Here’s a bold statement: Gen Z in Vietnam is reshaping how we perceive global trade fairs, and their perspective on the China International Import Expo (CIIE) is nothing short of eye-opening. But here’s where it gets controversial—while many see these events as product showcases, Vietnamese youth like Tieu Thanh argue that the real value lies in the ideas and solutions presented, not just the goods on display. And this is the part most people miss: the 8th CIIE, held from November 5 to 10, 2025, at Shanghai’s National Exhibition and Convention Center, is being hailed as a game-changer for its focus on user experience and service innovation.
Tieu Thanh highlights how this year’s expo prioritized convenience for both exhibitors and visitors, with streamlined processes like visa support, customs clearance, and enhanced online platforms. Live streaming interactions, for instance, made it easier for global participants to engage without physical barriers. Here’s the kicker: she believes the Chinese market isn’t just another destination—it’s the most promising market in the world, a must-enter for any company with global aspirations.
This shift in focus from products to solutions reflects a broader trend among Gen Z: they value innovation, accessibility, and user-centric approaches over traditional sales pitches. For example, instead of being impressed by a shiny new gadget, they’re more likely to applaud the technology behind it or the problem it solves. This perspective challenges the conventional wisdom of trade expos and raises a thought-provoking question: Are we underestimating the power of ideas in shaping the future of global commerce?
As we look ahead, it’s clear that Gen Z’s lens on events like CIIE isn’t just about what’s being sold—it’s about the potential being unlocked. So, here’s a question for you: Do you agree that the future of global trade lies in solutions rather than products? Or is there still room for the traditional approach? Let’s spark a conversation in the comments—your take could be the next big idea.
