To support the internationalisation of European SMEs to China, the EU SME Centre is organising a business mission in mid-April 2026 with an invitation to join our pavilion at the Hainan Expo.
In addition to the participation in the Hainan Expo, the 2026 SME Business Mission will include further activities in Shenzhen, such as site visits, B2B matchmaking sessions, market briefings and networking opportunities. The full programme and detailed itinerary will be published soon.
About the Hainan Expo
The China International Consumer Products Expo, or Hainan Expo, is a national-level trade show dedicated to consumer goods. It is a major platform for international brands to connect with Chinese buyers, distributors and partners. The 2026 edition will take place in Haikou from 13 to 18 April 2026.
Learn more about the event on the official website of the Hainan Expo.
Profiles and Industries
This call for applications is open to SME owners and individuals working for SMEs, start-ups, or clusters and industry associations from the European Union and countries associated to the Single Market Programme, active in consumer product industries, including the following eligible sectors:
- Food & beverage and food supplements;
- Consumer electronics;
- Cosmetics and personal care;
- Textile, footwear and apparel;
- Jewelry and fashion accessories;
- Home and household products;
- Baby and infant products;
- Toys and games;
- Pet products;
- Health and wellness products.
The list above is non exhaustive. If you wish to enquire whether your industry segment is eligible to participate in the 2026 SME Business Mission, please contact us by email here.
How to participate
This mission is organised by the EU SME Centre, an initiative funded by the European Union to assist small and medium-sized enterprises from EU Member States and countries participating in the Single Market Programme with free first-line services in their internationalisation to the Chinese market. The conditions to participate in this programme are detailed below.
Eligibility
Applicants must:
- Work for a legal entity located in the European Union or a country participating in the Single Market Programme.
- Be supported by their employer through a signed letter (in case they do not belong to senior management).
- Be able to participate in the entire programme.
- Have a good command of English.
- Have proven experience in consumer product industries.
Selection
To express your interest in participating in the 2026 SME Business Mission, please fill in the registration form here. The Centre will evaluate applicants based on the following primary selection criteria:
- Company’s strategy and past experience with China;
- Market access eligibility of the product or service offered by the company;
- Professional background of each applicant.
Cost
The EU SME Centre’s services are funded by the European Union and are free of charge to the mission’s participants. All the activities included in the programme are covered by the EU SME Centre.
Participants are responsible for covering their travel, accommodation, and meal costs, including:
- Flights and other travel expenses to and from China.
- Inter-city travel.
- Hotel accommodation.
- Other living expenses in China, including local transportation and meals.
- Approximative estimated cost per person: EUR 2,750 – 3,500.
Assistance in flight booking and accommodation options with discounted offers will be provided to the participants.
Visa-free travel
A visa-free policy for trips to China not exceeding 30 days currently applies to the following EU Member States and SMP countries: Austria, Belgium, Bulgaria, Croatia, Cyprus, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Iceland, Ireland, Italy, Latvia, Liechtenstein, Luxembourg, Malta, Montenegro, North Macedonia, Norway, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, Sweden, the Netherlands.
Participants from countries not included on the visa-free list will be responsible for arranging a visa to travel to China.
Application deadline
The deadline for applications is Friday 30 January 2026.
Contact us
Do you have any questions about the business mission’s programme, application process or another topic? You can contact us by email here.
