The showcase will run for the duration of the Fair, which takes place from September 2 to September 5 at the NEC in Birmingham.
Located in Hall 5, the showcase welcomes manufacturers and wholesalers of Chinese homeware and giftware from across eight provinces of China: Guangdong, Zhejiang, Jiangsu, Shanghai, Henan, Jiangxi, Beijing and Fujian.
A Brands of China translation service will be situated in the Hall 5 food court to facilitate conversations between visitors and Chinese importers.
Autumn Fair organiser ITE Group said: ‘Spearheaded by the Chinese Ministry of Commerce and Genertec International Advertising & Exhibition Co., Ltd, Brands of China promotes the best brands and products that the country has to offer, whilst also enhancing trade and economic relations between the Far East and Europe.’
The showcase will include an opening ceremony with Chinese performances and several international VIPs, in recognition of the strengthening relationship between the UK and China. The ceremony will be held on Monday September 3 at 3pm in Hall 5 on Stand 5M120.
Louise Young, managing director of Spring & Autumn Fair at ITE Group, said: “The continued success of the Brands of China showcase is testament to the hard work that Autumn Fair exhibitors and our Chinese partners put into the showcase each year.
“We’re pleased that there remains a real appetite from our visitors for sourcing opportunities from across the globe. It’s the perfect opportunity for UK retailers to meet Chinese businesses and gain real insights into the products China has to offer.
“Building on the success of our Spring Fair partnership with the Department for International Trade, the Brands of China showcase will really cement Autumn Fair’s international trade credentials.”