Introduction: The World's Largest Food & Beverage Trade Event Returns to Chengdu
On March 26, 2026, the 114th China National Sugar and Wine Commodities Fair (also known as the Spring Sugar & Alcohol Fair or Chengdu Food & Drinks Fair) officially opened in Chengdu, Sichuan Province. Recognized as the “barometer” and “wind vane” of China’s food and alcohol industry, this year’s event spans a massive 325,000 square meters and attracts 6,600 exhibitors from 40 countries and regions.
With the theme “After the Spring Festival, Welcome to the Spring Sugar”, the fair is undergoing a strategic upgrade in both format and content. It is evolving from a traditional trade show focused on terminal consumer products into a comprehensive platform covering upstream agriculture, midstream manufacturing, and downstream channels — marking a significant “dimensional upgrade” for the global foodtech and beverage sectors.
One City, Two Venues: Differentiated Positioning for “Good to Eat” and “Good to Drink”
For the first time, the 114th edition adopts a “One City, Two Venues” model with clear differentiation:
- China Western International Expo City focuses on “Good to Eat” — emphasizing food across the full industrial chain.
- Century City New International Convention & Exhibition Center focuses on “Good to Drink” — serving as the core hub for alcoholic beverages and drinks.
Century City Venue: Spotlight on Beverages, Alcohol Innovation & Young Consumer Trends
As the primary alcohol and beverage zone, Century City features:
- China Famous Liquor Zone — gathering top domestic brands such as Moutai, Wuliangye, Fenjiu, and Luzhou Laojiao.
- Intelligent Brewing Experience Area and AR Tasting Interactive Zones for immersive visitor engagement.
- International Wine & Spirits Zone — showcasing global names like Château Lafite and Penfolds.
- Dedicated areas for Liquor Packaging & Supply Chain, Beverages & Dairy Products, Rong Liquor (Sichuan Liquor) Zone, Yellow Wine & Health Wine Zone, Emerging Liquor & Beverage Brands, and Beverage Ingredient & Supply Chain Zone.
Notable exhibitors include Sichuan Chuan Shi Liang Fang, which launched rum and green plum fruit wines targeting young consumers' “self-pleasure” drinking needs, and first-time participant Yunnan Dikelong Beer, presenting craft beer series flavored with Yunnan flowers and wild mushrooms.
Western Expo City Venue: Full Food Chain Focus and Emerging Categories
The Western Expo City centers on the complete food industry chain with zones dedicated to:
- Food Machinery & Equipment
- Green Agriculture
- Specialty Foods
- International & Innovative Foods
- Condiments & Ingredients
Cross-industry highlights include Guangdong’s Lingdong Chuangxiang, debuting snacks co-branded with popular IPs like Crayon Shin-chan and Ultraman, and White Rabbit Creamy Candy launching plush toys, blind boxes, and other derivatives — demonstrating how food brands are integrating “content assets” into their supply chains.
Major Industry Trends Emerging at the 114th Sugar & Wine Fair
The 2026 fair clearly reflects several transformative trends reshaping the foodtech and beverage landscape:
- Youthful Consumption as the Main Battlefield
Brands are aggressively targeting younger consumers with low-degree alcohol, fruit wines, craft beer, and fun IP-linked snacks. - Deep Integration of Health and Technology
The “Healthy Food & Tech Services Zone” showcases low-GI foods, medicinal-food homologous products, and precision nutrition. Smart manufacturing exhibits include cooking robots capable of preparing thousands of dishes (from Chengdu Haike Machinery) and the “AI Health Cabin” from the China National Research Institute of Food & Fermentation Industries, signaling a shift from experience-driven to data- and AI-driven production. - Full Industry Chain Integration
New supply chain-focused zones enable upstream raw material suppliers, midstream manufacturers, and downstream distributors and brands to connect efficiently, facilitating resource reconstruction and collaborative innovation. - More Professional and Efficient Business Matching
Industry insiders report a noticeable increase in serious buyers. On-site order volumes are reportedly 70-80% higher than previous years, with improved professional quality and negotiation efficiency — indicating the fair is returning to its core role as a high-value B2B trading platform.
Why This Matters for FoodTech Professionals
The 114th China Food & Drinks Fair is no longer just a product showcase. It has become a strategic platform for food processing equipment innovation, packaging advancements, ingredient traceability technologies, smart manufacturing solutions, and sustainable supply chain development. For global foodtech companies, equipment manufacturers, and ingredient suppliers, the event offers unmatched opportunities to explore partnerships in one of the world’s fastest-growing food and beverage markets.
The fair runs from March 26 to 28, 2026. Whether you focus on beverage stabilization, intelligent processing lines, functional ingredients, or IP-driven product development, Chengdu this spring is the place to be.
Original Chinese Source: Baijiahao article (adapted and fully translated for international audience)
Event Official Context: 114th National Sugar and Wine Fair / China Food & Drinks Fair 2026, Chengdu
Event Official Context: 114th National Sugar and Wine Fair / China Food & Drinks Fair 2026, Chengdu
Keywords: 114th China Sugar and Wine Fair 2026, Chengdu Food & Drinks Fair, spring sugar alcohol fair, foodtech trends China, beverage innovation 2026, food supply chain exhibition, smart food manufacturing, low alcohol fruit wine, IP food collaboration, healthy functional foods, food packaging supply chain