The Embassy of Sri Lanka in Beijing (SLEMB) participated in the China International Fair for Trade in Services (CIFTIS) – Colorful World trade exhibition held from 10th to 14th September 2025 in Beijing, China. This annual event is recognized as one of Beijing’s largest platforms for international business engagement, focusing primarily on the B2C segment covering food, services, technology, and innovation.
On the opening day of the exhibition, the Tea Promotion Unit of the Embassy (SLEMB-TPU) organized a dedicated promotional campaign for Ceylon Tea, targeting Chinese consumers directly. The promotion brought several benefits for Ceylon Tea, including enhanced direct visibility among Beijing consumers, the opportunity to differentiate Ceylon Tea from competing origins through experiential marketing, strengthened brand positioning as a premium and healthy product, and the collection of valuable consumer feedback on taste preferences.
Over the subsequent days, the Embassy also promoted Ceylon Cinnamon and Ceylon Gems, broadening Sri Lanka’s image as a destination for high-quality products. The participation at CIFTIS 2025 thus contributed meaningfully towards advancing the market presence of Ceylon Tea in China, especially within the B2C segment. All in all, this initiative created meaningful visibility for Ceylon Tea in the Chinese B2C segment, while being organized at no cost to the Sri Lanka Tea Board or the Embassy, thus maximizing impact without incurring any additional expenses.
