China has signaled a renewed and structured push to expand imports in 2026, as the Ministry of Commerce (MOFCOM) launched the first event in its “Big Market for All: Export to China” series in Beijing on February 4. According to the ministry, more than 100 related events will be organized throughout the year to facilitate overseas companies' access to the Chinese market.

The initiative comes as China consolidates its position as the world's second-largest consumer market and import market. Policymakers appear to be shifting from ad hoc import promotion toward a more coordinated framework that links overseas supplier outreach with domestic consumption campaigns.

MOFCOM officials indicated that the 2026 program will emphasize closer coordination between onshore and offshore promotion efforts. This includes organizing Chinese enterprises to engage abroad while simultaneously inviting foreign firms to participate in import-focused activities inside China.

A key feature of the program is its integration with domestic consumption initiatives such as “Boutique Consumption Month” and seasonal consumption campaigns. Rather than focusing solely on increasing import volumes, the authorities aim to improve the quality and market absorption of imported goods and services by aligning them with evolving consumer demand.

The ministry has also highlighted stronger coordination across platforms and participants, including online and offline channels, with the objective of improving supply-demand matching and reducing frictions for foreign exporters entering the Chinese market.

The launch event drew participation from foreign diplomats and business representatives, reflecting sustained international interest in China's import agenda. China signed a memorandum of understanding with the United Kingdom on cooperation under the “Export to China” framework, marking the first such agreement under the initiative. The mechanism is intended to identify export opportunities not only in goods but also in services, an area where UK firms are internationally competitive.

Representatives from European business organizations pointed to opportunities in sectors such as machinery, medical equipment, pharmaceuticals, fashion, and design. Several noted that China's consumer preferences are changing rapidly, increasing demand for products specifically designed or adapted for the Chinese market rather than standardized global offerings.

Countries including Kazakhstan, Kenya, and Thailand are also expected to participate in the 2026 event series, underscoring China's effort to diversify its import sources and broaden participation beyond traditional trading partners.

From a policy perspective, the initiative reflects China’s broader effort to rebalance trade growth and support domestic consumption while maintaining openness to global suppliers. By institutionalizing import promotion through recurring events and cooperation mechanisms, authorities appear to be seeking more predictable channels for foreign firms to access the Chinese market.

For overseas exporters, the program may lower informational and coordination barriers, but commercial outcomes will ultimately depend on product competitiveness, localization strategies, and the ability to respond to China’s regulatory and consumer landscape. For China, the effectiveness of the initiative will be measured less by headline announcements and more by whether it translates into sustained import growth and improved consumer choice.