UK Pavilion at the China Fisheries & Seafood Expo | Seafish

UK Pavilion at the China Fisheries & Seafood Expo

Date: 25 to 27 October 2023

Location: Hongdao International Convention and Exhibition Centre, Qingdao.

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We are partnering with the UK Government to host a UK seafood pavilion at the China Fisheries and & Seafood Expo in October. Sign up to join us there.

UK Pavilion at the China Fisheries & Seafood Expo 2023 

In partnership with Defra and the Department for Business and Trade (DBT) we will be hosting a UK pavilion at China Fisheries Seafood Expo (CFSE) this year. Hot off the heels of the Japan International Seafood and Technology Expo, this will be our second UK seafood pavilion in Asia this year!  

China is the sixth largest market for UK seafood (HMRC 2022). In 2022 we exported 11,925 tonnes (live weight) worth £69 million to China, with sSalmon, mMackerel, cCrab, lLobster and wWhelk being the main species by value. 

About the China Fisheries and Seafood Expo 

China Fisheries and & Seafood Expo is the largest seafood trade show in Asia, and one of the largest in the world, attracting seafood companies and buyers from across Asia and further afield. 

Having recently moved to the Hongdao International Convention and Exhibition Centre in Qingdao, eastern China, it takes place 25-27 October. 

This year’s event is expected to attract more than 30,000 seafood professionals from over 88 countries. 

Images of the Seafish stall at a previous China Fisheries & Seafood Expo.

About the UK seafood pavilion  

The UK pavilion will host an open communal lounge for attending UK seafood companies to hold meetings, as well as a demonstration kitchen and an interpreter service. We are also excited to be able to offer a limited amount of free company pods at the show! 

We are delighted to welcome chef CJ Jackson back to the pavilion’s demonstration kitchen. Partnered with food vlogger and social media sensation Max Burns, the pair will be showcasing the fantastic fish and shellfish the UK has to offer. 

The chefs 

Chef Max Burns
Chef Max Burns will join us in China

Max Burns was born and raised in China until the age of 13 when he moved back to the UK with his family. Young Max began vlogging about Chinese culture, with a focus on Chinese food and how to make it at home. His social media following has grown to more than 3 million worldwide subscribers. Now at the age of 20, he is working to promote authentic Chinese food in Britain. 

Photo of CJ Jackson in a fishmongers
CJ will also be joining us in China

CJ is a familiar face in the UK seafood industry. As Vice Principal of Prue Leith’s School of Food and Wine during the 1990’s, CJ moved onto freelance work with a number of UK retailers. For 18 years she wrote for the BBC Good Food Magazine and authored numerous seafood cookbooks. Her position  as CEO of Billingsgate Seafood School in London, saw her deliver a huge range of ‘food lovers’ cookery courses. 

The natural charisma between Max and CJ is sure to capture a throng of onlookers to their seafood cookery demonstrations!  

Opportunities for UK seafood businesses  

Seafood consumption has been growing for the past 40 years in China, with 58.7 million tonnes consumed in 2020 (UN FAO food balance data to 2020). The communal meeting facility on the UK pavilion provides the perfect venue to meet with existing clients or forge new business relationships. 

Attending UK seafood businesses can apply for a free podium (“pod”) on the pavilion until 2 October 2023. These free-standing pods are similar in size to a domestic washing machine. Each pod has a reverse lockable door for secure storage and is topped with stainless steel spacers and glass.  Pods will be mounted with your logo so are an ideal signpost for your business. Pods will be offered on a first-come, first-served basis. We will also help attending UK businesses obtain the formal letter of invitation required in the visa application for visiting China. 

UK seafood businesses can also showcase products during CFSE 2023. We’d love to hear from businesses interested in donating samples of their seafood products to the UK pavilion’s demonstration kitchen.  

UK registered seafood companies can apply for a pod until 2 October 2023 or express an interest in supplying product via the form in the section below. 

Apply to join the UK seafood pavilion 

Please let us know if you’re planning to attend CFSE 2023, want to apply for one of the pods or are interested in providing samples to this show. 

Get in touch 

If you have any queries about our international trade work please contact:   
Hannah Thompson, Head of International Trade Promotion 

Phillip Quirie, Project Co-ordinator & Administrator