Join Asia's biggest food event, SIAL China 2024

Meet the Chinese professional buyers at the Danish national pavilion at SIAL China.

Benefit from a central location, high quality design, the Danish brand, and attractive prices, starting from only 43,500 DKK for a 9 sqm. turnkey stand. Deadline for registration is 14 February 2024. 

SIAL China opened again in May 2023 for foreign attendance without quarantine after COVID19 with a massive 175,000 business professionals visiting from 107 countries and regions and 34 provinces in China. The exhibition is dedicated to the food & beverage retail, HoReCa, food processing, and wine industries. Exhibitor purposes are many: launching of new products, brand exposure, discover new business opportunities, access to industry information.

The exhibition sets the benchmark for overseas companies into Asia and China as well as providing valuable market insights, trends and innovations of the regional food and beverage industry. SIAL China can boast the presence of all the major domestic players of the Food & Beverage market in China.

The Danish national pavilion will be promoted in cooperation with the Consulate General in Shanghai and FOOD NATION.

You can see more about SIAL China 2024 at the organizers’ website here.

By participating in the official Danish national pavilion with your own turn-key stand, you benefit not only from better visibility, but certainly also from Denmark’s positive image as leading in high standards of food safety and quality. 

All practical details will be organized from Denmark by DAFC, so you can arrive last minute.

The market

The Chinese market for imported food products continues its growth. Factors like high and consistent quality, food safety and traceability and uniqueness are still in absolute focus with the Chinese middle-class consumers.

E-commerce is constantly increasing, and the portals are on a constant hunting mission for new products that match the different tastes, demands, and wishes of the various target groups. 

These factors are in high demand in the retail sector, and to a high extent now also in the HoReCa segment.

Denmark is known to be able to deliver the right products that meet these increasingly higher demands.

In the hotel and restaurant sector we see increasing demands for individualized menus, especially with a focus on healthy alternatives. Products in both retail and food service are branded as especially useful for selected segments, such as seniors.

These tendencies create good opportunities for Danish companies, who manage to position themselves as individualized, healthy and sustainable alternatives to the global brands.

What are the benefits of joining?

Participating with a booth at the Danish national pavilion gives you the following benefits:

  • Central location, visibility, synergy
  • Open and inviting design
  • Turnkey stand including full wall graphics (6 sqm. stands share space with open design)
  • DAFC will handle all practical aspects of planning, design, and construction of your stand
  • Complete with meeting table and chairs etc.
  • Everything pre-arranged, arrive last-minute
  • Small joint stock room
  • Coordination of services provided by the exhibition organizers
  • On location distribution of your customs cleared goods (transportation and customs clearance is not included).

Who should join?

Companies in the food industry aiming at Chinese retailers, food service, importers, or manufacturers within:

  • Meat
  • Dairy
  • Seafood
  • Food Ingredients
  • Bakery & Pastry
  • Beverages, beer (with and without alcohol), soft drinks, pre-mixed drinks
  • Snacks & Confectionary
  • Organics
  • Wine & Spirits

The stand will be situated in the halls with other European national pavilions with mixed product categories.

The prices / subsidy from the Trade Council

  • 6 sqm., DKK 28,980 (excl. VAT) – NB!  Shared open stand.
  • 9 sqm., DKK 43,500 (excl. VAT)
  • 12 sqm., DKK 65,900 (excl. VAT)
  • 15 sqm., DKK 94,900 (excl. VAT)
  • 18 sqm., DKK 123,800 (excl. VAT)

NOTE:  The Danish company is free to have its local representatives represent your company in full during the event. On the registration form you can, if relevant, therefore add the contact information of the local participating person/company. However, only Danish companies in Denmark with a Danish CVR number can register for participation, and the invoicing will always be issued in DKK to the Danish company address.

We reserve the right to offer you participation at a different price should any of the above criteria’s change. Should this result in a higher price than quoted, you have the right to cancel your participation. Other expenses not mentioned above are at own expense including visa, flights, dine & drink and hotel.

NOTE: The price is based on 8 participating companies/72 sqm, who are all eligible for subsidy, and 50 percent subsidy (already granted) from the Trade Council of Denmark. The Trade Council covers 50% of a maximum of 100,000 DKK in expenses, which means that there is a maximum subsidy of 50,000 DKK per company, which again is the reason why the prices for bigger stands are relatively higher.

If your company is not eligible for subsidy due to de-minimis issues (having received more than 1,5 mill DKK in de-minimis subsidy within the past 3 years, including the present) you are binding yourself to pay the full price, meaning without the subsidy. The same conditions apply if you do not wish to receive subsidy.


Please register using the link above no later than 14 February 2024.


If you have any questions, please contact the organizer:

Danish Agriculture & Food Council 
Michael Stahlschmidt, +45 2124 1711

Please be aware photography and video recording will take place during the event. The organizers may use these on various media channels. Please let us know if you do not want to be included.