What Goods Do Chinese Buyers Most Frequently Purchase from the European Union?

Growing Trade Flow from Europe to China

Over the past twenty years, the economic relationship between the European Union and China has evolved into one of the world’s most significant trade partnerships. What began as a partnership primarily focused on manufacturing and industrial exchange has transformed into sophisticated two-way trade, with strong demand for European goods across Chinese consumer and business markets.

Today, China’s expanding middle and upper classes, numbering well over 400 million people, have become increasingly interested in European products. This demographic shift has fundamentally altered import trends: whereas the focus was once on heavy industrial machinery and automotive technology, modern Chinese consumers are now equally interested in European fashion, lifestyle, health and gourmet products. European products are perceived as authentic, high-quality and refined — values that align perfectly with China’s evolving standards of modern living.

A key reason for this admiration is Europe’s long-standing tradition of craftsmanship and regulation. European brands are selling more than just goods — they are selling history, culture, and trust. Whether it is French perfumes, Italian design, German engineering or Swiss precision, these products represent an unparalleled legacy. Chinese consumers have developed a deep appreciation for authenticity and are willing to pay premium prices for goods bearing the ‘Made in EU’ label.

Trade data reflects this trend. In recent years, the share of luxury fashion, cars, pharmaceuticals, and food products in EU exports to China has steadily increased. According to Eurostat, the value of EU exports to China exceeded €230 billion in 2024, with consumer goods showing double-digit growth across several categories.

This flourishing trade relationship also reflects a mutual strategic interest. For the EU, China is one of its most important global markets, while for China, Europe is a reliable source of innovation, heritage and quality manufacturing. As Chinese purchasing power continues to grow and European companies expand their presence on platforms such as Tmall, JD.com and AliExpress, this trade flow is set to increase further.

Ultimately, the import of European goods into China is about more than just commerce — it’s about culture, lifestyle, and identity. The desire for European excellence has become part of the modern Chinese narrative, with owning or consuming European products often being associated with international taste, success and modern sophistication.

Luxury goods and fashion brands

Of all the categories of European exports to China, luxury goods and fashion items occupy a special place. For many Chinese consumers, European luxury brands are not just products — they are symbols of success, sophistication and international prestige. The cultural association between Europe and high fashion runs deep, and Chinese buyers have embraced it with enthusiasm.

A status symbol and a lifestyle choice

Luxury fashion has become a defining feature of China’s modern consumer culture. The country’s growing middle class and wealthy elite see European brands as indicators of refined taste and global awareness. Owning a Louis Vuitton handbag, a Rolex watch, or an Armani suit is more than just a fashion statement — it’s a declaration of personal success and social achievement.

This fascination with European craftsmanship is rooted in the perception that European brands embody heritage, quality and authenticity. Whether it’s Italian leatherwork, French haute couture or Swiss watchmaking, these traditions convey a sense of excellence that deeply resonates with Chinese consumers, who value reliability and artistry in the products they purchase.

The Leading Countries and Brands

The strongest demand is seen for goods from France, Italy, the United Kingdom and Switzerland, each of which is known for its specialities:

• France is renowned for haute couture, perfumes, and luxury accessories, with brands such as Chanel, Hermès, Dior, Louis Vuitton, and Givenchy consistently ranking among the most sought-after in China.
• Italy is renowned for fashion and design, with Gucci, Prada, Versace, Fendi, and Bottega Veneta offering a blend of classic style and modern flair.
• Switzerland is unmatched in fine watchmaking, with Rolex, Omega, Patek Philippe and Audemars Piguet enjoying loyal followings.
• The United Kingdom contributes timeless luxury brands such as Burberry and Alexander McQueen, which are admired for their craftsmanship and understated elegance.

These brands have built powerful emotional connections with Chinese consumers through storytelling, heritage marketing and exclusivity, often positioning their products as gateways to a world of European elegance.

How Chinese Consumers Purchase European Luxury

The channels for buying European luxury goods have also diversified. While Chinese tourists used to travel extensively to Paris, Milan or London for tax-free shopping, cross-border e-commerce and official brand stores on platforms such as Tmall Luxury Pavilion and JD.com have made European fashion more accessible to local consumers.

Furthermore, personal shoppers (daigou) and authorised resellers have played a significant role in providing access to European luxury products, particularly prior to brands expanding their official online presence. Today, luxury companies are investing heavily in localised marketing, Chinese-language customer service and even customised product lines designed specifically for the Chinese market.

Changing demographics and new preferences

A notable shift is occurring among younger Chinese consumers — the so-called ‘post-90s and post-00s’ generation. These buyers are less interested in traditional status symbols and more interested in personal expression, sustainability, and brand values. While they still appreciate European craftsmanship, they now seek brands that align with modern ideals such as transparency, eco-consciousness, and individuality. This has encouraged European fashion houses to introduce limited editions, sustainable collections and digital fashion experiences aimed specifically at Chinese youth.

An ever-growing market

According to Bain & Company’s Luxury Report, China is expected to account for up to 40% of global luxury spending by 2030, with European brands capturing the majority of that demand. The combination of trust in European heritage and China’s appetite for innovation ensures that the flow of luxury goods from Europe to China will remain one of the most powerful forces in global trade.

In summary, the luxury sector reflects the perfect intersection between Europe’s cultural legacy and China’s economic transformation — where tradition meets aspiration and craftsmanship meets a market eager to embrace excellence.

Automobiles and automotive components

Few European exports to China carry as much prestige and admiration as automobiles. For decades, European car manufacturers have set global standards in engineering, safety and design, and Chinese consumers have long associated their cars with luxury, reliability and status. From the bustling streets of Shanghai to the high-speed expressways of Shenzhen, European cars are a familiar symbol of sophistication and success.

The Power of European Engineering

European car manufacturers have built a legacy blending performance, precision and elegance. German brands such as Mercedes-Benz, BMW, Audi, and Porsche dominate the premium and executive segments in China, each representing a different facet of European engineering excellence: Mercedes for prestige; BMW for driving dynamics; Audi for innovation; and Porsche for performance.

Meanwhile, Swedish and Italian manufacturers, including Volvo, Ferrari, Lamborghini, and Maserati, have established a strong presence in the Chinese market. Volvo’s reputation for safety appeals to family-oriented buyers, while the exclusivity and artistry of Italian sports cars are admired by China’s wealthy elite.

Imported vehicles are a status symbol in China

Owning a European car in China is about more than just transportation; it’s a symbol of success and refined taste. Luxury vehicles are often chosen by entrepreneurs, executives and public figures who wish to project an image of accomplishment and stability. Even mid-range European brands such as Volkswagen, Peugeot, Renault and Škoda have earned loyal followings thanks to their balance of affordability and quality.

China’s affluent consumers often choose imported vehicles over domestically produced ones because imported European models are considered to have superior materials, technology and performance standards. In particular, imported SUVs and high-performance saloons are popular choices among the upper middle class.

The Growing Market for Automotive Components

Beyond complete vehicles, China imports a significant amount of automotive components and spare parts from the EU. European suppliers provide advanced engines, transmission systems, braking technologies, electronic sensors and precision parts — all of which are essential for producing and maintaining both European and domestic cars in China.

This demand is supported by China’s vast automotive manufacturing sector, which relies on high-quality European machinery and components to enhance local production capabilities. German, Italian and French manufacturers are key partners for Chinese carmakers in areas such as automation, robotics and electric mobility technologies.

Electric Vehicles and Sustainable Mobility

As China moves towards a greener future, the market for electric vehicles (EVs) and hybrid technologies has exploded. European companies such as Volkswagen, BMW, Mercedes-Benz and Volvo are at the forefront of introducing cutting-edge EV models to Chinese consumers, drawing on their extensive experience in environmental innovation.

Additionally, European firms export vital battery systems, charging technologies and lightweight materials to Chinese car manufacturers, accelerating the domestic industry’s transition to sustainability. Joint ventures between European and Chinese companies, such as BMW-Brilliance, Daimler-Geely and Volkswagen-SAIC, demonstrate how trade has evolved from simple imports to long-term industrial collaboration.

The Road Ahead

Despite growing local competition, the import of European vehicles and parts continues to rise. Chinese buyers remain deeply loyal to European automotive brands because they embody trust, tradition, and technological superiority. As China’s transportation landscape evolves to embrace smart cars, automation, and renewable energy, Europe’s influence will remain essential.

The automotive trade between the EU and China reflects a broader trend. China looks to Europe for quality, safety and innovation. Whether it’s a luxury car gliding through Beijing’s business district or precision parts driving the future of electric mobility, European automotive excellence is one of China’s most highly regarded imports.

Food, Wine, and Gourmet Products

One of the most fascinating developments in EU–China trade relations has been the rapid increase in demand from China for European food, wine and gourmet delicacies. Over the past decade, China’s evolving dining culture and growing middle class have fuelled a strong appetite for authentic European flavours, including French wines, Italian olive oil, Belgian chocolate, and Dutch dairy products.

Chinese consumers increasingly value food products that embody authenticity, safety and heritage — all hallmarks of European gastronomy. The ‘Made in EU’ label has become a mark of trust, as European food producers are renowned for their rigorous quality standards, traceability and sustainable farming practices. For Chinese families, buying European food is often seen as an investment in health and lifestyle.
Demand has surged for organic and premium products, as well as those with geographical indications (GIs), such as Parma ham, Parmigiano Reggiano, Champagne and Bordeaux wine. These items are celebrated not only for their taste, but also for the tradition and regional identity they represent — qualities that deeply resonate with consumers seeking genuine, culturally rich products.

The rising popularity of European wine

Perhaps no category illustrates this phenomenon better than wine. France, Italy and Spain have become the leading wine suppliers to China, with the regions of Bordeaux, Burgundy and Tuscany being especially prized. Chinese consumers are drawn to the elegance, symbolism and craftsmanship behind European wines, which are often gifted or served at formal occasions and business events.
Red wine, in particular, has achieved iconic status in China, being admired for its deep colour and perceived health benefits. French wines dominate the high-end market, while Italian and Spanish labels have made significant inroads by offering a broader range of affordable yet high-quality options.
In recent years, wine education and tasting culture have grown rapidly in major Chinese cities. Wine schools, sommelier events and social clubs have helped to cultivate a sophisticated community of enthusiasts who appreciate the nuances of European terroirs and vintages.

Beyond Wine: The Broader Gourmet Spectrum

Although wine is the star attraction, many other European delicacies have also become popular in urban Chinese lifestyles. Strong demand exists for:

• Dairy products such as cheese, butter, and milk powders from the Netherlands, France, and Ireland.
• Olive oil from Italy, Greece and Spain, which is viewed as a healthy alternative in modern cooking.
• Chocolates and confectionery from Belgium, Switzerland and Germany, which are often purchased as gifts or for special occasions.
• Baked goods and pastries, particularly French and Danish styles, which have inspired new cafés and bakeries across China.
• Online retail platforms such as Tmall, JD.com and Hema Fresh have made it easier for Chinese households to purchase these products directly from European suppliers. Cross-border logistics and customs simplifications under EU–China trade agreements have further boosted this flow.

The cultural and emotional connection

For many Chinese consumers, European food represents a connection to culture and lifestyle, not just nourishment. Dining with imported wine and delicacies conveys a sense of refinement and global awareness. This has also influenced China’s hospitality industry, with fine dining restaurants, hotels and catering services now offering extensive selections of European ingredients and beverages. Food fairs such as the China International Import Expo (CIIE) in Shanghai and SIAL China have become major showcases for European producers, offering opportunities to build partnerships with Chinese distributors and retail chains.

A Growing Market with Long-Term Potential

As awareness of nutrition, food quality and cultural experiences continues to grow, the Chinese market for European gourmet goods is expected to grow significantly. In the future, there will likely be an even greater emphasis on organic, sustainable and artisanal European foods, catering to a generation of consumers who value taste as well as ethics. Europe has succeeded in introducing its culinary identity to China, as well as its products. The result is a market where food is more than just trade; it’s a cultural bridge between two civilisations, offering a shared appreciation of taste.

Cosmetics and Personal Care Products

Another category of European exports that has gained immense popularity among Chinese consumers is cosmetics and personal care products. Over the past decade, China’s beauty market has undergone a dramatic transformation, shifting from basic skincare and hygiene products to a broad, lifestyle-oriented industry in which European brands set the standard for quality, safety, and sophistication.

European beauty products are a symbol of trust and elegance, with a reputation built on science, purity, and heritage. French, Italian and German brands are particularly renowned for their advanced formulations, dermatological testing and strict adherence to EU health standards. For Chinese buyers, this combination of scientific credibility and luxury branding creates irresistible appeal — European beauty products are viewed as both safe and aspirational.

The ‘Made in Europe’ label conveys efficacy and prestige. Many Chinese consumers associate European skincare products and perfumes with timeless beauty and refined taste. Using European brands is often seen as a reflection of one’s social status and international mindset, particularly among young urban professionals in the country.

Leading European brands in the Chinese market include L’Oréal, Lancôme, Dior Beauty, Clarins, Nivea, Chanel, Guerlain and Sisley, each with a distinct market position. French brands dominate the luxury segment, while German and Nordic companies are renowned for their precision and commitment to dermatological care.

• L’Oréal has been a pioneer in the Chinese market since the early 2000s, offering products adapted to local preferences while maintaining European innovation standards.
• Lancôme and Dior Beauty dominate the premium skincare and perfume segments thanks to their elegant branding and high-quality ingredients.
• Clarins emphasises natural formulations, aligning with the growing demand for clean and plant-based cosmetics.
• Nivea and Eucerin from Germany are trusted household names for everyday skincare and dermatological reliability.

These brands promote a European lifestyle that blends beauty, confidence, and self-care, as well as selling products.

E-commerce and cross-border sales

The rise of cross-border e-commerce platforms such as Tmall Global, JD Worldwide and Kaola has dramatically increased access to European cosmetics. Consumers in smaller cities now have access to the same premium European beauty products as those in Beijing or Shanghai.

Online shopping festivals such as Singles’ Day (11.11), Women’s Day (08.03) and the 6.18 Mid-Year Sales consistently record record-breaking sales for European skincare and perfume brands. Many companies have also set up official flagship stores on these platforms to guarantee product authenticity and build direct relationships with customers.

Furthermore, Chinese influencers and beauty bloggers — often referred to as KOLs (key opinion leaders) — play a powerful role in promoting European brands. Through live streaming, tutorials, and reviews, they introduce new collections and seasonal products to millions of followers, significantly driving sales.

The shift towards natural and sustainable beauty

A newer trend shaping the market is the growing demand for natural, sustainable and eco-friendly European beauty products. Brands from countries such as France, Denmark and Sweden have found great success by emphasising their ethical sourcing, recyclable packaging and cruelty-free formulations.
This trend aligns with the preferences of younger Chinese consumers, who prioritise wellness, transparency, and environmental responsibility when making purchasing decisions. Consequently, boutique European labels such as Caudalie, L’Occitane, Dr. Hauschka and Lumene have grown in popularity by offering clean beauty without compromising on luxury.

Perfumes and personal fragrance

Perfumes deserve a special mention — they have become one of the most elegant and fastest-growing import categories from Europe. French and Italian perfume houses dominate this market, introducing Chinese consumers to the world of fine scents and artistic expression. Perfumes from prestigious brands such as Chanel, Dior, Hermès, and Acqua di Parma are highly sought after, both as personal items and as premium gifts.

A Flourishing and Ever-Evolving Market

China’s cosmetics sector is projected to continue its strong growth trajectory, with European brands maintaining a dominant position. The combination of heritage, innovation, and trust ensures that European cosmetics will remain at the forefront of Chinese beauty culture.
Ultimately, the demand for European personal care products illustrates a broader trend: Chinese consumers are embracing a philosophy of beauty and wellbeing inspired by Europe’s elegance, quality, and artistry, not just buying creams or perfumes.

Pharmaceuticals and Health Supplements

Health and wellness have become central priorities for Chinese consumers. In recent years, this focus has translated into surging demand for European pharmaceuticals and nutritional supplements. Products from the European Union are trusted, safe and effective thanks to the region’s strict regulatory standards and its long-standing reputation for medical innovation.

Trust built on science and regulation

European pharmaceuticals are synonymous with high quality, strict oversight and transparent production standards. The European Medicines Agency (EMA) and national authorities across the EU maintain some of the world’s most rigorous approval and monitoring systems. For Chinese importers and consumers, this means that medicines and supplements from Europe are considered reliable and clinically tested, and are free from contamination or unverified claims.
This trust is particularly important in a market where health and authenticity are key drivers of purchase decisions. Chinese consumers, who are becoming increasingly health-conscious and well-informed, prefer to purchase European pharmaceutical products because they are manufactured in accordance with Good Manufacturing Practices (GMP) and comply with EU safety certifications.

The most commonly imported categories include prescription drugs for chronic diseases, cardiovascular health, and diabetes management, as well as over-the-counter medicines such as painkillers, cold remedies, and digestive aids. German and French pharmaceutical companies are especially dominant, with well-known brands such as Bayer, Sanofi, Boehringer Ingelheim, Novartis and Roche maintaining a strong presence in China. China’s expanding healthcare infrastructure and ageing population have further increased demand for advanced European medicines. Hospitals and clinics in major Chinese cities often rely on European suppliers for high-quality diagnostic tools, medical devices and specialised treatments.

Vitamins, supplements and preventive health

Beyond traditional medicine, the market for vitamins, dietary supplements and herbal extracts from Europe has grown exceptionally quickly. Modern Chinese consumers are becoming increasingly proactive about preventive healthcare, focusing on maintaining wellness rather than treating illness.

Popular European imports include vitamin C, multivitamins, omega-3 oils, probiotics, collagen and calcium supplements, as well as natural products designed for beauty, immunity and joint health. Germany, the Netherlands, Switzerland and the United Kingdom are recognised for producing supplements of a pharmaceutical grade.

Brands such as Doppelherz (Germany), BioGaia (Sweden) and Vitabiotics (UK) have gained a loyal following among Chinese families and professionals who prioritise nutrition and wellbeing. Cross-border e-commerce platforms such as Tmall Global, JD Health, and Kaola have made it easy for consumers to buy these products directly from verified European sellers.

Traditional meets modern: herbal and natural remedies

Interestingly, Chinese consumers are also showing a growing interest in European natural and plant-based health products, such as herbal teas, essential oils, and organic remedies. This trend reflects a fusion of traditional Chinese medicine philosophy with Western wellness practices — a combination that strongly resonates with the modern, health-conscious population.
European producers of herbal and homeopathic medicines, particularly those based in Germany, Austria, and Switzerland, have benefited from this shift. Brands that are recognised for scientifically validating natural therapies are particularly popular as they align with Chinese values of holistic well-being, while also providing the assurance of European scientific rigour.

E-commerce, education and transparency

The growth of digital healthcare platforms and health-focused e-commerce channels in China has dramatically increased access to European pharmaceuticals and supplements. Many Chinese consumers prefer to buy directly from official brand stores or certified distributors to ensure authenticity and product integrity.
Additionally, online health education through wellness influencers, doctors, and verified platforms has helped Chinese consumers to better understand European health concepts such as preventive care, balanced nutrition, and personalised supplementation.

A Future of Healthy Cooperation

The market potential remains immense. As China’s population becomes more urbanised, older and health-conscious, demand for safe, high-quality and innovative health solutions will only continue to grow. European companies are expected to increase their presence in China’s booming life sciences sector through strategic partnerships, local joint ventures, and R&D cooperation.
Pharmaceuticals and health supplements represent far more than just another export category — they embody the values of trust, safety, and scientific excellence that define Europe’s global reputation. For Chinese consumers, these products symbolise confidence in their well-being and faith in European innovation.

Industrial Machinery and Technology

Beyond consumer goods, one of the most significant pillars of EU–China trade is the exchange of industrial machinery, equipment, and advanced technology. While Chinese manufacturing capacity has grown enormously over the past two decades, Europe remains a key supplier of high-end, precision and specialised industrial machinery — tools that continue to underpin China’s industrial modernisation.

Europe’s engineering legacy

Europe’s strength lies in its deep industrial tradition. From the mechanical precision of Germany and Switzerland to the automation excellence of Italy, Austria and Sweden, European countries have long been renowned for their engineering expertise and reliability.
European manufacturers produce machinery and components that are durable and technologically superior. In sectors such as robotics, automation, food processing, packaging, construction, energy, and medical manufacturing, European machines are synonymous with efficiency and long-term performance.

In China, these qualities are highly valued. Industrial buyers know that importing European machinery gives them a competitive advantage in the form of higher production quality, reduced downtime and lower long-term costs.

Key sectors and equipment categories
The demand for European industrial products in China spans multiple sectors:

• Manufacturing and robotics: Leading exporters of industrial robots, automation systems, and precision tools to Chinese factories include Germany’s Siemens, Bosch, KUKA, and Trumpf.
• Construction and infrastructure: Companies such as Caterpillar Europe, Liebherr, Volvo Construction Equipment and Wirtgen supply the heavy machinery needed for China’s ambitious urban and infrastructure projects.
• Energy and power systems: European producers provide state-of-the-art wind turbines, energy storage systems, and green power solutions to help China reach its carbon neutrality goals.
• Food and Beverage Production: Suppliers from Italy and the Netherlands dominate this segment with advanced machinery for bottling, packaging, and quality control.
• Textile and printing equipment: Swiss, German and Belgian machines are favoured for their accuracy and durability, which are crucial for China’s large-scale textile manufacturing.

All of these sectors depend on European precision engineering, a reputation built through decades of innovation, sustainability and practical expertise.

Technology transfer and industrial cooperation

The relationship between Europe and China in this field extends beyond simple trade. Many European companies have established joint ventures, R&D centres and local production facilities in China to support knowledge exchange and better serve domestic clients.
For example:

• Siemens operates extensive research centres in Suzhou and Shanghai, developing automation and smart manufacturing solutions tailored to China’s industrial needs.
• ABB and Bosch Rexroth collaborate with Chinese partners to develop smart robotics and digital factory solutions.
• Italian and German machinery producers are working closely with Chinese firms to integrate Industry 4.0 principles, combining automation, data exchange and intelligent production.

These kinds of partnerships benefit both sides: Chinese industries gain access to advanced European expertise, while European companies gain a stronger foothold in one of the world’s largest manufacturing markets.

The Role of Innovation and Sustainability

Europe’s leadership in green technology and sustainable manufacturing is another driver of demand. Chinese companies are increasingly sourcing energy-efficient machinery, low-emission systems and renewable technology components from Europe. This shift aligns with China’s strategic objectives of modernising its economy and reducing its environmental impact.
European companies are also at the forefront of digital transformation, equipping Chinese factories with tools for predictive maintenance, smart data management and machine learning integration. These technologies help Chinese manufacturers to achieve higher productivity and sustainability, which are both top national priorities.

Why China prefers European machinery

Chinese companies continue to favour European equipment because of several key advantages:

• Longevity and reliability – European machines often outlast cheaper alternatives by many years.
• Precision and quality output, which is essential in sectors such as medical devices, aerospace and automotive manufacturing.
• Comprehensive technical support and training, often provided directly by European engineers.
• Continuous innovation, ensuring that Chinese partners remain technologically competitive.

Looking ahead: A partnership in progress

As China’s economy transitions from mass production to smart, value-added manufacturing, the need for advanced European technology will remain vital. Both sides are now moving towards a more integrated partnership that focuses on innovation, sustainability and digitalisation.
Exports of industrial machinery and technology represent one of the most strategic elements of EU–China trade. Europe provides not just machines, but also the knowledge, precision and technological vision that continue to drive China’s transformation into a modern industrial powerhouse.

Art, Antiques and Cultural Goods

Although industrial and luxury products tend to dominate the headlines regarding EU–China trade, a more subtle yet fascinating category has also experienced significant growth: the import of European art, antiques and cultural goods. Though niche compared to other sectors, this segment reflects China’s evolving cultural sophistication and growing appreciation for European heritage, creativity, and craftsmanship.

A new class of Chinese collectors, investors and art enthusiasts has emerged in recent years. With their rising wealth and global exposure, these individuals now view art as both a form of cultural enrichment and a stable investment asset. European artworks and antiques, with their centuries-old traditions and historical value, are in high demand in private collections, museums and luxury homes across China.
Collectors from major cities such as Beijing, Shanghai, Shenzhen and Hangzhou are becoming increasingly active in the European art market, attending international auctions and fairs such as Art Basel, TEFAF Maastricht and Frieze London. For many of these collectors, owning a European masterpiece is about more than just aesthetic taste; it is a symbol of intellectual refinement, social prestige and a connection to global culture.

European Art and Its Allure

The allure of European art is wide-reaching, spanning classical oil paintings and sculptures to modern and contemporary works. Chinese collectors are particularly drawn to Renaissance art, Impressionism, and post-war European masters, appreciating the technical mastery and philosophical depth of these movements.
Monet, Picasso, Van Gogh and Modigliani are just a few of the artists who remain household names among China’s elite collectors. Meanwhile, contemporary European artists, including Damien Hirst, Banksy and Gerhard Richter, have gained immense popularity in China’s expanding modern art scene, appealing to a younger audience that values innovation and cultural commentary.

Antiques and historical objects

Beyond fine art, the trade in European antiques and cultural heritage items has also grown. High-end buyers in China seek furniture, clocks, porcelain, and silverware from countries such as France, the UK, Italy, and the Netherlands. These items are often imported for private use, luxury interior design, or boutique hotel décor.
European antiques represent heritage, quality, and timeless craftsmanship — qualities that align perfectly with the Chinese appreciation of history and symbolism. This has led to an increase in boutique galleries and import specialists in major Chinese cities that source items directly from European estates and auction houses.

Cultural Exchange and Institutional Cooperation

The growing trade in art and cultural goods is not limited to private collections. There has been a growing number of institutional collaborations between European museums and Chinese cultural institutions.
Major exhibitions such as ‘Treasures of the Louvre’, ‘Van Gogh Alive’, and ‘The Prado in Shanghai’ have attracted millions of visitors, fostering cultural dialogue and stimulating demand for European art and memorabilia.
Additionally, European art academies and cultural organisations are collaborating with Chinese universities and art centres to promote education in art history, restoration and creative industries. This exchange has boosted mutual understanding and positioned Europe as the primary source of cultural inspiration and artistic education for aspiring Chinese artists.

Art as an Investment and Asset Class

As China’s wealth management market continues to grow, art is increasingly being seen as a secure and tangible investment. European art, backed by well-documented provenance and global recognition, offers Chinese investors prestige and diversification.
Auction houses such as Sotheby’s, Christie’s and Phillips report that Chinese buyers now account for a significant proportion of global art sales, particularly in the segment of European fine art.
Financial institutions and private banks in China are also beginning to offer art advisory services to help wealthy clients build collections that include European works as part of their broader asset strategies.

The broader cultural impact

The import of European cultural goods represents more than just commercial trade; it symbolises the deepening cultural connection between East and West. Through art, antiques and creative exchange, Chinese society continues to embrace and reinterpret European aesthetics, blending them with local traditions and contemporary expression.
This cross-cultural flow enriches both regions: Europe finds new admirers and markets for its cultural legacy, while China gains access to centuries of artistic excellence and inspiration.

A Market of Prestige and Passion

Although small in comparison to sectors such as automotive or luxury fashion, the market for European art and antiques is one of the most symbolically significant areas of trade. It demonstrates China’s evolution into a culturally mature and globally connected society where an appreciation of heritage and aesthetics now stands alongside economic ambition.
This growing import category reflects financial capacity, as well as a shared admiration for creativity, history and timeless beauty — values that have long defined Europe and now strongly resonate with China’s new generation of global citizens.

Green Technologies and Renewable Energy Equipment

As China accelerates its transition towards a low-carbon, sustainable economy, one of the fastest-growing import categories from the European Union is green technology and renewable energy equipment. Europe, with its long-standing leadership in environmental innovation and clean energy policy, has become a key partner and supplier in China’s pursuit of ecological modernisation.

Europe as a Global Leader in Sustainability

Europe’s expertise in renewable energy systems, environmental engineering and the circular economy is unmatched. European companies have spent decades developing technologies that reduce emissions, conserve energy and promote sustainability, all of which align perfectly with China’s national strategy to achieve carbon neutrality by 2060.
Importing European green technologies gives China access to proven, efficient, environmentally sound solutions that can be rapidly deployed across its vast industrial and urban landscape. European firms also bring know-how as well as equipment, assisting Chinese partners in developing local capabilities in green energy production, waste management, and sustainable manufacturing.

Key areas of cooperation

The most significant areas of green technology trade between the EU and China include:

• Renewable Energy Equipment: European producers of wind turbines, solar panels, and hydroelectric systems are among the most advanced in the world. Companies such as Siemens Gamesa (Spain/Germany), Vestas (Denmark) and Nordex (Germany) supply China with high-efficiency wind turbines and technical components.
  Even though China is a leader in solar manufacturing, it continues to import specialised European photovoltaic technologies, inverters and grid systems for use in hybrid and high-efficiency projects.
• Energy Storage and Smart Grids:
  European innovators in battery management, smart grid integration and energy optimisation are helping China to improve the efficiency of renewable power distribution. Technologies from Germany, the Netherlands and Finland are being integrated into large-scale pilot projects across Chinese provinces.
• Environmental protection and waste management:
  European equipment and expertise in waste recycling, water purification and air filtration are widely used in Chinese cities seeking to meet new sustainability standards. Scandinavian and German companies in particular provide advanced waste-to-energy conversion and industrial emission control systems.
• Green construction and sustainable materials:
  European firms are major suppliers of eco-friendly building materials, energy-efficient insulation and smart infrastructure systems, helping China’s construction sector to adopt greener standards. Collaborations with European design firms have also introduced new models for sustainable urban development.

The appeal of European innovation

What makes European green technology so attractive to Chinese buyers is its proven performance and integration with regulatory excellence. The EU’s strict environmental directives, such as the Green Deal and the Fit for 55 package, ensure that its technologies meet some of the world’s highest ecological and safety standards. For Chinese enterprises, this translates into lower environmental risks, better compliance and a stronger international reputation.
Moreover, European firms tend to offer turnkey solutions — complete systems combining equipment, software, and maintenance — providing Chinese industries with a ready-made pathway to modern sustainability.

Joint ventures and research partnerships

Beyond trade, many European and Chinese companies are engaging in joint ventures, co-development projects and R&D alliances.
Examples include:

• ABB partnering with Chinese utilities to modernise electrical grids and integrate renewable power.
• Danish and German energy firms collaborating on offshore wind farms along China’s eastern coast.
• Dutch and French environmental firms cooperating on urban water treatment and circular economy projects.

These partnerships help to localise production and create new opportunities for shared technological advancement, thereby strengthening the long-term relationship between the two regions.

China’s strategic motivation

China’s shift towards green imports from Europe is not only environmental, but also strategic and economic. By investing in clean energy and sustainable infrastructure, China aims to reduce its dependence on fossil fuels, modernise its industrial base and establish itself as a global leader in climate innovation. European technology serves as both a catalyst and a benchmark in achieving this ambition.
Demand extends beyond government-driven projects: private Chinese companies are investing more and more in renewable energy systems and eco-friendly production methods to align with ESG (Environmental, Social and Governance) standards, which are becoming increasingly important for global competitiveness and financing.

A partnership for a sustainable future

The collaboration between Europe and China in green technologies represents a shared vision for the planet’s future. Europe provides innovation, engineering and a regulatory framework, while China contributes scale, capital and implementation power. Together, they form one of the world’s most powerful alliances for sustainable growth.
Green technologies have become a foundation for long-term cooperation, shaping how both regions approach the challenges of climate change, energy transition, and responsible industrial development, rather than just being a trade category. For China, European technology offers a route to a cleaner, more efficient and sustainable future.

The Role of Online Platforms and Trade Fairs

Flourishing trade between Europe and China has been accelerated by two major forces: the rise of digital commerce platforms and the growing importance of international trade fairs. Together, they have transformed the way Chinese consumers and companies access, evaluate and purchase European goods, creating a seamless bridge between the two markets.
E-commerce: A digital gateway to Europe

China boasts the world’s most advanced e-commerce ecosystem, and European exporters have swiftly adapted to this reality. Platforms such as Tmall Global, JD Worldwide, Kaola and AliExpress have become the digital gateway to EU–China trade, enabling European brands to connect directly with Chinese consumers and reducing their reliance on traditional distribution channels.
Through these cross-border platforms, Chinese buyers can purchase authentic European luxury goods, skincare products, food, supplements and machinery with just a few clicks. The integrated logistics and customs systems ensure fast delivery and authenticity verification — two critical factors for building consumer trust in imported goods.

Many European brands now operate official flagship stores on these platforms. For example, French and Italian luxury brands, German supplement manufacturers and Dutch dairy exporters have dedicated pages on Tmall Global, offering localised content, Chinese-language customer service and special promotions around major shopping events.

Online shopping festivals and live commerce

Shopping festivals have become central to the promotion of European goods in China. Events such as Singles’ Day (11.11), the 618 Mid-Year Sale and Double 12 generate record-breaking sales every year, with European brands among the top performers.
During these campaigns, consumers are drawn to the prestige and authenticity of imported products, which are often promoted through live streaming by influencers and brand ambassadors. For example, a French perfume brand or a Swiss watch brand can reach millions of viewers through a single live-streaming session on platforms such as Douyin (TikTok China) or Taobao Live.
This fusion of entertainment, retail and cultural storytelling makes European goods more accessible and emotionally appealing to a wide audience, particularly younger consumers who prefer digital interactions.

Trade Fairs: The Physical Meeting Point

Although digital platforms dominate retail, trade fairs and exhibitions remain the cornerstone of business-to-business (B2B) engagement between Europe and China. These events provide European exporters with an opportunity to exhibit their products, connect with distributors, and develop long-term partnerships within the Chinese market.
The China International Import Expo (CIIE), held annually in Shanghai, is one of the world’s largest and most prestigious trade events dedicated exclusively to imports. European countries play a leading role at this event, with national pavilions representing France, Germany, Italy, Spain and the Netherlands, among others.
At CIIE, European companies present a wide range of products, including food and wine, industrial equipment, renewable energy solutions, and high-end fashion. The fair attracts government and corporate buyers, and helps shape consumer perception of European quality and innovation.
Other major events, such as SIAL China (food and drink), Beauty Expo China (cosmetics and personal care) and Auto Shanghai (automotive sector), provide focused platforms for European industries to connect directly with Chinese business networks and consumers.

The Hybrid Trade Model: Combining Online and Offline Strategies#

The most successful European exporters to China now embrace a hybrid approach, combining digital visibility with a physical presence. For instance, a brand may launch a new product via an online campaign and then reinforce its credibility and B2B partnerships by participating in major trade fairs.
This dual-channel strategy offers several advantages:

• Consumer trust, strengthened by both digital authenticity and physical engagement.
• Faster brand recognition, as trade fairs often attract media attention and professional buyers.
• Adaptability, enabling companies to test products online before scaling up their offline operations.

Governmental and institutional support

Both the European Union and China actively encourage these exchange platforms. The EU supports export promotion initiatives that help European SMEs participate in Chinese trade fairs and digital platforms, while the Chinese government provides preferential policies and logistics channels for high-quality imports.
Collaborations such as the EU–China Online Marketplace Programme and the Belt and Road trade exhibitions further reinforce this cooperation, ensuring that small and medium-sized European producers, as well as global brands, can access the Chinese market efficiently.

Bridging cultures through commerce

Online platforms and trade fairs have done more than facilitate trade — they’ve brought cultures closer together. Chinese consumers can now experience the European lifestyle, tastes and innovations first-hand, while European businesses gain a deeper understanding of Chinese consumer behaviour, preferences and digital trends.
The synergy between technology and tradition — between Europe’s manufacturing excellence and China’s digital dynamism — has become the engine of modern trade.

The future of digital and physical exchange

Looking ahead, this ecosystem will continue to evolve. The integration of AI-driven logistics, real-time translation and blockchain authentication will make importing European goods even more transparent and efficient. Hybrid exhibitions combining virtual showcases and live events will further blur the boundaries between online and offline trade.
Online platforms and trade fairs are not just tools of commerce; they are also bridges that facilitate accessibility, trust and cultural exchange. They have introduced Chinese consumers to centuries of European craftsmanship, innovation, and heritage, making European goods an integral part of daily life in China.

A relationship built on trust and quality

The story of Chinese imports from Europe is about more than just economic exchange; it is a testament to mutual respect, shared values and a deep appreciation of quality and authenticity. What began as trade between two distant continents has evolved into a sophisticated relationship based on cultural understanding, craftsmanship and technological progress.
For Chinese consumers, European products symbolise trust, heritage and refinement. From the elegance of Parisian fashion houses to the precision of German engineering, and from the aroma of Italian coffee to the innovation of Scandinavian green technologies, Europe sets the standard for excellence. This admiration is no accident; it stems from decades of consistent quality, transparency and adherence to ethical production standards that strongly resonate with Chinese values of reliability and long-term vision.

A partnership that reflects two worlds

Europe’s strength lies in its tradition, craftsmanship and regulatory integrity. China’s strength lies in its size, speed, and ambition. Together, these forces create a powerful synergy that continues to reshape global trade dynamics. Chinese consumers and enterprises look to Europe not only for products, but also for inspiration, innovation and cultural depth.
The relationship has matured into something reciprocal:

• Europe exports not only goods to China, but also knowledge, culture and design philosophy.
• China, in turn, offers market access, capital and innovation in digital commerce, helping European producers to modernise their global reach.
• This balance of tradition and modernity makes EU–China trade one of the world’s most dynamic and mutually beneficial economic connections today.

Evolving Beyond Commerce

What sets this partnership apart is that it transcends transactional trade. It is an exchange of lifestyles and ideals, with European brands adapting to the preferences of Chinese consumers and Chinese buyers embracing the stories and heritage behind European products. This mutual evolution strengthens long-term trust, ensuring that cooperation remains sustainable even as markets shift and global trends evolve.
Furthermore, the EU–China trade relationship fosters cultural diplomacy and mutual understanding. Every imported product, be it a bottle of Bordeaux wine or a Swiss timepiece, tells a story of tradition, creativity and human achievement. In this sense, trade becomes a bridge that connects people, not just economies.

Looking ahead, the collaboration between China and the European Union is expected to deepen further. Demand for European goods is expected to rise as Chinese consumers become more discerning about quality, safety and sustainability.
At the same time, European exporters will continue to adapt, leveraging digital commerce, localised marketing and long-term partnerships to better meet the needs of China’s diverse and fast-changing market.
The next phase of growth will be defined by sustainability, transparency, and innovation. Green technology, eco-conscious products and socially responsible manufacturing are likely to become central themes, reflecting Europe’s environmental values and China’s national vision of a balanced, sustainable economy.

A Relationship Rooted in Excellence

Ultimately, these two economic powers are united by a shared pursuit of excellence. The European Union’s reputation for authenticity and craftsmanship complements China’s appetite for innovation and growth. Together, they are shaping the future of global trade and the narrative of modern globalisation – one built on trust, mutual respect and the pursuit of quality.