Latin American, Middle Eastern, African Buyers Boost Canton Fair as Chinese Appliance Exports Surge

As the major international trade fair continues in Guangzhou, global buyers from Latin America, the Middle East, and Africa are showing strong interest despite ongoing concerns over tariffs. Chinese domestic appliance manufacturers are observing a comeback and anticipate sustained growth in exports this quarter.

The semi-annual event, held every spring and fall, is brimming with international visitors. At Skyworth’s booth, the conference rooms on the second floor are fully booked, with buyers from the Middle East, Africa, and Latin America engaging in lively negotiations.

A South American buyer visiting Changhong Electric’s display expressed admiration for Chinese televisions, particularly highlighting their seamless AI integration paired with modern designs.

Despite challenges like variable tariffs, Chinese customs statistics reveal that in the first eight months of the year, exports of white appliances increased by 3.8% year over year to $90 billion. The volume of units shipped also rose by 7.9%, reaching 6.3 billion units.

A representative from Dreame Technology reported that about 20 tentative orders were placed with their washing machine division on the first day of the fair. Buyers originate from Southeast Asia, southwestern, and northeastern Europe, with orders expected to extend into next year.

Kingclean Electric, a major exporter of vacuum cleaners, derives roughly 30% of its revenue from the U.S., Europe, and China. The remaining earnings are generated from markets like Japan, South Korea, and emerging countries overseas.

“We are actively seeking new markets,” said Yang Yuechao, the company’s overseas marketing director. This year’s fair has seen a strong international presence, especially from Europe, the Middle East, Brazil, Japan, South Korea, and Australia. Yang is optimistic about future growth, predicting increased exports in the fourth quarter and more opportunities next year.

He Xingyue, head of marketing at Changhong Smart Display International, noted that exports are beginning to recover. During the spring fair, international buyers showed caution due to tariff uncertainties, with many countries establishing a three-month buffer period for tax adjustments, leading to conservative orders in April. However, most buyers have now adjusted to the evolving trade landscape.

Changhong’s global manufacturing network provides the company with greater flexibility. The upcoming FIFA World Cup next year is expected to drive demand for color TVs in South America and Europe, partly accounting for the recent spike in orders, He added.

He remains hopeful that export growth will continue into the fourth quarter and anticipates positive trends into next year. Overall, the market appears poised for a modest rebound in 2026 compared to 2025. While overseas demand was subdued in the first half, it surged in the second half and is expected to maintain this momentum into the coming year.