Live streams, real-time coordination, and work until the fair closes — so that distance does not become an obstacle to deals

At the 139th Canton Fair in Guangzhou, a special team is at work. They are called "matchmakers". Their task is to connect buyers from the Middle East who cannot travel to China with Chinese exhibitors. The reasons: flight restrictions and regional instability. To ensure that distance does not hinder deals. This report is from CCTV+.

The fair, officially known as the China Import and Export Fair, runs in three phases from April 15 to May 5 in Guangzhou. It is the country's largest trade exhibition.

The matchmaking initiative is coordinated by the International VIP Services Division of the China Foreign Trade Centre. Live streams, real-time contact, and on-site coordination are all used to bypass physical barriers. The Middle East is becoming a key growth market for Chinese exports. And these efforts reflect a strategic determination to maintain trade momentum even amid logistical challenges.

At the heart of this work is Lin Xiqun, a senior manager in the division. His task at the current session: to connect foreign buyers who cannot attend in person with Chinese suppliers actively participating in the fair.

Due to flight restrictions in some Middle Eastern regions, many buyers cannot travel — even though they strongly want to make purchases. Lin simultaneously processes messages from abroad and coordinates on-site meetings. He says: given the current situation and flight restrictions, they really cannot come, but they really need to.

To account for time differences and regional business practices, live streams for Middle Eastern buyers are scheduled for 3:00 PM Beijing time. But this leaves Lin's team only three hours until the fair closes each day. A very tight window for effective work.

That is why preparation is key. Lin and his colleagues pre-select local streamers who have deep knowledge of Middle Eastern consumer preferences. Their routes through the fair are carefully planned based on previously collected buyer requests.

After each live stream, the team evaluates the response. How many inquiries did they receive? How engaged was the audience? If a session proves popular, the streamer is invited to visit specific exhibitor booths for on-site reporting. This way, they ensure a precise match between buyers and suppliers.

The live stream itself becomes a dynamic trading floor. Questions are asked and answered in real time. Physical distance is overcome through digital agility.

Li Zhuzhu, deputy head of the Hangzhou trade delegation, learned about the Middle East-focused initiative and approached Lin for help. Local specialized enterprises hope to use the Canton Fair's digital platform to raise their products' visibility abroad.

Once an exhibitor confirms interest, Lin gets to work immediately. He coordinates streamer assignments and personally accompanies them to the relevant booths. Upon arrival, streamers immediately begin showcasing products, highlighting key features and advantages. Lin stays in touch throughout the event — ready to resolve any technical or logistical issues that arise during the live stream.

The online audience often exceeds five to six hundred concurrent users. Those who are genuinely interested engage interactively. Exhibitors can feel that on the other side of the screen are real, interested customers. They see concrete data and genuine interaction.

The model is already delivering results. During one recent session, a buyer from Dubai named Ayman noticed a fully automatic unmanned car wash in the video feed of streamer Ahmed. Unable to attend in person, Ayman asked Ahmed to return to the booth for a closer look and key clarifications. Ahmed — an Egyptian streamer who facilitated this connection — noted a surge of real-time activity after his posts. Buyers ask about prices, follow up with questions, and interact.

Separated by screens, time zones, and thousands of kilometers, the fair's participants — buyers, streamers, exhibitors, and coordinators — are collectively building a bridge across geographical barriers. After virtual negotiations conclude, many have already promised to meet in person at the next fair.

Ayman told Ahmed: of course, he is very interested in planning a trip to the next fair.

As global trade evolves, the Canton Fair's hybrid approach — combining a physical exhibition with digital connection — offers a blueprint for inclusive and resilient international trade. For the "bridge builders" on the ground, every successful match confirms a simple truth: business knows no borders.