As the opening date approaches for International Mushroom Days, China 2026 (2026 Edible Fungus Whole Industry Chain Innovation Expo), the landmark event is set to take place from September 20 to 22 at the Xiamen Fliport Exhibition Center. As a highly influential full-industry-chain flagship event in the domestic edible fungus sector, the host—the Edible Fungi & Products Sub-Chamber of the China Chamber of Commerce of I/E of Foodstuffs, Native Produce and Animal By-Products (CFNA)—has launched a large-scale global promotion campaign centered on the theme "Foundation • Connection • Leadership." By establishing a multilingual, multi-channel overseas marketing matrix, the initiative targets global buyers, manufacturers, and technical service providers. This effort aims to aggregate international professional resources, facilitate efficient supply-demand matching globally, and drive the deep integration of China's edible fungus industry into the global market.

To bridge geographical and linguistic gaps and engage industry professionals worldwide, the Expo launched a comprehensive multilingual campaign covering over 20 localized languages. Tailored to the linguistic habits and commercial cultures of key target regions—including Europe, Central Asia, the Middle East, Southeast Asia, and Latin America—localized promotional materials were created. These include event introduction posters, exhibitor previews, product highlights, forum agendas, and buyer invitations. This localized approach allows global industry stakeholders to seamlessly access event details, lowers linguistic barriers for overseas buyers, and significantly improves reader engagement and information transmission efficiency.

Regarding channel deployment, the organizers have built a multi-dimensional global outreach system across major search engines and social media platforms, including Google, Facebook, LinkedIn, YouTube, and X (formerly Twitter), constructing an integrated pipeline of search traffic, social amplification, and video education. On Google Search, targeted keyword optimization and industry feed ads reach key groups such as mushroom importers, equipment buyers, and strain R&D institutions. On LinkedIn, precision outreach targets corporate executives, procurement heads, and facility managers across the global mushroom sector. Facebook and X host interactive discussions, event updates, and exhibitor highlights to boost industry engagement. Meanwhile, YouTube features analytical short videos and past event recaps, visually presenting the value of the Expo and cutting-edge advancements across the edible fungus industry chain to attract global attention.

In terms of procurement demands, international buyers have clear category preferences, focusing heavily on three core product segments: mushroom cultivation substrates, complete mushroom refrigeration systems, and various deeply processed mushroom food products. Additionally, there is strong sourcing interest in germplasm/strain resources, turnkey commercial cultivation equipment, post-harvest preservation and packaging machinery, as well as functional mushroom products. Many overseas buyers noted their goal to leverage the Expo platform for one-stop supply chain screening, supplier audits, and sample evaluation to secure cost-effective Chinese suppliers, expand their product lines, and serve their local domestic markets.

Attending international professional visitors demonstrate clear industry-driven goals beyond commodity sourcing. Many registered buyers aim to explore the latest cultivation and processing technologies, intelligent machinery, and industrial innovations while uncovering international trade and export opportunities. European and Central Asian growers expressed strong interest in learning mature Chinese industrial cultivation techniques through forum discussions and equipment demonstrations. Meanwhile, Middle Eastern traders are particularly focused on export partnerships for processed mushroom foods and functional mushroom products, aiming to establish direct sourcing channels with China to introduce high-quality mushroom products into their domestic markets.

According to the organizer, the core goal of this pre-show global promotion extends beyond attracting visitors; it aims to build an early supply-and-demand bridge, aggregating intent buyers prior to the event to pave the way for effective face-to-face negotiations and targeted matchmaking sessions on-site. Spanning a total exhibition area of 17,000 m², the Expo will gather 300 domestic and international exhibitors covering the entire value chain—including breeding, smart equipment, raw materials, fresh produce, processed foods, and branded products. Simultaneously, multiple industry conferences, specialized forums, and procurement sessions featuring over 100 industry experts will take place to discuss global trends in the edible fungus sector.

With over 500 pre-registered professional visitors from 84 countries and regions, numerous commercial farms, brand owners, equipment buyers, and import traders have submitted attendance applications explicitly stating their show objectives, sourcing demands, and partnership intentions. Spanning North America, Europe, Central Asia, the Middle East, and Southeast Asia, these international buyers include farm partners, import traders, factory managers, and research representatives. They will gather at the Xiamen Fliport Exhibition Center from September 20 to 22 in search of technical solutions, machinery, raw materials, and cross-border commercial partnerships. Below are select authentic requests from pre-registered overseas attendees:

As indicated by pre-registration comments, overseas buyers hold highly focused requirements. Large mushroom farms from Southeast Asia (such as Vietnam) are urgently seeking complete equipment sets for industrial scale-up; Central Asian buyers from Armenia focus on strain varieties suitable for local climates; while manufacturing units in Europe and North America concentrate procurement on specialized Enoki and King Oyster machinery, cultivation substrates, industrial chillers, and lab apparatus. Additionally, numerous importers and brand owners aim to interface directly with primary Chinese manufacturers to secure stable supply chains and drive cross-border export ventures.

Leveraging the pre-registration database, the organizers are rolling out pre-show matchmaking services to connect international buyers with target exhibitors prior to arrival, boosting on-site negotiation efficiency. At the event, international attendees will explore the 17,000 m² exhibition space to engage face-to-face with 300 Chinese exhibitors across germplasm breeding, smart factory equipment, raw materials, fresh produce, and deeply processed foods, achieving comprehensive goals in technical exchange, machinery procurement, and commercial contract signing.