The international prestige of the Canton Fair has attracted new buyers from a number of countries around the world. For three exhibitors in the international pavilion, their presence has marked a new trend in product consumerism.

India’s presence among international exhibitors provides a glimpse of the Indian government’s reform, which was announced in late 2012 as part of its foreign participation in direct investment into the Indian economy.

According to a 2011 census, China remained India’s largest trade partner in various goods and service and, in 2012, India’s GDP purchasing power was ranked fourth in the world, immediately behind China.

According to Indian exporter, Sachin Gupta, “China is becoming expensive nowadays.” Gupta runs a trading house that exports primarily bicycle and gardening tools; but, because “there are some products that China doesn’t produce,” it now exports ceramic tiles. Approximately 30% of Gupta’s sales are made in China (a whopping 50% of its sales are from India, and the remaining 20% is from Africa).

Behind India, the buying power of Africa has increased such that it has become “the new China” for business opportunities. This sentiment was echoed by Shiva Vachhani, a manufacturer and exporter of stainless steel cutlery from Mumbai. Vachhani reported that the majority of its buyers are from the North, East, and West of Africa. At each Canton Fair, he strives to bring in enough new samples to meet African demand.

Securing a booth inside the International Pavilion is a golden ticket for the lucky few; other international exhibitors, like those from Russia and European countries, have booths on the bridge linking to Area C of the complex. In full formal attire, these representatives are forced to hold a fan to provide respite from the humidity.

Still, the booths inside the International Pavillion are small, says C.M. Son, a sales manager, “they should make them bigger. The limited space makes it difficult to show other merchandise to customers.” Son’s largest segment of buyers come from the Middle East.  When questioned about his best sellers, Son noted that dishwashers remain high in global demand.

A badge at the Canton Fair is a passport of sorts and, once inside the pavillion, an endless number of business opportunities are available. According to one Canton Fair representative, the badge can be used so long as the Fair continues to attract buyers and sellers.