In brief
Turkish exporters plan to shift from raw materials to niche, high‑value products at Shanghai’s CIIE scheduled Nov. 5‑10. They will focus on Generation Z consumers with Turkish‑rose cosmetics, functional foods, and premium nuts and olive oil, ahead of a 41% rise in Turkey’s exports to China and a $10 billion target.
Turkish companies are heading to Shanghai’s 9th China International Import Expo (CIIE) from Nov. 5 to 10 with a lineup of natural cosmetics and premium foods, a move aimed specifically at China’s Generation Z consumers, Xinhua reported Monday.
The Aegean Exporters' Associations (AEA) announced that 15 firms will showcase their products in an effort to expand their footprint in China. AEA Coordinator President Muhammet Ozturk said Turkish exporters are shifting from raw materials to high‑value added items to win over modern Chinese consumers, according to Xinhua.
"Chinese consumers, once savings‑oriented, are increasingly spending on high‑quality and healthy products," Ozturk said.
Ozturk emphasized that China’s 300 million consumers have European‑level purchasing power and urged companies to target Generation Z with personalized, niche products and localised packaging. He highlighted three primary categories for the expo: cosmetics and personal care featuring natural products derived from Turkish roses; healthy and functional foods; and premium Turkish goods such as olive oil, dried fruits, hazelnuts, pistachios, and honey, Xinhua added.
In the first nine months of 2026, Turkey’s exports to China surged by about 41 percent year‑on‑year, rising from $2.12 billion to almost $3 billion, the AEA noted. With this momentum, the association has set a medium‑term target of reaching $10 billion in exports to the Asian giant, Xinhua said.
The AEA’s exports to China jumped 43 percent to $542 million in that period, driven largely by mining, textiles, and dried fruits, the source said.
While Turkish firms focus on consumer‑goods at CIIE, other countries—including Kenya, which announced plans to showcase high‑value agricultural products such as tea, coffee, nuts, and cut flowers—will also use the expo as a platform to broaden market access, Xinhua reported.
