As the opening date of the 2026 Edible Mushroom Industry Chain (Xiamen) Innovation Expo (International Mushroom Days, China 2026) approaches, this event will be held from September 20 to 22 at the Xiamen Baixiang Convention and Exhibition Center. Organised by the Mushroom and Mushroom Products Branch of the China Chamber of Commerce of I/E of Foodstuffs, Native Produce and Animal By-Products (CFNA), an influential professional event across the entire industry chain in domestic edible mushroom field, the event has launched a large-scale global market promotion campaign in advance around the theme "Foundation, Connection, Navigation". By building a multilingual and multi-channel overseas communication matrix, it precisely reaches buyers, manufacturers, and technical service providers in the global edible and medicinal mushroom industry, gathering international professional resources, facilitating efficient supply and demand matching, and promoting deep integration between China's edible mushroom industry and the global market.

To break geographic and linguistic barriers and reach industry practitioners in different regions worldwide, the expo launched a global multilingual communication project, utilizing over 20 minor languages for localized promotion. Tailored to target markets in Europe, Central Asia, the Middle East, Southeast Asia, Latin America, and beyond, localized promotional materials—including exhibition posters, exhibitor previews, product previews, forum agendas, and procurement invitations—were customized to suit local language habits and commercial culture. This enables industry audiences from various countries to seamlessly access all exhibition information, effectively lowering the language barrier for overseas merchants to obtain expo news and improving reading experience and information processing efficiency.

In terms of communication channels, the organizer has comprehensively leveraged major global search platforms and social media networks, including Google, Facebook, LinkedIn, YouTube, and X (formerly Twitter), building a 3D overseas promotion ecosystem combining search traffic driving, social media dissemination, and video popularization. On Google Search, targeted audience segments such as mushroom importers, equipment buyers, and spawn R&D institutions are precisely covered through keyword optimization and industry feed ads. Via LinkedIn, targeted invitations are sent directly to executives, procurement managers, and plant operators in the global mushroom industry. On Facebook and X, continuous updates on expo dynamics, industry hotspots, and exhibitor highlights foster interactive discussions and expand industry influence. On YouTube, short videos analyzing the industry and reviewing previous expos visually showcase the event's value and cutting-edge achievements, attracting widespread attention from international professionals.

Regarding procurement demands, overseas buyers have clear intentions, focusing heavily on three core product categories: mushroom cultivation substrate, complete refrigeration equipment, and various deep-processed mushroom foods. They also express keen purchasing interest in spawn resources, complete factory cultivation equipment, fresh-keeping packaging machinery, and functional edible/medicinal mushroom products. Many overseas buyers indicated their hope to leverage this expo platform as a one-stop solution for supply chain screening, supplier inspection, sample negotiation, finding cost-effective Chinese suppliers, expanding their product lines, and serving their local markets.

The participation goals of overseas professional visitors demonstrate a clear industry orientation beyond commodity procurement. Many registered buyers hope to take this opportunity to deeply explore the latest technologies, intelligent machinery, and innovative achievements in mushroom cultivation and processing, while simultaneously uncovering international trade and export cooperation opportunities. Cultivation enterprise representatives from Europe and Central Asia expressed interest in learning China's mature technical solutions for factory-scale cultivation through forum discussions and equipment area visits. Traders from the Middle East are more focused on export cooperation for deep-processed mushroom foods and functional mushroom products, aiming to establish procurement channels with China to introduce high-quality Chinese mushroom products to their local markets.

The organizer stated that the core goal of this pre-expo global promotion is not only to attract overseas visitors to the site, but also to build a bridge of communication between domestic and international supply and demand in advance, completing initial intention matching prior to the event. This will lay a solid foundation for on-site face-to-face negotiations and specialized matchmaking sessions. Spanning a total exhibition area of 17,000 m², this edition brings together 300 domestic and international exhibitors, covering the complete industry chain—from spawn breeding, smart equipment, and raw/auxiliary materials to fresh produce, deep-processed foods, and branded items. Concurrent events include multiple industry conferences, specialized forums, and supply-demand matching sessions featuring over 100 industry experts to discuss global mushroom industry trends.

Over 500 professional visitors from 84 countries and regions globally have pre-registered. A large batch of cultivation farms, brand enterprises, equipment buyers, and trade importers have submitted attendance applications, explicitly detailing their participation goals, procurement demands, and collaboration intentions. These overseas merchants from Europe, America, Central Asia, Middle East, and Southeast Asia represent diverse roles—farm partners, import traders, factory heads, and R&D institutes. They will gather at Xiamen Baixiang Convention and Exhibition Center on September 20-22 to seek technical solutions, machinery equipment, spawn materials, and cross-border business opportunities. Below are selected real participation requirements from pre-registered overseas visitors:

As indicated by the pre-registration comments, overseas buyers' demands are highly focused. Large mushroom farms in Vietnam, Southeast Asia, are urgently searching for complete sets of equipment suited for large-scale production; practitioners from Armenia, Central Asia, focus on new edible mushroom varieties suitable for local climates; many overseas manufacturers target specialized equipment for Enoki and Eryngii mushrooms, mushroom substrates, refrigeration machinery, and lab instruments; additionally, numerous importers and brand owners aim to connect with Chinese source manufacturers to build stable supply chains and explore cross-border export opportunities.

Leveraging the pre-registration database, the expo organizer will carry out pre-event business matchmaking services. For overseas professional visitors with clear purchasing or technical cooperation needs, the team will help connect exhibitors with target buyers in advance to improve the efficiency of on-site negotiations. At the expo, overseas buyers will step into the 17,000 m² exhibition area to engage in face-to-face exchanges with 300 domestic exhibitors, covering the full industry chain including spawn breeding, smart factory equipment, raw materials, fresh mushrooms, and deep-processed foods, thereby achieving multiple goals in technical exchange, equipment procurement, and trade signing.