Some 20 provinces and autonomous regions from around the country, as well as 18 overseas exhibitors, including France, Sri Lanka, Serbia and Thailand, showcased what they have to offer at the expo.

Exquisite handmade scarves, rugs and ethnic costumes exuded a strong South Asian vibe at the Pakistan booth.

"Chinese consumers recognize high-end products, and appreciate their value," says Yang Han, sales manager of a Zhejiang-based company mainly specializing in the trade of handmade products from Pakistan.

"They are drawn to delicate handicrafts, such as silk embroidery, as well as the fact that every single piece is one of a kind," Yang says, adding that most of his customers have given him positive feedback, especially for Pakistani rugs.

Yang's company has seen consistent growth in the sale of Pakistani goods in China over the past decade, which he attributes to both the sophisticated taste of Chinese consumers and the good relations between the two countries.

"Many of our customers have traveled the world, and they understand different cultures," Yang says.

Moreover, the Chinese government has given vigorous support to Yang's business, such as favorable customs and tax policies, which he says has facilitated the import of the handicrafts his company sells.

"This, in turn, helps ensure the craftsmen in Pakistan live a quality life," Yang says.

At the Serbian booth, coffees, chocolates and crystals were on display, attracting a continuous flow of visitors.

"A considerable number of Chinese consumers have warmed up to the country's products, especially brand-name coffees," says Zhang Wenjie, who helped receive visitors to the booth on behalf of the Serbian national industry and commerce federation.

General sales of Serbian-brand coffee in China have been trending upward over the past eight years, Zhang says.

Even during the past three years, in the grip of the COVID-19 pandemic, sales continued growing slowly but steadily — at between 3 and 5 percent annually — he adds.

Participation in the expo is part of Serbian efforts to expand the presence of its products in the Chinese market, Zhang notes.

China offers a favorable duty-free policy on many Serbian products.

"It has been a great incentive for us, as it helps cut costs, and we have been seeing more enthusiasm in trade," Zhang says.