The event is more than just a trade fair -- it is a space for shared ambition, a platform built on trust and a foundation for future cooperation

by Xinhua writer Liu Bowei

NINGBO, China, May 23 (Xinhua) -- Businesses from Central and Eastern European countries (CEECs) and beyond have set their sights on a major trade and investment event this week in Ningbo, a bustling port city in eastern China, hoping to strengthen ties and unlock new opportunities in one of the world's most dynamic markets.

"The Chinese market is very attractive, even though it's geographically far away, but we are interested because we see quite a potential for our companies," Urska Bencina, undersecretary at SPIRIT Slovenia Business Development Agency, told Xinhua at the 4th China-CEEC Expo & International Consumer Goods Fair. Slovenia is the Guest of Honor of the expo this year.

From advanced manufacturing to food and lifestyle brands, the five-day expo has attracted a total of 435 companies from the CEEC region and beyond, showcasing their signature products and cutting-edge technologies in pursuit of new orders and partnerships.

"We have lots of research and development companies that can find partners here," Bencina said, noting that her agency, which helps international companies seek partners, invest, and expand in Slovenia and beyond, has participated in every edition of the expo.

"We are very satisfied with the feedback from the expo, and so are our companies. They enjoy coming here because of the strong response from both the media and visitors, and they have also secured new deals," she said.

Some exhibitors arrived with years of experience in the Chinese market, while others were making their debut. However, across the board, one shared sentiment stood out: confidence in China's vast consumer market, continued openness, and the long-term potential of stronger cooperation.

Among the newcomers is Spirit Company S.R.O., making its debut at the expo.

"We're not in the Chinese market yet, and that is why we came, to look for a distributor who can bring us in," said Igor Lakatos from the Slovak company. He told Xinhua that he has a great feeling about the expo, as it allows people to see and try their products directly.

As the guest country of honor, Slovakia has brought more than 20 companies to participate in the expo, aiming to leverage the event as a platform to showcase unique Slovak products to the Chinese market and strengthen economic and trade ties between the two countries.

For businesses already familiar with the Chinese market, the expo also presents an opportunity to further expand their footprint and build on existing connections.

"We are trying to find new contracts and new importers for our wines from Slovakia to China, because we have a nice portfolio -- dry wines, sweet wines," said Erik Dorusinec, head sommelier of Matysak, a well-known Slovak winery that produces 2 to 3 million liters of wine annually.

He told Xinhua that he hopes the company could offer other potential products for this market in the future, such as grape juice. Proudly presenting an array of elegantly bottled wines at his booth, Dorusinec said that he may give a cocktail-making demonstration in the coming days.

"The Chinese market is full of potential," said Pavlou Christos, marketing director of the East China region of Greek company Zachanas Winery S.A. He told Xinhua that his company has been participating in the China-CEEC expo since its first edition.

Although his company is not from a Central and Eastern European country, Christos said he appreciates the well-organized and high-quality exhibition. He noted that the company's continued participation has yielded successful results, prompting a return this year.

Such comments reflect how the expo is increasingly evolving into a broader platform for international economic and trade cooperation beyond the China-CEEC framework. With the debut participation of countries such as France, Germany and Britain, this year's event marks a shift from "China-CEEC" to a wider "China-CEEC+" scope, reinforcing its role as a bridge for broader international engagement.

In addition to traditional consumer goods, the expo has become a platform for showcasing high-tech solutions that support green development and industrial upgrading. From smart agriculture to clean energy, participating companies are exploring new opportunities for sustainable cooperation in the Chinese market.

"We are looking for a cable manufacturer. We need it for our photovoltaic machine, for agriculture," said Robert Demko from SUN Powered Systems, a Slovak company with a focus on quality and long-term operation of manufactured products.

From a company committed to new energy and sustainable development, Demko's remarks echoed the theme of this year's expo, "New Visions for the Future," highlighting the shared aspiration among participants to pursue forward-looking and high-quality cooperation.

As Richard Rasi, chairman of the Slovak National Council, noted at the Expo's opening ceremony on Thursday, the event is more than just a trade fair -- it is a space for shared ambition, a platform built on trust and a foundation for future cooperation.