"Last year it was an exhibit; this year it's a product." That's the story of Roche's Xofluza, an innovative medicine for influenza. It commenced the journey at the China International Import Expo (CIIE) as a small medicine box with the English label. In no time, it underwent a remarkable transformation at the CIIE, evolving from "an Exhibit" to "a Product"—not only entering the market but also being produced locally. 

Roche's booth at the 7th CIIE  Source: Roche

A CENTURY-OLD BIOTECHNOLOGY COMPANY'S ORIENTAL APPOINTMENT

As a global leader in biotechnology with a history of nearly 130 years, Roche has had a long-standing presence in China. As early as in 1926, Roche began introducing its medicines to China through pharmacies in Shanghai, marking the start of its nearly 100-year journey in China . Since the first CIIE, Roche has been an active participant. "The CIIE offers an excellent platform for multinational pharmaceutical companies like Roche. It serves as a bridge for us to engage in full-fledged communication with the government, enables all-round demonstrations of our globally innovative products, and acts as a key window to deepen ties and cooperation with our stakeholders." said Lily Long, Vice President of Corporate Affairs and Communications at Roche Pharma China.

As one of the first multinational companies to participate in the CIIE,  Roche will mark its eighth consecutive year at the expo in 2025. "The CIIE has become Roche's preferred place for showcasing our innovative products. Each year, we present the upcoming products slated for launch in China—and those in our pipeline—and bring them into the spotlight for their debut and exhibition at the CIIE." said Lily Long.

ENTERING "FAST LANE" OF CIIE

In Roche's CIIE journey, the "CIIE babies" stand out as the greatest testament to the expo's impact. Many of Roche's exhibits have gained approval in China and been transformed into products within one year. These innovative products, accelerated into the Chinese market through CIIE, demonstrate the expo's powerful spillover effects.

Xofluza is one of Roche's most famous "CIIE babies". When its English-labeled medicine box first appeared at the second CIIE, it had not yet been approved in China. Even so, it attracted significant attention on-site due to its innovative mechanism—only a single dose for a full course of treatment. Thanks to the product demonstration function of the CIIE platform and the reform of the new drug review and approval system, Xofluza was included in the List of Overseas New Drugs Urgently Needed in Clinic in China the following year and approved for the Chinese market just five months later, transforming from "an Exhibit" to "a Product". Moreover, the CIIE not only provided a platform for its display but also leveraged its strong media attention to bring the public health issue of flu prevention into the spotlight, achieving a dual breakthrough in both product introduction and disease awareness. 

Last year, Xofluza began being produced locally, meeting the needs of Chinese patients during flu season. 

Xofluza showcased by Roche at the CIIE  Source: Roche

Xofluza's success is not an exception. Another example is Phesgo, an innovative subcutaneous injection for breast cancer treatment, which made its China debut at the 5th CIIE.  Following its approval and inclusion in the National Reimbursement Drug List (NRDL) in 2024, Phesgo has become another outstanding case among Roche's "CIIE babies".

Phesgo showcased by Roche at the CIIE  Source: Roche

"Roche has participated in the CIIE for seven consecutive years,  many of our global innovative products have transformed from 'Exhibits' to market-ready 'Products', fully demonstrating the 'China speed'," said Lily Long.

CIIE FACILITATES IN-DEPTH ENGAGEMENT IN CHINA

Over the past seven years, CIIE has become a showcase for China's new development paradigm, a platform for high-standard opening-up, and a public good shared by the whole world. 

Lily Long stated, "We are impressed by the Chinese government's strong commitment and strategic foresight in promoting high-level openness. This not only boosts our confidence in our long-term development in China but also enables us to leverage the CIIE to deepen our collaboration with partners in the health industry ecosystem, working together to create a healthier and brighter future."

On May 8 this year, Roche announced an investment of RMB 2.04 billion to build a new state-of-the-art biologic manufacturing site in Shanghai, further strengthening Roche's entire pharmaceutical value chain in China by enhancing its supply chain and local manufacturing presence. This investment not only demonstrates Roche's resolve to deepen its roots in China and benefit Chinese patients, but also underscores the strong "Magnetic Appeal" of China's vast market to countless enterprises like Roche.This is a vivid example of how the CIIE facilitates the transformation of "Exhibitors into Investors". 

For Roche, the "CIIE babies" of the past have matured. Looking ahead, more new "CIIE babies" will continue to shine on the grand stage of the expo. Empowered by the "super speed" enabled by the CIIE, they will thrive, step into the  broader and more open Chinese market, and bring new hope to thousands of Chinese patients. 

Disclaimer

The information in this article is compiled from materials provided by relevant parties participating in the CIIE and media reports,  with the CIIE Bureau objectively compiling relevant content. The CIIE Bureau does not take responsibility for disputes or losses arising from the following circumstances: deviations in expression due to outdated information updates; readers' subjective judgments or actions based on this article; unauthorized alteration or dissemination of the content by third parties.