More Than Just an Exhibition! Why Is the Sugar and Alcohol Fair a "Must-Have" for Both Industry and the Public?

Ask AI · How can the Sugar and Liquor Fair attract nationwide participation through urban integration?

As the “barometer” and “weather vane” of China’s food and alcohol industry, the 114th National Sugar and Liquor Commodity Fair will be held from March 26 to 28 at the Western China International Expo City in Chengdu and the Century City New International Convention and Exhibition Center. This year’s exhibition covers a total area of 325,000 square meters, attracting 6,600 companies from 40 countries and regions. It is expected to host over 400,000 professional visitors and consumers.

With the theme “Celebrating Spring Sugar after the Spring Festival,” this Sugar and Liquor Fair is breaking traditional trade show boundaries, upgrading from a single trading platform to a super event that combines industry opportunities, consumer experiences, and urban vitality.

Why attend the Sugar and Liquor Fair? Because it is an industry high ground for business opportunities, an experiential paradise for consumers to explore global delicacies, and a window to observe China’s consumer vitality and urban charm. This year’s fair, with its new approach of integrating the entire industry chain, immersive consumer experiences, and deep urban integration, sincerely invites the world — this is not just an exhibition, but a must-attend spring date.

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Visit the Sugar and Liquor Fair to discover the latest trends

For food and beverage companies, the Sugar and Liquor Fair has always been an important platform to observe industry trends, plan market strategies, and connect resources. It is also a core battleground for resource linkage and seizing opportunities. The exhibition carefully gathers high-quality resources across the entire industry chain, including distributors, retailers, e-commerce platforms, cross-border buyers, chain restaurant supply chains, and investment institutions, creating efficient and precise trade matching scenarios. Every exchange plants the seed of cooperation, and every connection accelerates opportunity realization.

To make connections more efficient and experiences more high-quality, this year’s fair has for the first time differentiated the two main venues — the Western China Expo City focuses on food, while the Century City New Convention and Exhibition Center emphasizes alcohol and beverages. Clear positioning and division allow exhibitors to gather more concentratedly, meet audience needs more precisely, and ensure every expectation receives a corresponding response.

During the exhibition, high-end forums such as the Food and Beverage Industry Development Conference and the Second National Food Industry Channel Summit will be held intensively, sparking ideas and discussions. Academicians from the Chinese Academy of Engineering, industry leaders, and global experts will share insights on topics like global market expansion, industrial digital transformation, and new live-streaming e-commerce models. Industry white papers and authoritative consumer data will be released to help companies capture trend opportunities in real time.

Meanwhile, the fair continues to enrich its layout, adding zones for green agriculture, innovative foods, health foods, technological services, and intelligent manufacturing, covering the entire value chain from raw ingredients and packaging to supply chains. Cutting-edge results such as AI devices, health food processes, and innovative packaging designs will be showcased, vividly presenting industry hotspots like health, technology, green initiatives, and national trends. Companies can stay at the forefront of industry upgrades without traveling far.

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Visit the Sugar and Liquor Fair for exclusive experiences

In the past, the Sugar and Liquor Fair was a professional stage for industry insiders. Today, it has evolved into a consumer festival shared by the entire city. This year, the fair boldly breaks the boundaries of the exhibition halls and launches a nearly month-long “2026 Spring Sugar Season” citywide consumption promotion campaign, integrating the event into the city’s daily life.

This innovative urban integration model is tailored for Chengdu residents and domestic and international tourists, creating a citywide celebration of consumption.

According to reports, the “2026 Spring Sugar Life Season” will be held from March 26 to 29 at Dongjiao Memory Park in Chenghua District. Positioned as a “city consumption testing ground,” it will gather global delicacies, fine wines, and trendy drinks, allowing citizens and visitors to experience a “world on the tongue” without crossing mountains or seas, savoring global flavors amid city life.

The fair also pays special attention to enhancing consumer experiences. It has upgraded scene design, organically integrating music socializing, sports activities, cultural and creative markets, and influencer check-in spaces, creating new urban social scenes favored by young people. Additionally, activities like parent-child interactions, fun challenges, and light sports experiences cater to different age groups, ensuring that seniors, children, and young adults find their own ways to participate. The fair is transforming from “delicious” to “fun, interesting, and engaging.”

During the event, various districts and counties in Chengdu will coordinate to launch a series of spring sugar-themed consumption activities. Key commercial districts and特色 streets will host tastings, limited-time discounts, and new product launches, spreading the benefits of spring sugar throughout the city. Notably, with a valid badge, visitors can enjoy exclusive discounts at scenic spots and cultural museums, turning the fair’s traffic into city consumption vitality, allowing every participant to share in Chengdu’s warmth and hospitality.

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Visit the Sugar and Liquor Fair to see Chengdu’s charm

The Sugar and Liquor Fair is never just an industry event; it is also a vital engine for city development and a bridge connecting industry and urban life.

Especially in new product incubation and consumption stimulation, the fair provides offline trial sales and consumer testing scenarios, accelerating market conversion of new products. It also effectively boosts local commerce, catering, accommodation, and transportation consumption, transforming “exhibition traffic” into “urban growth,” injecting continuous momentum into Chengdu’s goal of building an international consumer center city.

Furthermore, the fair subtly leads consumer upgrade trends, cultivating new consumption hotspots focused on health, scene-based experiences, and quality.

It’s easy to imagine that the arrival of hundreds of thousands of domestic and international visitors offers a perfect opportunity to experience Chengdu’s city charm up close — from the blue bricks and ancient charm of Kuanzhai Alley, to the bustling, smoky atmosphere of Jinli; from an international business environment to a livable and business-friendly city vibe, the fair will serve as an important window to showcase Chengdu’s image and convey its warmth.

Notably, this year’s exhibition features a dedicated “Rong Liquor Industry” zone, highlighting Chengdu’s baijiu production achievements and industry strength, helping local food and alcohol industries connect deeply with national and global supply chains, attracting quality projects, companies, and talent, and promoting industry chain strengthening and extension. This creates a virtuous cycle of exhibition-driven production and city development, empowering Chengdu’s industrial charm and urban vitality to grow together.

The 114th National Sugar and Liquor Fair, with its grand scale, the gathering of domestic and international companies, and nearly a month of urban integration activities, has become an important platform linking industry, activating consumption, and empowering the city. Come here to discover the latest industry trends; taste global flavors; and experience the charm of Chengdu.

(Reporter: Meng Hao; Photos: Organizers)