What Products Do Chinese People Most Often Buy in Europe

Over the past two decades, Europe has emerged as one of the most desirable and strategically significant markets for Chinese buyers, offering not only luxury goods and iconic brands, but also technology, real estate, industrial assets and long-term investment opportunities. What began as a trend of tourism and high-end retail shopping has evolved into a sustained pattern of cross-border commerce, corporate acquisitions and diversification of family wealth.

This evolution reflects a broader economic and cultural shift within China itself. As the Chinese middle and upper classes have grown dramatically in size, so has their demand for authentic, high-quality and ethically produced European goods. For many Chinese consumers, Europe is not just a place to shop; it is also a symbol of reliability, artistry, and social prestige. European craftsmanship and heritage are synonymous with trust – a value that resonates deeply in a society that places great importance on status, authenticity, and long-term quality.

Whether it is Italian design, German engineering, French cosmetics, Swiss precision or Scandinavian sustainability, European products continue to embody the values that Chinese consumers admire: refined aesthetics, meticulous attention to detail and uncompromising safety standards. These qualities extend far beyond the luxury sector. Today, Chinese demand in Europe encompasses not only luxury goods, but also high-end automobiles, pharmaceutical and healthcare products, food and wine, education, and technology transfers. The modern Chinese buyer is an informed, globally minded participant in the European economy, not just a tourist at a boutique.

According to China’s Ministry of Commerce, imports from the European Union reached nearly €240 billion in 2024 – a figure that not only underscores the strength of consumer demand, but also the deepening of industrial and investment ties. Over the last decade, this figure has grown steadily, reflecting the diversification of trade from traditional luxury and manufacturing imports to advanced technologies, energy systems and sustainable products that align with China’s modernisation goals.

The relationship between China and Europe is therefore no longer one-directional. It is a sophisticated exchange driven by mutual respect, complementary strengths, and shared quality standards. Europe offers Chinese buyers what they seek most: heritage, regulation and transparency – a marketplace where every product, brand and asset is clearly certified, legally protected and recognised worldwide. This reliability, combined with Europe’s stable legal systems and transparent tax regimes, has also attracted Chinese corporate investors and family offices seeking to diversify their international holdings.

The appeal of European assets is not merely cultural – it is also deeply strategic. By investing in Europe, Chinese entrepreneurs and conglomerates can access cutting-edge research and advanced manufacturing capabilities, as well as proximity to some of the world’s largest consumer markets. For many, establishing a corporate presence or acquiring European brands provides a route to innovation, allowing them to incorporate Western technology and expertise into their global operations.

This dual dynamic – cultural appreciation and strategic investment – defines the modern Chinese buyer in Europe. On the one hand are private consumers who seek out Europe’s renowned luxury, fashion, beauty and lifestyle products as expressions of taste, authenticity and personal achievement. On the other hand, corporate and institutional investors are focused on industrial equipment, real estate, renewable energy and emerging technologies that align with China’s long-term development goals.

Together, these two groups represent one of the most powerful and influential forces in contemporary global commerce. They are not only shaping trade flows, but also how Europe positions itself as a destination for global capital and cultural exchange. In this landscape, professional guidance and legal certainty are more important than ever, ensuring that Chinese individuals and companies can safely, transparently and efficiently pursue their European ambitions.

At Regulated United Europe (RUE), we are proud to support this growing relationship. We provide comprehensive legal, corporate and regulatory assistance to Chinese clients purchasing goods, assets or businesses in Europe, from luxury retail partnerships to large-scale industrial acquisitions. Thanks to our expertise, we bridge the cultural and legal differences between two of the world’s most powerful markets, ensuring that every transaction is based on trust, compliance and long-term success.

Luxury goods, fashion, and lifestyle products

Of all the categories of European goods purchased by Chinese consumers, luxury fashion and lifestyle products remain the undisputed leaders. For many years, the allure of ‘Made in Europe’ has been synonymous with prestige, authenticity, and refinement. From the cobblestone streets of Paris and Milan to the grand boutiques of London and Zurich, Europe’s fashion capitals continue to attract millions of Chinese visitors and online buyers who regard European craftsmanship as the ultimate symbol of elegance and status.

According to Bain & Company’s Global Luxury Study 2024, Chinese consumers now account for almost 35% of total global luxury spending, a figure which is expected to rise as incomes grow and travel restrictions are lifted. A large portion of this expenditure takes place directly in Europe, either through in-store purchases or via online platforms that deliver European goods to China. France, Italy and Switzerland remain the top destinations, with Paris, Milan, Rome and Zurich leading the rankings for luxury shopping by Chinese tourists.

The reasons for this enduring fascination are both practical and emotional. European luxury brands represent more than just products; they represent heritage and artistry passed down through generations. In China’s highly status-conscious society, owning a Louis Vuitton, Hermès or Cartier item is not just about fashion, but also about expressing success, sophistication and an understanding of global culture. This emotional connection has made Europe the spiritual home of luxury for millions of Chinese consumers.

Beyond the classics, however, the landscape is evolving. Younger generations of Chinese buyers, particularly those born after 1990, are exploring niche designers, sustainable brands and lifestyle products that reflect individuality and cultural awareness. Scandinavian minimalism, British tailoring and French haute couture now sit alongside emerging names in ethical fashion, circular design and eco-friendly materials. This new generation is no longer satisfied with displaying logos; they seek authenticity, storytelling and a sense of identity behind every purchase.

Europe also offers tangible advantages in terms of pricing, authenticity, and availability. Many luxury goods are significantly cheaper in the EU due to lower retail taxes and the absence of import tariffs, which are applied in China. Shopping directly from official boutiques or European online platforms also provides assurance against counterfeit products, which is a persistent concern among Chinese consumers. Furthermore, European stores offer tax-free shopping schemes, enabling non-EU visitors to reclaim VAT on departure, which makes purchasing directly in Europe even more appealing.

This demand has reshaped how European brands operate. Leading fashion houses have adapted their marketing strategies and retail experiences to cater to Chinese customers by hiring Mandarin-speaking staff, offering digital payment methods such as WeChat Pay and Alipay, and organising private shopping sessions for visiting clients. E-commerce has also transformed accessibility: platforms such as Tmall Global, Farfetch and JD Worldwide enable Chinese consumers to purchase European luxury goods directly from verified sources while ensuring compliance with export and customs regulations.

Luxury consumption is spreading beyond traditional fashion to interior design, furniture, art and gastronomy. Many affluent Chinese families now incorporate European aesthetics into their daily lives, furnishing their homes with Italian furniture, collecting Swiss watches, displaying French art and dining on Spanish wines and olive oils. The European lifestyle has become a global aspiration and continues to grow in influence across Chinese metropolitan centres such as Shanghai, Beijing and Shenzhen.

However, purchasing or importing luxury goods from Europe for personal or business use involves specific customs, tax and regulatory considerations. Importers must ensure that products comply with authenticity certifications, proper labelling, and export documentation. The process becomes even more complex for Chinese companies that wish to act as authorised distributors or franchise holders of European brands, involving licensing agreements, intellectual property protection, and EU-based corporate registration.

At Regulated United Europe (RUE), we provide professional support for all such transactions. Our experts assist Chinese clients in setting up European companies or trading subsidiaries that can legally purchase, distribute and resell European luxury and lifestyle goods. We handle every stage of the process, including company formation, VAT and EORI registration, contract review, import licensing, and trademark due diligence. For clients entering retail or e-commerce partnerships with European fashion houses, RUE ensures full compliance with EU consumer protection, labelling and advertising laws.

In addition to commercial assistance, we also provide guidance on investment-related purchases, such as the acquisition of fashion houses, design studios or manufacturing facilities in Europe. We help clients perform legal and financial due diligence, secure ownership rights and structure transactions to minimise risk and maximise long-term stability.

It is precisely this integration of tradition, commerce, and legality that adds value to RUE. We understand that, for many Chinese buyers, purchasing European goods is more than just a transaction – it is also a statement of cultural affinity and global identity. Our role is to ensure that this journey, whether for personal enjoyment or corporate expansion, is smooth and compliant with European law.

In this sense, luxury is not just about possession – it’s about participating in a global culture of quality. Chinese consumers are investing in the heritage and integrity that European craftsmanship represents, not just buying handbags or watches. As this relationship deepens, RUE is committed to supporting Chinese clients at every stage of their journey – from the boutique counter to the boardroom – helping them to connect with Europe’s most prestigious brands safely and strategically.

Automobiles and industrial technology

When it comes to combining passion, precision and performance, few sectors capture the imagination of Chinese buyers as much as Europe’s automotive and engineering industries. For decades, Europe has been synonymous with mechanical excellence and design mastery – an image built by generations of German engineers, Italian designers and British innovators. To many Chinese consumers and investors, owning or partnering with European automotive and industrial brands is more than just a purchase; it is an entry into a tradition of quality that sets the global standard.

The Chinese appetite for European automobiles is particularly strong. Brands such as Mercedes-Benz, BMW, Audi, Porsche, Ferrari and Lamborghini continue to dominate the market, appealing to China’s affluent classes and business elites, who value prestige and performance. According to data from the China Association of Automobile Manufacturers (CAAM), imported European cars accounted for almost 60% of China’s luxury car market in 2024, reflecting trust in European craftsmanship and admiration for brand heritage.

The appeal is not limited to personal use. For many entrepreneurs and corporate leaders, European vehicles are symbols of achievement and reliability – reflecting stability and excellence in business as well as engineering. Across China’s major cities, it is not uncommon for company executives to choose German saloons for corporate fleets or for collectors to invest in limited-edition Italian supercars, often purchased directly from European dealerships or auctions.

This admiration for European automotive excellence extends far beyond individual ownership. In recent years, Chinese companies have become major players in acquiring, investing in and partnering with European automotive and industrial brands. The motivation is strategic: by acquiring European technology, design expertise and production capabilities, Chinese investors gain access to advanced research and development that complements their domestic growth goals.

A landmark example of this is Geely’s acquisition of Volvo Cars, which marked a turning point in global automotive cooperation. Since then, a wave of similar cross-border transactions has reshaped the landscape. Chinese companies have invested in German parts suppliers, Italian design houses and British electric vehicle start-ups, with the aim of combining European innovation with China’s large-scale manufacturing efficiency.

Beyond the luxury and passenger vehicle markets, Chinese buyers are increasingly drawn to Europe’s industrial and technological sectors – areas encompassing everything from robotics and automation to green mobility and clean energy equipment. The European Union remains a world leader in precision engineering, automation, and renewable manufacturing technologies – fields in which Chinese investors see tremendous long-term potential.

Germany, Italy and Switzerland in particular have emerged as the top destinations for purchasing industrial machinery, production equipment and automation technologies. Chinese manufacturing groups are importing European CNC systems, packaging machinery, and advanced robotics to upgrade their factories as part of China’s “Made in China 2025” modernisation initiative. Meanwhile, Chinese investment funds and private equity firms are seeking stakes in European engineering companies specialising in electric drivetrains, smart manufacturing, and hydrogen energy systems.

This two-way exchange is ushering in a new era of industrial partnership between China and Europe. For Chinese companies, Europe offers reliability, technical expertise, and access to high-level innovation ecosystems. Meanwhile, cooperation with Chinese investors ensures European manufacturers have access to capital, market reach, and scalability. Together, they are shaping the future of global industry, where technology and sustainability converge across continents.

However, such acquisitions and high-value purchases require thorough preparation, due diligence and adherence to strict regulatory frameworks. European mergers and acquisitions (M&As) are governed by EU competition law and national investment screening regimes, which protect strategic industries and ensure transparency. Individual purchases, such as collector cars or vintage vehicles, also require compliance with EU customs, export, and VAT regulations.

This is where Regulated United Europe (RUE) provides invaluable assistance. Our team assists Chinese individuals and corporations in navigating every legal and procedural step involved in acquiring automobiles, technology assets, or industrial equipment in Europe. We conduct comprehensive due diligence to ensure that the target company or product meets all compliance, financial and environmental standards. For business acquisitions, we oversee transaction structuring, cross-border contract drafting and corporate registration, ensuring compliance with both EU and local regulations throughout.

Individual clients purchasing luxury vehicles or collectibles can rely on RUE for customised support with customs clearance, VAT refund schemes, and logistics coordination, ensuring a seamless and transparent process. We also help Chinese companies to set up local subsidiaries or import entities that can act as official buyers, distributors or service partners for European automotive and machinery brands.

Our role goes beyond facilitation – we are committed to building lasting commercial relationships between Chinese investors and European industry. By helping our clients integrate into Europe’s business ecosystem, we transform a one-off purchase into a sustainable, long-term partnership.

The relationship between Chinese buyers and European technology is one of the most constructive examples of global economic cooperation. It shows how a mutual respect for quality and innovation can overcome cultural and commercial differences. For China, Europe is a source of inspiration and advancement. For Europe, Chinese investment brings dynamism, capital and ambition.

At RUE, we are proud to facilitate this exchange, ensuring that every automotive purchase, industrial acquisition or corporate partnership is structured securely and transparently in full compliance with European law. By doing so, we help our clients acquire assets and participate in the legacy of European engineering excellence, contributing to a future where innovation and collaboration know no borders.

Pharmaceuticals, health and beauty products

Of all the sectors linking China and Europe, none has grown as rapidly or meaningfully as healthcare, pharmaceuticals and beauty. What was once a niche import market for luxury cosmetics has evolved into a multifaceted trade relationship encompassing medical devices, nutritional supplements, pharmaceuticals, biotechnology, and organic personal care products. Chinese consumers and investors are increasingly drawn to European health and wellness products – not just for brand prestige, but also for trust, scientific credibility and safety.

Europe has long been associated with rigorous quality control and regulatory transparency. Medicines and healthcare products manufactured under European Union standards – particularly those certified by the European Medicines Agency (EMA) – are considered to be among the most reliable in the world. Chinese consumers deeply value this reputation, as safety and authenticity remain decisive factors in their purchasing decisions.

According to China’s General Administration of Customs, imports of European pharmaceutical and healthcare products surpassed €28 billion in 2024, marking a 15 per cent increase compared to the previous year. Germany, Switzerland and France remain the leading exporters, supplying a range of products including prescription drugs, medical devices, vitamins, baby formula and advanced skincare products. Swiss laboratories dominate the supplements and nutraceuticals sector, while French and German pharmaceutical companies have a strong presence in biotechnology and dermatological products.

In China’s major metropolitan areas, European products have become household names. La Roche-Posay, Vichy, Nuxe, Weleda, Bayer, Roche and Novartis are widely recognised by consumers as symbols of scientific integrity and quality. Many families purchase European infant formula, vitamins, and natural remedies directly through cross-border e-commerce platforms such as Tmall Global, JD Health, and Kaola, confident that European standards ensure product safety and efficacy.

The trust-driven relationship between consumers and these brands was accelerated by the pandemic, which reinforced the importance of preventive healthcare and wellness. Since then, demand for immune-boosting supplements, organic skincare products and certified medical devices has surged, and much of this demand continues to be met by European producers. Furthermore, Chinese investors are not only participating in this growing market as consumers, but also as business partners, acquiring distribution rights, investing in laboratories, and establishing joint ventures with European pharmaceutical and biotech companies.

This shift towards strategic participation reflects China’s broader policy goal of expanding domestic production capabilities through technology transfer and international cooperation. By partnering with European health companies, Chinese investors can access research expertise, patented formulations and compliance systems that can be adapted for Asian markets later on.

A similar story can be seen in the beauty sector. European cosmetics continue to dominate China’s premium market, driven by demand for natural, dermatologically tested and eco-certified products. France remains the undisputed leader in this sector, followed by Italy and the Nordic countries, whose brands have gained recognition for combining purity, sustainability, and scientific innovation. Chinese consumers are particularly drawn to products emphasising clean ingredients, cRUElty-free testing, and environmental responsibility – reflecting the values that are shaping Europe’s Green Deal and sustainable production goals.

However, importing and distributing health and beauty products across borders requires compliance with a complex framework of European regulations. Pharmaceuticals must meet Good Manufacturing Practice (GMP) standards and obtain European Medicines Agency (EMA) authorisation, while cosmetics fall under Regulation (EC) No 1223/2009, which sets strict requirements for product safety, labelling and the designation of a responsible person within the EU. Additionally, medical devices must comply with the Medical Device Regulation (EU) 2017/745, which governs certification, risk classification, and post-market surveillance.

For companies outside Europe, navigating these regulations can be challenging, especially when aiming to resell or repackage goods for the Chinese market. This is where Regulated United Europe (RUE) can offer a significant advantage. Our team helps Chinese companies and investors to ensure that their European acquisitions, imports or distribution partnerships comply fully with EU law. We assist with licensing, product registration, GMP verification and customs documentation. We can also act as a legal representative or ‘responsible person’ for non-EU companies wishing to market their products within the EU.

For clients interested in investing directly in European healthcare or beauty enterprises, RUE conducts comprehensive legal and commercial due diligence to verify ownership rights, intellectual property, and regulatory standing. We also provide guidance on company formation, tax structuring and investment visa options for those seeking to manage operations locally. Whether you are acquiring a cosmetics brand in France, setting up a distribution hub in the Netherlands or forming a biotech partnership in Switzerland, RUE will ensure that every step is compliant, transparent and structured for long-term growth.

The popularity of European healthcare and beauty products among Chinese consumers ultimately reflects a broader cultural alignment, with a shared appreciation of science, safety, and authenticity. Europe’s emphasis on ethical production and regulatory rigour is perfectly aligned with the values of the new generation of Chinese consumers – educated, discerning, and health-conscious. The result is a mutually beneficial relationship that goes far beyond commerce, one that is built on trust and shared aspirations for a high quality of life.

At RUE, we are proud to support this evolution. Our mission is to help Chinese individuals and companies navigate the European health and beauty landscape with confidence, whether they are purchasing products, investing in brands or building cross-border partnerships. With our expertise, clients can safely, efficiently and fully in line with EU legal standards access Europe’s most reputable markets.

Wine, food and agricultural goods

Few aspects of European culture are as highly regarded by Chinese buyers as its culinary heritage. Over the past decade, appreciation for European wine, gourmet foods and agricultural products in China has grown from a niche interest to a sophisticated consumer movement. What was once a symbol of Western luxury has now become part of the daily lives of China’s growing middle and upper classes – a sign of refinement, global awareness and an appreciation of quality.

Europe’s wine industry, in particular, holds near-mythical status among Chinese connoisseurs and investors alike. According to the International Organisation of Vine and Wine (OIV), China remains one of the top ten global importers of wine, with imports worth over €3.5 billion in 2024 – the vast majority of which came from Europe. France, Italy and Spain dominate the market, accounting for over 60 per cent of all wine imported into China. French Bordeaux and Burgundy labels are especially prized for their depth and prestige, while Italian Prosecco and Tuscan vintages have gained popularity among younger consumers.

This enthusiasm has not stopped at consumption. In recent years, a growing number of affluent Chinese investors have purchased European vineyards and wineries, particularly in France, Portugal and Italy. These acquisitions serve as both profitable long-term investments and symbols of cultural sophistication. Owning a vineyard in Bordeaux or Tuscany carries immense prestige in China, blending lifestyle with legacy. Beyond prestige, such investments make financial sense: global demand for European wines continues to rise and land in prime winemaking regions is limited, ensuring lasting value.

However, wine is just one aspect of a wider trend. Chinese consumers are increasingly drawn to the authenticity and provenance of European agricultural and food products. From extra-virgin olive oil from Spain and Italy, to cheeses from France and the Netherlands, chocolate from Belgium and Switzerland, and organic grains from Scandinavia, European foods embody the concepts of health, sustainability and craftsmanship that resonate with modern Chinese lifestyles.

Europe’s strict quality control measures, including Protected Designation of Origin (PDO) and Protected Geographical Indication (PGI) certifications, as well as its comprehensive food safety regulations, are major selling points for Chinese buyers. These labels guarantee authenticity and traceability, reassuring consumers that what they are purchasing is genuinely produced in Europe, in accordance with centuries-old traditions. Italian Parma ham, French Champagne and Greek olive oil, for example, carry a level of certification and prestige that cannot be replicated elsewhere.

As China’s dining culture becomes more internationalised, European foods are no longer confined to luxury restaurants in Beijing and Shanghai – they now fill supermarket shelves and online stores across the country. Online platforms such as Tmall Global and JD Worldwide have dedicated European food sections, enabling Chinese consumers to order everything from Dutch dairy products to Spanish cured meats with just a few clicks. The development of cross-border cold-chain logistics has enabled this shift further, making it easier than ever for perishable goods to reach Chinese homes while maintaining freshness and quality.

The influence of European gastronomy has also reached China’s hospitality and business sectors. European wines and delicacies are increasingly used as corporate gifts and at high-end banquets, symbolising refinement, success and international connections. Meanwhile, Chinese restaurateurs are opening European-themed dining establishments across Asia, often importing authentic ingredients directly from European suppliers to maintain credibility.

Concurrently, Chinese investors are expanding their involvement beyond consumption by purchasing food production companies, farmland, and processing facilities in Europe. Such investments are particularly prevalent in countries such as Portugal, Greece, and Italy, where agriculture remains a key part of the economy. Such acquisitions offer strategic advantages, including direct access to European supply chains, the secure sourcing of premium ingredients, and participation in the region’s highly regarded agri-food sector.

However, entering Europe’s food and wine market – whether as an importer, distributor, or investor – requires navigating a complex network of EU regulations and certifications. Products must comply with strict food safety, labelling and packaging laws, as set out in the General Food Law Regulation (EC) No 178/2002 and subsequent directives. Imports must also meet the standards set out in the EU Organic Regulation and, where applicable, the Common Agricultural Policy (CAP). These frameworks ensure that all products traded within the EU maintain the highest possible safety, quality and environmental standards.

At Regulated United Europe (RUE), we support Chinese individuals and companies in entering this sophisticated market with confidence. Our experts assist clients in registering import companies or subsidiaries in the EU, obtaining all necessary licences and VAT and EORI registrations, and ensuring compliance with EU food safety and labelling requirements. For investors purchasing wineries, farms or food production businesses, we conduct legal due diligence and verify ownership and environmental compliance. We also manage cross-border acquisition procedures in cooperation with local authorities.

We also advise clients on trademark registration, brand development and intellectual property protection to ensure that Chinese-owned European brands are protected and recognised globally. For those who wish to distribute or export European products back to Asia, RUE offers strategic support in supply chain management, customs clearance and logistics structuring, enabling seamless trade between Europe and China.

The relationship between Chinese buyers and European food producers is founded on mutual respect for heritage, authenticity and sustainability. European culinary traditions embody the art of living well – a philosophy that is being increasingly embraced by China’s new generation of consumers and investors. This growing demand for European food and wine not fuels trade, it also fosters cultural understanding between two civilisations that both value family, tradition, and excellence in craftsmanship.

At RUE, we are proud to support this intersection of culture and commerce. We assist private investors in acquiring French vineyards, help Chinese food distributors open EU branches, and ensure the legal import of premium European goods into Asia. We make all of these processes transparent, compliant, and efficient. Through our work, we transform appreciation into opportunity, enabling our Chinese clients to participate fully and confidently in Europe’s rich culinary heritage.

Real Estate, Art, and Investment Assets

For many Chinese investors, Europe represents far more than a marketplace for goods – it is a destination offering stability, security and legacy. This is particularly evident in the fields of real estate, art, and financial investment, where Chinese buyers have become some of the most influential participants over the past decade. Motivated by a blend of lifestyle aspirations and wealth diversification, they choose Europe for its cultural richness, transparent legal systems, predictable markets and strong asset protection.

Real estate remains the cornerstone of this trend. Chinese individuals and corporations have steadily increased their presence in Europe’s property markets, focusing on both residential and commercial real estate. Motivations vary: some seek second homes for family members studying or working abroad, while others invest in income-generating properties. Large corporations, meanwhile, pursue strategic acquisitions in logistics, hospitality, and office developments.

According to Knight Frank’s 2024 Global Wealth Report, Chinese investors accounted for almost 12% of all cross-border luxury property purchases in Europe. Interest was strongest in Portugal, Greece, France, Spain, the United Kingdom and Italy. These countries offer a rare combination of lifestyle appeal, property value growth and, in many cases, residence rights for foreign investors. Programmes such as Portugal’s Golden Visa, Greece’s Residency by Investment Scheme and Spain’s Investor Residence Programme have attracted thousands of Chinese applicants, who view property ownership as a means of achieving both short-term financial returns and long-term settlement within the European Union.

The appeal of European property extends beyond the immediate financial return. For many Chinese families, owning a home in Europe signifies a deeper connection with the continent’s educational, cultural, and social systems. Apartments in cities such as Lisbon, Paris, London, and Milan are in high demand due to their proximity to international schools, universities, and thriving multicultural communities. Meanwhile, real estate in smaller cities or resort areas – such as Nice, Porto, and the Greek islands – is sought after for its scenic beauty and high quality of life.

In the commercial sector, Chinese investors have been highly active in acquiring hotels, logistics parks, office buildings, and retail properties. These purchases often form part of larger corporate strategies aimed at establishing a lasting presence in Europe’s business and tourism sectors. In recent years, investment has expanded into emerging markets such as Eastern Europe and the Baltic states, where property values are competitive yet access to the European single market is guaranteed.

At the same time, art and cultural investments have become increasingly significant. Chinese collectors have emerged as major patrons of European art, antiques, and design. Prestigious auction houses in London, Paris, and Geneva regularly report record bids from Chinese buyers seeking to acquire Old Master paintings, Impressionist works, and modern sculptures. Investing in art serves not only as a means of storing wealth, but also as a symbol of cultural prestige – a bridge between East and West where heritage, creativity, and capital converge.

Beyond traditional art, Chinese investors are also diversifying into contemporary art, digital art, and collectible luxury assets, including jewellery, watches, and classic cars. These acquisitions are often viewed as both passion-driven and strategic, blending aesthetic appreciation with financial resilience. Europe’s well-established auction and gallery ecosystem, coupled with its rigorous authenticity verification processes, provides the transparency and security that sophisticated Chinese collectors require.

Europe is also an attractive environment for portfolio diversification. Chinese institutional and private investors are increasingly purchasing government bonds, green investment funds, private equity shares, and renewable energy projects across the EU. These investments provide stable returns in currencies such as the euro and Swiss franc, while also supporting global sustainability objectives. For forward-thinking Chinese investors, Europe represents a well-regulated and predictable environment for long-term wealth preservation.

However, purchasing property, art or other investment-grade assets in Europe requires careful consideration of local and EU legislation on ownership, taxation and capital transfers. Each country has its own rules regarding foreign investment, property registration and residency, and EU anti-money laundering (AML) regulations impose strict reporting obligations on large transactions. Art and luxury goods also fall under customs and cultural heritage laws designed to protect Europe’s patrimony.

At Regulated United Europe (RUE), we specialise in guiding Chinese individuals and corporations through this complex landscape. Our legal and corporate experts assist clients in acquiring, managing and protecting high-value assets across Europe, ensuring that every transaction is secure, compliant and optimised for long-term benefit.

For property investors, RUE provides comprehensive support, including legal due diligence, title verification, notarial representation, bank account setup and tax structuring. We also help clients apply for residence permits and investor visas tied to real estate ownership, facilitating relocation for families and executives. For corporate buyers, we assist with the formation of holding companies or local subsidiaries, manage commercial lease negotiations and coordinate financing with European financial institutions.

In the art and collectibles sector, we offer expertise in cross-border acquisition compliance, including export licences, provenance verification, and customs clearance. Thanks to our network of legal partners, every artwork or collectible purchased in Europe can be transported, insured and registered under the buyer’s ownership safely and legally.

In the broader field of investments, we provide strategic advice on asset diversification, fund participation and partnership structuring to help Chinese investors identify secure opportunities within Europe’s regulatory framework. We also assist with anti-money laundering compliance, beneficial ownership registration and tax planning for cross-border portfolios.

For many Chinese clients, these investments represent more than just financial decisions – they are a statement of vision and confidence in Europe’s stability and integrity. Real estate and art, in particular, represent a legacy that can be passed on to future generations. Europe’s combination of heritage, regulation and long-term value makes it an ideal environment in which to build such legacies.

At RUE, we ensure that each client’s ambitions are realised with precision and protection. Whether we are helping a family to purchase a residence in Lisbon, assisting a corporation to acquire a commercial property portfolio, or advising a collector on art purchases in London, our goal remains the same: to safeguard investments and make Europe’s opportunities accessible, understandable and compliant.

In a world of shifting markets and uncertainty, Europe’s appeal endures – it is a continent where history, innovation and regulation converge. For Chinese investors seeking not only prosperity, but also permanence, RUE is the trusted bridge, guiding every purchase and investment with the highest standards of professionalism, discretion and care.

Conclusion: Europe: a destination of quality, trust, and opportunity.

The story of Chinese buyers in Europe is one of evolution – a journey that began with curiosity and admiration, maturing into deep commercial, cultural and financial engagement. What started as a fascination with European luxury goods has evolved into a multifaceted relationship spanning fashion, technology, healthcare, real estate, food, art, and green innovation.

Today, Chinese individuals and companies see Europe not only as a shopping destination, but also as a strategic partner – a region that embodies reliability, transparency, and excellence. The reasons are clear. Europe offers what few other markets can: world-class regulation, a stable economy, a reputation for quality and an unparalleled cultural heritage. Whether it’s a Swiss watch, a Portuguese home, a German biotech partnership, or a French vineyard, each purchase comes with the assurance of European craftsmanship and legal protection.

This growing relationship reflects more than just trade; it reflects shared values. Both Chinese and European cultures value tradition, precision and respect for craftsmanship. They both value education, family, and the responsible management of wealth. As China’s economic influence continues to grow, its citizens and companies are investing more and more in Europe, not only to diversify their assets, but also to become part of this global story of quality and sustainability.

However, the process of owning or investing in Europe’s sophisticated markets can be complex. Each country has its own laws governing property ownership, taxation, residency, importation and investment screening, and every transaction must comply with the European Union’s stringent regulations on consumer protection, finance and trade. For many Chinese clients, success in Europe hinges not only on ambition, but also on precise legal, tax and regulatory guidance.

This is precisely where Regulated United Europe (RUE) can help.

We are dedicated to helping Chinese individuals, families and corporations enter, purchase and invest in Europe with full legal security and strategic clarity. Our expertise covers every stage of the process, including setting up companies, obtaining residence permits, completing property transactions, managing compliance, and protecting assets.

We provide:

• Company formation and EU branch registration for trade, investment, or holding purposes
• Legal and tax advice on real estate, luxury assets, and industrial acquisitions
• Due diligence and transaction management for cross-border deals
• Assistance with import licensing, VAT, and EORI registration for product-based businesses
• Representation before European authorities and financial institutions
• Support for residence and citizenship by investment programmes across the EU

Our multilingual legal and corporate team understands European law and the priorities of Chinese clients: discretion, efficiency and long-term partnerships. Whether you are an entrepreneur looking to grow your business, an investor looking to acquire a property portfolio, or a family looking to establish a legacy in Europe, RUE will ensure that every step of your journey is transparent and compliant, and is designed for long-term success.

Europe remains one of the safest, most prestigious and most rewarding destinations for global investors. For Chinese buyers, it is a continent of opportunity – where quality and regulation meet innovation and potential.

At Regulated United Europe (RUE), we are proud to be your bridge to that world. With our guidance, you can turn your European ambitions into reality, building on a firm foundation of law, trust and professional excellence.