As the world's first import-themed trade fair, the China International Import Expo, which is entering its seventh year, has gained popularity among the business community in the United Kingdom, said participants at its roadshow in London.

Around 150 business representatives from sectors including trade, finance, and technology attended the event on Thursday, eager to learn about the annual expo, being held in Shanghai in November since 2018.

Ning Feng, president of the National Exhibition and Convention Center (Shanghai), one of the event organizers, said last year CIIE welcomed around 3,500 companies from all over the world, and the event connected exhibitors with 400,000 professional buyers, leading to intended deals worth $78.4 billion.

Every year around 50 companies from the UK, such as HSBC, Burberry, and Deloitte, occupy a total exhibition area exceeding 10,000 square meters, according to the organizer.

"China, with its 1.4 billion population and over 400 million middle-income consumers, offers immense market potential. We look forward to more UK enterprises, industry organizations, trade associations and small and middle-sized enterprises visiting China and seizing the opportunity," he said.

Bao Ling, minister of China's embassy in the UK, said that CIIE showcases China's efforts in further opening up its market to the world.

"There is huge potential for closer cooperation, in areas such as high-end manufacturing, new energy, financial services, biomedicine and creative industries," she said, adding that China-UK bilateral trade has been around $100 billion for the past three years.

Lise Bertelsen, executive director of the China-Britain Business Council, said that in the face of tremendous challenges, it is imperative for businesses in the two countries to continue to work together, and CIIE provides excellent opportunities.

Katie M Lee, senior advisor of China affairs at HSBC, said the bank's continuous participation in CIIE showed its commitment to the Chinese market.

"It also serves as a window for our clients to see and understand our products and services ... a platform for HSBC and our clients to see China and gain more insights into the Chinese market," she said.

Joe Woodford, head of global sales and marketing at Pickering Interfaces, an electronic components manufacturer, said the company considered CIIE an excellent platform for showcasing the latest technologies, expanding international markets and seeking partners.

"We eagerly anticipate continuing shared innovation and achievements with friends from around the world in future CIIE events, jointly embracing an even brighter future," he said.

Jiang Shangying, deputy general manager of the Bank of China London Branch, and Wu Lin, secretary-general of the China Chamber of Commerce in the UK, and Rob Macaire, chief adviser of UK & Middle East External Affairs at Rio Tinto also spoke during the roadshow.

Jiang Duo contributed to the story.