"I've attended the China International Import Expo (CIIE) three times, and each time feels like opening a new mystery box. You never know what surprises you'll encounter," said Angel Prieto, Vice President of External Affairs and Director at Asociación Nacional de CEEIs (ANCES), his eyes filled with excitement. A veteran with over a decade of experience in Spain's and Europe's innovation sectors, Prieto's connection with China began 15 years ago. For him, the CIIE has become a "magical platform where connections take root".

FROM "SPECTATOR" TO "STAGE BUILDER"

When Prieto first attended the CIIE, he was filled with a visitor's curiosity. He recalled walking miles through the exhibition halls, from Spanish ham booths to olive oil tasting areas, and discussing traditional product imports with Chinese companies. "At the time, it felt like a 'global supermarket' where you could find all sorts of good things," he said. However, he quickly discovered the CIIE's "hidden talent"—it wasn't just about selling products, but about creating precise connections between Spanish innovation companies and China's industrial and capital chains.

Over the years, Prieto has attended numerous exhibitions in Shanghai, Beijing, and Guangzhou, but it wasn't until he first walked into the CIIE that he truly felt a "precise connection". "It's not just about displaying products or making sales; it's about directly linking European investors and startups with China's industrial and capital chains. The CIIE is where these 'gaps' turn into 'opportunities for cooperation'," Prieto explained.

Asociación Nacional de CEEIs (ANCES)

Today, Prieto is no longer just a "visitor" but has become a "promoter" and even a "spokesperson". With his support, the CIIE held two promotional events in Madrid in 2024 and 2025, reaching out to Spanish businesses. Prieto took the stage on both occasions, sharing his firsthand experiences to advocate for the event. His journey is a vivid example of the strong connection between the Spanish business community and the opportunities offered by the CIIE.

"Previously, I came to China to 'seek opportunities', but now I help more Spanish companies 'knock on the door'." In Prieto's view, the CIIE is like a "cross-border matchmaker", understanding not only the needs of the Chinese market but also the concerns of overseas companies. "It knows what we need and who to introduce us to," Prieto remarked.

FROM "TESTING THE WATERS" TO "DEEPENING ROOTS"

"Our company was founded by a group of experts in programming and automation, focusing on aluminum processing technology. We've maintained close collaboration with the ANCES in our technology development and industry implementation," said Juan López, Chairman of Avanza Tecnologia Informática Industrial (Avanza), a Spanish company. This group of "tech guys" has been working in Europe for 25 years but had never found the key to entering the Chinese market—until they "met" the CIIE at a promotion event in Madrid through the ANCES.

China is a "giant market", accounting for 60% of global aluminum production. However, López and his team were initially unsure: "Our technology helps aluminum plants reduce costs and increase efficiency, but will Chinese companies trust local technology more?" With this apprehension, they entered the CIIE exhibition hall for the first time.

"In fact, the number of companies interested in working with us far exceeded our expectations," López said. The enthusiastic market response undoubtedly gave them greater confidence.

"The CIIE is not a 'one-time exhibition'; we hope to use this platform to achieve our goal of deep-rooting in the Chinese market." López revealed that, through the CIIE's networking, Avanza is negotiating cooperation with a Chinese company and preparing to establish a joint venture in China.

FROM "CROSSING OCEANS TO SEE YOU" TO "A TWO-WAY JOURNEY"

When it comes to European technology, Chinese companies often first think of Germany, France, Switzerland, or Italy. However, Spain also has many "hidden champions" in fields like aerospace software, automotive components, and biomedicine. In Prieto's view, for Spain's "hard technology" to cross half the globe and enter the Chinese market, the CIIE is an essential step.

Prieto is not only a "familiar face" at the CIIE but also a board member of the Spanish Association of Business Angels (AEBAN). This association holds an "innovation resource pool" of 200 core institutions and 2,000 active investors, and Prieto is responsible for foreign affairs and international projects, playing a key role in connecting Spanish innovation with global markets.

From a professional investor's perspective, Prieto believed the CIIE is undoubtedly the "best bridge" for European startups to enter China. He candidly stated, "Without the CIIE, European startups could hardly imagine bringing their technology to China."

From Madrid to Shanghai, from ham and olive oil to aerospace and aluminum processing technology, the CIIE acts as a bridge across mountains and seas, allowing Spain's innovative forces to find their "place to shine" and providing the Chinese market with more diverse cooperation possibilities.

"Before, our focus was on 'entering China', but now it's about 'growing together with China', and the CIIE is where it all begins." For Prieto and López, the CIIE serves as a bridge that fosters mutual growth between China and Spain, and even extends to China and Europe.

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.