The 2025 Hainan Consumer Products Expo marked a milestone for UK businesses, with Britain as the guest country of honour. British brands showcased their innovation and heritage, capitalising on China’s growing consumer market.
The Hainan Consumer Products Expo, held annually in Haikou, has emerged as a premier platform for global brands to engage with China’s burgeoning consumer market. In 2025, the event took on special significance for the UK, which was named the guest country of honour for the first time. This accolade underscored the strengthening economic ties between the UK and China, with British exports to China reaching £28.5 billion in 2024. The China-Britain Business Council (CBBC) played a pivotal role in facilitating the participation of British brands, including health retailer Holland & Barrett and tea specialist Whittard of Chelsea.
The Hainan Expo, now in its fifth year, attracted over 300,000 visitors and featured 4,000 brands from 80 countries, with a focus on premium consumer goods. China’s consumer market, projected to reach US$8.2 trillion by 2030, is a magnet for international brands, driven by a growing middle class and increasing demand for high-quality imports. For British businesses, the expo offered a strategic opportunity to showcase their products, build brand awareness, and forge partnerships in a market where e-commerce and cross-border trade are thriving. The UK pavilion highlighted Britain’s reputation for innovation and heritage, with CBBC members like Holland & Barrett and Whittard leading the charge.
Holland & Barrett, a household name in the UK for health and wellness products, made a significant impact at the 2025 expo. For the company, it was their first major appearance at Hainan, following a smaller presence in Hangzhou the previous year. Sophia, representing Holland & Barrett, expressed enthusiasm about the opportunity.
“We think it’s a good opportunity to make some business here, especially as the UK is the country of honour this year”. In China, where the health supplement market is expected to grow to US$50 billion by 2027, Holland & Barrett is a relatively new player, having entered the market just seven months before the expo. This necessitated a tailored approach to meet the preferences of Chinese consumers.
Unlike its established retail model in the UK and Europe, Holland & Barrett has adapted its strategy in China to focus on products designed specifically for local tastes. Sophia explained, “We make products especially for Chinese consumers, so we consider such things as localising ingredients and how we consume them”. This localisation effort includes developing supplements with appealing flavours, as Chinese consumers often prioritise taste alongside health benefits. This focus on consumer experience, coupled with the expo’s high visibility, positioned Holland & Barrett to capture the attention of China’s health-conscious urbanites, particularly millennials and Gen Z, who drive demand for premium wellness products.
Whittard of Chelsea, a British tea brand founded in 1886, also seized the opportunity to showcase its heritage at the Hainan Expo. Participating for the first time, Whittard was selected to represent the tea, coffee, and hot chocolate category within the UK pavilion. Katherine Oon, Whittard’s International Sales Manager, expressed excitement about the event. “This is our first time participating in the Hainan Expo and we are very excited to be part of the UK pavilion,” she said. Tea holds deep cultural significance in China, but Whittard distinguished itself by introducing British tea traditions to Chinese consumers. “We want to bring the British tea lifestyle and the traditions to the Chinese customers,” says Oon. “So it’s about educating them on afternoon tea, British blends like Earl Grey, English Rose and the Britishness of tea traditions.”
Whittard’s approach respects China’s rich tea culture while highlighting its unique offerings. The company sources teas globally, including from China, but its expertise lies in blending, a hallmark of British tea culture. At the expo, Whittard’s tea-tasting sessions were a highlight. “Tea tasting is always busy. It’s our experience, it’s a tea journey that every customer enjoys,” says Oon. These interactive experiences resonated with Chinese consumers, particularly affluent urban professionals who value premium and experiential products. The expo’s focus on cultural exchange allowed Whittard to position itself as a bridge between British and Chinese tea traditions, fostering consumer curiosity and brand loyalty.
Looking ahead, both brands outlined ambitious plans for 2025, leveraging their expo participation to deepen their foothold in China. Holland & Barrett aims to expand its product range and distribution channels, building on the momentum gained at Hainan. The company’s focus on localisation aligns with China’s growing demand for health products tailored to local preferences, supported by the country’s 105 cross-border e-commerce pilot zones. Whittard, meanwhile, is set for a significant push this year.
“2025 is going to be a big year for us. We set up a team in China, I will be relocating to Shanghai, and as a brand itself we are going to have more opportunities for collaboration for partnerships and introducing the whole British afternoon tea to the Chinese consumer,” says Oon. This strategic relocation and focus on partnerships reflect Whittard’s commitment to embedding itself in China’s market.
The success of Holland & Barrett and Whittard at the Hainan Expo underscores the broader opportunities for British brands in China. The event’s emphasis on the UK as the country of honour amplified their visibility, allowing them to connect with distributors, retailers, and consumers. CBBC’s support was instrumental, however, challenges remain, including navigating China’s regulatory landscape and competing with domestic brands. The CBBC advises British firms to invest in local partnerships and cultural understanding to succeed, a strategy both companies employed effectively.
