Over at the Nordic Center booth, Per Linden, chairman of Swedcham China's Shanghai chapter, was promoting a rack full of beers from Scandinavian countries. The Nordic Center will present more than 200 exhibits from 30 suppliers at the upcoming CIIE, and one of the featured products is beers from Sweden, according to Linden.

The center has been bringing businesspeople to China to attend various expos so that they can gain firsthand experience about Chinese business environment, Linden noted.

"CIIE provides a great opportunity for foreign brands to enter the Chinese market. It's necessary to come here and learn how the Chinese market works, which is different from the European market," he said.