Turkish Firms Gear Up to Sell Premium Goods to China’s Gen Z at CIIE

Turkish exporters are preparing to hit the 9th China International Import Expo in Shanghai, April 5‑10, with a slate of natural cosmetics and premium food products that aim to attract the country’s fast‐growing Gen‑Z market, Xinhua reported on Monday.

According to the Aegean Exporters' Associations (AEA), 15 Turkish firms will exhibit at the expo, focusing on high‑value, niche items such as cosmetics derived from Turkish roses, functional foods, and premium nuts, olive oil, honey and other specialty products. AEA coordinator president Muhammet Ozturk said that the shift from raw‑material exports to these luxury goods is designed to win over modern Chinese consumers who increasingly favor quality and health‑oriented purchases.

“Chinese consumers, once savings‑oriented, are increasingly spending on high‑quality and healthy products,” Ozturk said. “To reach this demographic, we advise Turkish companies to specifically target Generation Z with personalized, niche products and localized packaging.”

Ozturk explained that China’s consumer base of roughly 300 million in its high‑income brackets presents a huge opportunity for Turkish goods. He listed cosmetics, healthy and functional foods, and premium Turkish products such as hazelnuts, pistachios and dried fruits as the three areas that stand out for strong performance.

The AEA said Turkey’s exports to China rose 41 percent year‑on‑year in the first nine months of 2026, climbing from $2.12 billion to nearly $3 billion. The group set a medium‑term target of $10 billion in exports to the Asian giant, emphasizing that the growing volume is supported by accelerated bilateral trade agreements.