Australian Made Makes its mark at CIIE 2025

The Australian Made Campaign Ltd (AMCL) has successfully showcased some of Australia’s genuine products at the China International Import Expo (CIIE) 2025 in Shanghai - one of the world’s largest and most influential trade events.

This year, Australian Made joined forces with Event Partner, Oz-Town, to deliver a co-branded exhibition space within the Austrade-managed Australian Pavilion, reinforcing the green-and-gold kangaroo as the mark of true Aussie authenticity for thousands of Chinese consumers and buyers.

Australian Trade Minister Don Farrell with Australian Made Chief Executive Ben Lazzaro and the Chinese Delegation

A key feature of the Australian Made/Oz-Town initiative was a pop-up store of Australian Made licensed products, which offered visitors a hands-on opportunity to experience and purchase a diverse range of certified Australian goods - from food and beverages to skincare, supplements and household items.

Australian Trade Minister Don Farrell and Austrade CEO Paul Grimes visited the Australian Made/Oz-Town exhibition space to show their support for participating licensees, acknowledging their role in representing Australia’s manufacturing excellence on the world stage. The Minister and Austrade leadership joined thousands of Chinese consumers, distributors and retailers in celebrating Australia’s clean, green and high-quality product offering.

Australian Made Chief Executive Ben Lazzaro took part in a number of promotional activities throughout the Expo, including live-streaming and selling events, MOU signings, as well as media and product promotions designed to raise awareness of Australian brands and the trusted Australian Made logo across China.

Austrade CEO Paul Grimes with Australian Made Chief Executive Ben Lazzaro

In partnership with Oz-Town, the Australian Made space also facilitated targeted business and buyer-matching sessions, connecting Australian exporters with potential partners and distributors throughout the region - further strengthening commercial pathways for Australian-made goods in China.

“CIIE continues to be an outstanding platform for Australian exporters to showcase the very best of what we make and grow here at home,” said Mr Lazzaro. “The Australian Made logo provides a powerful point of difference in a highly competitive market, cutting through with a message of authenticity, quality and trust.”

Since its inception in 2018, CIIE has become a landmark event for international trade, attracting global brands and buyers from across the world. AMCL’s continued presence at the Expo underscores its commitment to supporting Australian manufacturers and producers in expanding their global reach under the trusted Australian Made brand.

For more information on how Australian Made supports exporters and international marketing opportunities, visit www.australianmade.com.au/export.