Once known mainly as being an equipment manufacturer base for international brand such as Nike, Jinjiang's shoe industry is now rapidly developing its own innovation capability in research and development, gaining worldwide attention from both consumers and manufacturers alike.

"In the past, the overseas brands picked us for manufacturing, but now we pick them," said Xu Jihua, an official in Jinjiang's Swimsuit Association secretariat. Swimsuit is another competitive sports industry in Jinjiang.

A pair of heat generating shoes made with a high thermal conductivity graphene material impressed many visitors. "The shoes have passed extreme durability tests below -30 degree Celsius in Northeast China," said Zhuang Dongxing, the founder of Yuren electronic technology limited.

The company has attended the expo for three consecutive years. This year they talked to customers in India and Canada, ready to take overseas orders once their exporting qualification is approved this May.

This year, Anta, the leading shoe brand in China teamed up with Coca Cola, Marvel and American fashion brand Tokidoki, and launched co-branded sneakers. Using bespoke material, Anta launched a Coca Cola-themed female sneaker that weighs only 120 grams, lighter than half the weight of a normal shoe.

For Marvel and comic book lovers, the Anta booth featured a pair of Thanos-themed purple sneakers. Other co-branded sneakers in this series included Captain America, Spider Man, Iron Man, Captain Marvel and Black Widow, with prices ranging from $70 to $105.

The company also launched the "Tribute to NASA" theme sneaker for NASA's 60th anniversary. Last year, Anta's limited edition of co-branded basketball shoe, inspired by the dog of Golden State Warriors' player Klay Thompson was launched in the U.S., which proved to be highly popular.