“Shanghai Brand Shines in Vienna" - The 22nd “Sails of Shanghai" Economic and Trade (Humanities) Tour - Austria Exhibition
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The 22nd "Sails of Shanghai" Economic and Trade (Humanities) Touring Exhibition - Austria Exhibition was successfully held at the Austria Center Vienna in Vienna, Austria from November 3 to 4, 2025. This exhibition is guided by the Shanghai Municipal Committee for Friendship with Foreign Countries, co-sponsored by the Shanghai Federation of Industrial Economics (Municipal Federation of Economic Federations), the Shanghai Federation of Modern Service Industries, and the Shanghai Public Diplomacy Association, and has received the full support of the Chinese Embassy in Austria, the Austrian Ministry of Economy, the Austrian Federal Chamber of Commerce (WKO), the Vienna Bureau of Commerce (VBA) and other institutions. The "Sails of Shanghai" debuted in Austria, comprehensively demonstrating Shanghai's latest achievements in the fields of high-end manufacturing, green technology, digital innovation and brand services. Relying on Austria's unique economic, geographical and industrial advantages, the exhibition has successfully built an efficient docking platform for Chinese and Austrian enterprises, and created strategic opportunities for exhibitors to radiate the European market.
The exhibition brought together 139 outstanding enterprises from Shanghai's six major industrial clusters, covering light industry, chemical industry, home textiles, energy-saving engineering, polyurethane, indoor air purification, interior decoration, radio, drones, robots, new energy, artificial intelligence, financial technology, medical devices, certification services and other fields, and more than 260 Chinese entrepreneurs and association representatives gathered in Austria. The exhibition attracted more than 3,000 people to visit and negotiate.
Meng Fanzhuang, Commercial Counsellor of the Chinese Embassy in Austria, Dr. Zheng Huiqiang, Honorary Director of the Shanghai Zhifan Economic and Trade Tour Organizing Committee, Mr. Ruan Qing, Member of the Standing Committee of the Shanghai Municipal Committee of the Chinese People's Political Consultative Conference and Executive Deputy Director of the Economic and Financial Committee, Mr. Yang Jinsong, Member of the Standing Committee of the Shanghai Muniptic Committee of the Chinese People's Political Consultative Conference and Executive Deputy Director of the Committee for Friendship with Foreign Countries, Mr. Sun Jianping, President of the Shanghai Modern Service Industry Federation, Mr. Thomas Meyer, Deputy Director of the Asia-Pacific Department of the Austrian Federal Ministry of Economy, Energy and Tourism, Ms. Rosemary Netzel, Director of the Asia-Pacific Affairs Department of the Austrian Federal Chamber of Commerce, Mr. Christian Frey, Director of the International Department of the Vienna Chamber of Commerce, Mr. Christian Rebnich, Director General of the Association of Sales Agents of the Austrian Federal Chamber of Commerce, Mr. Mirsad Yasalspašić, President of the Bosnia and Herzegovina Economic Federation, Mr. Sebi Moss-Tramos, Executive President of the Romanian-Chinese Chamber of Commerce and Industry, Ms. Vineta Georgieva, Member of the Executive Board of the Bulgarian-Chinese Chamber of Commerce for Industrial Development, Austria-China Business Association, Austrian Institute of Arts and Technology, Austrian Supermarket Group, etc., About 150 representatives from the political and business circles, media and all sectors of society from China and Austria attended the opening ceremony to witness this important moment of deepening bilateral cooperation.
Counselor Meng Fanzhuang, Executive Deputy Director Ruan Qing, President Sun Jianping, and Director Rosemary Netzel delivered speeches at the opening ceremony. Counselor Meng Fanzhuang said in his speech: Austria is an important trading partner of China in Europe, and practical cooperation between the two countries in various fields under the framework of the China-Austria Friendship and Strategic Partnership has maintained healthy and stable development. The organization of this exhibition by Shanghai, China's largest economic and financial center, fully demonstrates the great importance that Chinese enterprises attach to Austria and strengthening cooperation with Europe through Austria. Shanghai Zhifan Vienna Exhibition is one of the largest bilateral practical economic and trade cooperation projects this year, and it is hoped that Austrian enterprises will use this exhibition to strengthen exchanges and docking with Chinese enterprises, catch the express train of Chinese-style modernization, and share the strategic opportunities provided by the next five-year plan.
Nearly 10 special activities were held during the exhibition, including the "Austrian Investment Policy Interpretation and Promotion Conference", the launching ceremony of "Shanghai Brand Shine Vienna", the Central and Eastern European Chamber of Commerce cooperation and exchange meeting, enterprise roadshows, visits to ASPERN Smart City New Area, and more than 150 industry-wide Sino-Austrian enterprise theme matchmaking meetings. The special exhibition of "Shanghai Brand Shining Vienna" specially set up at this exhibition focuses on a number of "Shanghai brands" and "Chinese time-honored brands" certified enterprises, highlighting the strong strength and brand influence of Shanghai enterprises. The Austrian Commerce Agency, the Austrian Federal Chamber of Commerce Sales Agents Association, the Vienna Bureau of Commerce and other professional institutions made important introductions on the Austrian investment environment, key industries, investment of Chinese enterprises in Austria, investment promotion policies, corporate services, etc. Austrian life sciences experts shared Austria's development history in life sciences and the entry criteria for drugs into the EU. 150 industry matchmaking meetings focused: daily consumer goods, new energy, AI, medical care, biomedicine, electrical, service industry and other industries.
"Austrian Investment Policy Interpretation Presentation"
"CEEC Cooperation and Exchange Meeting"
"Theme Matchmaking Meeting of China-Olympic Enterprises in the Whole Industry"
Visit ASPERN Smart City New Area
A number of achievements were achieved during the exhibition:
Shi Liang, Deputy Director of the Certification and Accreditation Office of the Shanghai Municipal Administration for Market Regulation, and Sun Jianping, President of the Shanghai Modern Service Industry Federation, launched the "Shanghai Brand Shine Vienna", marking the debut of the "Shangpin" logo in Europe.
Focus on the field of daily consumer goods docking: high-intelligence induction products, smart household products, high-end accessories, smart wearable devices, hotel supplies, etc. In particular, exhibitors of smart home products, smart wearable devices, and hotel supplies have successfully received orders from foreign companies.
The service industry docking field focuses on: logistics, investment services, and data services. Shanghai Guan'an Information Technology Company and Austrian enterprises successfully docked the project of enterprise overseas data security services.
Focus on equipment and electromechanical docking: non-standard machinery product ordering, large-scale production machining line procurement.
The exhibition has received great attention from the global media. Austrian national radio and television station ORF "Heute", China International Television CGTN, Xinhua News Agency, China Business News Agency, China Business News and many other authoritative media followed up the exhibition and the opening ceremony throughout the process. The media lens not only accurately focuses on the VIP guests attending the event, but also provides an in-depth interpretation of industry trends; The microphone was randomly pointed at the audience, truly recording their enthusiastic feedback and valuable insights. This communication breaks through tradition, linking with international social media platforms such as Meta and LinkedIn, covering Central and Eastern European countries.
The successful holding of this exhibition in Vienna, Austria has aroused continuous heated discussions and attention from the local business community, and its influence has radiated to the Central and Eastern European region. The exhibition has contributed to the implementation and blossoming of a number of commercial projects, becoming an important link connecting Shanghai and various regions of China and Europe for mutual benefit and win-win results.