Snowflakes fell onto the warm palms of visitors, melting almost the instant they touched skin. Outside the exhibition hall in Haikou, Hainan Province, the tropical sun pushed temperatures past 35 degrees Celsius; but here, in one of the halls of the China International Consumer Products Expo (CICPE), a snowmaker hummed, churning out a steady, glittering flurry.

This miniature winter wonderland was a showcase for Huafa Group, a major investor in tropical city Shenzhen's Snow World—the largest indoor ski resort in the world. The spectacle is as much about sustainability as it is about scenery; the system utilizes rooftop solar panels and ice-storage technology to cut carbon emissions by 43 percent compared to conventional snowmaking.

By bringing a drift of winter to the coconut-scented humidity of Hainan, the company is demonstrating a new kind of consumption—one where technology allows the modern traveler to bypass the limitations of geography and season alike.

A gateway to new frontiers 

This miniature winter wonderland is just one of many highlights at this year's CICPE, held from April 13 to 18. As China's premier national-level expo dedicated to consumer goods, the event has been a fixture in Haikou since 2021; this year was its sixth edition.

The 2026 expo carried a unique weight, being the first major national-level consumer goods expo held in the province since the Hainan Free Trade Port launched its island-wide special customs operations on December 18, 2025. With more than 3,400 brands from over 60 countries and regions in attendance, the event has shattered previous participation records.

For the first time in the expo's history, a non-European nation took center stage as the Guest Country of Honor: Canada, leading its largest-ever delegation. Canada's 400-square-meter pavilion featured nearly 40 companies spanning agricultural products, ice wine, biotechnology and outdoor sports gear. Alongside the exhibits, the delegation hosted a food festival and dedicated matchmaking sessions to bridge the gap between Canadian supply and Chinese demand.

Among the newcomers is Greg Zeschuk, founder of Blind Enthusiasm Brewing Co., who brought a distinctive barrel-aged beer to the floor. His signature brew employs a traditional technique—allowing open air to spark natural fermentation—before aging in oak for up to four years. The result is a crisp, refreshing profile reminiscent of sparkling wine or champagne. Interestingly, Zeschuk has already found success pairing these complex flavors with the bold heat of Sichuan cuisine back in Canada. "The results were incredible," he noted. "The food and the beer matched perfectly."

The European presence remains equally magnetic. In the Italy Pavilion, 16 companies gathered, with over 90 percent making their Chinese debut. The aroma of limited-edition organic olive oil from Tuscany draws a steady stream of visitors. Nearby, the artisanal ice cream brand Agrigelateria San Pé is also testing the waters. Their stock frequently sells out by mid-morning. The brand's representative told Beijing Review that they plan to open the brand's first store in China in Sanya, Hainan.

For international exhibitors, the expo has evolved into an essential gateway. This year, Russia and Bulgaria established their first-ever CICPE national pavilions. Tian Shihong, Secretary General of the China-Bulgaria Friendship Association, told Beijing Review that the success of Bulgarian rose-based skincare has paved the way for other products to enter the market. "Many of our goods arrive via cross-border e-commerce," Tian said, "and the island-wide special customs operations at the Hainan Free Trade Port have significantly streamlined the process."

Future on display 

This expo has also solidified its reputation as the definitive "starting point" for global consumer trends, with the number of world and regional debuts hitting a record high of over 200 new products. This year's exhibition floor served as a high-definition map of the modern market, spotlighting premium goods that lean heavily into green, healthy and hyper-intelligent technology.

AI glasses emerged as a dominant highlight, with oversized displays from tech leaders Rokid and iFlytek drawing massive crowds. iFlytek wowed visitors with eyewear capable of real-time translation for 122 languages and dialects. To ensure accuracy in the cacophony of the expo halls, the glasses employ industry-first "lip-movement recognition" technology. Meanwhile, Rokid demonstrated a remarkable function of its lenses, the ability to instantly identify and describe objects or scenes directly within the wearer's field of vision. Perhaps most significantly, hi-tech vision is officially moving into the mainstream; these cutting-edge models are now entering the market at a surprisingly accessible price range of 2,000 to 3,500 yuan ($270 to $480).

The horizon of personal travel is also shifting. With the rapid acceleration of the "low-altitude economy," flying cars are transitioning from sci-fi concepts into lifestyle realities. Aridge, a leading Asian electric vertical take-off and landing aircraft manufacturer, used the expo to debut the Land Aircraft Carrier—the world's first modular flying car ready for mass production.

Robotics, now a staple of the exhibition circuit, showed a newfound focus on the domestic sphere. Manycore Tech Inc. from Hangzhou, Zhejiang Province, showcased Xiao Ku, an AI home-design robot capable of generating intricate 3D floor plans in mere seconds. Addressing the needs of an aging society, Zhejiang Fubao Robot Intelligence Co. launched a companion robot for senior care. Unlike its predecessors, this model is designed to gradually learn the psychological state of elderly users, providing a level of emotional warmth and companionship that goes beyond simple utility.

"The trend toward smarter, greener and higher-quality consumption in China is becoming increasingly evident," Chen Lifen, a researcher with the Development Research Center of the State Council, told People's Daily. "As a barometer for consumption upgrades, the CICPE has created a streamlined channel for these global innovations to reach Chinese households."

This commitment to the future was even reflected in the venue itself. This year, the expo was powered by 100 percent green electricity. The construction of public areas reached an 85 percent green rate, and more than 80 percent of exhibition materials were repurposed or recycled.

The halls were also filled with biodegradable living solutions. Most notably, at the Bamboo as a Sustainable Alternative to Plastic pavilion, everything from home decor to heavy-duty industrial packaging proved that bamboo and rattan can effectively replace synthetic materials.

The showstopper was a line of disposable tableware crafted from Hainan's locally sourced bamboo residues. These eco-friendly alternatives are already cost-competitive with traditional plastics and can fully biodegrade in as little as 15 weeks—a staggering contrast to the decades a single plastic bag remains in the environment. According to Wang Xiao from a local rattan processing company, mass production for these sustainable sets is just around the corner.

China chic 

The rise of domestic labels emerged as a defining theme of this year's CICPE. Exhibitors from 31 provinces, municipalities and autonomous regions arrived with a curated selection of local premium goods and IP-driven consumer products, often accompanied by live demonstrations of intangible cultural heritage. Central to this push was the newly debuted China Chic Going Global pavilion, a space dedicated to the intersection of modern trend culture and the legacy of China's time-honored brands.

The pavilion's undisputed star was a towering, Chinese-style mecha (large armored robot) inspired by Lu Bu, the legendary warrior of the Three Kingdoms era (220-280). Combining ancient martial prowess with a hi-tech aesthetic, the installation became an instant magnet for crowds, who flocked to the display for photos.

For the brand behind the mecha, Motor Nuclear, this was the first appearance at the CICPE. The company arrived as part of the Dongguan Designer Toy Squad, a collective of seven manufacturers from Dongguan City in Guangdong Province, which has become synonymous with the industry.

Tong Yuan, Executive Secretary General of the Dongguan Designer Toy Association, told Beijing Review that the domestic designer toy industry generated roughly 100 billion yuan ($14 billion) in output, and 80 percent of that originated in Dongguan.

As Dongguan shifts from a manufacturing hub to an IP powerhouse, Ren Luliu, head of Motor Nuclear, said she believes brands must deconstruct cultural heritage through a modern design lens, to truly resonate internationally. "The goal is to tell Chinese stories with genuine heart—using designer toys as a vessel to subtly convey the depth and spirit of the culture to the rest of the world," she said.

(Reporting from Haikou, Hainan Province)

Copyedited by G.P. Wilson

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