Turkish companies will be arriving in Shanghai on November 5 – 10 to display natural cosmetics and premium foods that target China’s Generation Z consumers at the 9th China International Import Expo (CIIE). The move is part of a larger effort by the Aegean Exporters' Associations (AEA) to reposition Turkey’s trade profile from raw material exports to value‑added, niche goods that appeal to a modern, youthful market.
In a press release issued on Monday, the AEA announced that 15 Turkish firms will showcase their products, emphasizing the shift toward high‑value items such as cosmetics, functional foods, and premium nuts and olive oil. The association aims to use the expo as a platform for networking with Chinese importers, distributors and e‑commerce platforms, with a long‑term objective of hitting a $10 billion export target to China over the medium term.
Muhammet Ozturk, coordinator president of the AEA, explained that the key demographic for this strategy is China’s roughly 300 million consumers who can match European purchasing power. He said Turkish exporters should “specifically target Generation Z with personalized, niche products and localized packaging.” He emphasized that China’s consumers are moving from savings‑oriented habits to spending on high‑quality, healthy products, a trend that provides a window of opportunity for Turkish brands.
Ozturk highlighted three product categories that he believes will resonate most with Gen Z buyers: natural cosmetics derived from Turkish roses, which have a long history of cultivation in the region; healthy and functional foods that can be marketed as both nutritional and lifestyle choices; and premium Turkish staples such as olive oil, dried fruits, hazelnuts, pistachios and honey, which carry a perceived authenticity that appeals to the young, quality‑conscious market.
Statistical data from the first nine months of the year shows Turkey’s exports to China rose by about 41 percent year‑on‑year, climbing from $2.12 billion to nearly $3 billion. Exports in the mining sector now amount to $1.64 billion, chemicals $618.5 million and food $210 million. Across all sectors, the AEA’s export volume to China grew 43 percent to $542 million, driven by mining, textiles and dried fruits.
Other participants at the CIIE are also positioning themselves as value‑added suppliers. Kenyan export officials have announced plans to present high‑value agricultural products such as tea, coffee and nuts, citing China’s zero‑tariff policy for African products and the expo’s role in connecting exporters with regulators, distributors and buyers. The participation of multiple countries underlines the expo’s importance as both a trade and marketing gateway for firms seeking deeper access to the Chinese market.
While the strategy to target China’s Gen Z consumers is clear from current statements, the sources do not yet provide evidence that the approach will achieve the projected $10 billion export goal. It remains uncertain how the youthful demographic will react to the new product lines, what level of regulatory compliance will be required, and whether competition from existing Chinese and international brands will limit market penetration. These uncertainties, acknowledged by the Turkish exporters, highlight the need for further monitoring after the expo concludes.
