Danish Days in Sanlitun

Join our Danish food and beverages promotion in the fashionable “Sanlitun” area of Beijing. In cooperation with the Danish Embassy in Beijing, we have arranged a program of activities designed to promote your company and products to decision makers from the Chinese retail and HoReCa industry.

Joining the business delegation will give you an unparalleled opportunity to gain insights into the Chinese food retail and HoReCa industry, present your products to key industry stakeholders, and not least invite your key customers and contacts to a series of unique events as follows. 

NB!  We invite you to join a TEAMS meeting on 5th March at 09:30-10:30 (Danish time), where the Danish Embassy in Bejing will present the opportunities for Danish products in the Chinese market, and the program and focus of the planned promotion. Please send an e-mail to Michael Stahlschmidt, mis@lf.dk, no later than 4th March if you want to participate.

Programme (see more details below)

On the first day, 21st May, we will organize an introductory roundtable meeting to brief the Danish delegation about the market trends and export opportunities in the Chinese market. This will be followed by a cozy, informal dinner in a local restaurant in the Sanlitun area of Beijing.

In the morning of the 22nd May, the delegation will visit the headquarter of one of Chinas biggest on-line retailers JD.com. Here you can learn more about the JD business model and present your products to the professional JD.com business development representatives.

From 12:00 we are back at the embassy, and you can set-up your products in your booth before 15:00 – see more below.

In the afternoon and evening, we will have our 2 main events:

1. In the afternoon, we will turn the Embassy courtyard into a small market area, where you can present your products to the invited industry stakeholders at your own tasting table. You can have a standard tasting table, pre-arranged by the embassy, or arrange one yourself – see more below.
2. In the evening, we are hosting a VIP reception for your invited guests at the Embassy, where we can include your products in the menu.

Standard booth: this includes a tasting table and will be set-up by the embassy staff in the morning. You are most welcome to bring your own roll-ups.

Unique booth: you are free to arrange set-up of your own stand with your own set-up crew on 22nd from 08:00 – 12:00. 

Why China

China is the world’s second largest economy, and with more than 1.4 billion people, the Chinese retail and HoReCa segments are extensive and in constant development.

Danish food products are highly regarded by the Chinese consumers, and appreciated for their quality, good taste and high levels of food safety - and China has for a long time been an important export market for the Danish food sector. 

As newer trends, Chinese consumers are increasingly looking for products that can support a healthy and active lifestyle, have fewer and more natural ingredients, and that are produced with a focus on good animal welfare and protection of the environment. Many Danish food products fulfil these criteria, and are therefore well-positioned to tap into this market segment. 

The Chinese food market is fast paced though, and China’s online retail market is one of the largest and fastest growing in the world. Today more than 30% of retail sales are made through E-commerce platforms, and so Danish food companies will need to get digital to get the message about the good Danish food products into the market. 

Tentative programme

The official business programme starts at Thursday 21 May afternoon and ends in the evening of Friday 22 May. 

The programme is subject to change and will be updated continuously.

Price

The total price for participation in the two-day visit in Beijing is DKK 18,650 excl. flight, hotel and VAT per company for 2 representatives. An extra representative is DKK 1,100 per person.

A maximum of 15 companies can participate in the delegation.

The fee includes:

• Participation by a maximum of two company representatives in the business delegation program.
  ‘* additional participants can be included at an additional cost of 1,100 DKK.
• Targeted invitations to five business partners for participation in the afternoon ‘Explore Danish Food’ courtyard event at the Embassy, and three guests for the VIP networking reception.

NOTE: The participating Danish companies can be represented by their local offices and staff in the full delegation program. If relevant, this is indicated by filling in the contact information of the local participating person/company in the registration form. However, only Danish companies, located in Denmark and 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, if any of the above criteria 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 your own expense, including visa, flights, dining & drink and hotel. 

NOTE: The price is based on 10 participating companies, who are all eligible for subsidy, and 50 percent expected subsidy (not yet granted) from the Trade Council of Denmark.

If your company is not eligible for subsidy due to de-minimis issues (having received more than 300,000 Euro in de-minimis subsidy within the past 3 years, including the present), you are obliged to pay the full price without the subsidy. The same conditions apply, if you do not wish to receive subsidy.

Registration

Please register at the top of this site no later than 21 March 2026.

Contact information

Embassy of the Kingdom of Denmark, Beijing
Katja Goodhew, katgoo@um.dk

Danish Agriculture & Food Council:
Michael Stahlschmidt, mis@lf.dk, +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.