In brief
At the 9th China International Import Expo, 15 Turkish firms will present natural cosmetics derived from Turkish roses and high‑value food items to appeal to China’s Generation Z. Exporters are shifting focus from raw materials toward niche, high‑quality products, following a 41% increase in Turkish exports to China this year. The Aegean Exporters’ Association aims to build a lasting presence and reach a $10 billion export target over the medium term.
On November 2, Turkish firms announced plans to travel to Shanghai for the 9th China International Import Expo (CIIE) scheduled from November 5 to 10, where they will display premium natural cosmetics and refined foods aimed at capturing China’s Generation Z consumers.
The move, led by the Aegean Exporters' Associations (AEA), involves 15 companies that will showcase products ranging from rose‑derived cosmetics to functional foods and premium nuts, including hazelnuts, pistachios and honey. The AEA, coordinating Turkey’s national participation, intends to use the expo as a platform for long‑term market entry.
“Chinese consumers, once savings‑oriented, are increasingly spending on high‑quality and healthy products,” a spokesperson said. “Three areas particularly stand out: cosmetics and personal care based on Turkish roses; healthy and functional foods; and premium Turkish products such as olive oil, dried fruits, hazelnuts, pistachios, and honey.”
Previously focused on raw materials, Turkish exporters are now shifting toward high‑value‑added items to appeal to modern Chinese buyers, the AEA Coordinator President Muhammet Ozturk noted. He emphasized the importance of targeting the roughly 300 million consumers in China who have European‑level purchasing power, urging companies to offer personalized, niche products with localized packaging for Generation Z.
In the first nine months of the year, Turkey’s exports to China jumped about 41% year‑on‑year, rising from $2.12 billion to nearly $3 billion, according to the AEA. This surge has been driven largely by mining, textiles, and dried fruits, while Turkish food exporters contributed $210 million during the same period.
The association’s export volume to China reached $542 million, up 43% from the previous year’s figure, reflecting the growing emphasis on higher‑priced goods. Building on this momentum, Turkey has set a medium‑term target of reaching $10 billion in exports to China, the AEA said.
While mining remains the largest sector of Turkey’s trade with China, accounting for $1.64 billion, exports of chemicals and other products continue to grow. The shift to premium consumer items represents a strategic diversification to capture a younger, quality‑centric market segment in China.
For the 9th CIIE, Turkish firms plan to combine product showcases with networking events organized by the AEA, aiming to secure lasting relationships with Chinese importers and distributors. The focus on Generation Z, together with the country’s recent export increase, positions Turkey to expand its footprint in the rapidly growing e‑commerce and health‑conscious segments of the Chinese market.
