The appeal of the Chinese market to global companies is both long-term and structural, said Danish Ambassador to China Michael Starbæk Christensen at the ongoing ninth China International Import Expo (CIIE) in Shanghai.
China has a huge consumer market and its economic innovation vitality is continuously growing, which is highly attractive to Danish companies, the ambassador said.
Denmark brought its latest innovations in life sciences to this year's CIIE.
Christensen said Danish exhibitors are showcasing multiple newest products in such areas as allergies, brain health, and gut health.
"This (medical and health industry) is our main focus this year as Denmark at the CIIE. [Our exhibition area] gets bigger every year, because this is our primary sector, and [with] a growing export to China," said Christensen.
Christensen said he felt Danish companies were increasingly joining the Chinese market, and that the CIIE has become an important platform for companies to show products, promote brands, and explore the Chinese market.
In 2025, China-Denmark bilateral trade reached 18.06 billion U.S. dollars, up 16.8 percent year on year. Of this, China's imports amounted to 7.35 billion U.S. dollars, up 21.3 percent year on year.
"And of course, after this, we need to get out in the real life. Denmark and China work very closely on healthcare, government to government," said Christensen.
"China is a huge market. So China itself is a place you have to be if you're a serious company that really wants to go global. I think here they (the enterprises) can show that they're still very vibrant and active, and come to the CIIE. So I hope this will impact the companies. So more orders, more activities," Christensen continued.
The CIIE, held from Nov 5 to 10, brings together 4,142 overseas exhibitors from 148 countries and regions.
Danish ambassador calls Chinese market's appeal long-term, structural
