Leveraging the Swiss Exhibition Platform: Shanxi’s “Jinfu Global” Brand Reaches SwitzerlandKnocking on the Door of the Global Market

From October 31 to November 2, 2025, the Department of Commerce of Shanxi Province organized high-quality service trade enterprises from the province to participate in the Swiss International Tourism Exhibition (SIHE) held in Lugano, Switzerland. This participation is a key measure by Shanxi Province to promote the internationalization of the “Jinfu Global” service trade brand and to enhance Shanxi’s influence in the global industrial chain.

Building a High-End Platform and Providing Precise Service Guidance

The Swiss International Tourism Exhibition is Switzerland’s only professional trade fair dedicated to B2B luxury tourism, conferences and exhibitions, and leisure activities, with 372 exhibitors from 80 countries gathering for the event. The participation of enterprises organized by the Department of Commerce of Shanxi Province in such international high-end exhibitions serves as an important means for Shanxi’s service trade to integrate into the global value chain and enhance the international competitiveness of its service industry.

Through participation, Shanxi enterprises can not only strengthen their international presence but also seize opportunities in the global service trade landscape, achieving the strategic goal of “Shanxi Services, Serving the World.”

Highlighting Cultural Advantages and Crafting the Shanxi Identity with Ingenuity

The core highlight of this exhibition is centered on “highlighting Shanxi characteristics and enhancing brand image.” The exhibition area was scientifically planned into sections for product display, business negotiation, and multimedia presentation, with the “Jinfu Global” brand logo presenting an immersive “Shanxi experience” to the European market.

Elite Enterprises Gather to Showcase the Strength of Shanxi’s Service Trade

Five enterprises from various sectors—including cultural creativity, digital technology, traditional crafts, and tourism promotion—fully demonstrated the diversity and innovative vitality of Shanxi’s service trade industry:

Shanxi Zhisheng Media Technology Co., Ltd. showcased cultural and creative products imbued with Shanxi charm, promoting the internationalization of Shanxi’s cultural symbols through creative design. By combining Shanxi cultural creativity and intangible cultural heritage in innovative expressions, the company helps Shanxi culture break through regional boundaries and step onto the international stage, allowing the world to appreciate the unique charm of Shanxi culture.

Pingyao Tangdu Polished Lacquerware Co., Ltd. presented the national intangible cultural heritage “Polished Lacquerware,” demonstrating the innovative development and contemporary value of Shanxi’s traditional craftsmanship. The exquisite lacquerware craftsmanship impressed the exhibition, attracting European companies eager to explore cooperation models and customize lacquerware products for their clients.

Shanxi Dianchuang Digital Technology Co., Ltd. showcased its technological strength in digital cultural relic display, digital light and shadow systems, and software products, highlighting Shanxi enterprises’ capabilities in digital exhibitions and smart displays. The company received wide attention from clients in Switzerland, Italy, and other countries and actively sought cross-border cooperation opportunities.

Shanxi Yong’anli Industrial Investment Co., Ltd. focused on tourism promotion and hotel management, actively building a closed-loop marketing network for tourism products covering “food, accommodation, transportation, travel, shopping, and entertainment.” The company developed exclusive programs such as ancient architecture tours and wedding photography tours in Shanxi for overseas visitors, while also engaging in exchanges with companies from multiple countries on customized overseas travel products for Chinese tourists.

Shanxi Integrated Media Cultural Development Co., Ltd. leveraged integrated media communication empowered by the cultural and tourism industry to achieve global resonance for quality content. Through the exhibition, it brought China’s diversified tourism products to Europe, focusing on the charm of Chinese culture and showcasing the beauty of Eastern culture.

The joint efforts of these five enterprises not only aimed to expand markets and connect resources but also to demonstrate to the world Shanxi’s firm steps and strong capacity in transforming from an “energy powerhouse” to a “service highland.”

Serving National Strategies and Demonstrating Shanxi’s New Development Pattern

The Department of Commerce of Shanxi Province is making every effort to guide service trade enterprises across the province to seize the opportunities of the times and showcase Shanxi’s role in the wave of globalization. Shanxi’s participation in the Swiss Tourism Exhibition in a systematic and high-standard manner goes far beyond commercial significance. It represents a microcosm and a pragmatic practice of Shanxi’s commitment to the vision of “building a community with a shared future for mankind.” Through the craftsmanship of Polished Lacquerware, Shanxi shares a common human pursuit of a better life; through the digital presentation of cultural relics, Shanxi contributes technological solutions for the joint protection and sharing of cultural heritage by all humanity; through tourism promotion and cultural exchange, it builds a bridge of friendship that connects the Taihang Mountains and the Alps, linking China and the world and enhancing mutual understanding.

This marks Shanxi’s transformation from a participant in the global value chain to a contributor that promotes mutual benefit and cultural exchange through “Shanxi Services.” It is not only a commercial expansion but also a cultural dialogue and a dissemination of development concepts, showcasing Shanxi’s new vision in building an open and inclusive world.