British businesses are seizing the spotlight as the United Kingdom takes center stage at the 5th China International Consumer Products Expo in Haikou, Hainan province, with exhibitors expressing optimism about the vast potential of the Chinese market.

The UK, this year's Guest Country of Honor, has brought 27 brands spanning foods and beverages, personal wellness, fashion and sporting goods to the ongoing expo, which runs from Sunday to Friday.

Claire Urry, chief commercial officer of the China-Britain Business Council, said the event underscores China's growing importance as a key market amid global economic challenges.

"Companies are developing their strategies for China, and we're already seeing results — one exhibitor just signed a memorandum of understanding with a Chinese partner to localize packaging and production here, giving them a cost advantage," Urry said.

"Strengthening trade ties benefits both countries, and we're committed to supporting these partnerships."

Among the British participants is the Royal Botanic Gardens, Kew, a UNESCO World Heritage Site, which is showcasing plant-based skincare products inspired by its botanical research.

"This expo is a unique platform to highlight our sustainability ethos," said Alex Chen, a business partner with Kew. The brand's hand creams, soaps and fragrances feature scents derived from its gardens and packaging modeled after historic plant atlases.

Tea specialist Whittard of Chelsea is using the expo to introduce its blends to South China consumers. "Hainan attracts tourists from across China, so it's perfect for expanding our reach," said Katherine Oon, Whittard's senior China manager. The company is conducting daily tea tastings in the morning and afternoon to engage international visitors.

Meanwhile, tableware brand Denby is capitalizing on China's demand for premium home goods. The company is launching bowls and plates tailored for Chinese cuisine, emphasizing durability and nontoxic materials.

With Hainan Free Trade Port's booming tourism and trade-friendly policies, British brands see a lucrative foothold in the Chinese market. "The enthusiasm here confirms our confidence in China's economic growth," Urry said.