From Shanghai to the screen: Showcasing Australian Made in China

Australian Made Campaign (AMCL) showcased the green and gold kangaroo logo at this year’s China International Import Expo (CIIE) from 5-10 November, helping Chinese consumers and businesses discover authentic Australian Made products.

For the first time, a dedicated Australian livestreaming platform within the Australian Pavilion extended the campaign’s reach beyond the exhibition floor. AMCL collaborated with Douyin KOL livestream host Dan Bao’er and RedNote (Xiaohongshu) content creator AUfans, which has close to one million followers.

Australian Made Chief Executive Ben Lazarro joined the livestream to explain how the logo helps shoppers identify genuine Australian products. Broadcast simultaneously on Douyin and RedNote, the session generated more than 50,000 interactions, combining product exposure with an engaging introduction to the Australian Made logo.

Seventeen Australian Made licensees were featured in the livestreaming sessions, with Chinese key opinion leaders visiting the exhibitor booths to introduce Australian products to their audiences. AMCL also invited 30 influencers to visit Australian Made’s brand booths to capture photos to share on their social channels.

The sessions gave participating brands an opportunity to strengthen visibility and trust among Chinese audiences through local voices and digital channels.

Alongside the livestreaming, AMCL also partnered with Oz Town Australia to co-brand a 120sq/m stand within the Australian pavilion, helping visitors discover licensed Australian Made brands. The stand showcased food and beverages, skincare, vitamins and supplements and household goods, connecting participating brands with consumers, trade buyers and distributors.

For Australian businesses, this activity highlights the value of pairing product discovery with a clear Australian origin message in overseas markets. Kantar research in China in 2026 found 95% of consumers surveyed believed that products carrying the Australian Made logo were genuine, while 73% said they were more likely to purchase a product carrying it.

By combining the logo’s on-the-ground presence with digital promotion, AMCL is working to further extend recognition of the logo and help more Chinese consumers and buyers discover the products that carry it.