South-east China is increasingly establishing itself as one of the key places where new consumption trends become visible.
Victor Morales Mora, from our market intelligence team was recently in Shenzhen, Guangzhou and Hong Kong for a research trip focused on the Greater Bay Area and its evolving F&B landscape. This area includes 87 million people and accounts for 11% of China’s total GDP.
Across Shenzhen and Guangzhou, he met with professionals from across the industry, combining interviews with broader market observations. Conversations focused on how Spanish food and wine can adapt to changing consumer habits in China, especially the growing interest in healthy and organic products. Visits to specialised supermarkets helped ground these discussions, giving a clearer picture of product positioning and retail concepts on the ground.
In Hong Kong, Victor reconnected with local partners, restaurants and importers ahead of the Spanish poultry trade mission. He also looked at how the city works alongside Guangdong on the mainland. Hong Kong remains open and outward-looking, but strong competition means success depends on clear positioning, tailored strategies and regular presence.
We often repeat this, but it is worth saying again: China is not one single market. Beijing, Shanghai and Guangdong each follow their own logic. The Greater Bay Area is fast-moving and is shaping its own identity. A fluid, high-speed economy paired with a more relaxed mindset creates an interesting fit with Spain’s Mediterranean lifestyle.
