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A media event focused on promoting the international expansion of technology companies, creating a crucial link for Chinese tech firms to access global markets, was held at the Internationale Funkausstellung, the world’s largest consumer and home technology expo, in Berlin, Germany.
The Global Connect @IFA 2025 took place on September 5 and was co-hosted by a communications and business consulting firm along with a marketing, media, and public relations consultancy. This event’s primary media partner was an English-language news service associated with China’s Yicai Media Group.
Participating co-hosts included InterCulture, a provider of business networking services, and PartnerBoost, a company offering comprehensive partnership marketing software solutions. The event was sponsored by Seel, a US-based e-commerce insurer.
More than 50 leading media outlets from countries such as France, Germany, Spain, the UK, and the US, including Benzinga, Forbes, heise.de, TechnologyInsider, and Welt, attended the event.
This year, hundreds of Chinese companies showcased innovations across a wide range of advanced sectors, such as home entertainment, displays, smart home devices, major appliances, mobile technology, wearables, green energy, e-mobility, and AI-powered components and solutions, according to Leif Lindner, CEO of the expo.
A key trend observed at the event was the rising adoption of performance-based marketing strategies. Affiliate marketing and influencer partnerships based on pay-per-conversion models became recurring themes among exhibitors, reflecting the increasing sophistication of Chinese firms’ promotional tactics abroad.
The event also incorporated cultural aspects to enrich its narrative. InterCulture hosted an ‘Art Meets Tech’ segment, featuring the ‘Good People of Sichuan’ exhibition by German photographer Carsten Sander. This segment highlighted that innovation goes beyond technology—it involves people and their stories.
The consulting firm behind the event has supported over 300 Chinese brands in their global expansion over the past five years, according to its founder and CEO, Chris Pereira.
“We’re witnessing more Chinese brands building meaningful relationships with international media, partners, and industry ecosystems,” Pereira explained. “This not only signals the rapid growth of the tech sector but also demonstrates Chinese companies’ growing confidence on the international stage.”
“Global Connect has become a key platform for connecting industry influencers and exchanging innovative ideas,” said Sun Ji, director of the news service. “Through collaborations with professional organizations, we are dedicated to breaking down information barriers and encouraging meaningful dialogue among businesses, service providers, media, and thought leaders.”
Building on the success of previous Global Connect events at the 2025 Consumer Electronics Show in Las Vegas and in Shenzhen, China, the news service launched the Eyes on IFA series. This initiative offers detailed market insights to support Chinese companies’ international strategies and assist foreign firms entering China, helping businesses seize opportunities and manage risks in their globalization efforts.
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