'Shopping in China' creating opportunities for multinational firms

China's "Shopping in China" initiative is creating fresh opportunities for multinational companies as the country steps up efforts to boost inbound consumption and further open up its consumer market, said Harley Seyedin, chairman and president of the American Chamber of Commerce in South China.

"The 'Shopping in China' initiative marks a strategic shift that is transforming multinational companies from passive market participants into active beneficiaries of China's consumption-driven growth model," Seyedin said in an exclusive recent interview with China Daily.

First launched in April 2025, the campaign aims to foster a more international-friendly consumption ecosystem while stimulating domestic demand through a richer supply of higher-quality goods and services.

Seyedin said the campaign's coordinated policy package — combining tax refund optimization, payment facilitation, targeted promotional campaigns and broader efforts spanning 15 pilot cities — directly addresses longstanding operational challenges for foreign retailers.

The policy push is already delivering tangible results.

Data released by the State Taxation Administration showed that the number of overseas travelers claiming departure tax refunds in 2025 surged 305 percent year-on-year, while sales of tax-refunded goods rose 95.9 percent and the value of tax refunds increased 95.8 percent, highlighting the strong momentum in inbound consumption.

Xie Wen, director-general of the goods and services tax department at the STA, said that China-chic and other sought-after Chinese products are gaining in popularity among overseas shoppers, further boosting the nation's appeal as a shopping destination.

"Sales and refund values for tech products such as smartphones, as well as traditional goods including silk and tea, more than doubled," he said.

Seyedin is among those drawn to such products, particularly high-quality Chinese tea. He said he is especially fond of Oolong tea from Fujian province and aged Pu'er tea from Yunnan province, citing the ritual and depth of flavor that set them apart from the packaged teas commonly found overseas.

"What we're witnessing is the maturation of China's consumer market into a truly internationalized arena where multinationals can leverage both the surging inbound tourism traffic and the sophisticated domestic demand for premium experiences," Seyedin said.

The campaign, he added, extends beyond traditional retail, covering services, culture, entertainment and healthcare — sectors in which many US multinationals hold strong competitive advantages.

"This isn't merely about facilitating purchases — it's about creating an ecosystem where multinational brands can build deeper emotional connections with increasingly discerning Chinese and international consumers alike," he said.

He also pointed to the rapid evolution of China's consumer market, saying one of the most notable developments has been the fusion of technology and tradition.

Chinese brands in sectors such as smart home appliances, electric vehicles and heritage-inspired skin care are moving beyond imitation and building distinct identities rooted in Chinese aesthetics and innovation, helping reshape the competitive landscape, he said.

"For someone like me who has watched this market mature over decades, the shift from 'Made in China' to 'Designed and Branded in China' is the most exciting and significant development," he said.

"It creates a dynamic, competitive landscape that ultimately benefits the consumer and pushes all of us — including multinationals — to be better," he added.