(Shanghai, November 5, 2025) – At the highly anticipated 8th China International Import Expo (CIIE), H&S Global, a leading Australian brand incubator and e-commerce group, stood out as a focal point of attention within the "Australian Pavilion," captivating visitors with its robust brand portfolio and exceptional product quality. Showcasing its owned star brands – BTNature, Nutrition29, dobo, and Brauer – alongside strategic partner brand Moroka, H&S Global comprehensively demonstrated Australia's innovative capabilities in high-quality food, health, and nutrition sectors.

Integrating into the 'Australian Treasures' National Pavilion, Charting a Blueprint for Bilateral Trade

The "Australian Pavilion" at this year's CIIE, themed "Australian Treasures," was unprecedented in scale, bringing together over 150 renowned Australian companies from sectors including food, health, and consumer goods. As reported by authoritative media such as the Australian Broadcasting Corporation (ABC) and The Australian, this pavilion was one of the largest Australian national pavilions in CIIE history, fully underscoring the importance and commitment Australian businesses place on the critical Chinese market. Australian Minister for Trade and Tourism, Senator the Hon Don Farrell, emphasized in a speech at the pavilion: "China is Australia's largest trading partner. The CIIE provides Australian businesses with an unrivalled platform to directly reach millions of Chinese consumers and showcase our world-class products and services."

Against this significant backdrop, the H&S Global booth was honored by a distinguished official delegation. His Excellency Mr. Scott Dewar, Australian Ambassador to China; Mr. Paul Grimes, Chief Executive Officer of the Australian Trade and Investment Commission (Austrade); Mr. Dominic, Senior Trade and Investment Commissioner/London-based Counsellor (Commercial) for Greater China, Austrade; and Ms. Jasmine, Deputy Chief Representative for Greater China, NSW Government, accompanied Minister Farrell on a visit to the H&S Global booth. The guests attentively listened to brand presentations and highly commended H&S Global's achievements in integrating premium Australian health resources and precisely meeting Chinese consumer demand. Minister Farrell remarked, "Successful companies like H&S Global are prime examples of the benefits delivered by the China-Australia Free Trade Agreement. They serve as a bridge, transforming Australia's image of 'pure, green, and safe' into trusted products for Chinese families."

Diverse Brand Portfolio Ignites the Scene, Online and Offline Integration Reaches Nationwide Audience

H&S Global's integrated presence provided an excellent platform for its various brands. During the expo, the booth not only attracted continuous streams of visitors but also became a hotspot for content creation. Dozens of influential online influencers and Key Opinion Leaders (KOLs) in the health and wellness space conducted live streams from the booth. Through major social media platforms like Douyin, Kuaishou, and Xiaohongshu, they broadcast the booth's excitement and the unique appeal of the products in real-time to millions of Chinese consumers online. The lively online interactions and strong consumer interest successfully extended the CIIE's impact from the physical exhibition hall to the digital realm, exponentially amplifying brand influence.

Top live-streaming stars with an audience of 10M+  -Aussie Sister Yang

Influencers with millions of followers-James

Deepening Roots in China, Expanding the Future: H&S Global Embarks on Larger Presence to Fulfill Long-Term Commitment

H&S Global is deeply honored to have participated as a representative of the Australian health industry in this national-level event and to have received strong support from senior officials of both governments. Looking ahead, H&S Global expresses full confidence in the Chinese market. The successful participation and enthusiastic response at this CIIE have injected stronger momentum into the company's development in China. Leo, CEO of H&S Global, revealed: "The overwhelming response at this CIIE has profoundly demonstrated the enthusiasm and potential of the Chinese market. Consequently, we have formally planned for a significantly larger, entirely new booth at next year's 9th CIIE. This will allow us to present a more diverse and innovative range of Australian health products and service experiences to Chinese consumers and partners. China's ongoing 'Healthy China' initiative and consumption upgrade trends present tremendous development opportunities for us. Moving forward, we will continue to increase our investment in the Chinese market. Through deeper localised insights, more innovative product introductions, and broader channel development, we remain unwavering in our long-term commitment to 'bringing Australian health into every Chinese household'."