At the eighth China International Import Expo (CIIE), Mike Dawson, president of the New Zealand China Friendship Society, paused beside a booth showcasing New Zealand dairy and health products and smiled. "It makes me feel proud," he said. "The quality of New Zealand products is top-end — healthy, safe and something people can trust."

Mike Dawson, president of the New Zealand China Friendship Society, stands beside a booth for products from New Zealand at the eighth China International Import Expo in Shanghai, Nov. 5, 2025. [Photo by Cui Can/China.org.cn]

Attending the CIIE for the first time, Dawson told China.org.cn on Wednesday that he was impressed by both the scale of the event and the strong Chinese interest in New Zealand goods. "It's an excellent platform," he said. "People come here as buyers, not just visitors. And New Zealand companies — from dairy to health and lifestyle — have much to offer."

New Zealand has participated in the CIIE for eight consecutive years. This year, its pavilion reached a record scale, with around 70 companies taking part to showcase New Zealand's strengths in dairy, food and wellness industries.

Platforms like the CIIE, Dawson explained, are vital for New Zealand businesses — especially small- and medium-sized enterprises — to build connections and promote their products in China's rapidly evolving market.

China has remained New Zealand's largest trading partner for more than a decade, with two-way goods trade reaching $20.15 billion in 2024, according to official data. About 31% of New Zealand's dairy products, 61% of its timber and 24% of its meat exports go to China. In the first quarter of 2025 alone, dairy exports totaled $1.34 billion, up 40.8% year on year.

Dawson credited New Zealand's strict government rules on food safety and quality for helping its exports earn a strong reputation among Chinese consumers. "If a company says something is organic or safe and it's not, they face big fines and bad publicity," he said. "Those strong rules make our products genuinely high quality — and that's why they fit so well in the Chinese market."

People-to-people exchanges are also on the rise. The New Zealand government recently introduced a visa-free entry policy for Chinese visitors traveling from Australia, a move expected to bring up to 50,000 additional tourists each year. "This change simplifies travel, making it easier and cheaper for Chinese tourists to experience New Zealand's attractions," Dawson said. "Simpler travel means more friendships and more opportunities."

He added that smoother travel will not only boost tourism and local economies but also strengthen trade and cultural ties. "Business is the biggest bridge between countries. If you can create a good, friendly relationship early, you'll have a much better chance to succeed with your business in China," he said.

Looking ahead, Dawson believes China and New Zealand share similar values — both peace-loving, open and practical — and that cooperation in areas like health, wellness and tourism will continue to thrive. "Once you come to China with an open mind, you'll love it," he said. "And once that happens, friendship grows naturally."