As the 8th China International Import Expo (CIIE) draws to a close, the exhibition halls remain bustling on November 9. Amid this global trade event, a group of overseas Chinese "facilitators" stand out—leveraging cross-cultural expertise and market experience to bridge communication between Chinese and foreign enterprises, turning opportunities into tangible collaborations.

Gong Xiuling, president of the European Federation of Chinese Women, smiles as livestreamers promote Norwegian fish oil from her 36-square-meter booth—a significant expansion from last year’s 9-square-meter space with just one product. Now featuring four items, her booth attracts distributors seeking online partnerships. "This repeat client expanded their order after last year’s initial inquiry," Gong notes. The Norwegian company she introduced initially worried about market adaptation, but within a year, their fish oil has found a place in China’s vast consumer market. Gong sees herself as a "ferryman" at CIIE, guiding overseas products into China’s booming market.

In the innovation zone, Zhao Yunhao, co-founder of Kejia Incubation (Shanghai) Tech, pitches projects from eight overseas Chinese-led tech startups to Chinese investors. His debut at CIIE showcases innovations from Singapore, Japan, and France. "This zone is a docking port for tech SMEs, and we help them navigate," says Zhao, whose projects—facilitated by Shanghai’s overseas Chinese affairs office—span local partnerships, market entry, and investment.

At the Hill-Rom (HRC) booth, a medium-sized electric vertical takeoff logistics drone draws crowds. Chen Wenjin, HRC’s marketing director, highlights its 200-kilometer range for mountain rescue and urban logistics. "CIIE mirrors our journey from niche to mainstream," she observes, noting the expo’s role in fostering industry linkages.

Australian business leader Cao Peiqing, an eight-time CIIE attendee, emphasizes the role of overseas Chinese as cultural and commercial intermediaries. "We understand both overseas suppliers and Chinese demand, driving exchanges in tech and culture," she says.

In the jewelry section, Huang Xiaohong shares the story of Australian opals, recalling how skepticism decades ago ("Is this glass?") has given way to fascination. "Last year, crowds listened to our mining tales. This year, kids ask if raw opals are meteorites," she smiles. "Our mission isn’t just sales—it’s sharing cross-cultural appreciation."