In brief
Turkish companies are preparing to exhibit natural cosmetics and premium foods at Shanghai’s upcoming CIIE, focusing on Generation Z consumers. AEA’s coordinator emphasizes a strategic shift from raw materials to niche, high‑value products, and cites a 41% rise in Turkish exports to China this year, with a $10 billion medium‑term goal.
In preparation for the 9th China International Import Expo (CIIE) in Shanghai from November 5 to 10, Turkish companies announced plans to showcase a range of natural cosmetics and premium foods aimed at China’s Generation Z consumers. The initiative is led by the Aegean Exporters’ Associations (AEA), which will host 15 companies at the event.
"Turkish exporters are shifting their focus from raw materials to high‑value‑added products to win over modern Chinese consumers," said AEA Coordinator President Muhammet Ozturk. He highlighted the need to tailor offerings for a market of roughly 300 million consumers with European‑level purchasing power. Ozturk advised companies to target Generation Z with personalized, niche products and localized packaging.
"Chinese consumers, once savings‑oriented, are increasingly spending on high‑quality and healthy products," Ozturk noted, adding that Turkey is well‑positioned to meet this changing demand.
Ozturk outlined three product categories that stand out for the Chinese market. He said natural cosmetics derived from Turkish roses would appeal to beauty‑savvy youth, while functional foods could tap into health consciousness. “Premium Turkish products such as olive oil, dried fruits, hazelnuts, pistachios, and honey” he emphasized as potential gold‑mines for the expo.
Strategic Shift to High‑Value Products
The AEA highlighted that in the first nine months of the year, Turkey’s exports to China surged by about 41 percent year‑on‑year, rising from 2.12 billion U.S. dollars to nearly 3 billion dollars. This momentum supports the country’s medium‑term target of reaching 10 billion dollars in exports to the Asian giant.
Official export data show that mining dominated the overall export volume with 1.64 billion dollars, followed by chemicals at 618.5 million dollars. Turkish food exporters contributed 210 million dollars. The AEA’s exports to China jumped by 43 percent to 542 million dollars in the same period, driven largely by mining, textiles, and dried fruits.
Ozturk remarked that bilateral trade agreements are accelerating this growth. He noted that the shift toward high‑value, niche products aligns with China’s evolving consumer preferences, especially among younger shoppers who increasingly value authenticity and quality.
Industry observers say the move to Gen Z‑centric products could position Turkish exporters to capture a more affluent segment of the Chinese market. By showcasing products that reflect Turkish heritage—such as rose‑based cosmetics and handmade nuts—and packaging them in a way that resonates with digitally‑savvy youth, Turkish companies hope to secure a lasting presence at the CIIE and beyond.
