Bangladeshi firms eye global markets at Kunming expo

This is the third time Ayesha Boutique, a well-known business from Mirpur Benarasi Palli, has showcased Benarasi saris and traditional clothing at the China–South Asia Expo in Kunming, Yunnan Province.

“We received a very good response at the previous two editions of the expo,” said the boutique’s Managing Director Nasimuddin, adding that buyers from markets such as Hong Kong had shown interest.

Like Ayesha Boutique, other Bangladeshi businesses used the six-day 10th China–South Asia Expo, which began on June 11 at the Dianchi International Convention and Exhibition Centre, to present their products while aiming to expand beyond traditional markets, connect with global buyers, and build stronger international brands.

The event brought together participants from 68 countries, regions and international organisations, including more than 560 South Asian companies targeting China’s large consumer market and wider trade opportunities.

Bangladesh recorded its largest-ever participation, with 101 companies and 175 representatives attending as the theme country, giving local businesses strong visibility.

Across the Bangladesh pavilion, companies from fashion, leather, pharmaceuticals and handicrafts highlighted a growing shift towards markets beyond domestic and traditional export destinations.

However, communication remained a challenge for many exhibitors. “Language is one of the biggest barriers in connecting with buyers,” said Nasimuddin.

To address this, his son Arif Rana joined him at the event. “I use translation apps to communicate with buyers. It has made things much easier,” Rana said.

The experience showed how translation tools are helping smaller Bangladeshi businesses overcome language barriers and reach global markets more effectively.

This reporter, attending the expo on an invitation extended to The Daily Star by the International Communication Centre for South and Southeast Asia, spoke with around a dozen Bangladeshi businesses taking part.

BUSINESS EXPANSION GOALS

For many companies, the expo served as a strategic platform for expansion.

“The main purpose is to introduce Armadea to global clients and establish direct communication with buyers, as we are increasingly focused on exports,” said Alauddin Sohel, owner of Armadea, a Hemayetpur-based leather goods manufacturer producing bags, wallets, belts, jackets and gloves.

Corium Bangladesh, a leather footwear and accessories maker, also joined with similar goals.

“We mainly export to Europe and supply corporate buyers,” said founder Shakil Ahmed. “Sourcing foreign customers and business expansion are key goals here.”

The pharmaceutical companies used the expo to explore new partnerships. Belsen Pharmaceuticals displayed its range of cardiac, gastric, dental and calcium-related treatments. “We want to connect with foreign partners and explore possible partnerships with Chinese investors and others,” said Nairita Nahrin Barisha, assistant chief marketing officer of the company.

“We want to create stronger connections between Bangladesh and China to produce better medicines,” she added.

Bangladesh’s retail giant Aarong took part in the expo for the first time, showcasing items ranging from handcrafted brass rickshaws to clothing and lifestyle products.

“We want to introduce our products to international visitors and better understand the Chinese market,” said Mohammad Minhaz Uddin, assistant general manager of Aarong. Sustainable Bangladesh, a natural fibre-based products company, returned after strong demand last year.

“We mainly export to European markets,” said proprietor Rafi Sarjil. “But last year we saw strong local sales in Kunming, which encouraged us to bring a much larger product range this year.”

STRENGTHENING ECONOMIC DIPLOMACY

Bangladesh’s participation went beyond business, as policymakers also used the platform to strengthen economic diplomacy with China.

The expo was inaugurated by Commerce, Industries, Textiles and Jute Minister Khandakar Abdul Muktadir alongside Yunnan Governor Wang Yubo.

Muktadir reaffirmed Bangladesh’s commitment to stronger bilateral ties based on mutual respect, sovereignty, equality and shared prosperity. “The government is sincere in building sustainable relations that deliver tangible benefits for the people of both countries,” he said.

He added, “Today is a special day for us as we celebrate ‘Bangladesh Day’ in the hospitable and warm city of Kunming,” calling it a symbol of growing friendship and trust between the two countries.

Referring to “Destination Bangladesh -- A Unique Land of Potential,” he said it is more than a slogan and serves as an invitation for global investors and business leaders to engage with Bangladesh’s growing economy.

A parliamentary delegation led by Deputy Speaker Barrister Kayser Kamal also visited the expo, calling for stronger bilateral cooperation and increased Chinese investment in infrastructure and strategic sectors.

Bangladesh’s participation was recognised with six awards in four categories. The Export Promotion Bureau received the “Outstanding Exhibition Organiser” title, while Aarong, Sustainable Bangladesh and Clay Image were named Best Exhibitors. Bangladesh also won awards for Best Pavilion and Best Booth Design.