Government News
German brands bet on Shanghai with inaugural 'Discover Germany' market 2025-10-26
The "Discover Germany 2025 - German Brand Week" opens at the historic The Bund · City Hall Plaza in Huangpu district, Shanghai.
The "Discover Germany 2025 - German Brand Week", organized by the AHK Greater China, began on Oct 23 at the historic The Bund · City Hall Plaza in Huangpu district, Shanghai.
Marking the debut of the "Discover Germany" series of brand markets in Shanghai, the event gathers nearly 50 leading German consumer brands, spanning health, food, skincare and more, transforming the venue into a vibrant German lifestyle pavilion.
The booth of Schwarzkopf displays the brand's latest products.
Major brands such as Karcher, Schwarzkopf, Beiersdorf (with its Nivea and Eucerin brands), and Bioburghof not only have their latest products on display but also engage visitors through product trials, check-in rewards, and exclusive discounts. This "experience-first" approach successfully sparked consumer interest, effectively converting cultural engagement into immediate purchasing decisions.
Penny Yu, marketing director of Kaercher Trading (China) Co Ltd, referencing the upcoming China International Import Expo, revealed that the company plans to launch multiple global debut products, underscoring international brands' sustained confidence in the Chinese market and the Shanghai platform.
Karcher showcases its latest household cleaning tools.
German high-end audio brand Beyerdynamic shared its strategy for the Chinese market, including the recent opening of its first flagship store in Shanghai in May and the development of products tailored for local consumers.
For new entrants like Bioburghof, which has been in the Chinese market for just over a year, such events — combined with e-commerce and platform promotions — are strategic for building brand awareness.
Maximilian Butek, executive director of the German Chamber of Commerce in China – East China, addresses the opening ceremony.
"Shanghai is for many decades, the heart and the center for German business here in China," said Maximilian Butek, executive director of the German Chamber of Commerce in China – East China. "The government in Shanghai is really trying hard to boost consumption, to create more confidence, to trigger investments, incentives, etc."
The event enjoys strong support from the German Consulate General in Shanghai, the Shanghai Foreign Investment Development Board, and the Huangpu District Commission of Commerce, highlighting its role as a vital bridge for Sino-German economic and cultural exchange.
Source: China Daily
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