate General of the People's Republic of China in Milan hosted a reception marking the 77th anniversary of the founding of the People's Republic of China.More than 300 guests attended, including political figures from the consular jurisdiction; representatives of the consular corps; members of the overseas Chinese community; representatives of Chinese-funded institutions; Confucius Institute staff; and international students.After the reception, Global Times Online hosted a thematic promotional event for the 2026 Chinese Brands Going Global — Worldwide Tour (Europe Stop). Participants engaged in in-depth discussions on topics including deepening China-EU economic and trade cooperation, advancing the high-quality global expansion of Chinese brands, and promoting exchanges and mutual learning among civilizations.<img data-alt="Group photo at the reception" src="//img.huanqiucdn.cn/dp/api/files/imageDir/15bde9c7b6fc3dea229a086240aae40eu1.png?imageView2/2/w/1260" /><img data-alt="Thematic promotional event for the 2026 Chinese Brands Going Global — Worldwide Tour (Europe Stop)" src="//img.huanqiucdn.cn/dp/api/files/imageDir/7a5dcc7d3004af0ef86cac7589b0d74cu1.png?imageView2/2/w/1260" />From 'Going Global' to Going PremiumAs China advances "new quality productive forces" — a national drive for innovation-driven growth — and global supply chains undergo deep restructuring, the overseas expansion of Chinese brands has changed profoundly. The industry is shifting from simple product exports to systematic global strategies, and from initial market entry to deep local integration and high-end development. Europe has long been a priority market for Chinese brands.Zhang Chenggang, Consul General of the People's Republic of China in Milan, stated in his speech at the reception that a growing number of Chinese and Italian enterprises leverage the region's geographic strengths to deepen cooperation, achieving complementary advantages and mutually beneficial outcomes.The presence at today's event of master chefs dispatched by World Federation of Chinese Catering Industry, alongside Fenjiu joining hands with Global Times Online in Milan — a global hub of fine food and wines — serves as a vivid demonstration of Chinese brands' globalization drive.<img data-alt="Zhang Chenggang, Consul General of the People's Republic of China in Milan" src="//img.huanqiucdn.cn/dp/api/files/imageDir/0c896c2b4c55eb318888f7617e7e2d88u1.png?imageView2/2/w/1260" />Jacopo Scandella, Regional Councillor of Lombardy Region and Fabio Bottero, Councillor of the Municipality of Milan said in their addresses that the high-quality development of Chinese brands has brought more options to the European market. Italy and China are important economic and trade partners for each other with broad room for cooperation. The Italian side welcomes more Chinese enterprises to invest and start businesses in Italy. It stands ready to work with China to foster a sound environment for exchanges and cooperation between businesses of the two countries and push for more tangible outcomes in Italy-China economic and trade cooperation.Telling China's Story Through BrandsShan Chengbiao, general manager of Global Times Online, said the tour aims to build an open, pragmatic platform that helps Chinese brands tell their innovation stories and helps global partners understand authentic Chinese enterprises. As a multilingual international communication platform with more than 330 million global users, Global Times Online will continue to serve as a bridge connecting China and the world. Using multilingual and localized communication, it showcases the innovative practices of Chinese enterprises. The platform helps Chinese companies identify demands more precisely and integrate into local markets.<img data-alt="Shan Chengbiao, general manager of Global Times Online" src="//img.huanqiucdn.cn/dp/api/files/imageDir/3c8e5e4080780a7dc4da22b3d621e3a1u1.png?imageView2/2/w/1260" />Wu Li, vice president of the World Federation of Chinese Catering Industry, stated in his speech at the reception that the dining table serves as a warm carrier for civilizational dialogue between China and Italy. The global expansion of Chinese cuisine in Europe is now entering a phase of quality upgrading. He expressed hopes of building a people-to-people bridge through food, supporting brands' overseas expansion with innovation, and deepening exchanges and cooperation in catering between China and Italy. <img data-alt="Wu Li, vice president of the World Federation of Chinese Catering Industry" src="//img.huanqiucdn.cn/dp/api/files/imageDir/c0646350795fe62b147c82f029dcd270u1.png?imageView2/2/w/1260" />Li Peijie, director of Fenjiu Group, said that Italy, the homeland of wine, values terroir, respects traditions and embraces life. These qualities naturally resonate with Fenjiu's commitment to ancient craftsmanship and conveying emotions through liquor. This Worldwide Tour (Europe Stop) in Milan aims not only to bring premium products to European consumers, but also to share Chinese craftsmanship and culture with the world. Li expressed the hope of taking overseas Chinese as the bridge and liquor as the medium, enabling Chinese baijiu to take root in Europe, allowing more friends to taste authentic Chinese flavours and feel the genuine warmth of China.<img data-alt="Li Peijie, director of Fenjiu Group" src="//img.huanqiucdn.cn/dp/api/files/imageDir/c64c8bb29f5ba5799884f0c3be0b44afu1.png?imageView2/2/w/1260" />After the reception, a number of Chinese brands showcased their cultural symbols at the themed promotional event for the Europe Stop. The event featured time-honored brewing techniques, cutting-edge Chinese technologies, popular everyday beverages, specialty products embodying Eastern wellness philosophies, and presentations highlighting distinctive city images.<img data-alt="Demonstration of innovative Chinese robots" src="//img.huanqiucdn.cn/dp/api/files/imageDir/17cd7cde047533c2f9d1323465fba341u1.png?imageView2/2/w/1260" /><img data-alt="Promotional video of Tongzhou, Beijing Municipal Administrative Center on display" src="//img.huanqiucdn.cn/dp/api/files/imageDir/d65dcbc1fed39e6ffccb281b4d76cc89u1.png?imageView2/2/w/1260" />From 'Being Seen' to 'Being Preferred'Beyond the exhibitions, the Europe Stop emphasized practical market matchmaking through field visits and seminars. The delegation traveled across Switzerland and Italy, inspecting local distribution channels and retail settings and holding face-to-face talks with distributors and channel operators on market access, distribution networks, consumer habits and regulatory compliance.A representative of Italy's business community said at the thematic promotional event that European consumers' perception of Chinese products has changed markedly, with the old price-first mindset giving way to fuller assessments of design, quality and after-sales service. To sustain long-term growth in Europe, Chinese brands need to understand local lifestyles, retain their cultural identity while adapting to local preferences, and truly integrate into the market, the representative said.<img data-alt="Italian guests sample Fenjiu at the buffet reception" src="//img.huanqiucdn.cn/dp/api/files/imageDir/c93104468a94b4f1d61b8f08a59b9742u1.png?imageView2/2/w/1260" /><img data-alt="Guests sample Fenjiu specialty cocktails at the brand exhibition area" src="//img.huanqiucdn.cn/dp/api/files/imageDir/cb32dc0aa7fd11be2c0acae10db2383du1.png?imageView2/2/w/1260" />A Diverse Cast of BrandsThe participants of this Europe Stop feature striking diversity: The roster includes national brands such as Fenjiu International and Tsingtao Beer; long-established regional products such as Yunnan Notoginseng, a medicinal root prized in Chinese wellness traditions; and city brands — Tongzhou, Beijing Municipal Administrative Center, showcasing its green-development story, and Yiwu, the world's capital of small commodities.Beyond physical goods, intangible cultural heritage, cultural tourism resources and cultural and creative products are also winning global audiences. Brand globalization is no longer limited to companies: the coordinated promotion of city images and industrial brands has become an important new vehicle for China's overseas outreach, while cross-border urban dialogue and cross-cultural communication have opened new pathways for Chinese brands abroad.<img data-alt="Italian guests enjoy Tsingtao Beer at the brand exhibition area" src="//img.huanqiucdn.cn/dp/api/files/imageDir/8f26d99c583ab055dc2228031defab63u1.png?imageView2/2/w/1260" />After its debut in Milan in 2025, Chinese Brands Going Global — Worldwide Tour has continued to expand its global footprint with stops in South America and Europe in 2026. Organizers said the event will keep building bridges between Chinese brands and overseas markets, empowering more brands to engage the world with openness, showcase Chinese innovation and contribute a new chapter to China's high-level opening-up.（By Qi Chenjiong ）</section></article>