The entrance of the Shandong exhibition area at the eighth China International Import Expo in Shanghai. [Photo/Shandong Publicity Web]

The eighth China International Import Expo (CIIE) opened in Shanghai on Nov 5, with a record-breaking turnout of 4,000 companies. The Shandong delegation, consisting of 43 local enterprises, is displaying the province's specialties, cultural and creative products, handicrafts, and high-tech innovations.

At this year's CIIE, Shandong's time-honored brands are making a splash in new markets. Dong'e Ejiao, China's largest donkey-hide gelatin producer, introduced its "Jinshanghua" tea drink brand, which combines traditional Ejiao (donkey-hide gelatin) with healthy tea drinks, and has opened over 10 stores in cities like Jinan, Qingdao and Beidaihe. This will blaze a trail both among young people and in the health industry.

The "Jinshanghua" tea drink brand introduced by Dong'e Ejiao gains popularity among consumers. [Photo/Shandong Publicity Web]

Meanwhile, Uniorange Internet Design, a subsidiary of Shandong-based Jereh Group, launched a smart hairdryer featuring AI temperature control and multiple modes, which has been well-received in overseas markets like South Korea and Russia. These brands are leveraging innovation and tradition to carve out new niches in competitive markets.

In the first seven CIIEs (2018 to 2024), Shandong organized over 50,000 purchasing enterprises and nearly 170,000 participants. The intention to purchase exceeded 3,200 orders, with a total value of over $43 billion. The province also held eight high-quality supporting activities and sub-forums, signed more than 140 projects, and attracted $21.5 billion in investment.