People visit the fifth China International Consumer Products Expo (CICPE) in Haikou, southern China's Hainan province, April 18, 2025. [Photo/Xinhua]

Amid swaying coconut trees and the soft rustle of sea breeze, I arrived in China's southern island province of Hainan to cover the fifth China International Consumer Products Expo (CICPE).

Beneath the clear blue sky, Haikou's wave-shaped international convention center buzzed with energy. Crowds flowed through halls lined with dazzling displays of vehicles, cosmetics and homeware from across Europe, including the U.K., France, Italy and Slovakia, which captivated attention and sparked curiosity.

This year's guest country of honor, the U.K., showcased 53 British brands — a mix of long-established players in the Chinese market and first-time exhibitors — signaling its ambition to deepen economic engagement with China, the world's second-largest economy.

Among the returning exhibitors was Tricker's, one of the U.K.'s oldest shoemakers. "We're back because last year's expo significantly raised our profile in the market," said Mike Hofmann, managing director at Tricker's China.

"We see China not only as a sales market but also as a core place to invest and grow," he added, highlighting the encouraging signals from China's recent pro-consumption policies.

Just a few steps away, a subtle floral fragrance drew me toward a charming booth. It belonged to Aromatherapy Associates, a London-based wellness brand making its debut at the CICPE.

"Hainan's Free Trade Port is key to our cross-border strategy," said Yuan Quan, head of Aromatherapy Associates China. "We've seen a growing appetite among Chinese consumers for high-quality, therapeutic wellness products, which present great opportunities for us."

Health and wellness stood out as a defining theme at this year's expo. British biotech company Birmingham Biotech (BHM) chose the occasion to announce its official entry into the Chinese market.

"The expo opens doors to real-time feedback, collaboration and opportunity," said Michael Hsu, founder and CEO of BHM.

He noted that Chinese consumers' rising preference for drug-free, scientifically validated solutions aligns perfectly with the company's innovations.

"The Hainan Free Trade Port's policy advantages and openness to global cooperation make it an ideal destination for our localization plans," Hsu added.

"The sheer scale of the Chinese market is a powerful incentive," said Mark Clayton, chairman of the British Chamber of Commerce South China, noting that "the middle class here is larger than the entire population of the U.K."

Driven by booming tourism, innovative policies, and robust retail growth, the island province of Hainan is rapidly becoming a vital domestic and international consumption destination, according to a white paper jointly released by KPMG China and the Moodie Davitt Report during the expo.

France showcased a national pavilion at the expo for the third consecutive year, featuring 12 French brands, including L'Oréal and Pierre Lannier, covering sectors such as cosmetics, luxury goods, health products and wines.

Familiar names also included Ducati, the legendary Italian motorcycle brand, and ETRO, the renowned Italian luxury fashion house, which set up a dedicated booth celebrating the 40th anniversary of its flagship Arnica fabric.

"China is rapidly evolving and has become one of our top-priority markets," said Fabio Lambertini, CEO of Ducati China.

"Hainan is a crucial node in our long-term vision," he added. With its winding coastal and mountain roads, he believes the tropical island has the potential to become a new hub for Ducati's immersive riding experiences and investment.

The Czech jewelry brand Krasna Duse — meaning "beautiful soul" in Czech — drew a constant stream of visitors with its shimmering displays. While browsing the cases, college student Ma Kanghui selected a pair of earrings. "The brand is completely new to me," she said. "The designs, with their Czech style, are so beautiful that I couldn't resist."

"Czech crystal has a unique charm and craftsmanship that I believe will conquer customers here in China," said the company president, Olga Kopalova.

This year marked Slovakia's debut with its own national pavilion, featuring a mix of skincare, wine, chocolate, and wellness brands. Pavol Kovarik, sales manager for Slovak beverage brand Cacaofe, said that his 22-hour journey from Vienna to Haikou via Chengdu was not only his first time in China but also the longest trip he had ever taken.

"I expected an inland Chinese city, but instead I arrived in a tropical paradise. Palm trees, beaches, and a vibrant atmosphere that I never imagined," Kovarik said.

"This is a fresh start for our presence in China's mega market. We also plan to attend exhibitions in Ningbo and Shanghai," he added. "For now, I am looking forward to taking a bullet train to Sanya after the expo and spend a couple of days there enjoying the beautiful beaches."

As the sun dipped below Hainan's horizon, the expo's buzz gradually faded, but the conversations it sparked about growth and cooperation are far from over. For many European brands, Hainan is more than just a stage for product display, it's a gateway to long-term relationships, evolving tastes, and mutual growth.