The 26th China (Jinjiang) International Footwear Expo and the 9th International Sports Industry Expo opened grandly on April 19 in Jinjiang, Fujian, gathering 516 exhibitors from over 70 countries and regions. This annual event in the global footwear industry showcases Jinjiang’s ambition and strength in leveraging its complete industrial chain to expand globally.
“Despite uncertainties in the global environment, the United States will be our key breakthrough market. We are actively preparing to establish a local team there,” said Wu Dongping, Head of the International Department at KELME Sports.
Known as the “barometer” and “weathervane” of the global footwear industry, the Jinjiang Expo is not only a platform to display trends but also a reflection of how Chinese manufacturing is going global. This year’s expo features three highlights: strong international participation, high-tech innovations, and heightened corporate confidence, demonstrating the resilience of Jinjiang’s footwear and apparel industry.
Jinjiang’s vibrant growth is rooted in its well-developed industrial chain. Gangyi Group, for instance, has achieved nearly 100% recycling of waste PET beverage bottles—transforming bottle bodies, caps, and labels into raw materials for other products.
Gangyi’s Deputy General Manager, Chen Huashan, shared that the company has also ventured into plant fiber materials, successfully mass-producing flax and bamboo fiber insoles, and even developing graphene insoles with exceptional thermal conductivity and insulation—infusing products with both sustainability and technology.
“Jinjiang is a chain and a network. A complete industrial ecosystem is the backbone of our growth,” said Chen.
In the past, issues such as sole delamination plagued Jinjiang-made shoes, once dubbed “seven-day shoes.” Zhang Junhao from Fujian Kaiji Polymer Materials, who has been in the industry since junior high school, recalled: “We were not content with that reputation.”
Thanks to continuous research and new materials, his company now produces outsoles with supercritical technology—on traditional equipment. “Technology drives Jinjiang forward, but at the root of it is the relentless spirit of our people,” Zhang emphasized.
Accurate brand positioning and effective international marketing have also contributed to the global success of Jinjiang brands. Wu Dongping noted that KELME products are now sold in over 60 countries. The brand has focused on football and basketball, boosting global recognition by sponsoring high-profile events like the AFC Asian Cup, La Liga, and the Premier League.
Beyond footwear and apparel, Jinjiang’s umbrella and food industries are also expanding internationally. With advanced techniques and innovative designs, its umbrellas are popular across Europe and America. Local snack foods, known for their unique flavors and strict quality control, have gained a foothold in Southeast Asia and the Middle East—becoming new engines of Jinjiang’s export growth.
By leveraging cross-border e-commerce platforms and international trade fairs, more overseas consumers are now discovering the appeal of “Made in Jinjiang,” further elevating the global profile of Jinjiang brands.
Even amid a complex global landscape, Jinjiang’s industries continue to thrive with strong resilience. China’s Belt and Road Initiative has further enhanced economic ties with participating countries, creating favorable conditions for Jinjiang’s global outreach.
This year’s expo attracted 516 domestic and international exhibitors from countries such as the Philippines, Vietnam, Thailand, and Italy, opening more doors for Jinjiang’s global ambitions.
Tangshi Regzedma, Director of the SME Promotion Center in Ulaanbaatar, Mongolia, led a 15-person delegation to the expo. “We’ve found many materials and equipment our SMEs need. The prospects for cooperation are promising,” she said. She expressed hope to learn new technologies in China and emphasized the great potential for bilateral cooperation in footwear and apparel. “Next year, we plan to bring Mongolian companies to Jinjiang, showcasing shoes made with cashmere and wool.”
As Wu Dongping aptly concluded: “With decades of technical expertise and growing strength, Jinjiang’s footwear and apparel industry is ready to evolve from manufacturing to branding—and from branding to the world.”
