Pakistani brands look for new avenues in China

Pakistani jewellery label Winza is seeking wider recognition in China through repeated participation in the China International Import Expo (CIIE), while another local brand, Harmani, is using Chinese social media to reach buyers. The Express Tribune reported that Winza President Aqeel Ahmed Chaudhry described the brand’s progress this year as positive, with its profile rising among Chinese consumers.

Winza first entered China at the second CIIE in 2019 and has attended every subsequent edition, using the event to display jewellery and develop business relationships. Its products combine Pakistani gemstones with designs shaped by Chinese cultural preferences, while Harmani’s representative said online platforms support product promotion and sales beyond physical shops. These cases highlight how exhibition exposure and digital distribution are being used by Pakistani brands to pursue customers in China.