China's "Shopping in China" initiative is creating new opportunities for multinational companies as the country steps up efforts to boost inbound consumption and further open 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 a recent exclusive interview with China Daily.

First launched in April 2025, the campaign aims to foster a more internationally friendly consumption ecosystem while stimulating domestic demand through higher-quality supply.

Seyedin said the campaign's integrated approach — combining policy support, tax refund optimization, payment facilitation and targeted promotional campaigns across pilot cities — directly addresses longstanding operational challenges for foreign retailers.

"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," he added.

In his view, the campaign extends beyond traditional retail, covering services, culture, entertainment and healthcare — sectors in which many American 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.

For Seyedin, that appeal is also reflected in specific products, especially high-quality Chinese tea. He said he is particularly drawn to oolong and aged pu'er from Fujian and Yunnan province, citing the ritual and depth of flavor that set them apart from packaged teas found abroad.

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 skincare 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.