From Swiss travel retailer Avolta to Bangladeshi trade representatives, a diverse array of international companies attended the sixth China International Consumer Products Expo in Haikou, Hainan province, last week, turning the exhibition center into a bustling crossroads of global commerce.

The expo, which took place from April 13 to April 18, marked the first major international event since island-wide special customs operations were launched in Hainan late last year. The event attracted more than 3,400 brands from over 60 countries and regions.

For foreign businesses, the expo offered a close look at Hainan's policy environment, which is widely seen as a landmark step in expanding high-standard opening-up and fostering an open world economy.

Exhibitors and representatives from multiple countries said the expo serves as a vital showcase platform, with China's market functioning as a "global innovation testing ground" for businesses worldwide.

Arefin Jubdatul, an exhibitor from Bangladesh, praised Hainan's efficient and business-friendly environment. He noted that the company registration process has accelerated significantly. "Now it takes about seven to 15 days to complete the process of setting up a company," he said.

Many of the international brands and buyers that gathered in Hainan helped transform the expo from a pure display event into a hub for trade and investment, further demonstrating China's commitment to high-level opening-up.

Switzerland-based Avolta, a global travel retail and food and beverage company operating in more than 70 countries, was exhibiting at the Hainan expo for the first time.

Michael Wong, managing director for North Asia at Avolta, said the expo provides a platform to showcase the company's global capabilities and strengthen ties with partners in China, particularly Hainan.

"We are pleased to have participated in this year's expo for the first time as an exhibitor," Wong said. "It provides an important platform to present Avolta's capabilities, strengthen relationships across the industry and support closer connections between brands, partners and markets."

Avolta has operated in China for more than 16 years. During the expo, the company introduced its loyalty program, Club Avolta, which allows members to earn and redeem benefits across both retail and food and beverage at more than 5,100 Avolta stores worldwide.

Wong said Avolta sees long-term potential in Hainan, citing the free trade port policy and recent visa-free entry rules that have boosted international arrivals. The company is exploring opportunities in the region while remaining ready to expand when conditions align.

"We are very determined to grow in China in the long term, and we want to stay," he said. "When the opportunity comes, we're ready."

Beyond bringing international brands to Chinese travelers, Avolta aims to help Chinese brands expand globally, positioning itself as a bridge between markets.

Jeff Wu, vice-chairman of KPMG China, said new types of consumption, green consumption and services consumption are projected to become long-term engines of growth.

Wang Xuekun, head of the Chinese Academy of International Trade and Economic Cooperation, said that events like the CICPE are not just trade fairs — they are designed to help global businesses better resonate with Chinese buyers and translate the country's growing appetite for high-quality goods and services into tangible opportunities.