The 18th Xi'an International Sugar, Wine and Food Expo in 2026
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1、 Guiding ideology
In order to further implement the important speech and instructions of General Secretary Xi Jinping's visit to Shaanxi, and in accordance with the requirements of the "Guiding Opinions on Cultivating Traditional Advantageous Food Production Areas and Local Characteristic Food Industries" jointly issued by the Ministry of Industry and Information Technology and 11 other departments, we will give full play to the driving role of business exhibitions in industrial economy, consumer economy, and regional economy, concentrate on showcasing the phased achievements of our province's food industry development, promote the upgrading and brand building of the food industry, increase investment promotion and enterprise equipment updates, strengthen industry exchanges and cooperation, accelerate food circulation, accelerate the pace of Shaanxi's food industry "going out and introducing in", promote high-quality development, assist the Three Product Action, and achieve effective docking between our province's food industry enterprises and the market, This exhibition invites the Shaanxi Provincial Qin Chamber of Commerce to host the "2026 18th China Xi'an International Sugar, Wine and Food Expo" and "2026 China Xi'an International Liquor Industry Expo" (hereinafter referred to as the "Conference"), which will be held from September 17-19, 2026 at the Xi'an International Convention and Exhibition Center. The event is themed "Innovation Driven, Co Brewing the Future" and aims to build a professional, market-oriented, and branded high-level communication and cooperation platform for governments and enterprises. It brings together high-quality sugar, wine, and food enterprises, industry experts, and buyers from around the world to explore new trends in the industry, invest in and negotiate cooperation projects, promote industry exchanges and cooperation, create new scenarios under the new retail consumption model, and provide comprehensive services to exhibitors before, during, and after exhibitions.
IIExhibition name, theme, time, location, and exhibition area
Exhibition Name: The 18th Xi'an International Sugar, Wine and Food Expo 2026 (hereinafter referred to as "Xi'an Sugar, Wine and Food Expo")
Theme: "Innovation Driven, Co Brewing the Future"
Date: September 17-19, 2026
Location: Xi'an International Convention and Exhibition Center
Exhibition area: 20000 square meters
IIIorganization structure
(1)Guidance unit:
China Food Industry Association
(II)Organizer
Shaanxi Provincial Qin Merchants Association
(3)Co-organizer
Shaanxi Sugar, Wine, and Non Food Circulation Association Shaanxi Provincial Liquor Industry Association
Shaanxi Tea Circulation Association Shaanxi Landmark Federation
Shaanxi Provincial Federation of Commerce Shaanxi Gift Chamber of Commerce
Shaanxi Food Supply Chain Association Shaanxi Prefabricated Vegetable Association
Shaanxi Enterprise Science and Technology Association Federation Shaanxi Leisure Culture Association
Shaanxi Famous, Unique and New Agricultural Products Quality and Safety Association
Shaanxi Agricultural Enterprises Association Shaanxi Halal Food Chamber of Commerce
Bamboo Conference
(IV)Acknowledgments:
Shaanxi Xifeng Liquor Co., Ltd. Huashan Lunjian Brand Management Co., Ltd
Yan'an Guobin Liquor Co., Ltd. Shaanxi Sugar, Wine and Non Food Co., Ltd
Kweichow Moutai Distillery (Group) Co., Ltd
Shaanxi Food and Agriculture Group Co., Ltd. Shiyang Agriculture Group Co., Ltd
Shaanxi Rongshi Food Co., Ltd
（5） Undertaking Unit:
Shaanxi Food Association
Shaanxi New Era Exhibition Co., Ltd
4Exhibition Area Planning
The main venue of the 18th China Xi'an International Sugar, Wine and Food Expo in 2026 is located at the Xi'an International Convention and Exhibition Center, with an exhibition area of 20000 square meters. It consists of six exhibition halls: Provincial and Municipal Delegation Hall, Famous Liquor Hall, Food Hall, Medicine and Food Same Source Hall, International Hall, and Packaging and Equipment Hall.
（1） International Pavilion:Imported food, international alcoholic beverages, imported leisure food, high-end and healthy food, national/regional exhibition groups, new product and innovation displays.
（two）Provincial and Municipal Delegation Halls:Groups from various provinces and cities, business associations from various cities, and state-owned enterprises from various cities participated in the exhibition.
（3） Famous Liquor Restaurant: Baijiu, red wine, beer, cocktails, alcoholic drinks, food and alcohol supply chain of all brands.
（4） Food Hall:Leisure food, baked goods, nuts, candies, frozen food, imported food, health food, organic food and organic conversion food, forest food, meat products, aquatic products, food additives and ingredients, natural product extracts.
（5） Medicine and food homology museum:Traditional medicinal and food raw materials and products, functional foods, healthy foods and beverages, innovative technologies, packaging and production equipment, large health industry parks and bases.
（6） Packaging and Equipment Museum:Food machinery, packaging materials, labels and flexible packaging, logistics packaging.
5Main activities
1. The Opening Ceremony of the 18th Xi'an International Sugar, Wine and Food Expo in 2026
2. Chinese Baijiu Summit Forum
3. China Western Liquor Boutique Competition
4. Guizhou Taidou Education Brand Award Ceremony
5. Western Supply Chain Enterprise Forum
6. Western Business Innovation and Development Forum
7. Tea discussion activity
VIExhibition Highlights
1. Brand leads development. The organizing committee will invite well-known domestic and foreign brands to attend and showcase more advanced enterprise management and marketing concepts, as well as higher quality technological products.
2. Innovation empowers terminals. The organizing committee will invite digital technology enterprises, research institutions, and others to participate in the exhibition, empowering the industry with more advanced technological products for healthy and rapid development.
3. The exhibition area has clear functions. The organizing committee will clearly divide the functional exhibition areas according to the needs of exhibitors and buyers.
4. Strong procurement demand. The organizing committee will organize agents, logistics groups, supermarkets, catering hotels and other service units from various regions to attend the procurement event on a city by city basis. It is expected that there will be more than 40000 professional purchasers.
5. Improve the timeliness of negotiations between supply and demand sides.
6. Build an "online commerce cloud" platform and a Beidou Seven Star service system to achieve 365 day online display and trading. Combining "online+offline", gather CFIB365 resource system to assist local governments and parks in attracting investment and promoting characteristic industrial cluster brands.
7Professional audience organization
（1） Professional audience invitation unit
| central state-owned enterprise | Xi'an Railway Bureau, China XD Group, Shaanxi Construction Engineering Group, Xi'an Aircraft Industry Corporation, Xi'an Aircraft Design and Research Institute, China Shipbuilding Industry Corporation Xi'an Dongyi Science and Technology Co., Ltd., China Railway First Group, China XD Group, Northwest Power Grid, China Railway Baoqiao Group, China Heavy Machinery Research Institute, Xi'an Thermal Power Research Institute, China Railway Materials Group Northwest Co., Ltd., China Grain Reserves Management Corporation, Northwest Bureau of China Metallurgical Geology Administration |
| Provincial state-owned enterprises | Xi'an Rail Transit Company, Xi'an Agricultural Investment Company, Xi'an Construction Engineering Trading Center, Xi'an Industrial Investment Company, Xi'an Talent Group Company, Xi'an Urban Infrastructure Construction Investment Company, Shaanxi Coal and Chemical Industry Group, Shaanxi Pharmaceutical Group, Western Airport, Shaanxi Western Tourism Group, Shaanxi Geological and Mineral Group, China Shaanxi Nuclear Industry Group, Shaanxi Automobile Holdings Group, Shaanxi Water Development Group, Shaanxi Food and Agriculture Group, Shaanxi Forestry Group, Shaanxi Agricultural Reclamation Group, Shaanxi Yanchang Petroleum |
| specialized market | Guoheng Market, Ruifeng Market, Yurun Market, Fangxin Market, Fengqing Mall, Xiangyun Market, Hesheng International, Western Food City, Fengqing Food Trade Center, Tumen Xinhua Market, Zhuque Wholesale Market |
| hypermarket | Yonghui Supermarket, CR Vanguard, Wal Mart, Carrefour, Hema Xiansheng |
| group buying platform | Meituan, Juhuasuan, Dianping.com, Lashou, Tuanbao, Ganji Group Buying, Wowo.com, Nuomi.com, Xingsheng Youxuan, Tongcheng Life |
| Professional procurement unit | Dukang Liquor, Liulin Liquor, Xifeng Liquor, Baiyun Lundao Liquor, Changyu Liquor, Shaanxi Qin Liquor, Huading Liquor, Shaanxi Taiquan Liquor Co., Ltd., Baoji Brothers Liquor, Shaanxi Shiyang Commerce and Trade Co., Ltd., Xi'an Tanggong Yuyan Liquor Co., Ltd., Laoyulin Liquor, Xi'an Huanggui Liquor, Shaanxi Lukang Liquor, Julin Liquor, Xi'an Zhongnan Liquor, Xi'an Tangjiu Group, Shaanxi Xuanyuan Holy Land Liquor, Shaanxi Qinyang Changsheng Liquor, Xi'an Delong Liquor, Shaanxi Longbang Cultural Gift Company, Shaanxi Langting Gift Culture Company, Baoji City Wanbao Gift Company, Xi'an Mingjing Gift, Xi'an Zhongyuan Gift, Xi'an Sincere Gift, Shaanxi Yixuan Cultural Gift, Shaanxi Goodwill Gift |
| School/Research Institute | Northwest University, Xi'an Jiaotong University, Northwestern Polytechnical University, Xi'an University of Technology, Xi'an University of Electronic Science and Technology, Xi'an University of Technology, Xi'an University of Architecture and Technology, Xi'an University of Petroleum, Shaanxi University of Science and Technology, Xi'an University of Engineering, Chang'an University, Shaanxi Normal University, Xi'an International Studies University, Northwest University of Political Science and Law, Xi'an Sport University, Xi'an Conservatory of Music, Xi'an Academy of Fine Arts, Xi'an University of Arts and Sciences, Xi'an University of Finance and Economics, Xi'an University of Posts and Telecommunications, Xi'an Aeronautical Institute, Xi'an Medical College, Shaanxi Preschool Normal University, Xi'an Eurasia College, Xi'an Foreign Affairs College |
Related industry regulatory departments, state-owned enterprise procurement departments, agents, franchisees, university logistics groups, hospital logistics, wholesale markets, franchised chain stores, supermarkets, chain stores, catering chains, hotels, guesthouses, bars, restaurants, retail, online retail, convenience stores and many other fields.
（2） Phone/SMS promotion:10 million precise professional audience text messages are released, with customer service phone numbers being the key invitation.
（3） Professional website:500+domestic professional websites release updates on sugar and liquor fairs, with weekly updates.
（4） Ticket and invitation letter:1 million tickets and invitation letters, with a focus on inviting industry related trade companies, sales companies, brand specialty stores, supply chain companies, responsible persons/buyers of large, medium and small supermarkets, professional markets (shopping malls) and other sections.
（5） Professional audience invitation
1. The business/information technology systems of the five provinces and cities in Northwest China have issued documents to organize relevant industries to visit, exchange and purchase.
2. The liquor and food industry associations of the five provinces and cities in Northwest China organized member units and distributors to visit and exchange groups in Xi'an for the conference.
3. The Northwest Five Provinces' Provincial and Municipal Business (Association) organizes member units to visit.
4. The Northwest Five Provinces and Cities Cultural Tourism Hotel Catering Business Association will organize member units to visit.
（6） Tiktok comments
All members of the organizing committee participate in Tiktok messages three times a day (once in the morning, once in the middle and once in the evening), and the participation time is not less than 10 minutes/day. The promotion efforts are intensified one month before the exhibition, and the participation time is not less than 20 minutes/day. The participation time is not less than 30 minutes/day one week before the exhibition. Each person sends 100 messages per day, for a total of 1600 messages per day. The total number before the exhibition can reach 160000 messages.
(7)Shaanxi Business Food Salon as a cooperative media
From December 2025 to August 2026, the three monthly activity salons on Baijiu and food will promote the Sugar and Alcohol Fair to meet the precise needs of liquor enterprises and food enterprises to participate in the conference, and achieve mutual value enhancement and win-win results; Enhance the influence of Xi'an Sugar and Wine Fair and Wine Expo in the western region.
(8)Utilize personal IP for long-term promotion
From December 2025 to August 2026, the company will make short videos around "Lao Li's Sugar and Wine Circle" and other personal IPs and promote them on Tiktok, Xiaohongshu, video number, Kwai and other platforms.
（9） Offline advertising
（1） Bus advertisement: The placement should be completed before August 22nd, and the design should be completed by August 10th. The placement period is from August 22nd to September 22nd. Specific advertising plans: seat backrests, armrest pull rings, bus body advertising, LDE rear screen advertising, bus mobile TV, etc.
（2） Subway advertisement: From July 19th to September 15th, along subway lines 1/2/3. Specific advertising plan: Rolling video playback terminal.
（3） Business elevator advertising: Starting from August 10th, advertisements for elevators in commercial office buildings, supermarkets, and high-speed rail tourism will be placed. Specific deployment plan: Car 1.0 billboard, 2.0 video playback terminal, headrest, lightbox, etc.
（10） Internet celebrity bloggers and business associations
More than 200 online celebrity bloggers were invited to promote on platforms such as Tiktok, Kwai, Xiaohongshu, and video number. Internet celebrity bloggers conduct live product selection and promotion, while business associations and professional media conduct exclusive interviews with enterprises.
(11)Production and sales coordination meetings in various cities of Shaanxi Province
From January to August 2026, joint production and sales matchmaking meetings will be held in eleven cities within Shaanxi Province, with a scale of approximately 1000 square meters to 2000 square meters. Each matchmaking meeting is expected to invite 500-800 distributors to attend and negotiate.
IIcharging standard
1Indoor open space:1200 yuan/square meter, (The special exhibition only provides bare space and does not provide any configuration. Exhibitors are responsible for various expenses related to booth construction and layout).
2Luxury Exhibition:￥ 9800/piece (3m × 3m) 9 ㎡, booth configuration: one table and two chairs, two spotlights, one power strip, three sided fence, large fascia board advertisement (size 1000mm * 2890mm requires exhibitor's design) (10% extra charge for double opening booth)
3. Business Forum/Corporate Promotion Event/New Product Launch Event 30000 yuan/session, duration: 30 minutes.
4Other advertisements(Unit: Yuan)
5sponsor:Please contact the organizing committee staff for title sponsorship and other related matters.
IIExhibition Procedures
1. Exhibitors should fill out the "Group Exhibition Application Form" and "Booth Rental Contract" with official seals, and mail or fax them to the organizing committee.
2. Exhibitors shall transfer the relevant fees to the designated account of the organizing committee within 5 days of registration.
3. The booth arrangement is based on the principle of first come, first paid, and first served. The organizing committee has the right to adjust a small number of booths.
4. The "Exhibitor Handbook" (including matters related to exhibit transportation, accommodation, etc.) will be uniformly distributed 15 days before the meeting.
5. Exhibitors must ensure that their exhibits, product packaging, and promotional materials do not involve any infringement.
IIIContact information
Contact: Zhao Feng 15339285227 (same WeChat account)
Xiao Jing 18682935566 (same WeChat account)
Li Dongliang 18682915566 (same WeChat account)
