From vitamins to value chains: A new chapter in China-Canada trade

By Bi Ran, CGTN 

From vitamins designed for Chinese consumers to products developed across borders, Canadian companies at the 2026 China International Import Expo (CIIE) are demonstrating how trade is extending beyond exports as Asia-Pacific economies prepare to gather in Shenzhen, in southern China.

A smaller fish-oil capsule may seem an unlikely symbol of international economic cooperation. For Canadian health and nutrition company Jamieson, however, it points to a much bigger story: the evolving relationship between Canadian businesses and the Chinese market.

At the ninth China International Import Expo (CIIE), taking place in Shanghai from November 5 to 10, the 104-year-old Canadian brand is showcasing a high-concentration fish oil supplement developed specifically for Chinese consumers. Its smaller capsule is designed to be easier to swallow, based on feedback from local customers.

It’s a small adjustment, but it signals a major shift: China is no longer simply a market for products developed overseas. Increasingly, Chinese consumers are helping shape what global companies create.

Mike Pilato, President and CEO of Jamieson Wellness Inc., told CGTN that the company’s business in China grew more than 50% year on year in 2025, making it Jamieson’s fastest-growing market worldwide.

“For Jamieson, that connection is becoming increasingly important. And our commitment extends well beyond the exhibition floor. After years of selling products in China, we stepped up our local investment in 2023 by acquiring its Chinese distribution partner and establishing a locally managed operation in Shanghai,” said Pilato.

For a Canadian company with a history spanning more than a century, the next phase of international expansion is increasingly shaped by local Chinese consumer insights, digital commerce, and long-term investment.

The 104-year-old Canadian brand is presenting various products specially developed with Chinese consumers in mind, Shanghai, China, Nov. 6, 2026. /CGTN

The transformation extends beyond nutritional supplements. Jamieson is one of more than 120 Canadian companies taking part in this year’s CIIE, where Canada returns as a Guest Country of Honor. From vitamins and functional foods to sportswear, beauty products, and agricultural goods, Canadian businesses are seeking new ways to connect with one of the world’s largest Canadian athletic apparel brand Lululemon offers another example. At last year’s CIIE, the company introduced a new running vest designed in Canada and inspired by the needs of Chinese consumers, with testing conducted accordingly.

Andre Maestrini, the company’s president and chief commercial officer, emphasized how quickly consumer preferences are changing in China and the need to develop products locally.

“The China speed in terms of innovation and trends is so intense,” he said, explaining that products developed for Chinese consumers could also find their way into global markets.

Meanwhile, Canadian shoe-care brand Walter’s is taking a different approach to the Chinese market. The company already has manufacturing and distribution connections in China’s Guangdong-Hong Kong-Macao Greater Bay Area. At its first CIIE this year, it aims to build on those established supply-chain ties to connect directly with Chinese consumers, particularly through e-commerce.

Together, these stories point to a new pattern of cooperation: Canadian brands contribute expertise in product development and quality, while China’s manufacturing capabilities, digital platforms and consumer demand create new business opportunities.

Broader trade figures suggest growing opportunities, though the relationship remains uneven. The China Institute at the University of Alberta reports that Canadian exports to China rose 30.1% in the first half of 2026, reaching 21.74 billion Canadian dollars. Consumer-goods exports also increased by 29.9%, while energy and minerals continued to account for much of the overall growth.

But beyond the numbers, the nature of trade is evolving.

For nutrition brands, entering the Chinese market takes more than shipping products across the Pacific. Companies must navigate product registration, regulations, quality standards, and increasingly sophisticated consumer expectations. Cross-border e-commerce has opened new channels, while investment in local teams and distribution networks helps businesses establish a more lasting presence.

At this year’s CIIE, Canada’s national pavilion, built with Canadian timber, showcases the country’s commitment to sustainable materials and green development.

These developments offer a practical backdrop for the 33rd Asia-Pacific Economic Cooperation (APEC) Economic Leaders’ Meeting, scheduled to take place in Shenzhen from November 18 to 19. Under the theme “Building an Asia-Pacific Community to Prosper Together,” APEC 2026 has identified three priorities: openness, innovation, and cooperation. Discussions will address trade and investment, digital transformation, connectivity, and efforts to build more resilient regional supply chains.

The experiences of Canadian companies in China demonstrate why these priorities matter. Easier market access creates business opportunities, digital connectivity enables companies to respond more quickly to consumer needs, and closer cooperation across industrial chains turns trade relationships into long-term partnerships.

As regional leaders and business representatives prepare to meet in Shenzhen, Canadian companies’ stories at CIIE offer a glimpse into what deeper Asia-Pacific integration might look like.