CIIE Stories丨Colombia Seizes Promising Opportunity

来源：滚动播报

（来源：中国国际进口博览会）

When Colombia announced that it would debut as the guest country of honor at the 8th China International Import Expo (CIIE), Colombian Ambassador to China, Sergio Cabrera, was reminded of his teenage years in China.

Cabrera first arrived in China with his parents in 1963 and returned several times for study and living. "I've witnessed a China that was completely different from today," he said. With decades of observations, Cabrera was deeply impressed by the scale and diversity of exhibitors when he first visited the CIIE in 2023.

A GATEWAY FOR COLOMBIAN PRODUCTS

In 2025, Colombia participated as the guest country of honor at the 8th CIIE for the first time. Chinese Ambassador to Colombia, Zhu Jingyang, said on social media, "Colombia is the only guest country of honor from Latin America at this year's CIIE, providing an excellent opportunity to boost Colombian exports to China."

Since the first CIIE, Colombian companies have consistently participated, initially showcasing Arabica coffee and emeralds, and now expanding to products like chocolate and beef. The CIIE has become an essential gateway for Colombian businesses to enter the Chinese market. Cabrera noted that this platform not only secures sales channels for existing products but also helps Colombian companies stay updated on changing Chinese consumer trends and optimize their strategies.

The CIIE also fosters deeper cooperation between China and Columbia. Through this platform, Colombian coffee producers have formed partnerships with Chinese distribution channels, promoting the export of higher value-added products like roasted and freeze-dried coffee. Cabrera pointed out, "being the guest country of honor at the 8th CIIE is a historic opportunity for Colombia. We hope more Colombian specialties like avocados, bananas, and handcrafted items can find success through the CIIE."

FROM "GIVE IT A TRY" TO "GROWING EVERY YEAR"

In 2022, invited by the Colombian Embassy in China, the Colombian chocolate brand LOK participated in the CIIE for the first time.

"Initially, we came with a 'give it a try' mindset. Unexpectedly, within just six days, we secured partnership agreements with more than 10 partners at our 8-square-meter booth," recalled Tony Li Xiao, President of LOK Foods Greater China.

th CIIE. Source: LOK

The unexpectedly positive results encouraged this previously unknown brand in China to enter high-end supermarkets in major cities, solidifying its commitment to continued participation in the CIIE.

"In 2023, our booth expanded to 18 square meters. In 2024, it was 36 square meters. This year, it has expanded to 85 square meters," Tony Li Xiao said.

Besides brand promotion, channel expansion, and sales growth, Maria Carolina, Founder and President of LOK Foods, has used the CIIE to gain insights into Chinese consumer preferences, driving product innovation tailored to local tastes. "Since our participation, we've developed several new products, such as combining chocolate with Chinese tea," she said.

th CIIE. Source: LOK

In her view, the CIIE is not only a window to the Chinese market but also a global connection platform. Carolina said, "the CIIE is crucial for us to explore new opportunities in the Asian market. It is vital for establishing our global brand."

PROMOTE DEEPENING OF BILATERAL ECONOMIC AND TRADE RELATIONS

In recent years, trade cooperation between Colombia and China has grown increasingly close. According to official Colombian data, in 2024, Colombia's total exports to China reached $2.377 billion. Among them, non-mineral energy products, emphasized for export diversification, amounted to $463.1 million, a 5.2% year-on-year increase.

To promote sustainable economic development, Colombia is actively pursuing export diversification policies to reduce its reliance on fossil fuels and minerals. Cabrera stated, "Colombian exports are still heavily concentrated in the US and EU markets, so it's crucial to expand the range of exportable goods and services and diversify export destinations." He emphasized that deepening integration with Asian markets is key to breaking new ground, "Exports to China account for nearly 80% of our total exports to Asia, underscoring the importance of the Chinese market."

Currently, China remains Colombia's second-largest trading partner. As bilateral trade grows, its structure continues to optimize, and the variety of products becomes more diverse. Notably, in 2024, Colombia began exporting chilled beef to China, which quickly became the largest export destination for this product category.

"Colombia is becoming a protagonist on the global stage," commented the Colombian news site "Pluralidad Z". Being the guest country of honor at the CIIE is a result of Colombia's sustained efforts over many years of participation and marks a new chapter in strengthening diplomatic and economic ties between Colombia and China in the global strategic landscape.

Cabrera stated, "Colombia's role as the guest country of honor at the 8th CIIE is a strong testament to the close economic and trade relations between Colombia and China. The CIIE serves as a 'catalyst' for expanding cooperation, promoting trade diversification, attracting investment, and bringing the two countries closer together. We also hope to use this platform to showcase products that convey the Colombian culture and spirit, which are not fully experienced through travel alone."

Disclaimer

The information in this article is compiled from materials provided by relevant parties participating in the CIIE and media reports, with the CIIE Bureau objectively compiling relevant content. The CIIE Bureau does not take responsibility for disputes or losses arising from the following circumstances: deviations in expression due to outdated information updates; readers' subjective judgments or actions based on this article; unauthorized alteration or dissemination of the content by third parties.