Guangzhou is set to initiate a year-long series of trade promotion events across the Association of Southeast Asian Nations (ASEAN), beginning its campaign on 16 June in Singapore. The overall programme involves more than 40 trade promotion and business matchmaking activities designed to introduce high-quality products manufactured in Guangzhou to the broader regional market.

The Singapore launch will be a high-profile event focused on linking supply with demand for a wide selection of consumer and industrial goods. It is designed to act as a crucial entry point for Guangzhou-based enterprises seeking to access ASEAN’s consumer base, according to Guangdong news outlet South.

The debut event will showcase over 300 popular products from more than 20 major Guangzhou brands, encompassing everything from new energy vehicles and smart electronics to textiles, cosmetics and food. Home appliances, furnishings, luggage and bags, health and wellness products, and toys will also feature. 

A delegation representing the city’s wholesale markets will be in attendance. The proceedings will include an opening ceremony, the unveiling of a premium products catalogue, and the launch of a new initiative dedicated to assisting local brands with overseas expansion.

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Nearly 600 delegates from ASEAN’s commercial sector and digital trading platforms have received invitations. Business matchmaking sessions and specific procurement meetings have been organised, with attendees including leading retailers, major supermarket chains, and cross-border e-commerce giants such as Shopee and Lazada, South says.

Official figures from the Guangzhou Municipal Commerce Bureau confirm the continuing robustness of trade between Guangzhou and ASEAN countries. In 2025, the total value of foreign trade between the two parties surpassed 200 billion yuan, marking a significant increase of 28 percent.

This trade flow is strongly reciprocal. Guangzhou anticipates importing tropical fruits, including durians, valued at more than 1 billion yuan from ASEAN throughout the second quarter of 2026.

Following the Singapore event, Guangzhou intends to continue its trade promotion and business matchmaking activities across Southeast Asia. Guangzhou-based companies are expected to participate in approximately 100 industry exhibitions throughout the region.