Slovenian firms look to China's import expo for new opportunities

China's reputation as the "world's factory" is well established, but through the China International Import Expo (CIIE) in Shanghai, Beijing is also signaling its role as a gateway for foreign innovation. 

The world's first national-level expo dedicated to imports has become a vital entry point for international firms seeking to expand in the Chinese market – and several Slovenian companies joined the exhibitors this November.

At Lotrič Metrology's laboratory in Slovenia, protective masks undergo precise testing for airflow resistance, chemical exposure, and liquid impermeability. The family-owned business, now in its second generation, has been among those showcasing in Shanghai. 

Chief Executive Officer Maja Brelih Lotrič says the expo offers a chance to demonstrate how the company's certification and testing services can support Chinese producers looking to enter European markets. 

"Our vision is to support Chinese manufacturers in achieving a faster and safer entry into the EU market backed by more than 30 years of experience, innovation and commitment to quality," she explained.

Also in Shanghai was Domel Holding. Based in the industrial town of Železniki, the company specializes in advanced electric motors with lightweight designs, key for portable household appliances. 

"We are innovative in the way of lightweight design, and this is for portable applications very important," said Chairman Matjaž Čemažar. "We believe this is something which Chinese appliance manufacturers are looking for, and we can support them."

Spirit of Slovenia

Domel already operates a small production line in China, and with more than 1,400 employees worldwide the company views CIIE as a chance to deepen existing partnerships and reach new customers.

Slovenia's economy is heavily reliant on exports, which account for more than 80 percent of its GDP. In 2024, the country imported over $6.5 billion worth of goods from China, while its own exports to China totalled just under $300 million. Slovenian officials argue that events like CIIE help narrow that gap.

"We have very innovative products, we are well developed in ICT, pharmaceuticals, and automotive," said Tamara Zajec Balažič of the public agency Spirit Slovenia. "We can offer Chinese companies different industries, ideas, and most of our know-how."

Since its launch in 2018, the import expo has attracted thousands of exhibitors and generated tens of billions of dollars in deals. For smaller economies like Slovenia, the visibility it provides can be transformative – opening doors to one of the world's most dynamic consumer markets.