Hangzhou in east China has become a global trade hub this week, as more than 300 companies from 85 countries converge on Zhejiang Province for a major import-consumption event expected to generate over 30 billion yuan (4.35 billion U.S. dollars) in deals.

The "Buy Global in Zhejiang, Drive Consumption with Hangzhou" fair, launched Sunday under the joint banner of China's Ministry of Commerce and the Zhejiang provincial government, as part of the nationwide "Big Market for All: Export to China" campaign.

The Hangzhou fair spans 20,000 square meters, roughly the size of three football fields, giving global producers a vast showcase to connect with Chinese buyers.

"It's very significant to Kenya. Kenya is well known as the best producer for the best coffee in the world, the best flowers in the world, the best black tea in the world. This program helps a lot to opening up the market access we desire for Kenyan products," said Livingstone M. Wahuro, Kenya Embassy counselor.

This year, the "Big Market for All: Export to China" campaign will stage more than 100 events, with the Hangzhou fair blending online and offline platforms to spur demand for imported goods.

"We welcome countries around the world to discover their best products and take practical steps to strengthen trade cooperation with China, so that quality goods from all over the world can become everyday favorites for Chinese consumers. We also hope China's super-large market can drive global development and create mutual benefit and win-win opportunities," said Xiao Lu, deputy director-general at the Department of Foreign Trade, Ministry of Commerce.

Officials said the campaign aims to position China's vast consumer base as a gateway for global products, driving demand for imports while deepening international trade cooperation.