British fashion house Burberry, in its fourth consecutive year of participating in the China International Import Expo (CIIE), said that China remains one of its most significant markets globally and that the event has become a vital platform for idea exchange and connection-building.

Josie Zhang, president of Burberry China, said: "We are honored to participate in the CIIE for the fourth consecutive year. Over the years, CIIE has become one of China's most important platforms to build and strengthen understanding and collaboration between China and the world. This becomes ever more important in today's world, and we look forward to exchanging ideas and making connections at this year's event."

The company showcased its latest winter designs at the expo with its storied history and the archival pieces that inspired the new collection.

Burberry also introduced an interactive experience for visitors at this year's CIIE.

Visitors can bring their gifted postcards to the Burberry booth at the CIIE to collect a stamp as the first "check-in" point. By visiting a second stop, Burberry's store at Plaza 66, and collecting another stamp, they are eligible to receive a special souvenir.

The brand recently opened a new flagship store at Sanlitun Taikoo Li, a premier shopping destination in Beijing, to further reinforce its presence in the Chinese market. For the first quarter of its fiscal 2025, the company posted a retail revenue of 458 million pounds ($594 million).

"China remains one of our most important markets globally, and the opening of new stores here demonstrates our confidence and long-term commitment," Zhang added.